One role-playing exercise that is very popular with my marketing students is a focus group simulation . This innovative simulation involves students by giving them the opportunity to actively apply marketing concepts. Also, students are given the opportunity to develop skills that are prerequisites for success in the field of marketing. The professor will determine the key learning objectives for the simulation. Typically, the professor is interested in developing intellectual skills and increasing the learner's interest in the topic.
Students select a topic and develop the discussion guide that is used in the exercise.
Students volunteer to play one of the roles. Before selecting a topic, students should determine the criteria that is used in choosing an appropriate product or service. Topics that have been used are Pizza Hut pizza and TCBY yogurt. Students work in buzz groups or brainstorm individually to develop alternative topics. The topics are evaluated before a final decision is reached.