Abstract:

The use of business simulation games plays a relevant role as an active learning technique. Previous studies have demonstrated the effectiveness of business simulation games used in teaching and learning regard to achieving specific learning objectives. Furthermore, they promote the development of skills and attitudes that are considered crucial for the student’s professional future (Goi, 2018; Quian & Clark, 2016). However, the student’s perspective should be analysed in order to consider the level of his learning, acquired skills and enjoyment experience. It is relevant because these aspects provide a strong support for the teachers to continue using business simulation games and promote its financing by the educational institutions (Tao et al., 2009).

This research analyses university students’ perceptions derived from the implementation of a business simulation game for marketing decisions, since the perspective of skills, marketing capabilities, ease of use, satisfaction and enjoyment experience. A total of 159 valid student respondents participated in the survey. They belonged to the Bachelor’s Degree in Administration and the Bachelor's Degree in Marketing and Market Research.

Our results reveal that business simulation games contribute to have a positive impact on capabilities and skills (i.e., cognitive, behavioural and affective) and the perceived ease of use is related to satisfaction and enjoyment experience. Finally, recommendations are offered about the instructor’s role in the implementation of business simulations that could influence the learning outcomes.

References:
[1] Goi, C.L. (2019). The use of business simulation games in teaching and learning. Journal of Education for Business, 94(5), 342-349.
[2] Tao, Y.H., Cheng, C.J., & Sun, S.Y. (2009). What influences college students to continue using business simulation games? The Taiwan experience. Computers & Education, 53(3), 929-939.
[3] Qian, M., & Clark, K.R. (2016). Game-based Learning and 21st century skills: A review of recent research. Computers in Human Behavior, 63, 50-58.

Keywords:

Business simulation games, skills, learning.