Self-directed learning – a case study using a simulation game and a reflective journal in a marketing strategy capstone course

David Gray

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

Capstone marketing courses are being increasingly focused on by governments, scholars and business as an important component in assisting students to transition to employment. This paper demonstrates how learning tools such as a reflective journal and a marketing simulation game can be effectively used in an undergraduate marketing strategy capstone unit. It investigates the specification of student learning outcomes; discusses the role of simulation games and reflective journals and their contribution to learning outcomes; illustrates the application of a student reflective journal and a marketing strategy simulation game; reviews student feedback on the factors that assisted or hindered the simulation game and the reflective learning experience; assesses how the capstone was conducted and the resources needed to make it effective and finally assesses the impact that the capstone experience on student learning.
Original languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages9
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2011)
CityPerth
Period28/11/1130/11/11

Keywords

  • capstone courses
  • simulation games
  • reflective journals

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