City Research Online

Abstract

This case study presents a small simulation game designed to impart complex marketing concepts in a postgraduate marketing communication module. Confronted with the challenge of engaging a diverse student body and facilitating the comprehension of intricate material, a novel solution was developed. This simulation, constructed around the gamification, instructing, sharing, tracking (GIST) framework, offered an experiential learning platform where students could bridge theoretical knowledge with real-world applications. The game, simulating agency selection and budget allocation processes in marketing communication campaigns, significantly enhanced the understanding of these concepts and promoted active learning. Initially introduced for online students, its success led to integration into on-campus modules, underscoring its effectiveness. Positive impact was observed in the form of increased student engagement, improved comprehension, and the development of critical thinking skills. Students’ feedback reflected their preference for this focused, short-term simulation compared to longer-term models. Key insights highlight the necessity for diverse teaching methodologies, the effectiveness of experiential learning, and the advantages of formative e-assessments, emphasizing the importance of innovative strategies in contemporary education.

Publication Type:	Book Section
Additional Information:	This is an Accepted Manuscript of a book chapter published by Routledge in Formative Assessment and Feedback in Post-Digital Learning Environments. Disciplinary Case Studies in Higher Education on 26 Mar 2025, available online: https://www.routledge.com/Formative-Assessment-and-Feedback-in-Post-Digital-Learning-Environment/Elkington-Irons/p/book/9781032418940
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > LB Theory and practice of education > LB2300 Higher Education Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Departments:	Bayes Business School Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

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