Abstract: A marketing simulation represents a comprehensive and integrative business environment in which students actively manage firms that compete against each other. This article describes how marketing simulations harness digital disruption to enhance learning processes and outcomes and (ultimately) prepare students for their future careers. The article focuses on comprehensive marketing simulations, which have more decision variables and incorporate authentic competition, rather than “play against the machine” games. It defines digital disruption as the change that occurs when new digital technologies change customer experiences, business processes, and business models, thereby changing how value is cocreated. The article begins by describing how simulations capture digital disruption in the marketplace and harness it to improve students’ learning experiences and outcomes. The description reflects the authors’ experiences with the LINKS suite of simulations (www.LINKS-simulations.com), as well as the experiences of other instructors and students. The article then discusses pedagogical opportunities and class activities that enhance learning experiences connected with digital disruption in business ecosystems. It closes by emphasizing three best practices for marketing educators. The discussion applies to undergraduate, MBA, executive MBA, and programs targeted at other student groups (e.g., in-house corporate programs).

Access the Forecaster Simulation via links on the main LINKS Simulations webpage and on each of the specific sub-webpages for LINKS simulations. A link also exists in the variant-specific sub-webpages in the Instructor Resources with a related link to the associated instructor notes for the Forecaster Simulation. The Forecaster Simulation direct URL is:

Highlights of the LINKS Global Marketing Competition: Cross-Institution 6-Round Marketing Simulation Competition Your Student Teams Compete Against Student Teams From Other Institutions Challenges Students in an Intense Team-Based Cross-Institution Competition For Students in Academic Degree-Granting Programs Worldwide Targeted at Upper-Level Undergraduates and All MBAs

Further details about the March-April 2020 LINKS Global Marketing Competition (scheduling, student eligibility, costs, and registration procedure) are accessible via the LINKS Global Competition link on the LINKS website.

 Registration signup and payment deadline for the 2020 LINKS Global Marketing Competition: March 1, 2019. 

Participating in a LINKS Global Marketing Competition is an alternative instructional/learning opportunity to the traditional usage of LINKS within a single instructor’s course (i.e., an event with students from a single course conducted according to the course instructor’s preferred scheduling).

Industry SC1: firms 1 (Kennesaw State University) and 7 (Lehigh University) Industry SC2: firms 1 (Kennesaw State University) and 6 (Lehigh University)

Performance evaluation was based on the multi-factor balanced scorecard performance evaluation system described in the LINKS Supply Chain Management Simulation participant's manual. In competition industries with six or more student-managed firms, the top two teams in each LINKS competition industry are designated equal (unranked) co-winners (“Gold Medalists”); in competition industries with five or less student-managed firms, the top team in each LINKS competition industry is designated the winner (“Gold Medalist”).

This will be the only public results reporting until the end of the LINKS Global Supply Chain Management Competition. But, of course, LINKS firms have access to their competitive standing in their LINKS industry within the LINKS reports provided after each game run.

Well done ... so far!

Highlights of the LINKS Global SCM Competition:

Further details about the October-November 2019 LINKS Global SCM Competition (scheduling, student eligibility, costs, and registration procedure) are accessible via the LINKS Global Competition link on the LINKS website.

 Registration signup and payment deadline for the 2019 LINKS Global SCM Competition: September 24, 2019. 

Participating in a LINKS Global SCM Competition is an alternative instructional/learning opportunity to the traditional usage of LINKS within a single instructor’s course (i.e., an event with students from a single course conducted according to the course instructor’s preferred scheduling).

Well done ... so far!

Instructor Hall of Fame membership reflects recognition, respect, and thanks accorded long-time (5+ years) LINKS instructors for their interest in, support of, and commitment to the LINKS Simulations. Along with LINKS Hall of Fame enshrinement, the title “LINKS Fellow” is bestowed on these distinguished LINKS supporters.

Industry SC1: firms 4 (Kennesaw State University) and 6 (University of South Florida) Industry SC2: firms 4 (Kennesaw State University) and 5 (University of South Florida) Industry SC3: firm 1 (University of Wisconsin - Madison)

Performance evaluation was based on the multi-factor balanced scorecard performance evaluation system described in the LINKS Supply Chain Management Simulation participant's manual. In competition industries with six or more student-managed firms, the top two teams in each LINKS competition industry are designated equal (unranked) co-winners (“Gold Medalists”); in competition industries with five or less student-managed firms, the top team in each LINKS competition industry is designated the winner (“Gold Medalist”).

