Using Executive Briefings in Marketing Simulations

Computer simulations in marketing can incorporate the human dimension of business communications through the method of executive briefings. Student teams play the role of the management team for their company while the instructor plays the role of the corporate chief executive officer. During the executive briefing students must justify their business strategy. The CEO/instructor plays the “devil’s advocate” and questions their analysis, thereby stimulating them to improve their understanding of the industry situation and improve their marketing mix decision making. Over the course of a semester’s executive briefings, students improve their business communication skill, an important dimension of their education, and may gain a deeper understanding of marketing analysis.