Journal article
The effect of marketing simulations on student engagement and academic outcomes
Marketing education review, Vol.30(1), pp.43-56
2020
Metrics
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Abstract
We report on an experiment to investigate the effect of an online asynchronous marketing simulation on student engagement and GPA. Engagement was measured in terms of conscious attention, enthused participation and social connection. The participants were 45 students undertaking marketing management at an American university over one semester. Half the students (the treatment group) were required to undertake the simulation in addition to their regular assessments. The results support the idea that online asynchronous marketing simulations contribute to increasing a student's GPA score, and that factors other than engagement may be driving this learning and achievement. Evidence for this included (1) relatively higher post-treatment GPA scores for the treatment group; (2) relatively lower post-treatment levels of enthused participation for the treatment group; (3) lack of significant differences between the groups in terms of conscious attention and social connection.
Details
- Title
- The effect of marketing simulations on student engagement and academic outcomes
- Creators
- Patrick van Esch - Moravian CollegeTania von der Heidt (Author) - Southern Cross UniversityCatherine Frethey-Bentham (Author) - University of AucklandGavin Northey - University of Auckland
- Publication Details
- Marketing education review, Vol.30(1), pp.43-56
- Publisher
- Routledge
- Identifiers
- 991012887899602368
- Academic Unit
- School of Business and Tourism; Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article