Well done ... so far!

Highlights of the LINKS Global SCM Competition:

Further details about the October-November 2018 LINKS Global SCM Competition (scheduling, student eligibility, costs, and registration procedure) are accessible via the LINKS Global Competition link on the LINKS website.

 Registration signup and payment deadline for the 2017 LINKS Global SCM Competition: September 25, 2018. 

Participating in a LINKS Global SCM Competition is an alternative instructional/learning opportunity to the traditional usage of LINKS within a single instructor’s course (i.e., an event with students from a single course conducted according to the course instructor’s preferred scheduling).

Instructor Hall of Fame membership reflects recognition, respect, and thanks accorded long-time (5+ years) LINKS instructors for their interest in, support of, and commitment to the LINKS Simulations. Along with LINKS Hall of Fame enshrinement, the title “LINKS Fellow” is bestowed on these distinguished LINKS supporters.

How high is “up”? In LINKS, the answer is partly provided by the within-industry benchmarks reported on the first page of each firm’s financial reports. These within-industry benchmarks provide a firm’s current-industry performance “ups” (current-industry minimums, averages, and maximums) on Key Performance Indicators such as Net Income To Revenue % and Forecasting Accuracy %.

However, the larger question remains: what’s the upper limit of performance? The LINKS Historical Benchmarks answer this broader question.

Historical Benchmarks are based on the history of all firms since February 1, 2012 for a particular LINKS Simulations variant.

Highlights of the LINKS Global Marketing Competition: Cross-Institution 6-Round Marketing Simulation Competition Your Student Teams Compete Against Student Teams From Other Institutions Challenges Students in an Intense Team-Based Cross-Institution Competition For Students in Academic Degree-Granting Programs Worldwide Targeted at Upper-Level Undergraduates and All MBAs

Further details about the March-April 2018 LINKS Global Marketing Competition (scheduling, student eligibility, costs, and registration procedure) are accessible via the LINKS Global Competition link on the LINKS website.

 Registration signup and payment deadline for the 2018 LINKS Global Marketing Competition: March 1, 2018. 

Participating in a LINKS Global Marketing Competition is an alternative instructional/learning opportunity to the traditional usage of LINKS within a single instructor’s course (i.e., an event with students from a single course conducted according to the course instructor’s preferred scheduling).

Industry SC1: firm 4 (Lehigh University) Industry SC2: firm 5 (University of Wisconsin - Madison) Industry SC3: firm 2 (Kennesaw State University)

Performance evaluation was based on the multi-factor balanced scorecard performance evaluation system described in the LINKS Supply Chain Management Simulation participant's manual.

Well done ... so far!

Highlights of the LINKS Global SCM Competition:

Further details about the October-November 2017 LINKS Global SCM Competition (scheduling, student eligibility, costs, and registration procedure) are accessible via the LINKS Global Competition link on the LINKS website.

 Registration signup and payment deadline for the 2017 LINKS Global SCM Competition: September 25, 2017. 

Participating in a LINKS Global SCM Competition is an alternative instructional/learning opportunity to the traditional usage of LINKS within a single instructor’s course (i.e., an event with students from a single course conducted according to the course instructor’s preferred scheduling).

LINKS instructors might find these 'extreme' examination questions to be of interest in student assessment within their LINKS-based courses. These examination questions are described as being 'extreme' because of their challenging and thoughtful nature.

1. “Best-Practice Teaching With Business Simulations”
2. “Extreme Customization With LINKS Simulations”
3. “Practice Rounds in LINKS Events”
4. “Adding Ethical Dilemmas To LINKS Events”
5. “Individual Performance Assessment in Business Simulations”
6. “Designing Effective LINKS-Based Courses: Required, Recommended, and Optional Elements”
7. “Advice To My LINKS Successor”
8. “Coaching Throughout the Business Simulation Lifecycle”
9. “Planning and Executing Effective Presidential Review Meetings”
10. “Competing Against Historical LINKS Teams”
11. “LINKS After-Action Review”
12. “LINKS Teaching Tips”
13. “Sample LINKS Event Schedules”
14. “Consistency of Original and Re-Simulation Performance of LINKS Simulations Firms”
15. “Inert-Firm Performance in LINKS Simulations Events”
16. “Instructing Through Price Wars”
17. “LINKS Online Teaching Tips”
18. “Managing Reconfiguration Complexity”
19. “Extreme LINKS Examination Questions”

Well done ... so far!

