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Using Simulations in the Undergraduate Marketing Capstone Case Course

This paper discusses the implementation of an innovative, team-based simulation in the marketing Capstone Case Course (CCC) at a large public university in the U.S.A. While simulations have been around for long, the experience reported here is unique because of its implementation and custom resources. Here, the simulation is a dynamic case project, engaging the students in a real-life-like situation and it attempts to improve their decision-making techniques and skills. The overwhelmingly positive feedback from the students is evidence of the success of this approach and its project. The adoption of this approach in other teaching institutions is strongly recommended.