Marketing Simulations in Tertiary Institutions: A Review and Future Directions

Abstract

In the last three years, the number of simulations available to marketing educators has grown from about two to seven. Seven simulations using various criteria are reviewed, including criteria of learning effectiveness previously developed from action learning principles. Directions for development of a future “perfect” marketing simulation are presented.

Citation

Perry, C. and Euler, T. (1989), "Marketing Simulations in Tertiary Institutions: A Review and Future Directions", European Journal of Marketing, Vol. 23 No. 4, pp. 40-49. https://doi.org/10.1108/EUM0000000000564