The Processing and Pedagogy of Marketing Simulations

In both higher education and the corporate world, computer-based marketing simulations are well established as a device for marketing education. The recognised marketing simulations commonly used in the UK have evolved over the years, but while simulation processing procedures have been refined and thereby improved, there has been little advance towards more sophisticated simulation modelling. This paper reviews the current situation and comments on resistance to change from a number of directions. The paper suggests that there is little likelihood of any major development in the use of innovative marketing simulations for deep-level learning, and proposes that this could be an indicator of what might occur with other technology-led approaches to marketing education.