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What is Marketing Simulations

Chapter 9
Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession
Each round of the marketing simulation provides an imitative representation of a business situation. Through decision making, students experience real-world marketing problems and compete as if they were running a business.
Published in Chapter:
Intersections in Marketing Practice and Marketing Education: Bridging the Gaps
Mary Beth McCabe (National University, USA)
Copyright: © 2019 |Pages: 26
DOI: 10.4018/978-1-5225-6295-5.ch009
Abstract
This chapter will describe the value of bridging the gaps between marketing practice and marketing education. The objective is to improve students' academic and practical experience after they complete a marketing degree program. This focus is on how professors can become better educators by targeting what students need to know before they complete academic programs. The chapter provides insights via expert interviews and analysis, using examples of the intersections and the gaps between theoretical marketing principles and practical applications of marketing strategies. The goal is to illustrate best practices and narrow the gaps to maintain relevance in a fast-changing marketing environment.
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