Instructor Hall of Fame membership reflects recognition, respect, and thanks accorded long-time (5+ years) LINKS instructors for their interest in, support of, and commitment to the LINKS Simulations. Along with LINKS Hall of Fame enshrinement, the title “LINKS Fellow” is bestowed on these distinguished LINKS supporters.

How high is “up”? In LINKS, the answer is partly provided by the within-industry benchmarks reported on the first page of each firm’s financial reports. These within-industry benchmarks provide a firm’s current-industry performance “ups” (current-industry minimums, averages, and maximums) on Key Performance Indicators such as Net Income To Revenue % and Forecasting Accuracy %.

However, the larger question remains: what’s the upper limit of performance? The LINKS Historical Benchmarks answer this broader question.

Historical Benchmarks are based on the history of all firms since February 1, 2012 for a particular LINKS Simulations variant.

Industry SC1: firm 2 (IEEC - Argentina) Industry SC2: firm 3 (University of Dayton) Industry SC3: firm 5 (University of Wisconsin - Madison) Industry SC4: firm 4 (Kennesaw State University) Industry SC5: firm 5 (University of Wisconsin - Madison) Industry SC6: firm 5 (University of Wisconsin - Madison)

Performance evaluation was based on the multi-factor balanced scorecard performance evaluation system described in the LINKS Supply Chain Management Simulation participant's manual.

By adding a second channel in each market region, promotional program decisions, and advanced marketing research studies to the LINKS Marketing Research Simulation, the new LINKS Marketing Analytics Simulation provides a convenient up-sized LINKS Simulations option for instructors.

How high is “up”? In LINKS, the answer is partly provided by the within-industry benchmarks reported on the first page of each firm’s financial reports. These within-industry benchmarks provide a firm’s current-industry performance “ups” (current-industry minimums, averages, and maximums) on Key Performance Indicators such as Net Income To Revenue % and Forecasting Accuracy %.

However, the larger question remains: what’s the upper limit of performance? The LINKS Historical Benchmarks answer this broader question.

Historical Benchmarks are based on the history of all firms since February 1, 2012 for a particular LINKS Simulations variant.

Instructor Hall of Fame membership reflects recognition, respect, and thanks accorded long-time (5+ years) LINKS instructors for their interest in, support of, and commitment to the LINKS Simulations. Along with LINKS Hall of Fame enshrinement, the title “LINKS Fellow” is bestowed on these distinguished LINKS supporters.

Industry SC1: firms 1 and 5 Industry SC2: firms 1 and 4

These co-winning firms are from the Georgia Institute of Technology, Kennesaw State University, and the University of Wisconsin - Madison (multiple co-winners).

Performance evaluation was based on the multi-factor balanced scorecard performance evaluation system described in the LINKS Supply Chain Management Simulation participant's manual.

This 5-minute video provides instructors with plentiful possibilities/options for ensuring that their LINKS students become well-engaged with LINKS early in a LINKS event. And, summary notes (a 2-page table) of the video’s content are accessible too via a clickable link to the right of the Encouraging Early-LINKS Engagement link.

The content of this video is drawn from LINKS White Papers. And, viewing this video (between the first- and second-day teleconferences) will be a “homework assignment” for future participants in LINKS Train-The-Trainer Seminars.

Instructor Hall of Fame membership reflects recognition, respect, and thanks accorded long-time (5+ years) LINKS instructors for their interest in, support of, and commitment to the LINKS Simulations. Along with LINKS Hall of Fame enshrinement, the title “LINKS Fellow” is bestowed on these distinguished LINKS supporters.

Highlights of the LINKS Global Services Competition:

Two separate LINKS Global Services Competitions are offered, with the LINKS Services Marketing Simulation and with the LINKS Services Operations Management Simulation. These are integrative, team-based, competitive simulations suitable for upper-level undergraduates and all MBAs.

