Learning in the Marketing Sector With Simulated Systems

The American Marketing Association (AMA) defines marketing as activities, institutions, and processes involved in creating, communicating, delivering, and exchanging offerings of value for customers, clients, partners, and society. The United Kingdom’s Chartered Institute of Marketing defines marketing as management processes responsible for identifying, anticipating, and satisfying customer requirements for a profit. These two related definitions define the scope and positioning of marketing.

Peter Drucker sees marketing as a pervasive discipline that is the distinguishing and unique function of a business as a social and managerial process. The scope, pervasive nature, and social and management processes mean that simulated systems are especially appropriate tools for learning about marketing. Further, arguably, marketing people need to take pragmatic and proactive actions and have analytical abilities—all characteristics developed by simulated ...