The learning environment is usually a collaborative and/or competitive market in which participants represent companies which need to take decisions in an iterative manner, usually on a round-by-round basis.
According to research, for an effective experiential learning activity instructors should emphasize that students need to plan, execute, and assess their actions, which requires the provision of feedback mechanisms as part of the experience.
[7] There is a need for more empirical research to examine the varying characteristics of existing marketing simulations in light of various course requirements and various student groups.
In this mode of play, students typically manifest behaviour where they adopt high-risk decisions, often giving little thought on the decision-making process itself, thus reducing learning outcomes.
[5] Additional usage for marketing simulations has been identified: as an aid in decision making and as a means for gaining further insight into a system as well as a guideline for research.