Eureka vs Markstrat
The 40-year MBA marketing-strategy standard — Markstrat, born at INSEAD and played in 8 of the top 10 business schools — versus a multilingual, multi-discipline platform spanning strategy, operations, finance and more.
For marketing-strategy professors and program directors — especially MBA and executive education — comparing the deep, single-discipline Markstrat standard with a broader, multilingual platform that also co-develops to your own case.
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| Dimension | Eureka Simulations | Markstrat |
|---|---|---|
| Catalogue size | 28 core simulations (18 co-developed with IESE) + an Express catalogue of short formats | Markstrat (B2C durable, B2C consumer, B2B) + BrandPRO, MixPRO, DigitalMediaPRO modules; 2M+ participants, 500+ institutions |
| Languages | Platform in 16 languages; Express in 9 (EN, ES, CA, DE, EU, FR, IT, PT, ZH) | 8 languages — web: EN, ES, ZH, PT; installable version adds FR, RU, JA |
| MBA / Exec-Ed depth | High — ExSim plus 18 simulations co-developed with IESE faculty | Very high — the de facto MBA marketing-strategy standard (INSEAD origin); used by 8 of the top 10 international business schools |
| Corporate L&D fit | Medium-high — 90-minute Express format to scale to thousands of managers | Medium — executive-education marketing programs; less suited to broad corporate L&D |
| Deployment / hosting | Cloud SaaS, 100% browser (Archimedes platform), EU-hosted (GDPR) | Cloud SaaS (web) + installable versions; instructor-paced |
| Pricing tier | $$ — €8–25/student; €4K–60K/year at institutional level | $$$ — premium per-participant academic licence |
| Customization | High — co-development with the professor; custom-built simulations (€25–50K) | Closed, parameterisable marketing model; no co-development |
| Integrations (LTI, SSO) | LTI + SSO (SAML 2.0); integrates with Moodle, Canvas, Blackboard | Web-based; instructor console — limited LMS/LTI integration |
| Reporting / analytics | Live instructor dashboard; decision data taggable by competency (AoL-ready) | Rich marketing analytics (segmentation, positioning, brand P&L) — marketing-only |
| Target geography | Spain + LATAM (IESE family: IPADE, IAE, INALDE, PAD…); 50+ institutions, 10,000+ students | Global, top-tier business schools (US, Europe, Asia); strong brand recognition |
When Markstrat is the better choice
For deep, rigorous marketing-strategy teaching, Markstrat is the reference. If your case is one of these, it is hard to beat.
- You teach a dedicated MBA or executive marketing-strategy course and want the field's recognised standard — segmentation, positioning and brand-portfolio strategy modelled in depth.
- You value 40 years of academic pedigree (INSEAD) and adoption by 8 of the top 10 international business schools — the brand itself carries weight with faculty and accreditors.
- You want a marketing model with rich, specialised analytics (perceptual maps, brand P&L, R&D) that a generalist multi-discipline platform does not match in that one domain.
When Eureka is the better choice
Eureka wins when you need breadth beyond marketing, more languages, shorter formats, or a simulation of your own case.
- You teach more than marketing — strategy, operations, finance, leadership — and want one multilingual platform across all of them rather than a single-discipline tool.
- You want a lower per-student cost and hands-on LATAM presence and support; Markstrat is a premium academic licence priced for top-tier schools.
- You want 90-minute formats and co-development around your own case, with a live instructor dashboard and competency-tagged decision data for assessment.
Sometimes you use both
Some schools use Markstrat for the deep marketing-strategy core of an MBA and Eureka for strategy, operations or finance modules — and for the same content in Spanish or short executive formats.
Frequently asked questions
Eureka or Markstrat?
Markstrat (by StratX, INSEAD origin) is the de facto MBA marketing-strategy standard: a deep, specialised marketing model used in 8 of the world's top 10 business schools and available in 8 languages. Eureka is a multi-discipline platform (strategy, operations, finance, marketing and more), multilingual, co-developable and lower-cost. If you teach a dedicated marketing-strategy course and want the field's standard, Markstrat; if you need discipline breadth, co-development or lower cost, Eureka.
Does Markstrat only cover marketing?
Yes: Markstrat is a single-discipline simulation focused on marketing strategy (segmentation, positioning, brand portfolio). To also cover general strategy, operations or finance from one platform, Eureka offers a 100+ simulation catalogue.
Markstrat or Eureka for your marketing course?
Tell us your discipline mix, your languages and your budget, and we'll honestly tell you which one fits better.
ContactLast reviewed: 2026-05