Objective: Winning or Learning? A Study of Marketing Simulation Games

Myriam Ertz

International Journal of Marketing Studies, 2016, vol. 8, issue 2, 13-23

Abstract: Simulation Games are now broadly used by scores of business schools, especially in marketing. These games favour active, feedback-based learning, normally in groups, and exhibit characteristics of intrinsic motivation channelled into a learning perspective. If Simulation Games clearly spur individuals to ¡°win¡±, it is more difficult to assess whether they effectively empower them to ¡°learn¡±. This study is a literature review that examines the limitations of learning effectiveness of Simulation Games. The article then proposes two theses intended to explain the potential causes of Simulation Game ineffectiveness: (1) the incompatibility of evaluation tools and (2) pedagogical deficiency inherent in Simulation Games.

Keywords: simulation games; experiential learning; learning effectiveness; learning outcomes; cognitive insight (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:13-23

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