Breaking the Ceiling — Marta Solé's Path to the Executive Committee
A four-round, intermediate corporate-strategy simulation set inside Ibérica Materials Group (IMG), a Madrid-headquartered industrial and…
About this simulation
A 90-minute, 4-round basic Express simulation on generational marketing for US high-school Career and Technical Education marketing courses (Arizona Marketing Technical Standard 3.7) and introductory marketing classes.
Canyon Current Bottle Co. (a fictional 14-person company in Tempe, Arizona that makes an insulated water bottle with a cap that glows when it is time to drink): as the new marketing coordinator, you plan a year of marketing for one product across six generational cohorts, from the Silent Generation to Gen Alpha.
You decide how to research the cohorts and split a 100,000 dollar media budget, the message and channel for buyers over 60, what to emphasise for Gen X and the Millennials and the price posture, and how to reach Gen Z through creators and Gen Alpha through their parents inside the FTC endorsement rules and COPPA.
Scored on profit after marketing, how well each generation hears something it values, brand trust, and compliance with US rules for email, creators and children.
Who it is for
An introductory simulation that assumes no prior knowledge of the subject, designed for undergraduate courses. It also works in vocational and high-school programmes and in onboarding sessions.
How a session runs
- The instructor creates a session from the Eureka dashboard and invites the participants.
- Participants play 4 rounds. In each one they submit their decisions and the simulation calculates the results. The first round opens with: Monday 11 January 2027: know the cohorts, place the money (20 min).
- The simulation can be run in English, Español.
- The instructor follows each participant's progress and results from the dashboard, and uses the class results for the debrief.