![[PDF]](/pb-assets/Icons/adobe-pdf-icon-1498649896243.png){kind=icon}
Abstract
This study combines the perspective of students (n = 137) and sales instructors (n = 248). It compares how well selling and sales management simulation games, case discussions, and traditional lectures are perceived to conform to the seven principles for good practice in undergraduate education. The study further compares each method’s performance on perceived learning outcomes. Differences between instructors who adopted a simulation game and nonadopters are investigated. Finally, we investigate the reasons why some instructors adopt and others choose not to adopt simulation games for their selling and sales management classes. We find that students consider simulation games more fun, but less useful than lectures, and about equally useful as case discussion. Computerized simulation games are less frequently used in sales education than in other business disciplines. The perceived lack of suitable games is the main reason why instructors do not adopt simulation games for sales education. Contrary to earlier speculation, prior professional work experience of the instructor is unrelated to simulation game adoption, and years of teaching experience is positively related to the use of simulation games.
References
Section:
|
Bloom, B. S. (1956). Taxonomy of educational objectives: The cognitive domain. New York, NY: David McKay. Google Scholar | |
|
Bobot, L. (2010) Teaching sales and negotiation with combining computer-based simulation and case discussions. Marketing Education Review, 20, 115-122. Google Scholar | Crossref | |
|
Castleberry, S. (2014). Salesperson ethics: An interactive computer simulation. Journal of Marketing Education, 36, 209-216. Google Scholar | SAGE Journals | |
|
Celsi, R. L., Wolfinbarger, M. (2002). Discontinuous classroom innovation: Waves of change for marketing education. Journal of Marketing Education, 24, 64-72. Google Scholar | SAGE Journals | |
|
Chapman, K. J., Sorge, C. L. (1999). Can a simulation help achieve course objectives? An exploratory study investigating differences among instructional tools. Journal of Education for Business, 74, 225-230. Google Scholar | Crossref | |
|
Chickering, A. W., Gamson, Z. F. (1987, March). Seven principles for good practice in undergraduate education. American Association for Higher Education Bulletin, 3-7. Google Scholar | |
|
Chickering, A. W., Gamson, Z. F. (1999). Development and adaptations of the seven principles for good practice in undergraduate education. New Directions for Teaching & Learning, 80, 75-81. Google Scholar | Crossref | |
|
Cook, R. W. (2004). The pedagogy and efficacy of using a sales management simulation: The MARS sales management simulation experience. Retrieved from http://www.shootformars.com/articles/NCSM2004.pdf Google Scholar | |
|
Cook, R. W., Cook, J. C., Cook, K. J. (2003). MARS sales management simulation. Retrieved from http://www.shootformars.com Google Scholar | |
|
Cummins, S., Peltier, J. W., Erffmeyer, R., Whalen, J. (2013). A critical review of the literature for sales educators. Journal of Marketing Education, 35, 68-78. Google Scholar | SAGE Journals | |
|
Dalrymple, D. J., Sujan, H. (2004). Sales management simulation (6th ed.). New York, NY: John Wiley. Google Scholar | |
|
Davies, C. H. J. (2002). Student engagement in simulations: A case study. Computers & Education, 39, 271-282. Google Scholar | Crossref | ISI | |
|
Deeter-Schmelz, D. R., Kennedy, K. N. (2011). A global perspective on the current state of sales education in the college curriculum. Journal of Personal Selling & Sales Management, 31, 55-75. Google Scholar | Crossref | |
|
Devasagayam, P. R. (2004). Pedagogical effectiveness of computer-based simulations: Linking intended learning outcomes with perceived student satisfaction (pp. 45-54). Retrieved from http://www.mmaglobal.org/publications/Proceedings/2004-MMA-Fall-Educators-Conference-Proceedings.pdf Google Scholar | |
|
Ellington, H. (2004). Higher Education Academy imaginative curriculum guide: Using games, simulations, case studies and role-play to stimulate students’ creativity. Retrieved from http://78.158.56.101/archive/palatine/files/1011.pdf Google Scholar | |
|
Faria, A. J. (1987). A survey of the use of business games in academia and business. Simulation & Gaming, 18, 207-224. Google Scholar | SAGE Journals | ISI | |
|
Faria, A. J. (1998). Business simulation games: Current usage levels—An update. Simulation & Gaming, 29, 295-308. Google Scholar | SAGE Journals | |
|
Faria, A. J., Dickinson, J. R. (1994). Simulation gaming for sales management training. Journal of Management Development, 13, 47-59. Google Scholar | Crossref | |
|
Faria, A. J., Wellington, W. J. (2004). A survey of simulation game users, former-users, and never-users. Simulation & Gaming, 35, 178-207. Google Scholar | SAGE Journals | |
|