Further details about the March-April 2015 LINKS Global Services Competition (scheduling, student eligibility, costs, and registration procedure) are accessible via the LINKS Global Competition link on the LINKS website.

Participating in a LINKS Global Services Competition is an alternative instructional/learning opportunity to the traditional usage of LINKS within a single instructor’s course (i.e., an event with students from a single course conducted according to the course instructor's preferred scheduling).

Industry SC1: firms 1 and 6 Industry SC2: firms 4 and 6 Industry SC3: firms 3 and 4

These co-winning firms are from the University of Houston (multiple co-winners), the University of South Florida, and the University of Wisconsin - Madison (multiple co-winners).

Performance evaluation was based on the multi-factor balanced scorecard performance evaluation system described in the LINKS Supply Chain Management Simulation participant's manual.

This LINKS White Paper highlights special considerations arising in online courses (compared to traditional classroom-based courses) which include team-based competitive business simulations as a course component. This discussion is relevant to all online courses which include team or group activities, such as traditional cases and group projects.

1. “Best-Practice Teaching With Business Simulations”
2. “Extreme Customization With LINKS Simulations”
3. “Practice Rounds in LINKS Events”
4. “Adding Ethical Dilemmas To LINKS Events”
5. “Individual Performance Assessment in Business Simulations”
6. “Designing Effective LINKS-Based Courses: Required, Recommended, and Optional Elements”
7. “Advice To My LINKS Successor”
8. “Coaching Throughout the Business Simulation Lifecycle”
9. “Planning and Executing Effective Presidential Review Meetings”
10. “Competing Against Historical LINKS Teams”
11. “LINKS After-Action Review”
12. “LINKS Teaching Tips”
13. “Sample LINKS Event Schedules”
14. “Consistency of Original and Re-Simulation Performance of LINKS Simulations Firms”
15. “Inert-Firm Performance in LINKS Simulations Events”
16. “Instructing Through Price Wars”
17. “LINKS Online Teaching Tips”

By adding service decisions to our popular LINKS Supply Chain Management Fundamentals Simulation, the new LINKS Supply Chain and Service Management Simulation provides a convenient up-sized LINKS Simulations option for instructors wishing to include a “dose” of service content/context in a manufacturing-oriented course. Service is styled as call center management in the LINKS set-top box industry, with insourcing and outsourcing decision options.

34 students from the University of Puerto Rico – Rio Piedras and the University of Tulsa competed in the March-April 2014 LINKS Global Services Competition with the LINKS Services Marketing Simulation. The 9 teams were grouped into two LINKS competition industries.

After the final double-run in the LINKS Global Services Competition, the co-winners ('Gold Medalists') in the LINKS competition industries were:
Industry SE1: Firm 4 (from the University of Puerto Rico - Rio Piedras)
Industry SE2: Firm 4 (from the University of Puerto Rico - Rio Piedras)

Performance evaluation was based on the multi-factor balanced scorecard performance evaluation system described in the LINKS participant's manual. The results of Quarters #4-#10, when participants were in managerial control of their LINKS firms, were included in this performance evaluation.

How high is “up”? In LINKS, the answer is partly provided by the within-industry benchmarks reported on the first page of each firm’s financial reports. These within-industry benchmarks provide a firm’s current-industry performance “ups” (current-industry minimums, averages, and maximums) on Key Performance Indicators such as Net Income To Revenue % and Forecasting Accuracy %.

However, the larger question remains: what’s the upper limit of performance? The LINKS Historical Benchmarks answer this broader question.

Historical Benchmarks are based on the history of all firms since February 1, 2012 for a particular LINKS Simulations variant.

Instructor Hall of Fame membership reflects recognition, respect, and thanks accorded long-time (5+ years) LINKS instructors for their interest in, support of, and commitment to the LINKS Simulations. Along with LINKS Hall of Fame enshrinement, the title “LINKS Fellow” is bestowed on these distinguished LINKS supporters.

Industry SC1: firms 3 and 6 Industry SC2: firms 3 and 5 Industry SC3: firms 2 and 5 Industry SC4: firms 4 and 5 Industry SC5: firms 3 and 5

These co-winning firms are from Florida Atlantic University (multiple winners), Pennsylvania State University (multiple winners), Purdue University, and the University of Houston.

