Marketing simulation games provide participants with an interactive method of testing out marketing decisions in an environment which is virtual or which has game characteristics. Common game topics belong to categories such as: marketing strategy, product positioning, pricing strategies, consumer behaviour. Marketing games usually focus on the marketing landscape of a certain business industry or a company. A marketing simulation game usually contains a number of scenarios and provides participants with results in response to their decisions.
The games can be played either by individuals or teams of individuals. The environment is usually a competitive market in which participants represent companies which need to take decisions in an iterative manner, usually on a round-by-round basis.
Video Marketing simulation game
In education
Computerized marketing simulation games have been widely used as teaching and learning resources in Marketing Strategy and Management courses - and continue to be adopted as a meaningful pedagogical tool.
Faria and Wellington (2004) found that 64.1% of 1,085 faculty members surveyed in American Universities were using games with a focus on marketing. Pedagogical expectations are that students using these simulations will learn more about marketing strategy concepts through the application of marketing knowledge as well as gain marketing application skills. Research has found that students can use both marketing simulation games and real marketing projects with comparable feelings of reality and enhanced perceptions of learning.
Instructional design considerations
There is a need for more empirical research to examine the varying characteristics in existing marketing simulations in light of various course requirements and various student groups!
Maps Marketing simulation game
Other usages of marketing simulations
Additional usage for marketing simulations has been identified: as an aid in decision making and as a means for gaining further insight into a system as well as a guideline for research.
See also
- Business simulation
- Serious game
References
Source of the article : Wikipedia
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