Managerial Marketing allows students to develop and execute a marketing strategy for their simulated firm, including product and brand management, research and development, pricing, distribution, and sales force management. The setting for the simulation is a technology-based industry in which teams initiate operations for their firm and receive information on customer needs, customer satisfaction with brands, prices and products. Simulation participants learn to interpret competitors' tactics and how to adjust their firm's marketing strategy to stay ahead of the competition. The consequences of team actions on both brand profitability and firm profitability become apparent throughout the simulation.