Implementing an Older Innovation: Board Game Simulation in a Retail and Marketing Channels Course

Abstract

Experiential learning has been shown to be an important and effective pedagogy in marketing courses. Simulations are commonly used by faculty to incorporate experiential aspects into their classrooms. The present study makes the case for and examines the implementation of an older innovation as a marketing simulation, a board game. The game’s efficacy is examined not only as a pedagogical tool but also, and more importantly, measured using more traditional industry-based metrics for gauging interorganizational collaboration. The results suggest two things. First, based on self-efficacy scales, students indicate that using a board game can be an effective pedagogy and through experiential learning. Second, the results suggest that the board game can enhance students’ applied learning. For example, students who mastered forecasting and strategic planning performed better in the game (earned more money) than those students who did not master these concepts. pedagogical suggestions and future directions are discussed.