HOW TO MITIGATE THE RISKS OF MANAGING ONLINE ADVERTISING CAMPAIGNS BY TRAINING WITH SIMBOUND SIMULATION GAME

Louis Doru Havriliuc (), Alexandru Capatina () and Marius Geru ()
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Louis Doru Havriliuc: Founder at Simbound.com
Alexandru Capatina: Dunarea de Jos University of Galati, Romania
Marius Geru: Dunarea de Jos University of Galati, Romania

Risk in Contemporary Economy, 2013, 280-285

Abstract: This paper aims to describe how a digital marketing simulation system improve the knowledge and skills of students, as well as their status as members of a virtual community, which gradually evolve from novice to expert in managing online advertising campaigns. The body of the article encompasses three contributions: the know-how of the Simbound Game author, the practical experiences of an instructor, who coordinated students’ activities during three courses and of a Master student – the leader of a team which got the first position after the completion of a game. The advantages of managing no-risk online advertising campaigns are revealed and the students are able to understand how various online marketing tools become useful while a firm expands its operations in e-commerce and must fulfill new tasks and responsibilities. The paper concludes with the practical implications of the Simbound simulation-based learning and the ideas included in the future research agenda.

Keywords: online advertising; simulation-based learning; search engine marketing; risk management (search for similar items in EconPapers)
Date: 2013
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