salt2012 zhao and koenig lewis-v2
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USING MARKETING SIMULATIONS TO ENHANCE STUDENT ENGAGEMENT
AND EXPERIENCE
Dr Anita ZhaoDr Nicole Koenig-Lewis
College of Business, Economics and Law
Funded by the Learning & Teaching Small Project Grant 2011
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Background
Many students disenchanted with familiar mechanisms used to teach them and do not feel engaged with subject
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How do we get from here...
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Background
Students find it far more effective to communicate through informal learning methods, such as relevant games, group activities, role play etc. (e.g. Druckman & Ebner 2007)
Student engagement in learning and in learning communities - key to students’ academic success
The specific objectives of the project are: to improve student engagement; to develop effective learning through practice, and to strengthen student employability
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... to here?
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Using Marketing Simulations
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Using Marketing Simulations
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Who was involved and how?
Undergraduate L3 Marketing students Simulation used as part of coursework
Test theory learned in ‘real-life’ context and learn through practice – students may have learned each of 4Ps in isolation without understanding relationship between them and how these impact on marketing decisions
Develop understanding of individual player’s role and how these impact on team – team-working skills which go beyond groupwork experience
Assessment – reflective learning diary & reflective questions after each round of decision makings
Justify decisions and reflection
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Reflecting on the experience of the simulation, it acts as a visual
interpretation of what is being taught in the module. Ideas and theories
that are presented in class are then being implemented, and it is a
valuable way of teaching in that I learnt more about marketing
communication issues from the simulation than I would reading a
textbook.
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An innovative & active learning method
‘Real world’ experience & practice
Learning motivation
Team working
skills
Stimulate the
subject
Common Themes Identified
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An innovative and active approach to learning
“You can learn more from the Sim than you can from a textbook or just a lecturer talking. It is hands on, allows
creativity within a group and allows experience in applying the marketing knowledge picked up over the
past 3 years.”
“More enjoyable. Competitive aspects improve motivation and
focus in learning.”
“It’s better than just sitting in a classroom. More interesting and learn more from things you’ve
done.”
“It is a less intense method of learning.”
“It’s engaging and a change from the standard lifeless lectures in other
modules.”
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Real world experience and practice
“I have found this method engaging. Allowed for group work – you learn to listen to others opinions/different
perspectives and reach a compromise. Our group actually got quite competitive.”
“The marketing simulation gave a good understanding how the topics we had covered may transfer into
real life. Enjoyable and efficient way to learn.”
“Worth using as allows student to learn from
mistakes made in simulation.”
“It was quite fun, however, making
decisions was quite challenging
providing a useful experience.”
“Gives good basic understanding of different aspects of what goes into
IMC campaigns.”
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I think the use of the Sim has …
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Comparison of Subject Interest: Before and After the Sim
The s
ubjec
t is
intell
ectu
ally
stim
ulatin
g
I do
som
e th
inking
in re
lation
to th
e su
bject
for m
yself
In-c
lass
discu
ssion
s wer
e us
eful
I fee
l I a
m e
ngag
ed w
ith th
e su
bject
The s
ubjec
t is
not b
oring
Overa
ll, I a
m v
ery
satis
fied
with th
e m
odule
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Pre-sim
Post-sim
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Other applications
Induction for MSc Marketing students
Use of simulation to ease students’ settlement within University
Relevant teambuilding activity No academic assessment – fun
of competing with other teams Breaking ice of communication
and being part of community – especially overseas students
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Relevant to course Technical issues? Ease of use – user-friendly Convenience of use Assessment - formative or summative Individual or team? Competing with each other or computer? Fun, engaging,… for students
Application of simulations in teaching
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Any Comments or Questions?
Thank you very much for your time.