Peer Review

LINKS Brand Audit

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Reviewed:: Nov 20, 2007 by Business

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Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:: LINKS Brand Audit is one of several simulations provided by Randall Chapman. This is a team-based, brand audting and analysis exercise. Operating within a marketing research budget constraint, students iteratively purchase marketing research studies for their brand auditing effort. (NOTE: There is a $15 per student charge fo the simulation)
Type of Material:: Simulation.
Recommended Uses:: While I have not actually used this simulation in a class it appears from the discussion on hte website, that the game could be used as part of a marketing class (he specifically recommends Marketing Research). However, I could also see that this game could form the basis for either an entire semester's class or used as an intensive two or three-week exercise (say, between semesters.)
Technical Requirements:: Students also need to have reliable access to the Web and a Java-enabled Web browser.
Identify Major Learning Goals:: The simulation gives students practice making decisions, often in an environment of uncertainty -- something that mimics the "real world." Participation in a simulation also enhances students' abilities in several other areas: working with financial data, working in teams, assessing marketing research reports, planning, and competitive assessment.
Target Student Population:: Undergraduate or graduate capstone marketing course.
Prerequisite Knowledge or Skills:: This is a very sophisticated simulation that requires understanding of marketing, marketing research, and financial statements.

Content Quality

Rating:
Strengths:: This is a very complete simulation that contains a great deal of data. It is self-contained and students could run the simulation at their own pace.
Concerns:: The sheer complexity of the simulation may overwhelm students, particularly at the undergraduate level.

Potential Effectiveness as a Teaching Tool

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Strengths:: The learning objectives are clear, and student teams can independently work through the simulation runs at their own pace. There is ample data available for them to analyze. Simulation games are great when used properly -- that is, when used at a point in the curriculum when students have the requisite background to assess the information provided to make good decisions (assuming, of course, that students are motivated to do so!). Simulations tend to engage students, give them practice making data-driven decisions, and as a result tend to thereby give them confidence in their capabilities. Often students, especially marketing majors, really do not understand financial data until they are placed in a situation such as this one where they have to make sense of the information in order to compete successfully with the other teams in the simulation.
Concerns:: Students can see results of the decision but may not fully understand how their decisions caused the results. Sufficient and continuing faculty preparation is required to be used effectively.

Ease of Use for Both Students and Faculty

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Strengths:: There is a great deal of information and FAQs available to the students. The student guide alone is 65 pages in length. As already noted, the Web-based nature of this exercise really makes using this simulation quite attractive. Students can input decisions and get responses at times and places that suit them. Faculty do not need to devote their own time to 0running the game. Thus, the LINK Brand Audit set up looks to be easy to use. It's the faculty preparation that will not necessarily be "easy." Again though, the author promises extensive work with faculty members prior to the use of the simulation in class.
Concerns:: The site is dated-looking and the output is all textual. The amount of information available can be overwhelming. Faculty do need to understand the ins and outs of the simulation, so that they understand when to provide assistance and when to feign ignorance!

Other Issues and Comments:: Very sophisticated simulator that can be used with proper deliberation as a capstone marketing experience.
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