Learning in Marketing Simulation

Abstract

This study intends to determine the variables influencing the learning of students when they use business simulators in class. To this end, an exploratory stage is conducted to create a model, which proposes that students’ knowledge and skills related to information and communication technology, their motivation for using a simulator during the subject, productive feedback from teachers, simulation realism, perceived ease-of-use and perceived usefulness determine their degree of learning. Then, a conclusive stage is carried out, in which 120 Industrial Engineering students and former students were surveyed. These students had taken the Marketing subject between 2011 and 2016, where Markops business simulator was used. The results show that students’ motivation and the usefulness perceived from using the simulator as a learning tool are the variables that influence learning degree the most. In addition, feedback from the teacher, simulation realism and ease-of-use of the simulator also positively influence learning. On the contrary, the impact of knowledge and skills related to ICT’s is non-significant. Finally, the consequences of these structural relationships are discussed.