|Assessment||Coursework Strategy Simulation|
|Module Title:||Business Strategy|
|Module Leader:||Benjamin Taiwo|
|Word Limit:||Not Applicable|
|1 – 5. Refer to the Module Information on VLE for
|Submission Deadline:||Please refer to the deadline on the VLE|
WRITING YOUR ASSIGNMENT:
The Business Strategy Game (BSG) is a simulation.
The assessment requires your active participation in order to be awarded a
This assessment is a group activity.
Completing the Business Strategy Game provides a group mark that is
recorded as the interim assessment.
The final assessment is an individual report that assesses the progression
and outcome of the Business Strategy Game.
SUBMITTING YOUR ASSIGNMENT:
Completing the group simulation is equivalent to ‘submitting’ this
The BSG will generate scores known as ‘Investor Expectation Score’, which is
determined by group performance, and constitutes assessment grades.
The overall group grade for the interim assessment is automatically
generated by the Business Game Simulation itself, based on student
participation, decision-making skills and performance.
Please refer to the Academic Regulations, or the Student Handbook for full
Introduction & Guide
The BSG is a web-based total enterprise simulation that can be accessed 24-7
from any computer with an internet connection. The game is strategic in nature
and is based upon a global business engaged in the manufacture and sale of
athletic footwear. Student teams (or companies) compete against each other for a
predetermined pattern of market demand. Your tutor is responsible for overseeing
the operation of the game and establishes many of the externalities which will
shape company decision-making (such as exchange rates, material prices and
The game requires the input of yearly business decisions, such as volumes of
goods to manufacture, shipment volumes, pricing levels and advertising spend.
These decisions are collectively processed on an on-line server program, and the
game then rolls on to another year’s play. Scores based on a number of
performance metrics (for example, profit, market share, capitalisation, sales
volume) are determined, resulting in the teams moving up or down a league table.
The BSG can be run over a sustained series of decision periods (simulated years).
You are participating in the business simulation, where you are expected to
create/make decisions on a weekly basis, for a firm within an industry (the firm
numbers will be allocated by the tutor, but you will self-select the group members
to work with – the size of the group membership will depend on the actual number
of participants in the game).
You are required to form a group with other classmates and assume the role of
senior managers. You will play six rounds of the strategy simulation, each round
representing one year.
In each year, your group is expected to make business decisions in order to meet
a number of performance indices, known as ‘investor expectations’. As a group
you are expected to reflect on operational strategies implemented in each year
and the corresponding outcomes, learning from these, in order to formulate
wiser and better strategies in the subsequent year. This should continue until all
six rounds of the strategy simulation have been completed.
There will be a briefing and debriefing session before and after each round of the
The BSG assesses your decision-making efficacy during your participation
in the simulation.
The overall group grade is automatically generated by the Business Game
The overall grade is based on the group’s Investor Expectation Score
translated to a final grade score scaled to a student mark. A scale chart is
available on the VLE. This grade, with a 50% weighting, will then contribute
to your final overall grade.
If you abstain from making decisions and proceed to save the session, in two or
more of the decision rounds, you will be excluded from the simulation. You will
thus be unable to participate further and you will be awarded a grade of zero,
irrespective of the score on the scoreboard.
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