The Simulator as a University Business School Support Tool

Abstract

The purpose of this chapter is to discuss the use of business management simulators in university teaching, specifically the use of marketing simulators, identifying the main advantages and disadvantages for students. The marketing simulator Simbrand was used and evaluated by 104 students in a general marketing class at the University of Granada. Their responses to a survey about the implications that simulator use has on student attention, motivation, the ability to follow course material and the quality of the classes that use this tool are outlined below. The findings provide solid theoretical evidence of the usefulness and advantages of these tools in university teaching for both students and faculty.