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

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  • Myriam Ertz

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.

Suggested Citation

  • Myriam Ertz, 2016. "Objective: Winning or Learning? A Study of Marketing Simulation Games," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 13-23, April.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:13-23
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    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/58521/31319
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    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/58521
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    More about this item

    Keywords

    simulation games; experiential learning; learning effectiveness; learning outcomes; cognitive insight;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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