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1 | U p d a t e d 8 . 1 4 . 2 0 1 9
Instructor Manual
& Implementation Guide
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Table of Contents
Introduction ................................................................................................................................................................................................ 4
Game Description ...................................................................................................................................................................................... 4
Learning Objectives .................................................................................................................................................................................. 4
Video Demonstration of Practice Marketing Simulation .............................................................................................................. 5
Helpful Tips for Using the Practice Marketing Simulation with Students ............................................................................. 5
Helpful Tips for Group Work ................................................................................................................................................................... 5
Sample Practice Marketing Syllabus Language with Simple Marketing Plan ..................................................................... 6
Sample Recap Worksheet (see sample syllabus)................................................................................................................................................ 8
Simple Marketing Plan Assignment ........................................................................................................................................................................ 9
Sample Syllabus – 14 Week Semester ................................................................................................................................................................. 10
Practice Marketing Simulation Assignment Setup in Connect ............................................................................................... 12
Connect Account .......................................................................................................................................................................................................... 12
How to Log In ................................................................................................................................................................................................................ 12
Creating an Assignment ........................................................................................................................................................................................... 12
A Note about Assignment Weights ................................................................................................................................................... 14
A Note about Turn Events .................................................................................................................................................................... 15
Student View: The Practice Marketing Assignment .................................................................................................................... 17
Instructor Reports................................................................................................................................................................................... 18
How does grade scaling work? .............................................................................................................................................................................. 19
Summary of Simulation Elements ..................................................................................................................................................... 21
The Game World: A 3D Conceptual Map ......................................................................................................................................... 21
Target Market Segment ......................................................................................................................................................................... 22
Product Development ............................................................................................................................................................................ 23
Pricing System .......................................................................................................................................................................................... 27
Integrated Communications: Positioning, Promotions and Product Awareness ............................................................ 30
Key Performance Indicators................................................................................................................................................................ 37
Glossary ....................................................................................................................................................................................................... 39
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Appendix ..................................................................................................................................................................................................... 40
Buy Calculation ............................................................................................................................................................................................................ 40
Turn Events in Depth ................................................................................................................................................................................................. 43
Scoring In-Depth.......................................................................................................................................................................................................... 45
What are the Score Categories? ............................................................................................................................................................................ 45
How do Assignment Weights work? ..................................................................................................................................................................... 46
Support ........................................................................................................................................................................................................ 49
System Requirements ............................................................................................................................................................................ 49
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Introduction
Game Description
Practice Marketing puts players in the role of a marketing decision maker for a small backpack
company. Players research the market for backpacks and choose a promising market segment
to target. Then they design a backpack with the goal of matching its style, attributes and special
features to the preferences of that market segment. After setting an initial price for their
backpacks, players select distribution channels, and coordinate an integrated communications
strategy to build awareness for their products. The game includes a realistic marketplace in
which individual players act as companies which compete against computer-controlled
companies. Players analyze sales results, collect competitive information and then refine their
product, price, place and promotional strategies in order to maximize results and become a
market leader.
Learning Objectives
✓
Develop strategic thinking regarding planning and execution of marketing operations in
a rapidly changing, competitive environment
✓
Provide a lively, interactive experience that focuses on student learning through trial
and error within holistic game play, where students see how the elements of marketing
come together.
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Video Demonstration of Practice Marketing Simulation
Associate Professor John Newbold describes his experience using McGraw-Hill Practice Marketing. To
listen to specific topics, please jump to the time codes below:
Helpful Tips for Using the Practice Marketing Simulation with Students
✓ Start with assigning the Marketing Mini Sim Application-Based Activities within Connect early in the
semester to prepare students for the Practice Marketing full simulation. *At a minimum assign
Planning & the Marketing Mix Mini-Sim
o Provide tips (not answers) from Mini-Sim Implementation Guide. This can be found in Connect
under Library→Instructor Resources.
✓ A brief introduction of the full simulation and/or the mini sim in class before students start the
individual play is recommended. A scripted First Day of Class student-facing PPT deck is provided for
your use within Connect under Library
→
Instructor Resources.
✓ Prior to assigning multiple turns with the Practice Marketing full simulation game that counts toward
students' course grade, set up a 2-turn unlimited turn game for students to use for practice.
Helpful Tips for Group Work
✓ While CONNECT only allows individual play in Practice Marketing, many have found success assigning it
as a group project. Here is a suggested workaround for group play:
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o Determine your group makeup. (Groups of three or four are recommended. Any smaller and
the division of labor is more challenging. Any larger and there is the risk of non-involvement and
engagement of one or more students.)
o Next, ask all the students to log in to Connect and access their Practice Marketing assignment.
Note that each student will need to enter the exact information the group has decided to
choose for each turn. This will allow students to all be on the same level as their other group
members.
Sample Practice Marketing Syllabus Language with Simple Marketing Plan
Practice Marketing Simulation Assignment
What is Practice Marketing? – Practice Marketing is a marketing simulation game assignment within Connect that
Players research the market for backpacks and choose a promising market segment to target. Then they design a
backpack with goal of matching its style, attributes and special features to the preferences of that market segment.
After setting an initial price for their backpacks, players select distribution channels, and coordinate an integrated
communications strategy to build awareness for their products.
Assignment Instructions:
1. Complete the registration for Practice Marketing
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3. If desired, complete the Tutorial in Practice Marketing. This is optional and not for a grade.
5. Record each turn’s information on its own Turn Recap Worksheet.
7. At the end of turn 6, compile your Turn Recap Worksheets and use this information to type up your
Marketing Summary Report.
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Sample Recap Worksheet (see sample syllabus)
Practice Marketing Simulation
Turn Recap Worksheet
Name: _________________________
Turn: __________
3. What moves did you make during this turn? Explain in detail how you addressed Product, Price, Place, and
Promotion for this particular turn and why.
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Simple Marketing Plan Assignment
Full Sim Marketing Plan
Your Full Sim Marketing Plan should contain the following elements:
✓ Segment Analysis
✓ Competitive Analysis
o End turn one w/o making any inputs. (using Practice Marketing – 2 Turns)
o Click on Leader Board. Compare Account Balance, NP, MS, US by Company.
✓ Pricing Strategy
o Detail your Unit Price, Margin per Unit and Distributor Profit Margins. Explain where you want
to be on the Position Map.
✓ Distribution Strategy
o Detail the channels selected and why as well as the channels not selected and why not. Provide
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Sample Syllabus – 14 Week Semester
The Practice Marketing simulation is flexible and can be played in class or outside of class, as individuals or
in groups. You will need to look at your course structure and learning outcomes to determine what structure best fits
your requirements.
In a traditional 14-week semester, it makes the most sense to introduce Practice Marketing in the middle of the
semester. This allows for your normal introduction of the 4P’s of marketing along with some in-depth investigation
of selected concepts in the first half of the course. A brief introduction of the simulation in class before students start
the individual play is recommended. Because class time is so critical, assigning the work outside of class makes the
most sense, with a review of results handled in class after the round is completed. Once game play is completed, a
presentation of a student’s or team’s effort can be included at the end of the semester.
This is a sample syllabus that follows this structure.
Class Date TOPICS
#1 09/01 Course Introduction
#2 09/08 Strategy and Planning
#3 09/15 Analyzing the Marketing Environment
#4 09/22 Consumer Behavior
#5 09/29 Segmentation, Targeting and Positioning
#6 10/06 Products
#7 10/13 MID TERM EXAM
New Product Development
IN CLASS - PRACTICE MARKETING – PRACTICE ROUND
#8 10/20 Pricing
DUE – INDIVIDUAL TUTORIAL - PRACTICE MARKETING
#9 10/27 Channels
DUE - PRACTICE MARKETING – ROUND #1
#10 11/03 IMC
DUE - PRACTICE MARKETING – ROUND #2
#11 11/10 Promotion
DUE - PRACTICE MARKETING – ROUND #3
#12 11/17 Digital Marketing
DUE - PRACTICE MARKETING – ROUND #4
#13 12/01 Ethics and Global Marketing
DUE - PRACTICE MARKETING – ROUND #5
#14 12/08 Course Wrap Up and Exam Review
DUE - PRACTICE MARKETING – ROUND #6
DUE - TERM PROJECT REPORT
IN CLASS - PRACTICE MARKETING PRESENTATIONS
12/15 FINAL EXAM
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7- OR 10-WEEK SEMESTER
Keeping with the recommendation to start the use of the simulation after the introduction core course concepts, this
requires the need to assign multiple rounds within each week. For a 7-week class, the in-class introduction and tutorial
would be in the third week, followed by two rounds for each of the following three weeks, with presentations
occurring in the final week. For a 10-week class, the in-class introduction and tutorial would begin in the fifth or sixth
week, with a similar implementation on the back end.
