Marketing simulation games: student and lecturer perspectives.

Vos, Lynn and Brennan, Ross (2010) Marketing simulation games: student and lecturer perspectives. Marketing intelligence and planning, 28 (7). pp. 882-897. ISSN 0263-4503

Full text is not in this repository.

Official URL: http://tinyurl.com/3xn55qt

This item is available in the Library Catalogue

Abstract

Purpose – The paper aims to contribute to the wider adoption of simulation games in marketing teaching. The purposes of the research reported here are to understand marketing students' perceptions of the learning achieved from the use of simulation games, and marketing lecturers' perceptions of the barriers to increased use of simulation games. Design/methodology/approach – A structured questionnaire was administered to 137 final-year marketing undergraduates studying at two British universities and eight semi-structured interviews were conducted with marketing lecturers currently using simulation games in their marketing teaching. Findings – Students perceive the simulation game to be a highly effective learning method, delivering valuable knowledge and skills. In addition, students find the game to be an enjoyable learning approach. Lecturers are enthusiastic about this learning method, but note some barriers to adoption; particularly cost, the steep learning curve, and the difficulty of finding unbiased advice about suitable games to deliver desired learning outcomes. Research limitations/implications – Limitations are that the empirical base for the quantitative study was only two universities in the UK, and the questionnaire concerned only student perceptions of their learning, not an objective assessment of actual learning. It is recommended that the study be extended to a wider sample of universities, and that the approach be widened to include an assessment of the measurable learning outcomes achieved rather than just student perceptions. Originality/value – The degree of student enthusiasm for simulation games is striking. Lecturers also find the method very engaging, but acknowledge that there are important barriers to more widespread simulation game adoption.

Item Type:Article
Research Areas:Business School > Leadership, Work and Organisations
ID Code:6766
Useful Links:
Deposited On:16 Dec 2010 09:12
Last Modified:12 May 2014 15:37

Repository staff only: item control page

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year