Factors Contributing to Cognitive Absorption and Grounded Learning Effectiveness in a Competitive Business Marketing Simulation

Harnessing Digital Disruption With Marketing Simulations

“…The principle of “learning by doing” is an experiential exercise characterized by first, an interactivity between the student and someone or something other than the teacher and, second, a degree of variability and uncertainty in the outcome of the student’s activity (Burns & Gentry, 1992). The new knowledge that results from firsthand cause-and-effect experience is deeper and more indelible than that which is acquired by passive transmission through lectures, notes, or texts (Baker, Underwood, & Thakur, 2017; Kolb & Kolb, 2005). Modern business simulations harness computer and Internet technology to create “microworlds” (Romme, 2003; Xu & Yang, 2010) where students can be immersed in a realistic business environment without leaving the (proverbial) safety of their desks.…”

“…They integrate course content and bring it to life (Grewal, Motyka, & Levy, 2018). Online platforms can be leveraged for experiential learning (Mills & Treen, 2016), and computer simulations are robust vehicles for experiential and inductive learning (Baker et al, 2017; Burns & Gentry, 1992). Students learn from multiple sources—including their teammates—as they make decisions and receive feedback over time.…”

“…The market environments created within simulations are often dynamic, competitive and uncertain—characteristics that certainly reflect the reality of today’s marketplace (Wolfe & Luethge, 2003). Simulations require that students adapt to a constantly changing decision-making environment (Baker et al, 2017; Hall & Ko, 2006).…”

Experiential Learning: A Study of Simulations as a Pedagogical Tool

“…Recently, Woodham (2018) concluded that simulations do contribute to learning, but learning marketing content knowledge was limited after the completion of a simulation. Baker, Underwood, and Thakur (2017) investigated grounded learning effectiveness in marketing simulations and concluded that the instructor needs to have a systematic learning outcome in mind before adopting this pedagogy. Baker et al (2017) explored cognitive absorption and demonstrated heightened enjoyment, heightened curiosity, and perceived behavioral control were positively related to grounded learning in the simulation.…”

“…Baker, Underwood, and Thakur (2017) investigated grounded learning effectiveness in marketing simulations and concluded that the instructor needs to have a systematic learning outcome in mind before adopting this pedagogy. Baker et al (2017) explored cognitive absorption and demonstrated heightened enjoyment, heightened curiosity, and perceived behavioral control were positively related to grounded learning in the simulation. Cadotte (2016) explains the development of Marketplace Live, a type of simulation, and offers pedagogical direction on making the simulation effective.…”