Course Code: N1I00483 Credits: 1.0
Total Hours: 16
Prerequisites: Marketing
Target Students: Undergraduate students and top-up students majoring in Business Administration
Course Description:
Marketing Simulation Experiment is a 1-credit core course designed for undergraduate and top-up students in Business Administration. This course aims to provide students with hands-on experience in a simulated yet realistic market environment, allowing them to apply their marketing and planning skills. It emphasizes the practical application of theoretical knowledge and encourages students to transform fragmented learning into systematic and actionable competencies, thereby achieving an effective integration of theory and practice. Through competitive simulations, students are able to experiment with designing and executing marketing strategies without bearing real-world risks—enhancing both learning interest and instructional effectiveness.
Learning Outcomes:
Upon completing this course, students will be able to:
Conduct market research and analysis to develop effective marketing strategies;
Analyze consumer behavior and carry out product and functional positioning;
Identify and target suitable market segments and formulate comprehensive marketing mix strategies;
Adjust marketing strategies in real time based on simulated business performance to optimize operations;
Conduct profit and loss analysis, evaluate business performance, identify shortcomings, and propose improvement suggestions;
Strengthen patriotism and social responsibility, while developing sound marketing concepts and professional ethics;
Demonstrate team spirit and communicate effectively in group settings..
Teaching Methods:
This course adopts a student-centered teaching approach, focusing on the application of theory and skill development. A specialized marketing simulation system is used to replicate business operations. Students work in groups to make strategic decisions and adjust marketing tactics within a virtual environment, gaining first-hand experience of marketing’s critical role in business operations. Instruction emphasizes both strategic thinking and the execution of specific marketing activities.
Assessment Methods:
Final grades are entirely based on continuous performance during the simulation, using a five-level grading scale.
Continuous assessment (100%):
• Autonomous learning performance is evaluated through the quality of students’ simulation reports.
• Process performance reflects student engagement and in-simulation performance throughout the course.
