Designing a web-driven retail marketing simulation

Pal, John W., Stubbs, Mark A. and Lee, Anna (2005) Designing a web-driven retail marketing simulation. Journal of Marketing Management, 21 (7-8). pp. 835-858. ISSN 0267-257X

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Abstract

This paper examines the benefits of adopting an experiential and integrated approach to marketing education on a first year undergraduate programme through the development of a simulation. It is demonstrated that embedding the simulation in the learning process and encouraging students to reflect on a series of assessment activities has enabled them to gain better insights into the skills and knowledge required to plan the opening of a new retail outlet. The skills and knowledge expected of new marketers, as outlined by the Chartered Institute of Marketing, were used in the design of the learning activities and it is shown how a blended approach has enriched the student experience and enabled the teaching team to meet all of the CIM's 'asset requirements'.