09.01.2025
We are proud to announce the celebration of the 26th anniversary of the Marketing Game in January 2025, one of the most beloved and long-standing activities at the Faculty of Economics and Business Administration (FEBA) at Sofia University “St. Kliment Ohridski”. This remarkable online simulation game has been an integral part of the Marketing course taught by Prof. D.Sc. Neviana Krasteva. Starting this year, the game is part of the Gamification Transformation Lab, established at the end of 2024.
The game owes its success to the relentless efforts of Mr. Petar Seizov, an alumnus of the FEBA. For over a quarter of a century, Mr. Seizov has generously provided the platform and his professional expertise, offering students a realistic perspective on the challenges of marketing in a dynamic business environment.
What is the Marketing Game?
The game is based on the MarkStrat computer simulation, which replicates realistic market conditions. Students, organized into teams of 2 to 4 members, compete in a dynamic environment by making strategic marketing decisions that encompass all aspects of the Marketing mix:
- Product development
- Pricing strategies
- Advertising campaigns
- Analysis of market research.
Teams plan, analyse, and respond to market changes with the goal of maximizing efficiency and gaining a competitive advantage.
Why is the game important?
The Marketing Game provides an invaluable opportunity for students to apply theoretical knowledge in a practical setting. It helps them develop skills in:
- Data analysis
- Teamwork
- Strategic thinking
- Quick and effective decision-making
How does the game work?
The game consists of about 10 rounds, each requiring participants to make decisions and analyse market reactions. While the initial stages can be challenging, students gain confidence and master marketing management tools as the game progresses.
In 2024, 15 teams with a total of 47 participants competed across three industries. The game spanned 10 periods, featuring intensive communication, including 191 emails and countless messages on Messenger. Activity in the Facebook group was limited to a few posts and comments.
Two teams withdrew during the game, while competition among the remaining teams was fierce. Four teams (Finn E, Jake A, Jake E, and Jake O) alternated in the lead, demonstrating excellent strategy and dynamics. The winner achieved an impressive Strategic Performance Index (SPI), nearly 12 times higher than the last team.
Closing Event and Winners
On January 4, 2025, an online closing event was held, announcing the game’s winners. This year’s champions were: Nikolett Belitova, Martin Mitkov, and Stoycho Rusinov from Team Jake A, with an SPI of 6 417.
Recognition and Inspiration
The tradition established 26 years ago continues to inspire generations of students who enthusiastically embrace the challenges of the Marketing Game. Thanks to the dedication of educators like Prof. D.Sc. Krasteva and the incredible support of Mr. Seizov, students gain a unique opportunity to prepare for the real world of business.
We thank all participants and organizers who have turned this game into a symbol of innovation and inspiration at the Faculty of Economics and Business Administration!
Let us continue creating traditions and opportunities for future marketing leaders!