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 | 37 core simulations (18 co-developed with IESE) + the Eureka Basics library of 2,000+ short formats | Markstrat (B2C durable, B2C consumer, B2B) + BrandPRO, MixPRO, DigitalMediaPRO modules; 2M+ participants, 500+ institutions |
| Languages | Platform in 16 languages; Eureka Basics 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 — 15–90-minute Eureka Basics sessions 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 | $$ — institutional licence, quoted by programme and number of participants | $$$ — premium per-participant academic licence |
| Customization | High — co-development with the professor; custom-built simulations | 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…); 20+ institutions, 46,000+ students trained | 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 hands-on LATAM presence and support and one licence across several courses; 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 and co-developable. If you teach a dedicated marketing-strategy course and want the field's standard, Markstrat; if you need discipline breadth, languages or co-development, 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 2,000+ simulation catalogue.
Markstrat or Eureka for your marketing course?
Tell us your discipline mix, your languages and your cohort sizes, and we'll honestly tell you which one fits better.
ContactLast reviewed: 2026-09