What is a business simulation?
A business simulation is an experiential learning tool where participants run a virtual business in a simulated environment. It lets students practice real-world skills in a realistic, risk-free setting, and turns a business course into something they take part in rather than sit through.
A simulation runs as a series of decision rounds, and every round is an experiential learning cycle in miniature.
This interactive learning experience is used by schools and universities as well as in corporate training. In both cases, students practice skills ranging from market and financial analysis to decision-making and teamwork. Learning by doing is a proven method for students and employees alike to really understand the complexities of running a business.
A simulation keeps students engaged through discussion, strategizing, analysis and teamwork, because they have to live with the consequences of their own decisions. The result is a higher level of learning than static methods reach on their own.
Experience
Groups take over a virtual company and make the decisions a real management team would: pricing, production, marketing and investment.
Review
Each round returns results — financial statements, market share, customer response, etc. — that students have to read and interpret.
Learn
They analyze what worked and what didn't, connecting the outcome back to the theory from the course.
Apply
The next round is an immediate chance to test that thinking, which is where the learning actually sticks.
How a simulation compares to a lecture or case study
Simulations can provide a more valuable learning experience than static lectures or one-off case studies. Here is where they diverge.
| Lecture | Case study | Business simulation | |
|---|---|---|---|
| Student role | Listening and taking notes | Reading and discussing | Running the business |
| Feedback | At the exam | From the instructor | Every round, from the market |
| Consequences | None | Hypothetical | Real, and theirs to fix |
| Skills practiced | Recall | Analysis | Analysis, decision-making, teamwork |
| Repeatability | One pass | One outcome | Try, fail, adjust, try again |
Who can use business simulations?
Instructors and corporate trainers, whenever students need to learn how a business really works. Hubro simulations can be adapted to the level of complexity you need.
Schools and universities
Instructors use simulations as the practical spine of a business, marketing or finance course, at the bachelor's, master's or MBA level.
- Fits an existing syllabus
- Assessment built in
- Works in class or fully online
Businesses and organizations
Trainers use simulations to build commercial understanding across teams, as an away-day challenge or a longer development program.
- Team-based competition
- Bespoke content possible
- Facilitated or self-run
Three steps, not months of preparation
Our off-the-shelf simulations are built to let you focus on the learning outcomes rather than the technical specifics.
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Pick a simulation Choose the title that matches your course — business, marketing, finance or sustainability — and the level of complexity you want.
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Enroll your students Add students, set up groups and schedule the rounds. Setup is minimal and no in-depth training is needed.
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Run it live or online Play as a synchronous classroom competition or as self-paced practice at home, in groups or individually.
We'll get you and your students started the same day. Learn more in our getting started guide.
Simulations for every business and marketing course
Choose a business simulation and customize it to fit your course schedule and learning goals.
Hubro Digital Marketing Simulation
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Hubro Marketing Simulation
Analyze segments, build a marketing mix and create products that fit customer needs.
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Hubro Strategic Marketing Simulation
Develop restaurant brands and position them to appeal to your target segments.
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Hubro Business Simulation
Manage production, investments, pricing and the financing of a virtual company.
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Hubro Strategic Management Simulation
PESTEL, SWOT and BCG matrix on top of a live competitive business case.
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Hubro Finance Simulation
Finance investments and make long-term decisions while creating shareholder value.
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Hubro Managerial Accounting Simulation
Budgets, variance analysis and KPIs on top of a live business case.
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Hubro Sustainable Business Simulation
See how sustainability intersects with financials, strategy and operations.
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Hubro Sustainable Marketing Simulation
Make marketing decisions while taking sustainability into account.
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Hubro Sustainable Finance Simulation
Fund investments and manage ESG with a stock price that scores both.
See detailsEight reasons educators keep coming back
The case for simulations isn't that they're novel — it's that they teach lessons a lecture cannot.
Theory put into practice
Students reach learning goals by applying business theory, gaining skills that are ready for the workplace.
Realistic and risk-free
As in a flight simulator, students imitate reality and practice specific skills — reading statements, budgeting, deciding under pressure — and can fail safely.
The big picture
Decisions affect every part of the business, so students connect the dots and take a holistic approach to problem solving.
Higher-level learning
The experiential learning cycle — experience, review, learn, apply — is built into the round structure rather than added on. See Kolb's experiential learning cycle.
Knowledge retention
Students apply, evaluate and create inside the simulation, the upper levels of Bloom's Taxonomy where retention is strongest.
Soft skills and collaboration
Teamwork, time management, leadership and communication are all required, and simulations naturally spark discussion between students.
Engagement
Running your own company is social and interactive, and gamification elements like competition and missions make students want to participate.
Flexibility
Run the simulation in a live or virtual classroom, as an e-learning module, a business challenge or in a hybrid setup across time zones.
Commonly asked questions about business simulations
How long does a business simulation take?
It's up to you. A simulation can run as a single-day challenge of a few rounds, or across a whole semester with one round per week.
Do students need business experience?
No. The simulation introduces decisions gradually, and you choose how much complexity to switch on for your group.
Can students play individually instead of in groups?
Yes. Groups are the most common setup because they generate discussion, but the simulation can be played solo as self-paced practice.
How are students assessed?
Results, reports and added exercises give you assessable output, and the platform collects it for you alongside the simulation results. See simulation assessment and AI grading.
Does it work for online and hybrid courses?
Yes. Everything runs in the browser, and we work with schools and companies running simulations across several time zones.
Built with leading institutions, backed by Sage
Hubro Simulations is a wholly owned subsidiary of Sage, one of the world's leading academic publishers. Our simulations are developed with instructors and subject matter experts, grounded in proven learning science.
Hubro is an AACSB Business Education Alliance partner and a Harvard Business Impact Education partner.
Ready to bring business to life?
Book a demo to see our simulations in action, or get started today and launch with your next cohort.