Simulation as a Supplementary Learning Experience in Marketing Principles

Abstract

"In the search for new opportunities to improve the student learning experience in marketing principles, an experiment was conducted several years ago by the author in which a computer oriented simulation was used as a supplement to the regular course of study. Since then, and as a result of favorable student reaction, the simulation has been used depending on availability of support personnel, size of class and arrangements for computer usage. There are many recognized techniques which can be used in the search for knowledge beyond the normal classroom lecture and textbook assignments. These could include: library research, guest lectures, supplementary readings, outside projects, study guides and case analysis lust to name a few. However, none seem to bring together an integration of these various learning techniques quite as well as computer oriented business simulation."