About this paper

Appears in:
Pages: 760-766
Publication year: 2018
ISBN: 978-84-697-9480-7
ISSN: 2340-1079
doi: 10.21125/inted.2018.1144

Conference name: 12th International Technology, Education and Development Conference
Dates: 5-7 March, 2018
Location: Valencia, Spain

THE INFLUENCE OF LEARNING STYLES IN MARKETING SIMULATION GAMES

The adaptation of the Universities to the European Higher Education Area has meant an increase in the use of new teaching technologies, allowing even the students to control their own learning. In this sense, serious games and simulation can be considered a form of teaching-learning in which students merge, in the same activity, the subject to be learned and the implementation of that knowledge.

Research literature shows that this type of experiential learning results in better conceptual understanding, critical thinking and problem-solving skills. It also increases enthusiasm and implication, enhances the performance, provides higher level of self-confidence and self-efficacy and, finally, achieves enhancement of learning.

The objective of this work is to analyze the effectiveness of a simulation game as a pedagogical tool taking into account the learning styles of the participants as a moderator variable. In order to achieve this goal, we implement the Markstrat software, which is a marketing management simulation game, in students groups with different learning styles. Based on the Honey-Alonso test, we difference the students in two competence games. In one of them, student teams are grouped according to the learning styles; in the other, students in teams are mixed with different learning styles. After having carried on the experiment, we compare the learning results of the students and extract interesting conclusions for the implementation of simulation games.
@InProceedings{GUTIERREZSALCEDO2018INF,
author = {Gutierrez-Salcedo, M. and Marano-Marcolini, C. and Vega-Zamora, M. and Barreda-Tarrazona, R.},
title = {THE INFLUENCE OF LEARNING STYLES IN MARKETING SIMULATION GAMES},
series = {12th International Technology, Education and Development Conference},
booktitle = {INTED2018 Proceedings},
isbn = {978-84-697-9480-7},
issn = {2340-1079},
doi = {10.21125/inted.2018.1144},
url = {http://dx.doi.org/10.21125/inted.2018.1144},
publisher = {IATED},
location = {Valencia, Spain},
month = {5-7 March, 2018},
year = {2018},
pages = {760-766}}
TY - CONF
AU - M. Gutierrez-Salcedo AU - C. Marano-Marcolini AU - M. Vega-Zamora AU - R. Barreda-Tarrazona
TI - THE INFLUENCE OF LEARNING STYLES IN MARKETING SIMULATION GAMES
SN - 978-84-697-9480-7/2340-1079
DO - 10.21125/inted.2018.1144
PY - 2018
Y1 - 5-7 March, 2018
CI - Valencia, Spain
JO - 12th International Technology, Education and Development Conference
JA - INTED2018 Proceedings
SP - 760
EP - 766
ER -
M. Gutierrez-Salcedo, C. Marano-Marcolini, M. Vega-Zamora, R. Barreda-Tarrazona (2018) THE INFLUENCE OF LEARNING STYLES IN MARKETING SIMULATION GAMES, INTED2018 Proceedings, pp. 760-766.
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