Abstract
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
| Original language | English |
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| Title of host publication | Marketing: Catching the Technology Wave |
| Subtitle of host publication | Procs of the Academy of Marketing Conference 2012 |
| Publisher | University of Southampton |
| ISBN (Print) | 9780854329472 |
| Publication status | Published - Jul 2012 |