Business Simulation Suite

Business Simulation Suite

The Business Simulation Suite (BSS) provides and supports skill-based training through the use of simulation games, role-play activities, and scenario-based learning. The suite allows for experimental learning and training, with the use of a boardroom, strategy lab, simulation room and control room. The simulation suite is equipped with modern technology, from inter-communication, built-in mics, cameras and the use of virtual reality headsets.

The suite provides and supports a skill-based education through observed learning in order to bridge the gap between theory and practice.

The facility is available on most of our undergraduate and postgraduate business courses and in providing an environment where interactive and immersive learning can take place, you can gain an insight into how business works. This will help provide you with the business acumen that employers seek in graduates.

The University Business Challenge

The University Business Challenge (UBC) is the UK’s leading inter-university simulation-based business challenge. It aims to enhance your employability and enterprise skills. Developed by Learning Dynamics, the UBC is the longest-running and most popular simulation based undergraduate business competition in the UK. In 2019, Coventry University competed for the very first time with 3 undergraduate teams, all of whom made it to the semi-finals. Our teams were commended for their professionalism, business and marketing skills, and our Coventry University Business Simulation (CUBS) teams will be competing again next year*

*This opportunity is subject to demand and application process.

Industry-Leading Software

You may have the opportunity to experience and learn from a variety of industry software. Our software includes, Lofare Airlines, Soda Game, North Gate SimulationsSim Venture and Business Odyssey.


Comprising three rooms, the BSS has been designed for the specific purpose of helping you to learn skills `hands-on` that you can take into the real world.

You will be challenged and have the opportunity to gain experience, through simulation and learning, to smooth your path from the classroom to the workplace. The BSS allows for strategic problem solving in life-like simulated business environments, and integrates perfectly with the Faculty's constant focus on student employability after graduation.

Business Simulation Suite Launch Event

The Business Simulation Suite opened its doors to showcase what was on offer to enrich the learning journey at Coventry Business School.

Staff and students alike, saw the facilities, experienced the suite and heard from the experts. Hands-on experience was demonstrated through the use of virtual reality headsets and business simulation games. Discussions panels took place around the subjects of ‘Innovative Teaching for Business Schools’ and ‘Business Simulations, Virtual Reality and Artificial Intelligence’.

Access to the Business Simulation Suite

The use of the BSS is prioritised for lectures, seminar workshops and other guided activities as indicated by the room reservation charts on the BBS doors. However, the BBS is available to all students for independent use during notified open access hours, when they can practice their skills either individually or in conjunction with the BSS Student Association. The open access hours are extended to cover the Business School opening times during the summer months when less teaching takes place in the BSS.

For further information, please contact Dr Safaa Sindi on or Frano Barbic on


The business simulation suite provides and supports skills-based training through the use of simulation games, role play activities and scenario-based learning. The facility allows for experimental learning and training, with the use of a boardroom, strategy lab, simulation room and control room. The simulation suite is equipped with modern technology, from inter-communication, in-built mics, cameras and the use of virtual reality headsets.

We offer a variety of simulation games, one of which is SimVenture Evolution, which is used in many of our corporate workshops as it’s an online business strategy game, designed for educational learning and corporate training. SimVenture has a start-up and a scale-up virtual simulated company, where trainees learn about business, management, finance and entrepreneurial leadership. Corporate trainees use the simulation in many ways to help develop commercial awareness, team building, consultancy and problem-solving skills.

We offer tailored bespoke workshops, using a mix of software, board games, Lego and role play simulations. To find out more, please contact Dr Safaa Sindi on or Frano Barbic on

Meet the team

Name Role Responsibilities
Safaa Sindi Director of BSS Safaa leads the BSS activities, this includes obtaining simulation packages, designing and collaborating on projects, as well as income generation initiatives. The BSS has been successful in generating income for a Virtual Reality project that supports research and student engagement.
Frano Barbic Associate Director Frano is responsible for the marketing and promotion of the Business Simulation Suite. He supports the organisation of events, and demonstration of the simulation games and facilities. In addition, Frano is involved in commercialisation and research activities of the Simulation Suite.
Abdallah Abu Madi Associate Director Abdallah looks after our ERPSim package. He has extensive knowledge of ERP as his background is in using ERP in the higher education sector. Abdullah also supports our non-teaching activities such as the UBC competition and workshops.
Tammy Mudd Associate of the BSS Tammy works to support the BSS with student engagement operations by developing a tailored skills program. Tammy also supports with creating specialised workshop activities for events. She is also overseeing the University Business Challenge (UBC) initiative and supporting students through the competition process.