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Simulation-Driven University-Student Learning: Concepts and Challenges in Developing Skills
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Author(s): Konstantinos Rigopoulos (Department of Economics, Democritus University, Thrace, Greece), Sofia Daskou (School of Economics, Business, and Computer Science, Neapolis University Pafos, Cyprus)and Nikos Kalogeras (Zuyd University of Applied Sciences, The Netherlands & Wageningen University and Research, The Netherlands)
Copyright: 2026
Pages: 22
Source title:
Navigating Simulations in Marketing for Strategic Success
Source Author(s)/Editor(s): Andreas Masouras (Neapolis University Pafos, Cyprus)and Marcos Komodromos (University of Nicosia, Cyprus)
DOI: 10.4018/979-8-3373-3141-6.ch010
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Abstract
The authors explore the literature regarding the hard and soft marketing-related skills that are attractive to employers and the ways they can be generated using simulation techniques in learning approaches. First, they refer to the challenges of teaching business marketing nowadays and delve into the division of hard and soft marketing skills. Second, they propose the immersive technology of social media as an educational tool. Third, they review pedagogical considerations for adopting social media as a learning tool. Finally, they draw conclusions and make recommendations for enhancing business schools' curricula and for business students' achievement to meeting programme learning marketing-related outcomes.
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