Abstract:

The main objective of this project is to develop transversal skills on entrepreneurship and marketing in the participating students, essential skills for entrepreneurs, such as making decisions in a competitive environment, working as a team, allocating resources, designing and executing innovation strategies, designing and executing growth strategies, designing and executing segmentation and positioning strategies and, designing and executing marketing mix strategies. To achieve these objectives, a call for awards called Marketing Skills has been created, which consists of a contest among participating students. Registered students participate in a business game specialized in innovation and commercial management, once they are organized in teams of a maximum of five people. The teams make business decisions about innovation and commercial management based on the initial premises provided in the business game. Following the results generated by this first decision, each team of students plans a business model that they develop by making six successive decisions that simulate six periods of time. The business game offers the option to innovate throughout these periods, with modifications to current products and also with the development and marketing of new products on the market. The competition offers two prizes for the two teams whose companies achieve the highest return on investment (ROI ratio) in the last decision. This ratio is an objective metric and it is offered by the business game. Students have access to it and additional ratios after each decision is made. The results obtained show that students through the game have acquired greater skill in skills related to entrepreneurship and marketing, showing a high degree of satisfaction with the use of the tool.

Keywords:

Business game, marketing skills, entrepreneurship, innovation management, learning innovation.