The development of an improved business game for use in Massey University marketing courses : a thesis presented in partial fulfillment of the requirements for the degree of Master of Agricultural Business and Administration in Marketing at Massey University

Simple item page
dc.contributor.authorBoniface, Robert Anthony
dc.date.accessioned2017-09-27T19:40:16Z
dc.date.available2017-09-27T19:40:16Z
dc.date.issued1978
dc.description.abstractThe thesis is a response to a problem situation in which a business game, having been used in undergraduate courses for several years, was thought to be inadequate by course and game administrators. The problem is first defined and objectives for the study are set. This is followed by a comprehensive overview of business gaming and a more specific review of the processes and problems of business game design. A description of the game in use, MARKSIM, is given. The MARKSIM experience at Massey University is evaluated from the game administrators' and game players' points of view, the latter by a survey of 41 second and third year marketing students. The specifications of a more satisfactory game are derived from this evaluation and alternative means of acquiring such a game are investigated. The solution chosen as most appropriate is to modify the game already in use and this is carried out. Improvements to the game include reparameterization of the game to reflect the New Zealand business environment, adoption of a two-product product mix, inclusion of optional qualitative administrator inputs reflecting advertising efficiency and annual report quality, superimposition of a share market on the model business community, increased market research capabilities, and general improvement of the game's robustness against administrator and player errors. Evaluation of the resultant game in terms of the problem situation is not possible within the time horizon of the thesis. Program listings are appended.en_US
dc.identifier.urihttp://hdl.handle.net/10179/12049
dc.language.isoenen_US
dc.publisherMassey Universityen_US
dc.rightsThe Authoren_US
dc.subjectManagement gamesen_US
dc.subjectMarketing -- Simulation methodsen_US
dc.titleThe development of an improved business game for use in Massey University marketing courses : a thesis presented in partial fulfillment of the requirements for the degree of Master of Agricultural Business and Administration in Marketing at Massey Universityen_US
dc.typeThesisen_US
massey.contributor.authorBoniface, Robert Anthony
thesis.degree.disciplineMarketingen_US
thesis.degree.grantorMassey Universityen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Agricultural Business and Administration (M. B. A. (Agric.))en_US
Files
Original bundle
Now showing 1 - 2 of 2
Thumbnail Image
Name:
01_front.pdf
Size:
1.2 MB
Format:
Adobe Portable Document Format
Description:
Download
Thumbnail Image
Name:
02_whole.pdf
Size:
23.87 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
3.32 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
Theses and Dissertations