The sheer number of digital natives and their expectations of dynamic learning experiences prompt mandatory reorganization for decision makers in the education space.
We begin a new series of posts starring visionary thought leaders who are using the latest technology to disseminate global business education. Whether passionate professors or training professionals they have several traits in common: a mission to constantly refresh learning objectives, an understanding of the value associated with rich content experiences and a preference for lean tools and methods.
These emerging champions of thought are not afraid of breaking barriers by stimulating their peers to ask never before asked questions. A conversation with them brings fascinating insight into digital skills education leadership.
We owe the first spotlight to Paulo Rita - the first among an elitist group of professors who used an e-marketing simulation game in a university class setting. Paulo is not your average marketing academic. Not only is he teaching the hottest topics in business education right now but the Portuguese professor takes technology adoption into the classroom for granted. Check out what he has to say about edtech, simulation games and e-commerce education.
On the 9th June 2012, 28 Postgraduate students from ISCTE-IUL Business School in Lisbon, Portugal registered to the first open beta Simbound course that was promising to teach students search engine marketing. Since then Paulo has used Simbound in three more courses, totaling at nearly 170 students.
The basic need. What prompted you to search out an interactive solution for your Digital Marketing Courses?
In the courses I teach I prefer to emphasize learning over teaching. There are three main perspectives here: 1) Theory - students learn academically sound concepts; 2) Case Study – students act as consultants since they learn how to analyze problems and recommend solutions; 3) Simulation Game – students act as managers/decision makers as they learn problem analysis, decide what to do and find out the results of their decisions. All of the three are important contributions but the last one is certainly the most dynamic one.
You mentioned you’ve been using simulation games with your students for more than 15 years. Looking back what are some of the advantages you've derived from this as an academic?
Simulation games are associated with the notion of “know how”. The recall rate of learning is as follows: 1) hearing (explanation) – 10%; 2) seeing (example) – 32%; 3) doing (experience) – 65%. The philosopher Confucius was right when he wrote: “I hear and I forget, I see and I remember, I do and I understand”. Simulations belong to the doing bit.
Global business is becoming more interconnected with the digital world. Hence, learning should encompass digital skills. As a Professor of Marketing I like to address in my classes topics involving e-business, mobile marketing, social commerce, business intelligence and analytics since I strongly believe these are important tools to assist managers and marketers to achieve better decision making.
Thank you Paulo. Much appreciated insight
The Simbound blog is a thought leading discussion on e-Marketing active learning and simulation games