Comparing Case Study vs. Simulation Learning: International Marketing Experiment

1. Understanding Difference Between Learning With The Case Study Method And Learning With The Simulation:  An Experiment With International Marketing Students Makarand Gulawani ICELW June 12th and 13th, 2008 Teachers College, Columbia University New York

2. Two Teams of Students of MacEwan School of Business Manitoba International Marketing Competition Team (Four Students) Alberta Deans of Business Case Competition Team (Six Students)

3. Manitoba International Marketing Competition Alberta Deans of Business Case Competition

4. Methodology for Understanding difference between Learning With The Case Study Method And Learning With The Simulation: Qualitative and quantitative Four simulation based competition students Six case competition students Three common students

5. Involvement: Time, Mind and Team Case Competition:73.40%, 80.00%,83.40% (78.93%) Simulation Based Competition:95.00%, 80.00%, 80.00% (85.00%) (Average Score)

6. Students perception of learning application of international marketing strategy during: Case Competition:70.00% Simulation Based Competition:80.00% (Average Score) Students perception of learning of theory of international marketing during: Case Competition:66.60% Simulation Based Competition:65.00% (Average Score)

7. Students perception of requirement of instructional support for- Case Competition:70.00% Simulation Based Competition:70.00% (Average Score) Students perception of received instructional support for- Case Competition:83.40% Simulation Based Competition:65.00% (Average Score)

8. Experience of Simulation Based Competition Stress:80.00% Enjoyment:70.00% (Average Score) Experience of Business Case Competition Stress:50.00% Enjoyment:90.00% (Average Score)

9. Learning Experience at Case Competition: -  I greatly improved my public speaking and presentation skills. I also learned a lot about international marketing as well as business strategy in expansion and growth. -  I learned a lot about different industries and strategies of various organizations. What I gained was mainly what I learned about each organization and industry in each case. There was also value in the feedback from industry professionals.

10. -We learned about working on a team, how to collaborate our ideas into an optimal solution, and how to work and manage our time under pressure. - Working in a team and contemplating alternatives helps to understand what is required in the business environment. Was very disappointed in the fact that teams placing 2nd or 3rd read their scripts, conveys a bad message about the working world.

11. Learning experience at Simulation Based Competition: - By using a online simulation I could see the result for even the slightest change in one component on the whole "company". It helped to understand the interdependencies of various business functions I e, marketing, finance, demand forecasting because you could see everything in "real-time" and the effect of each component. With MIMC our group was allowed to create our own business strategy and every decision we made we had to relate it back to our original strategy of sustainability. Although the main focus was on International Marketing but the competition allowed me to physically participate in all the business decisions that managers have to make on a daily basis. There was a level of control in the decisions that we made and it was really practical. We tried to apply as much as we could from theory that we learned in our courses, but when it came down to actually carrying out the decisions we had to use our own judgement and experience, which is something that a knowledge based on "theory" may lack. Based on the nature of the competition, our team was forced to be innovative with our ideas and to "think outside of the box", which is not what you normally get to do in class or a structured competition.

12. - The opportunity to apply a tactic for a business was amazing. Also, given the chance to support the reasons for running the business in that manner gives the feeling that the business is actually the teams. Having never run a business it was a great opportunity, albeit not completely realistic. - I gained the experience of decision making, application of strategy and competition in real time. In this competition I got to see the results of our decisions and continuously analyze and make adjustments. - We learned about many of the different aspects that go into an international marketing plan.

13. Conclusion – Difference Between Learning With The Case Study Method And Learning With The Simulation - The Deans of Business Case Competition was more theory oriented and hypothetical. We did not get to see results of our decisions, just evaluations. In the Manitoba International Marketing Competition, not only our past decisions affected our analysis and future decisions, but the decisions of our competitors directly affected our experience.The Deans of Business Case Competition taught us about real companies. We had to get into the mind set of the decision makers. Conversely, the Manitoba International Marketing Competition was a simulated company which we enjoyed a sense of ownership. In the Manitoba International Marketing Competition we were the decision makers. To sum it up, through the case competition we gained insight, while in the simulation competition we gained experience.

14. - The Manitoba competition was far better for the learning experience than the Case competition. The marketing involved a lot more planning and critical thinking including a presentation that was required. The case competition was very simple and straightforward and some schools demonstrated the lack of commitment and preparation in the case competition and still managed to be very successful. Perhaps demonstrating a negative perspective that you can succeed in business without really working that hard, just being lucky. - I found the learning experience MUCH more beneficial from the case competition. It was more applicable and we received a lot of feedback from our faculty advisors as well as the rest of the faculty and students.We did not get as much, in my opinion, from the MIMC in terms of the simulation. More specifically, we were not entirely sure how much our results changed from our changes in variables.

15. The Case Study Method And Learning With The Simulation shows: • Difference in involvement (Time, Mind and Team) • Difference in stress and enjoyment while learning • Difference in perception of learning of theory and application • Difference in requirement of instructional support • Instructors are required to determine learning objectives and outcomes and available resources before using either of the two methods. They also should have knowledge of different learning methods