Course Schedule and Catalog

Department: Management

Meeting:  (24-APR-2014 - 9-MAY-2014) 

Part of Term: PMBA First Year 5 (Weekend)

Grade Mode: Standard Letter

Course Type: Intensive Learning Experience

Method of Instruction: Face to Face

Credit Hours: 1.5

 

Section Max Enrollment: 65

Section Enrolled: 56

Enrollment data as of: 27-APR-2024 10:51PM

 

 

 

Description: The Ice Cream Game is a realistic, competitive game set in a Marketing Context. Student teams have a fixed budget to spend on Production and Advertising across each of three different time periods. They control: 1) How many different product types they offer (up to 4); 2) What specific raw material ingredient combinations make up those products; 3) How many units of each product type to produce; 4) What price to charge; 5) How much money to allocate to advertising (if any) for each product in each media; and, 6) How much to spend stressing each product attribute. All teams compete with each other for share, sales, and profit in a world composed of three segments which (may) differ in their preferences – thus each team’s strategy can definitely affect all the other team’s results. The game allows the student to apply what they have learned in Data Analysis, Marketing, Economics, Strategy, and Organization Behavior all in a world where both analysis and creativity are important ingredients in the recipe for success.