• Digital Marketing Simulation: Media Attribution at ExerciseM...

  Venkatesan, Rajkumar

  Digital Marketing Simulation: Media Attribution at ExerciseMinder (SIMULATION)

  Venkatesan, Rajkumar Forio Simulation M-0988 / Published February 5, 2020 / 1 pages. Collection: Darden School of Business

  Media attribution is a critical issue for marketers. Digital media provides marketers access to fine-grained data about consumer interactions with brands, but identifying the contribution of different media channels to the acquisition and retention of customers is very challenging. Marketers use attribution modeling to identify the value of each media channel. This allows companies to attribute ap... Read More

• The Beer Game (SIMULATION)

  Weiss, Elliott N.; Raz, Gal; Goldberg, Rebecca

  The Beer Game (SIMULATION)

  Weiss, Elliott N.; Raz, Gal; Goldberg, Rebecca Forio Simulation OM-1521 / Published August 11, 2016 / 1 pages. Collection: Darden School of Business

  The Beer Game is a competitive supply chain simulation that improves on the learning outcomes of the classic Beer Game developed at MIT. Students still assume one of four supply chain positions, but in the second game, profile participants can have full visibility of the entire supply chain (information regarding inventory on hand, incoming shipments, and demand), and each member of the supply cha... Read More

• Positioning Game (SIMULATION)

  Farris, Paul W.

  Positioning Game (SIMULATION)

  Farris, Paul W. Forio Simulation M-0677 / Published October 22, 2013 / 90 pages. Collection: Darden School of Business

  Using perceptual maps, students make decisions about launching new products in the context of impending market competition. Groups of six players compete in the launch of a new or enhanced product by positioning their brand at an ideal place in the market. Decisions are made in real time, and costs are incurred with positioning changes. Launching new products into new or established markets provid... Read More