Active Learning in Marketing: Does It Work? Our Experience Combining Markstrat and Marketing Planning in Brazil

The purpose of this paper is to present our experience with the introduction of Markstrat – a popular marketing strategy simulation game – in marketing planning education, discussing its effectiveness in relation to student learning. It is clear that the average student profile has changed, leading to a demand for new educational tools. In this sense, the educator is responsible for implementing methods and modern and adequate platforms that...