Teaching Methodologies
The classes will include lectures and practical sessions supported by computer. Practical lectures will be
supported with a computer-based marketing simulator. Marketing simulators allow students to test and explore the real marketing issues in the classroom. This subject will be assessed through a practical project.
Learning Results
The Marketing simulation (marketing game) subject aims to apply the marketing concepts learned during the
course. Students will analyze case studies in order to define strategies and analyze their impact through
simulation techniques. With this subject, students should have developed the ability to adapt marketing
concepts in real business scenarios.
Program
1. Introduction to simulation
1. Simulation and game main concepts
2. Simulation models
3. Simulation process
4. Simulators
2. Marketing simulator
1. Business plan
2. Marketing decisions
3. Sales decisions
4. Production decisions
5. Financial decisions
6. Analyze the simulator’s outputs
3. Data Mining applied to marketing
1. Data Mining concepts
2. Data Mining methods
3. Simulation with Data Mining
Internship(s)
NAO
Bibliography
Aldrich, C. (2005). Learning by Doing: A Comprehensive Guide to Simulations, Computer Games, and
Pedagogy in e-Learning and Other Educational Experiences: Pfeiffer.
Kottler, P. (2001). Marketing Management (13th ed): Prentice Hall
Mason, C. H., & Jr., W. P. (2001). The Marketing Game! (3rd ed.): McGraw-Hill.
Robinson, S. (2003). Simulation: The Practice of Model Development and Use: John Wiley & Sons Inc.
Schulz, E. (2001). The Marketing Game: Adams Media Corporation.
Silva, P. S., Pedrosa, D., Trigo, A., & Varajão, J. (2011). Simulation, games and challenges: from schools to
enterprises. Paper presented at the Enterprise and Organizational Modeling and Simulation, London (England).
Silva, P. S., Trigo, A., Varajão, J., & Pinto, T. (2010). Simulation – Concepts and Applications. In M. D. Lytras, P.
O. d. Pablos, A. Ziderman, A. Roulstone, H. Maurer & J. B. Imber (Eds.), 3rd World Summit on the Knowledge
Society (Vol. 112, pp. 429-434): Springer Berlin Heidelberg.