Abstract
Computerized simulation games are becoming increasingly popular in marketing programs and in business school curricula in general. Unfortunately, empirical evidence concerning the impact of this method of instruction is contradictory. Furthermore, few studies have investigated the impact of complex business games played over a long time period. This paper reports the preliminary results of an empirical investigation of the impact of a complex business simulation which focuses on product management decisions over eight simulated years. Preliminary analysis suggests that participants' confidence in applying learned marketing concepts and tools to real-world situations increases significantly due to participation in the simulation.
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References
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© 2015 Academy of Marketing Science
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Haskell, N.A., Taylor, J.R. (2015). The Knowledge-Related Confidence Effects of a Marketing Simulation Game. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_26
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DOI: https://doi.org/10.1007/978-3-319-16943-9_26
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
Online ISBN: 978-3-319-16943-9
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