Performance evaluation was based on the multi-factor balanced scorecard performance evaluation system described in the LINKS Supply Chain Management Simulation participant's manual.

About the LINKS Marketing Research Simulation:

Highlights of the LINKS Global SCM Competition:

Further details about the October-November 2013 LINKS Global SCM Competition (scheduling, student eligibility, costs, and registration procedure) are accessible via the Global Competition link on the LINKS website.

 Registration signup and payment deadline for the 2013 LINKS Global SCM Competition: September 27, 2013. 

Participating in a LINKS Global SCM Competition is an alternative instructional/learning opportunity to the traditional usage of LINKS within a single instructor’s course (i.e., an event with students from a single course conducted according to the course instructor's preferred scheduling).

Industry-wide price wars, with associated lack of profitability, in competitive business simulations can be stopped by vigilant instructors who just do not passively accept continuing industry-wide unprofitability and, generally, lack of reasonable profitability. Good instructor practice in the face of price wars includes initiatives, efforts, and actions before- and after-the-fact. The approaches detailed in this LINKS White Paper provide practical advice to instructors for coping with price wars when teaching with competitive business simulations such as the LINKS Simulations.

1. “Best-Practice Teaching With Business Simulations”
2. “Extreme Customization With LINKS Simulations”
3. “Practice Rounds in LINKS Events”
4. “Adding Ethical Dilemmas To LINKS Events”
5. “Individual Performance Assessment in Business Simulations”
6. “Designing Effective LINKS-Based Courses: Required, Recommended, and Optional Elements”
7. “Advice To My LINKS Successor”
8. “Coaching Throughout the Business Simulation Lifecycle”
9. “Planning and Executing Effective Presidential Review Meetings”
10. “Competing Against Historical LINKS Teams”
11. “LINKS After-Action Review”
12. “LINKS Teaching Tips”
13. “Sample LINKS Event Schedules”
14. “Consistency of Original and Re-Simulation Performance of LINKS Simulations Firms”
15. “Inert-Firm Performance in LINKS Simulations Events”
16. “Instructing Through Price Wars”

51 students from Concordia College, the University of Puerto Rico - Rio Piedras, and the University of Tulsa participated in the March-April 2013 LINKS Global Services Competition. These 51 students managed 14 firms in two LINKS Services Marketing Simulation industries.

The co-winners ('Gold Medalists') in the March-April 2013 LINKS Global Services Competition were:

Well done ... so far!

For LINKS instructors, the empirical results reported in this LINKS White Paper provide support for the inclusion of an inert (unstaffed/unmanaged) firm in a LINKS industry, particularly for mid-length LINKS Simulations events.

Instructor Hall of Fame membership reflects recognition, respect, and thanks accorded long-time (5+ years) LINKS instructors for their interest in, support of, and commitment to the LINKS Simulations. Along with LINKS Hall of Fame enshrinement, the title “LINKS Fellow” is bestowed on these distinguished LINKS supporters.

The Marketing Management Association announces the 3rd annual Outstanding Teacher-Scholar Doctoral Student Competition sponsored by LINKS Simulations and the MMA Foundation Legacy Fund. LINKS Simulations (www.LINKS-simulations.com) integrative, team-based business simulations are used worldwide in undergraduate, MBA, and EMBA courses and in corporate ExecEd programs. The MMA foundation supports developing future marketing faculty. This competition is open to doctoral students from any institution to recognize achievement and future promise in classroom instruction and scholarship.

Competition applicants must be currently enrolled doctoral students with the doctoral degree awarded in December, 2013 or later. A complete application includes a faculty letter of recommendation, condensed curriculum vita, and teaching statement. The letter of recommendation addresses the applicant's scholarly record, potential for future scholarship, and teaching effectiveness.

Three finalists will be selected from the written submissions to make a mini-teaching presentation at the Marketing Management Association Fall Educators' Conference in New Orleans, September 18-20, 2013. Finalists will be recognized for their achievement at the Awards Luncheon on Thursday, September 19, 2013. Each of the three finalists will have the conference registration fee (which includes meals) and two hotel nights paid.

Please visit www.mmaglobal.org for competition and conference details.