Using marketing simulations for teaching and learning

A B S T R AC T This article is a ‘reflective piece’ that considers the ways in which the author’s teaching and learning ‘ideology’ has evolved over time. More specifically, it concerns the learning objectives connected with the use of computer-based marketing simulation exercises. The article takes a broad sweep, dealing with the general pattern rather than fine detail, and uses the classic Kolb model of experiential learning to trace, to discuss and also to note the circular nature of that evolution for all participants. K E Y WO R D S : highe r educat i on , i d eo l o gy, l e a r n ing ob j e c t i ve s, marke t ing educat i on , marke t ing s imulat i on s, r e f l e c t i on