ONLINE OR BLENDED FORMATS
With a blended format, if any of the in-class sessions are held in the middle of the program, this would be a logical
place to introduce the simulation. With a formal online program, we recommend sharing the Practice Marketing
overview PowerPoints with students before assigning game-play. They can be found under Library→Instructor
Resources.
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Practice Marketing Simulation Assignment Setup in Connect
Connect Account
You will log into your McGraw-Hill Connect Instructor account in order to assign Practice Marketing. If you do not have an
account, you can obtain one from your McGraw-Hill Learning Technology Representative. If you are not sure who that is,
click here: https://shop.mheducation.com/store/paris/user/findltr.html
How to Log In
Once you have received your unique user name and password from your designated McGraw-Hill
Learning Technology Representative, you are able to access the simulation within Connect. There are
two options:
Connect, and thus Practice Marketing, while logged into your LMS.
Creating an Assignment
Click on Add Assignment from your Connect section home page.
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Step One: Select the assignment type
Select Application-Based Activity from the assignment types list.
Step Two: You have the option to select Practice Marketing, Practice Marketing Mini Sim or both from
the assignment selection options. Select the Practice Marketing activity you want to assign and click
Continue. *Notice there are 2, 8, 12, 16 and 20 Turn options as well as a Tutorial.
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Step Three: Set up the Practice Marketing game metrics for your assignment
A Note about Assignment Weights
The Scoring is under your control. Feel free to weigh certain criteria more heavily if you wish.
Shifting values to particular areas will not alter how the computer-controlled competitors play
the game. Here is how each criterion is calculated:
✓ Net Profit
(Sum of (Net Price x Units Sold) for each channel) – Total Costs Where Net Price = Price -
Distributor Cut
✓ Customer Satisfaction Score
(Characteristics Score + Features Score + Price Score + Message Score + Interest Level) / 5
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A Note about Turn Events
Turn Events give you the option to set certain events to happen in the game on a specific turn to
create more real-life issues and conflict. There are a number of events to choose from and you
can use Add/Remove to choose what turn to have them appear. Important to note about turn
events:
• This can add a significant level of complexity to the game play. Often times these are
introduced for capstone courses, MBA programs or more rigorous marketing programs.
• They are intended to increase the difficulty of the game and make students react to a
changing market.
• Turn events must be turned on at the BEGINNING during set up. If you are unsure if you
want to use Turn Events, you may want to turn them on during set-up so that you aren’t
locked out of using them later on in the term. The number of turn events you can select is
dependent on the number of game turns you have chosen to allow your students to play.
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Step Four: Set up Common Policies
✓ Assignment Name (required)
The name the student will see in their assignment list.
✓ Instructions
Optional instructions to help the students complete the assignment.
✓ Assignment Attempts Allowed
The number of times that the student will be allowed to complete the simulation. In the event
of multiple completed attempts, the highest scoring attempt will be used.
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Student View: The Practice Marketing Assignment
It will carry the name that you assigned to it during the assignment set-up process.
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Instructor Reports
Assignment Report
Export Score View
Export Details View
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How does grade scaling work?
Each student will be scored against the computer-generated companies in their game.
To help illustrate how grade scaling works, let’s look at some imaginary students with the
following Score Category values:
Student
Score
NP
ROM
MS
CSS
Student 1
?
$300
130%
40%
45
AI 1
?
$255
25%
20%
40
AI 2
?
-$60
-150%
40%
25
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Please note that the above table is excluding all Score Categories that have their Assignment Weight
set at 0 as they are not relevant in determining Score.
For each Score Category, the applicable Assignment Weight and a line equation are used to determine
the number of points earned in the category. Here are the key rules:
1. The available points for a given Score Category is equal to the assignment Weight for that Score
Category.
