University of Hertfordshire

By the same authors

Effects of Participation in a Simulation Game on Marketing Students' Numeracy and Financial Skills

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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Original languageEnglish
Title of host publicationMarketing: Catching the Technology Wave
Subtitle of host publicationProcs of the Academy of Marketing Conference 2012
PublisherUniversity of Southampton
ISBN (Print)9780854329472
Publication statusPublished - Jul 2012


Marketing educators strive to provide students with an educational experience that prepares them for successful careers. Their education cannot simply involve the acquisition of a body of knowledge; it must also make them more employable by endowing them with work-relevant skills and competences (Gibson-Sweet et al 2010). In particular, marketing graduates need adequate numeracy skills because marketers are increasingly called upon to be accountable for their decisions. The premise of this study is that marketing simulation games provide an excellent opportunity to improve these skills; consequently, we hypothesize that simulation games are a good medium through which to deliver numerical and financial skills on a marketing degree programme

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