What It Does

Novela is an educational platform that delivers hands-on digital marketing simulations designed to teach strategic judgment in an AI-driven world. Each simulation places students in realistic decision environments—from paid search and social campaigns to B2B marketing—where they must navigate trade-offs, manage budgets, and make high-stakes decisions that mirror real-world marketing challenges.

Who It's For

Novela serves higher education institutions offering undergraduate, MSc, MBA, and executive education courses in marketing and business. It's trusted by leading global universities including Kellogg School of Management, Columbia Business School, Imperial College, and Samford University. Professors can integrate Novela's simulations into their syllabi with zero prep time, making it ideal for educators who want to activate learning without administrative burden.

Key Features and Capabilities

• Four Specialized Simulations: Luxury Fashion Paid Search (Google Ads), Cosmetics Paid Social (Meta/Instagram/Facebook), Organic Social Media & Content Marketing (TikTok, Snapchat, X), and SaaS B2B Marketing
• Ela AI Copilot: An in-game AI assistant that proposes strategies, generates content, and challenges assumptions—forcing students to evaluate AI recommendations rather than blindly follow them
• Decision-Based Learning: Each simulation emphasizes critical trade-offs such as reach vs. efficiency, brand demand vs. intent harvesting, lead volume vs. quality, and short-term ROAS vs. long-term growth
• Real-World Brand Context: Simulations are based on actual companies like Burberry and Glossier, providing authentic marketing scenarios
• Platform Coverage: Students work across major digital platforms including Google Ads, Meta (Facebook/Instagram), TikTok, Snapchat, and X

What Differentiates It

Unlike traditional marketing courses or AI tools that simply automate tasks, Novela focuses on developing the strategic judgment that AI cannot replace. Students learn to lead AI rather than follow it, interrogating AI-generated insights and taking accountability for final decisions. The platform's emphasis on second-order effects, funnel dynamics, and real-world constraints prepares students for the complexities of modern digital marketing where AI is a tool, not a substitute for strategic thinking.