Marketing in Action in Collegiate Education

Abstract

When I first began to try my hand at the development of simulation games in 1960, the business game was an exciting new tool for teaching decision making in a business context. The population of business games was still quite small at that point and most of them were “general management” games which dealt with the total firm’s operations at a highly simplified and abstract level. The “computer game” had caught the imagination of many business educators and a number of universities had made a major commitment of resources to the development of highly complex and sophisticated games as epitomized by the Carnegie Tech Management Game.