Forbes, L. P., Loe, T. W., Peterson, R. M., Erffmeyer, R. C., Boehm, M. C. (2014). Establishing, growing, and running a sales program: An analysis of certified university sales centers. Journal of Selling, 14, 6-19. Google Scholar | |
|
Gray, D. M., Peltier, J. W., Schibrowsky, J. A. (2012). The Journal of Marketing Education: Past, present, and future. Journal of Marketing Education, 34, 217-237. Google Scholar | SAGE Journals | |
|
Hinkin, T. R. (1995). A review of scale development practices in the study of organizations. Journal of Management, 21, 967-988. Google Scholar | SAGE Journals | ISI | |
|
Hite, R. E., Bellizzi, J. A., Busch, C. A. (1987). Adult students in the classroom: Attitudes and teaching practices of marketing faculty. Journal of Marketing Education, 9, 8-13. Google Scholar | SAGE Journals | |
|
Kane, L. (2004). Educators, learners and active learning methodologies. International Journal of Lifelong Education, 23, 275-286. Google Scholar | Crossref | |
|
Lean, J., Moizer, J., Towler, M., Abbey, C. (2006). Simulations and games: Use and barriers in higher education. Active Learning in Higher Education, 7, 227-242. Google Scholar | SAGE Journals | |
|
McCabe, D. B., Meuter, M. L. (2011). A student view of technology in the classroom: Does it enhance the seven principles of good practice in undergraduate education? Journal of Marketing Education, 33, 149-159. Google Scholar | SAGE Journals | |
|
Moizer, J., Lean, J., Towler, M., Abbey, C. (2009). Simulations and games overcoming the barriers to their use in higher education. Active Learning in Higher Education, 10, 207-224. Google Scholar | SAGE Journals | |
|
Morgan, F. W., Wright, J. A. (1989). SalesHire: A microcomputer-based salesperson selection exercise. Developments in Business Simulation and Experiential Learning, 16, 155-157. Google Scholar | |
|
Newberry, R., Collins, M. K. (2012). A recruiting and hiring role-play: An experiential simulation. Marketing Education Review, 22, 67-72. Google Scholar | Crossref | |
|
NexLearn . (2012). Axiom Pharmaceutical Sales Simulation. Retrieved from http://www.nexlearn.com/rfp/axiom.htm# Google Scholar | |
|
Pearson, M., Barnes, J. W., Onken, M. H. (2006). Development of a computerized in-basket exercise for the classroom: A sales management example. Journal of Marketing Education, 28, 227-236. Google Scholar | SAGE Journals | |
|
Pierson, M. E. (2001). Technology integration practice as a function of pedagogical expertise. Journal of Research on Computing in Education, 33, 413-430. Google Scholar | Crossref | |
|
Plouffe, C. R., Holmes-Nelson, Y., Beuk, F. (2013). Testing an enhanced, process-based view of the sales process. Journal of Professional Selling & Sales Management, 33, 141-164. Google Scholar | Crossref | |
|
Rolfe, J. (1991). SAGSET 1990—The proof of the pudding: The effectiveness of games and simulations. Simulation/Games for Learning, 21, 99-117. Google Scholar | |
|
Sauaia, A. C. A. (2006). Cases and business games: The perfect match! Developments in Business Simulation and Experiential Learning, 33, 204-212. Google Scholar | |
|
Sitzmann, T. (2011). A meta-analytic examination of the instructional effectiveness of computer-based simulation games. Personnel Psychology, 64, 489-528. Google Scholar | Crossref | ISI | |
|
Sutcliffe, M. (2002). Games, simulations and role playing. Retrieved from https://www.economicsnetwork.ac.uk/handbook/printable/games_v5.pdf Google Scholar | |
|
Swift, C. O., Cook, R. W. (2004). Sales management simulation: Bringing reality to the classroom. Retrieved from http://www.shootformars.com/articles/SMA2004.pdf Google Scholar | |
|
Ullmann, A. A., Brink, C. G. (1992). Use of simulation for ethics education in management. Developments in Business Simulation and Experiential Learning, 19, 169-172. Google Scholar | |
|
Widmier, S., Loe, T., Selden, G. (2007). Using role-play competition to teach selling skills and teamwork. Marketing Education, 17, 69-78. Google Scholar | Crossref | |
|
Wildman, S., Reeves, M. (1997). The value of simulations in the management education of nurses: Students’ perceptions. Journal of Nursing Management, 5, 207-215. Google Scholar | Crossref | Medline | |
|
Wolfe, J. (1985). The teaching effectiveness of games in collegiate business courses: A 1973-1983 update. Simulation & Gaming, 16, 251-288. Google Scholar | SAGE Journals | ISI | |
|
Wolfe, J. (1997). The effectiveness of business games in strategic management course work. Simulation & Gaming, 28, 360-376. Google Scholar | SAGE Journals | |
|
Wolfe, J., Guth, G. R. (1975). The case approach versus gaming in the teaching of business policy: An experimental evaluation. Journal of Business, 48, 349-364. Google Scholar | Crossref | |
|
Zülch, G., Fischer, J. (2003). The benefits of using a market share model in a simulation aided planning game. Production Planning & Control, 14, 146-154. Google Scholar | Crossref | ISI |
