Creating Value in an Introduction to Marketing Course Using a Simulation: An Abstract

The successful education of marketing students today entails developing marketing knowledge and workplace skills, so students need to be exposed to more than lectures (Laverie, 2006). By placing less emphasis on lecturing and more on developing skills and exploring course material, students are involved in higher order thinking (i.e., analysis, synthesis, and evaluation; Hunt and Laverie, 2004). Experiential learning can be a powerful way to develop necessary knowledge and skills (Diamond, Koering, & Iqbal, 2016). One effective method to employ experiential learning is through a marketing simulation. This paper contributes by exploring the value of implementing a marketing simulation in a large introduction to marketing course. Specifically, we explore how using a simulation influences learning outcomes and the development of skills required in the workplace.