Material Detail

BRANDS is a multi-brand, multi-market, computer-based marketing simulation. Students make decisions as Product or Brand Managers within a global firm that markets fictitious "vaporware" products. The instructor administrates BRANDS? industries (2 to 9 firms per) using free software that runs on MS-DOS IBM compatible personal computers. Instructors can run multiple industries at the same time.

Each firm can market up to two fictitious products ("vaporware") in up to four different geographic regions (Europe, Latin America, Pacific, and USA). Firms make an impressive number of marketing decisions including product placement, product configuration, pricing, advertising spending and media content, promotion spending, sales force, research and development expenditures, and demand forecasts. Students can also order various marketing research studies to inform their decision-making. Students submit decisions and research orders "quarterly" by filling out a worksheet manually or via diskette. Instructors input all firms' decisions and "run" the quarter using the BRANDS software. The software automatically generates quarterly financial reports for every team. Industry wide performance metrics are also generated for the class.

Student/participant manuals are available for purchase via Prentice Hall, Inc., and Instructors' materials, software, and support is available directly from the simulation's author, Randy Chapman at ChapmanRG@aol.com. His student web site for BRANDS can be found at URL: http://www.ChapmanRG.com/BRANDS/HOMEPAGE.HTM

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