Game-Based Learning
Use Description: The following lessons allow for marketing concepts to be applied through the use of digital gaming. Students are able to apply their marketing knowledge in situations dealing with pricing, product/retail knowledge, and the marketing mix. They take on the role of a business professional and must problem solve and make business decisions.
Lesson #1: Pricing
Introduction: Students will use the PricinGame to experiment with price as a tool to match supply and demand. They will play the 5 stage simulation and will experience the role of both a customer and revenue manager. Throughout the stages, the degree of difficulty increases, testing knowledge and challenging students.
Content Area/Grade Level: High School Marketing (Grades 10-12)
Objectives:
Materials:
Learning Activities:
Lesson #2: Products/Retail
Introduction: Students learn about products and the retail experience by completing the Virtual Business simulation. Throughout the simulation, they will have to make business decisions and will increase in difficulty the longer they play.
Content Area/Grade Level: High School Marketing (Grades 10-12)
Objectives:
Materials:
Learning Activities:
Lesson #3: Marketing
Introduction: This virtual internship allows students to learn the 4 P's of marketing (product, price, place, and promotion) in a unique way. Students become the marketing manager and are assigned to create and launch a new product.
Content Area/Grade Level: High School Marketing (Grades 10-12)
Objectives:
Materials:
Learning Activities:
References:
Coffey, H. (2009). Digital game-based learning. Learn UNC. Retrieved from http://www.learnnc.org/lp/pages/4970. This article describes the benefits of digital gaming in the classroom and provides specific digital game styles that students benefit from most.
Lesson #1: Pricing
Introduction: Students will use the PricinGame to experiment with price as a tool to match supply and demand. They will play the 5 stage simulation and will experience the role of both a customer and revenue manager. Throughout the stages, the degree of difficulty increases, testing knowledge and challenging students.
Content Area/Grade Level: High School Marketing (Grades 10-12)
Objectives:
- Recognize the different forms of pricing
- Explain the importance of pricing
- Experience the daily tasks of a revenue manager
Materials:
- PricinGame
- Laptop computer
Learning Activities:
- PricinGame:
- Obtain log in information from instructor
- Complete the 5 stages in the simulation
- Stage 1: Customer Valuation (15 min)
- Stage 2: Static Pricing (15 min)
- Stage 3: Dynamic Pricing (15 min)
- Stage 4: Dynamic Pricing with Capacity Constraint (25 min)
- Stage 5: Dynamic Pricing with Capacity Constraint & Segmentation (25 min)
- Upon completion, answer the following reflection questions:
- How did your experience differ from when you were the customer to when you were the revenue manager?
- Explain your pricing strategy when prices had to remain static.
- Explain your pricing strategy when prices were able to be dynamic.
- What was the biggest obstacle of the simulation?
- What would you do differently next time?
Lesson #2: Products/Retail
Introduction: Students learn about products and the retail experience by completing the Virtual Business simulation. Throughout the simulation, they will have to make business decisions and will increase in difficulty the longer they play.
Content Area/Grade Level: High School Marketing (Grades 10-12)
Objectives:
- Explain the importance of product choices in retailing
- Use surveys to determine most popular products
- Be able to change product mix and interpret sales results
- Manage product selection to achieve profit goals
Materials:
- Virtual Business Retailing
- Laptop computer
- Student log in
Learning Activities:
- Knowledge Matters:
- Obtain log in information from instructor
- Complete the pre-simulation reading (20 min)
- Take the reading quiz (10 min)
- Simulation exercise (45 min)
Lesson #3: Marketing
Introduction: This virtual internship allows students to learn the 4 P's of marketing (product, price, place, and promotion) in a unique way. Students become the marketing manager and are assigned to create and launch a new product.
Content Area/Grade Level: High School Marketing (Grades 10-12)
Objectives:
- Apply 4 P's knowledge to a real-world environment
- Design and launch own product (backpack)
- Segment a target market
Materials:
- McGraw-Hill: Practice Marketing Simulation
- Laptop computer
Learning Activities:
- McGraw-Hill: Practice Marketing Simulation
- Complete the Practice Marketing Simulation
- Write a 2 page paper reflecting on your experience. Use the following questions as your guide:
- Describe your thought process for designing your backpack.
- How did you segment your target market?
- What was your pricing strategy for your product? Did it change throughout?
- Where did you sell your product? How did you decide this?
- What did you do to promote your product?
- What obstacles did you have to overcome?
- From this simulation, what did you learn about competition?
References:
Coffey, H. (2009). Digital game-based learning. Learn UNC. Retrieved from http://www.learnnc.org/lp/pages/4970. This article describes the benefits of digital gaming in the classroom and provides specific digital game styles that students benefit from most.