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Allocator (SIMULATION)
Farris, Paul W. Simulation M-0699 / Published November 9, 2004 / 90 pages.
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Product Overview

The Allocator exercise is a simulation that puts the class, as brand teams of three to seven people, in the role of product managers in the beer market. Each market set has five brands. The brands are the same for each market set. Each brand has a budget that may be allocated to support marketing activities and purchase marketing research information.


Learning Objectives

The purposes of the exercise are to gain experience in allocating marketing resources, to learn "how to learn" about market dynamics and to gain experience in choosing and displaying marketing metrics via a marketing dashboard.

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  • Overview

    The Allocator exercise is a simulation that puts the class, as brand teams of three to seven people, in the role of product managers in the beer market. Each market set has five brands. The brands are the same for each market set. Each brand has a budget that may be allocated to support marketing activities and purchase marketing research information.

  • Learning Objectives

    Learning Objectives

    The purposes of the exercise are to gain experience in allocating marketing resources, to learn "how to learn" about market dynamics and to gain experience in choosing and displaying marketing metrics via a marketing dashboard.