Projects

Global Strategy Simulation Lab: Experiential Learning for Market Entry Decision-Making

Fisher, Michelle (Principal Investigator) Kim, Hyoje (Co-investigator) McKee, Elizabeth (Co-investigator)

SBS Teaching and Learning Funded Project: This project embeds a global business simulation into a third-year undergraduate marketing module [Strategic Marketing in an International Context], enabling students to apply strategic decision-making in a realistic, team-based environment. Working in groups of 4–5, students are assigned fictional companies and tasked with making six pivotal decisions to launch their brand in a global market. These include product selection, SMART objectives, market choice, entry strategy, budgeting, and contingency planning. The decisions are fed into a digital simulation platform that models market dynamics and provides feedback on performance. The project draws on Scholarship of Teaching and Learning (SoTL) principles by integrating experiential learning, gamification, and reflective practice. It aims to enhance student engagement, strategic thinking, and employability by mirroring real-world marketing challenges. The simulation ran over 10 weeks (20 Jan – 31 Mar 2026), with evaluation through surveys, group reflections, and performance analytics.

05-Jan-2026 - 31-Jan-2026

Effective use of digital technologies and pedagogies to support marketing education: An evidence based case study of current 3rd year Marketing Students and their experience of online/hybrid learning 2020-2023.

Fisher, Michelle (Principal Investigator) Harker, Michael John (Co-investigator) McKee, Elizabeth (Co-investigator)

01-Jan-2023 - 30-Jan-2024

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