Marketing Simulation Games: A review of issues in teaching and learning

Lynn Vos

Research output: Contribution to journalArticlepeer-review


Simulation games continue to be widely used in marketing education and are also one of the most researched pedagogical tools, with perspectives and research coming from a broad range of disciplines. Based upon a review of the simulation games literature over the past four decades and from insights gained by the author, a keen user of games, this paper investigates some of the challenges that users of simulations may face, and provides recommendations for overcoming them. In particular, the paper looks at issues associated with measuring the validity of games as learning tools, selecting and implementing games, and effective assessment of student learning from simulations. The paper will be of interest to both current and future users of simulation games who may have questions about how to use them most effectively in the classroom.
Original languageEnglish
Pages (from-to)67-96
Number of pages30
JournalThe Marketing Review (TMR)
Issue number1
Publication statusPublished - 1 Mar 2014


  • assessment
  • debriefing
  • educational validity
  • experiential learning
  • marketing education
  • reflective learning
  • simulation games


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