This article presents a new approach to bring virtual reality into the marketing classroom. Our study adds to the literature by testing two different types of virtual reality content and showing the importance of content in producing desired educational outcomes. We also extend past research by suggesting specific processes and resources for…

Digital technologies are becoming more embedded and prevalent in everyday life. One leading technology, Virtual Reality (VR), is well-positioned to extend its impact past the gaming industry and move deeper into education, particularly in university settings. Embracing digital technologies is essential in keeping marketing education relevant.…

Advances in technology have significantly enhanced the quality of mixed-reality simulations, incorporating both real and virtual aspects. Mixed-reality simulations have been used to develop individual knowledge, skills and abilities in higher education; however, the use of such simulations to introduce authentic learning activities into higher…

Higher-order thinking skills (HOTS) are reliable predictors of success in school and the workplace. A typical technique for encouraging higher-order thinking is to use instructional design interventions that engage learners in simple cognitive activities. Business simulation game (BSG) is one of the types of interactive learning environments that…

Ethics education is increasingly needed in business schools due to the escalation of fraud in business practices. However, faculties face challenges in gaining the millennials and Z generation's interest and attention, who are generally digital savvy, when teaching accounting ethics. One of the learning media that is suitable for millennial and Z…

This Scholarship of Teaching and Learning (SoTL) study examined whether undergraduate business students reported having different attitudes towards poverty after completing SPENT. SPENT is an open-access, digital poverty simulation offered through Urban Ministries of Durham. The author used the Reflexive Thematic Analysis approach (Braun &…

Virtual reality (VR) technology has been shown to be a promising teaching method in STEM subjects. Extending these findings, the current study is the first to develop and examine the feasibility of using a VR simulation in marketing (i.e., a non-STEM subject). Specifically, the levels of immersion and three learning outcomes (learning attitude,…

This paper explores the course design and implementation of a first-year discovery seminar on "Living in the Metaverse" offered at a business university. Integrated with standardized college-readiness topics, the course combines hands-on activities with collaborative assignments and class discussions to present a multidisciplinary…

The paper presents the results of an investigation into the virtual teamwork of culturally mixed teams engaged in common projects in international settings. Data was collected from students attending four different universities on four continents (Asia, Europe, North America, and South America). They worked for a semester, in virtual teams, to…

Today's business management students have come of age in a new, interactive, technology-rich environment; therefore, instructors should modify their teaching modalities to embrace embedded simulations. The authors present a practical application of instruction, a new teaching model that puts business simulations at the center of their…

Business simulation games (BSGs) are educational tools that help students develop business management knowledge and skills. However, to date, relatively little research has investigated the factors that influence students' BSG usage intention. Grounded on the extended unified theory of acceptance and use of technology, this study helped to fill…

This study aimed to empirically predict the degree of acceptance of an online business simulation game in an educational context. To do so, this study proposed an extended technology acceptance model that includes variables such as perceived enjoyment and flow. In addition, the moderating role of students' personal innovativeness in the technology…

Purpose: This study aims to provide a case example of two partner institutions and business faculty who creatively used a collaborative online international learning (COIL) experience during the height of the COVID-19 pandemic and transition to online learning to internationalize an undergraduate business class and use existing technology to offer…

As a new trend in learning, simulation games play an active and essential role in the area of educational technology. Gaming makes a positive impact on the learning process. It has the capability to enhance creativity, problem-solving, communication, decision-making, and collaboration (Faizan et al., 2015). This paper is aimed at exploring the…

The aim of this study was to develop a student entrepreneurship education model that integrates the design thinking model into the creative problem-solving process and finds solutions to problems through Lean Canvas. The solutions generated can be translated into a unique value proposition substantiated by ownership of a competitive advantage that…