Delivering Marketing Magic: Marketing simulations in practice

Examination of the marketplace shows that there are a variety of marketing simulations available. These simulations can be used to introduce students to marketing, facilitate the student’s ability to create a strategic... [ view full abstract ]

Examination of the marketplace shows that there are a variety of marketing simulations available. These simulations can be used to introduce students to marketing, facilitate the student’s ability to create a strategic marketing plan, or enable them to understand and practice more specialist aspects of the marketing process (Vos, 2014). Simulations provide students with the opportunity to demonstrate their understanding of marketing, to apply that understanding to a ‘live’ situation and to develop core transferable skills (e.g. working in teams, working to deadline, decision making, presentation skills). Some studies attempt to prove that participation in marketing simulations advantage students in their academic careers (Brennan and Vos, 2013), whilst others propose that graduates who have engaged with marketing simulations will be more successful (Wolfe and Roberts, 1993).

Given the glowing accolade that such simulations receive what are the challenges that academics face when delivering such an experience? The aim of this project is to investigate the efficacy of using marketing simulations. By using a case study method, results will gain a rich data and show the alternative perspective of both staff and student in the classroom. Finally, the research will make early recommendations for future practice.