game on – learning by playing
TRANSCRIPT
Game On –Learning by Playing
Marketing Simulation Gameas a Learning Tool
Päivi BorisovMinna-Maarit Jaskari
Content• Why simulation games?• What do the students actually learn?• How does the learning occur?• Opportunities and challenges
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Why simulation games?● Variety of methods
● Applying theoryà Hands-on experience
● Simulating real-life (decision making,handling complex problems, time pressure,team work etc.)àdeveloping work-lifeskills
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Marketing course andthe simulation game
Course:Key processes of marketing
• Lectures
• Game-related assignments• Business plan
• Intermediate presentations
• Individual reflection report
• Exam
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● Focus on marketingstrategy
● Bachelor level, 2nd.year, 6 study points)
● Simulation game acentral part of thecourse
CesimSimbrandFast developing,dynamic mobilephonemarket
Six rounds (years) wereplayed,
Managing theirbusiness
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Students makedecisions on e.g.
• Target markets• Segments• Products• Product portfolio• Pricing• Sales channels• Advertising
budget• After sales
services• R&D investments
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After eachround:
A range ofreports thathelp toanalyze andbenchmarkperformanceagainst theircompetitorsand makenewdecisions
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Thewinningcriteria isthe shareprice
Questions – Does it work?
• What do students actually learn?• How does the learning occur?
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Students’ reflections ontheir learning
What knowledge and skills dostudents learn?
Marketing knowledge and skills
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Marketingconcepts
Segmentation,differentiation,productportfolio etc.
Combination ofconcepts that helpsolve marketingproblems, e.g.
pricing-competition-profitability
Structuralframeworks
“We had met themost traditionalstumbling block
in marketing:segmentation.One product is
not good foreverybody”
Strategicprinciples
Holistic andrelativistic
understanding
Analyticalskills
“I especially learnthow important it is
all the time toanalyze and also
forecast the marketsituation andcompetitors’
actions.”
“During thegame I realizedfor the first timethe significanceof marketing onthe success of
the entirecompany.”
Students’ reflections ontheir learning
Different ways of learning?
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Throughplaying
In thegroup
Fromotherteams
Throughfeedback
Fromexternal
resources
Intermediatepresentation, “We
hadn’t done enoughof nearly anything.”
Try and seeTrial and error
From othersNegotiationCompromising
LecturesHandbook
GameTeacher
Active vs.passivelearning
Conclusions
Opportunities andchallenges?
Opportunities - Challenges• For most, a motivating, inspiring and fun way to learn
• Competition increases motivation. Usually.
• Learning through trial and error in a safe environment
• Possibilities for deep and holistic learning
Important!
Learning process design, assignments and reflectionà the game is just a tool
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Opportunities - Challenges
• How to motivate and encourage students?
• Couching? For certain or every team or none?
• One right way to play or different routes forsuccess?
• Evaluation?
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