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Direct linkvan Esch, Patrick; von der Heidt, Tania; Frethey-Bentham, Catherine; Northey, Gavin – Marketing Education Review, 2020
We report on an experiment to investigate the effect of an online asynchronous marketing simulation on student engagement and GPA. Engagement was measured in terms of conscious attention, enthused participation and social connection. The participants were 45 students undertaking marketing management at an American university over one semester.…
Descriptors: Marketing, Simulation, Teaching Methods, Learner Engagement
