Marketing faculties, as well as business schools in general, are placing increasing importance on finding ways to better tie theoretical concepts to real-world situations. In the article that follows, we describe a project wherein students were given an opportunity to apply core consumer behavior concepts to a simulated advertising project with the aim to prevent suicide. A post hoc qualitative survey was conducted, and a series of propositions were generated. We propose that students have high levels of recall when studying in a real-world simulation. Additionally, our findings suggested that when students use core concepts in real-world simulation projects, they are able to later apply those concepts in actual real-world situations. Finally, we propose that simulations are an effective way of teaching sensitive subject matter.
- suicide prevention,
- marketing,
- simulation,
- consumer behavior,
- undergraduate education
Bal, A., Weidner, K., Raaka, B. & Leeds, C. (2016). Getting real about suicide prevention in the classroom and beyond: Using a classroom simulation to create communications for at‑risk individuals. Journal of Marketing Education, 38(2), 90-97. doi:10.1177/0273475316652443
Available at: http://works.bepress.com/kelly-weidner/2/