Case Study: Copenhagen Business School achieves deeper marketing understanding with Pearson’s MyMarketingExperience

Copenhagen Business School boosts marketing understanding with Pearson’s MyMarketingExperience for 90-95% of students

Copenhagen Business School (CBS) lecturer Jacob Holm sought a more effective way to teach marketing strategy to his diverse Master's students, moving beyond traditional lectures to help them understand the practical interplay of concepts like segmentation, positioning, and the four P's. To address this challenge, the school turned to vendor Pearson and implemented its MyMarketingExperience simulation game.

Pearson's solution was a flexible, one-day simulation that provided students with a hands-on, competitive environment to make real-time marketing decisions. The results were overwhelmingly positive, with approximately 90-95% of students voluntarily participating. Instructor observations and student feedback confirmed a significantly clearer understanding of course material, which was evident in the improved depth and clarity shown in the final exams of participants, despite the game not being part of the formal grading.

Copenhagen Business School