Marketing 101 - The Principles of Marketing

By Muzzy Lane

Business Category









2010 Best Serious Game Business Category


Skills and Ideas Taught:  The “4 Ps” of marketing.  Players learn that the key to marketing success is to have a strategically aligned marketing plan.

Goal or Challenge:  Players must create and market a profitable backpack that will meet the needs of a specific market segment in a competitive marletplace.

Primary Audience:  University students studying introductory level marketing.

Assessment Approach:  Financial results are the key metric.  Players are presented with a critical thinking question that is captured each turn to challenge them to reflect on their marketing decisions.  Positive rewards are measured in terms of total sales, market share, and profitability.  Players will always clearly see how they’re selling, and how their sales stack up against their competitors.

Description:  Marketing 101 – The Principles of Marketing puts players in the role of a marketing decision maker.for a small company entering the backpack market. Players research the market to select a promising market segment to target. Then, they design a backpack whose style, attributes and special features will appeal to that market segment, and price it appropriately. Once designed, players’ backpacks are sold in a competitive marketplace. They will analyze sales results, collect information on competitors, and refine their product and pricing strategy in order to maximize profits and become a market leader. Eventually, players will make deals with different distribution channels and manage advertising and promotional campaigns in an effort to increase sales and become the market leader.

Game Engine: Muzzy Lanes Proprietary Engine

Operating System:  Windows

Platform:  Personal computer

Special Hardware:  None