Snapshot: Business Simulations in Thailand

| February 11, 2015
Webster Thailand

Webster University business students engage in simulations at the Thailand campus.

A hallmark of the Webster University MBA program for students around the world is supplemental experiences beyond the traditional classroom and text, such as business simulations, guest speakers, corporate visits and industry forums and workshops.

In Thailand, these experiences have included visits to factories like Jelly Belly Candy, Thai Nam Thip Bottling, and Ichitan. Upcoming speakers include Richard Jones, director of Indorama Investor Relations, at Webster’s Bangkok Academic Center, and Nick Hutchings of Forex Exchange.

Simulations: From Supply Chain and Manufacturing to Restaurants and Medical Device Marketing

Students in the Operations Management classes use the Littlefield Technologies simulation, which requires students to manage the various steps of a supply chain involving retailers, distributors, wholesalers and manufacturers. By creating a competitive virtual environment, the simulation enables students to take a hands-on approach to developing their skills in capacity planning, inventory management and meeting customer demands. Littlefield Technologies is the simulation used by the Massachusetts Institute of Technology (MIT) in its annual Operations Club Challenge, in which Webster students have competed successfully for several years.

The Benihana simulation challenges students to manage the flow of customers in a typical night at Benihana Restaurant. In the simulation, the customers are grouped in the bar area before being brought to the dining room in groups of eight. Throughout the course of the evening, the students are presented with a series of challenges and options, with the goal of maximizing profit. Students taking this class also visit a local Benihana Restaurant in Bangkok to experience actual customer flows and compare them with their simulation experience.

The Marketing: Managing Segments and Customers simulation creates a more innovative learning environment for students in the marketing classes. This simulation revolves around a scenario in which students are required to take charge of a firm selling motors for medical devices. In order to be successful and maximize profits, the students must demonstrate how to identify segments, select targets and position their products.

Another simulation used in marketing courses is Pricing: Universal Rental Car. In this simulation, students are tasked with setting the optimal prices for a rental car agency with three locations in Florida. For a more global marketing perspective, the Global DNA simulation challenges students to manage an international manufacturer as it enters new regions, each with its own regulations, tariffs and forex rates.

The Capsim simulation is incorporated into the Capstone course for all students in undergraduate and graduate business programs. Capsim is the most widely used and most complex simulation currently used by universities around the world. Student teams compete not only on the basis of cumulative profit, but also on a balanced scorecard. Capsim sponsors a worldwide competition in which Webster students annually compete with a high degree of success each year.

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Category: International & U.S. Campuses

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