by Andrew Johnson | July 22, 2017 5:46 am
Business simulations can be used to train professionals in marketing and the viability of this is shown in a comprehensive study undertaken by Mario Martinez Tercero and Francis Blasco in their book.
Business management game was introduced during advanced marketing learning programmes and this proved that this experiential learning method was, in every way, better than the methods currently in use to train marketing managers.
Management simulation games for global use were designed based on David Kolb’s “Theory of Experiential Learning” that used the experiential method of playing games of business simulation to help marketing managers to learn about this field quickly. This helped them to gain experience and to be able to practice marketing in ways that the older and more traditional teaching methods disenabled them to do so.
The authors who conducted this study explained these newer methods, that underlined the importance of their research, showed that results obtained were superior when training was conducted through the use of business simulation games.
Fifth-year students of communication of the School of Information Sciences of the Complutense University of Madrid agreed with these impressive findings through their own study. Participants in the study were selected at random so that all the control groups had the same level of knowledge. Retention of learning was gauged through placement tests. Traditional lessons were given to the control groups, while the experimental groups were given tasks through business games.
The results of the research indicated that marketing managers who were otherwise qualified needed skills and abilities that were specific to complete tasks related to the market, which needed them to be able to analyse projects, situations and people accurately. Managers needed to have a capacity to make decisions and to be skilled in solving problems.
It was also necessary for managers to build relationships, interpersonal communication and be aware of the urgent need to build and be part of a team. These skills were all enhanced when the knowledge was imparted through business simulation games when these tools were used in the analysis for the skill and ability assessments of the potential managers.
SPSSv14 was the verification process used by the group that was part of the experiment. The first, Basis Hypothesis (BH1), was confirmed by the results. Test measurements were linked to problem solutions. These solutions were valued based on profits that a company made while using the decisions arrived at by students who were playing the business simulation game.
Student solutions from the experimental groups generated profit potentials of 825 million. The profits generated by the control group, who did not use these simulations, were a much lower 554 million.
In the research, the experimental groups gave the training course a higher rating than that given by the control groups. Groups that used the business simulation games also showed an increase in knowledge as they went from the pre-test to the post-test stages.
Comparison of the hypothesis was conducted through tests using “Perception of Learning” that was used to analyse items through two stages, “Reflexive Observation” and “Abstract Conceptualisation”. The experimental group participants showed growth through the marked improvement that was shown between the initial and final testing compared to the control groups that did not use these business simulation games.
Control groups, that did not use the simulation games, had students showing positive results in sections that related to the organising of information. Their scores were low when they were asked to develop their own ideas to design experiments or test models of their concepts. The traditional method of learning was only positive where previously developed theories were applied.
The necessary abilities to become effective marketing managers showed that simulation games allowed for higher achievements when the Kolb experiential process was used for learning.
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