SUMMARY
This study examined the development of the model (prototype) of an educational simulator of marketing in the retail area. The study is exploratory and applied nature, and through a qualitative approach seeks to increase the level of credibility of the model proposed. At first, we carried out a literature review of Organizational Simulation, and then showed the characteristics of three educational simulators of marketing and / or retail available. After this step, we elaborated the conceptual modeling of the simulator and prepared of supporting materials. The results demonstrated the importance of this process to reach a certain level of credibility and approximation to the reality. As a contribution, the study provided the elaboration of an educational tool to be used by students and researchers in the teaching-learning and applied research environments, as well as the training and development of marketing and management professionals.