The Customer Value Challenge - Marketing Business Simulation

In this marketing simulation, analyze your potential customers and build an attractive and profitable value proposition that grants you market leadership across four product ranges.

Access the demo Talk with us

Available on Harvard Business Publishing Education

Faculty can also access The Customer Value Challenge through the Harvard Business Publishing Education catalog, alongside our other simulations distributed via the platform.

Key Learning Outcomes

Analyze customer segments

Understand four distinct customer profiles and their needs.

Build value propositions

Create compelling offers across four product ranges.

Win market leadership

Outperform competitors with superior marketing strategy.

What is this business simulation about?

For Universities

Train your students

Customer segmentation & targeting
Value proposition design
Competitive marketing strategy
Pricing & positioning
Market analysis & research

Train your students

For Corporate

Train your team

Customer-centric thinking
Market positioning
Revenue optimization
Cross-functional marketing alignment
Data-driven marketing decisions

Train your team

Practical Information

Best for

Marketing students and professionals. Teams looking to sharpen customer-centric strategy skills.

Duration

From 12 to 18 hours playing time. Can be spread over multiple sessions.

Logistics

From 12 participants. Online, face-to-face or blended facilitation.

Languages

English, French.

Technical

Supported on any browser. Supported on any device: mobile, desktop & tablet.

Get Started

Simulation Overview

Download our detailed PDF with goals, structure, and learning outcomes.

Download overview

Try our live demo

Request free demo access and experience the simulation first-hand.

Book a free demo

Discover the agenda

Get an overview of how a typical simulation day is organized.

Download agenda

About The Customer Value Challenge

The Customer Value Challenge is a marketing-focused business simulation where teams compete to win market leadership across four distinct product ranges. Participants analyze customer segments, design value propositions, set pricing strategies, and allocate marketing budgets - all while responding to competitor actions in real time. The simulation teaches participants to think like marketers: understanding what customers truly value, how to differentiate products, and how to build a profitable brand portfolio. Each round of decisions is followed by market results and facilitator-led debriefings that connect the experience to marketing theory and real-world case studies. Suitable for marketing courses at universities and for corporate teams looking to sharpen their customer-centric thinking.

Frequently Asked Questions

How long does The Customer Value Challenge last?

The simulation runs from 12 to 18 hours of playing time. Sessions can be spread across multiple days or weeks depending on your course structure.

How many participants are needed?

A minimum of 12 participants is required, organized into teams of 4 to 6 people.

What marketing skills does this simulation develop?

Participants build skills in customer segmentation, value proposition design, competitive positioning, pricing strategy, and data-driven marketing decision-making.

Can it be played online?

Yes. The simulation works fully online, face-to-face, or in a blended format. It runs in any browser on any device.

In which languages is it available?

The Customer Value Challenge is available in English and French.