by Tom Davenport, Babson University
FOR COURSES IN:
Business Analytics
Business Decision Making
Business Intelligence
Marketing Research
Marketing Strategy
Data Analytics Simulation
STRATEGIC
DECISION MAKING
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STRATEGIC DECISION MAKING, Lecture notes of Decision Making
Created by Tom Davenport, renowned thought leader on big data, this single-player simulation teaches students the power of analytics in decision making.
Typology: Lecture notes
2021/2022
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by Tom Davenport, Babson University
FOR COURSES IN:
Business Analytics Business Decision Making Business Intelligence Marketing Research Marketing Strategy
Data Analytics Simulation
STRATEGIC
DECISION MAKING
Created by Tom Davenport, renowned thought
leader on big data, this single-player simulation
teaches students the power of analytics in decision
making. Acting as the brand manager for a laundry
detergent, students are tasked with turning around
the brand’s performance by using sophisticated
analytic techniques to understand current issues and
determine the best strategy for improving performance.
Students will be asked to predict market demand,
set the channel price, make formulation decisions,
determine promotional spending strategy, and com-
municate their strategy effectively to their manag-
ers. The simulation makes use of consumer data
informed by a multinational consumer goods company.
After reviewing the dashboard, students dive deeper into the data before making strategic decisions.
PLAYING THE SIMULATION
First, students analyze a dashboard that provides metrics on market share, profitability, competitor pricing, and demand by geographic region. Students then dive deeper by reviewing reports and manipulating demographic filters to drill into data segments by income, ethnicity, household size, region, and age.
After reviewing all screens and reports, students devise their strategy by forecasting demand and then make decisions on production, pricing, positioning, promotional spending, and communication activities. Students review their results and make 3 rounds of decisions based on their analysis and resulting performance of prior years.
Data Analytics Simulation: Strategic Decision Making
hbsp.harvard.edu
Product #7050 | Single-player | Seat Time: approximately 60 minutes | Developed in partnership with Forio Online^ Printed on recycled paper.
Product #M
MC
The Overview screen provides high-level reporting of user results, with several metrics.
A Preview of the simulation is available on our web site at hbsp.harvard.edu.
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■ Marketing Simulation: Conjoint Analysis Simulation
■ (^) Marketing Simulation: Managing Segments and Customers V2 #
ALSO AVAILABLE
Administration Tools for Faculty
AUTHOR INTRODUCTION
AND DEBRIEF VIDEOS
A series of author videos helps instructors understand, prepare for, and debrief the simulation. These include a live recording of author Tom Davenport in his own classroom.
DYNAMIC DEBRIEF SLIDES
Instructors can download presentation- ready debrief slides that include class results.
SIMULATION DEBRIEF
The administrator Overview screen provides high-level reporting of student results, the Best Scores screen tracks user progress and results per run, and the Settings screen allows the administrator to assign configurations such as run limits and status.
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A comprehensive Teaching Note covers key learning objectives, including: