Customer Centricity Marketing Simulation


A Wharton data analytics game in which students move a company away from a product-centric strategy to a customer-centric one

Now Available: Wharton’s Customer Centricity Simulation

Prof. Peter Fader and Wharton’s Learning Lab launch new teaching tool via HBP

"The Marketing Simulation: Customer Centricity" has just been released through Harvard Business Publishing, and it’s a virtual game-changer for teaching the concept of Customer Centricity to undergrad, MBA, and executive learners. One of The Wharton School’s most popular educational games for good reason, this highly interactive simulation experience puts individual players or teams in the role of CMO and tasks them with shifting from a product-centric strategy to a customer-centric model in order to drive business growth. Students use (and build upon) a responsive CRM dashboard for gathering and analyzing data in order to identify, grow, and sustain a profitable customer base while increasing their organization’s market value. Unlike most product-focused simulations, participants can download detailed information on individual customers that allows them to track, model, and project their behavior (and financial value) over time. By the end of the game’s 8-hour run, students will have had an excellent opportunity to learn how to use data and analytics in order to build a customer-centric strategy, develop and maintain a profitable customer base, and adapt to a changing business environment.

The simulation provides a flexible administrative environment, with real-time debriefing tools such as a Gameboard, Leaderboard, and Debrief screens. It includes a comprehensive Teaching Note, detailed appendices, and a variety of supplemental videos. "The Marketing Simulation: Customer Centricity" was authored by Peter Fader, Professor of Marketing, and developed by the Al West Jr Learning Lab at the Wharton School of the University of Pennsylvania.


to learn more and take a web tour of the simulation.