Katie Matthew is a Major in the United States Army and Course Instructor at The United States Military Academy at West Point. Katie uses our Music2Go Marketing Simulation in her Introductory Marketing Course. At a 2011 Society for Marketing Advances Annual Conference, Katie spoke about her integration of Music2Go Marketing into her course, and how this has added value by bringing Experiential Learning to her classroom.
Some of the key benefits of Music2Go that she mentioned included the following:
- Encouraged more student engagement/involvement;
- Produced better learning outcomes;
- Students indicated they preferred this style of learning;
- Better prepared students to make real-world decisions.
Katie fully embraced the Experiential Learning process by having Music2Go as the “Major Event” for her course. She notes that the “time tested and proven” nature of the Music2Go software, which included teaching resources and 24 hour support played a big part in adopting the Simulation. Another feature she mentions that is typical with Experiential Learning is the immediate feedback students receive on their decisions, which enables them to see what works and what doesn’t. Whether or not decisions are optimal, the results give students a clear and immediate insight into the linkages between functional decision areas – something not possible with traditional learning methods.
“It helped us apply what we learned in class; to see the how wrong or how right we were in making decisions. This experience can’t be replaced except by real life.”
From an educator’s point of view, Katie enjoys the flexibility that Music2Go gives her, with adjustable timelines that can change with course needs, and the ability to easily monitor student performance. She has adopted a “Consultant” role to students, giving teams the option of approaching her for guidance on certain decision areas, and is able to deduct a virtual “fee” from their Marketing Budget within the simulation. This further enhances the real-world feel that the Simulation brings to the classroom, while encouraging participation.
“I enjoyed it so much more because of the competitive aspect it offered. I also learned more because it is a nice change of pace to move away from the books and to see what we would be doing if we actually were in marketing as a profession.”
To be truly effective, Experiential Learning needs to incorporate the entire learning wheel – from goal setting, to experimenting and observing, to reviewing, and finally action planning. The complete process allows students to learn new skills, new attitudes and entirely new ways of thinking.
Credit: to Katie Matthew (USMA), Bill Madway (The Wharton School) and the Society for Marketing Advances.