An Assessment of the Effectiveness of an in-Class Game on Marketing Students’ Perceptions and Learning Outcomes

Abstract

Students of the 21^st century bring a different set of experiences to the classroom, and it is appropriate to identify instructional activities that are related to these experiences. Among the areas that hold promise for generating such activities are those based on learning styles and the principles of active learning. The present research examines the effectiveness of a commercially available in-class marketing game. The results indicate that participating in the in-class game resulted in a significant increase in student academic performance. In addition, students perceived the in-class game to be fun and a useful learning activity.