Abstract
The use of simulation offers marketing educators many instructional opportunities that would be unavailable to students without the use of simulation. The operation of a fantasy football league offers a simulation that encompasses many of the factors that occur in day-to-day marketing operations in the sport industry. Previous studies investigating the use of role-play and simulation activities have documented higher levels of student motivation and involvement compared with traditional lecture methods. Through simulation, the student becomes an active participant in problem-solving situations rather than a passive recipient of information. Simulations also help prepare students to gain job-related skills desired by future employers. To explore the use of simulation, this article will examine the development and the advantages and disadvantages of using a fantasy football league to enhance comprehension of sport marketing concepts.
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