A marketing simulation represents a comprehensive and integrative business environment in which students actively manage firms that compete against each other. This article describes how marketing simulations harness digital disruption to enhance learning processes and outcomes and (ultimately) prepare students for their future careers. The article focuses on comprehensive marketing simulations, which have more decision variables and incorporate authentic competition, rather than “play against the machine” games. It defines digital disruption as the change that occurs when new digital technologies change customer experiences, business processes, and business models, thereby changing how value is cocreated. The article begins by describing how simulations capture digital disruption in the marketplace and harness it to improve students’ learning experiences and outcomes. The description reflects the authors’ experiences with the LINKS suite of simulations (www.LINKS-simulations.com), as well as the experiences of other instructors and students. The article then discusses pedagogical opportunities and class activities that enhance learning experiences connected with digital disruption in business ecosystems. It closes by emphasizing three best practices for marketing educators. The discussion applies to undergraduate, MBA, executive MBA, and programs targeted at other student groups (e.g., in-house corporate programs).

中文翻译：

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利用营销模拟来控制数字破坏

营销模拟代表了一个全面而完整的商业环境，学生可以在其中积极管理彼此竞争的公司。本文介绍了营销模拟如何利用数字破坏来增强学习过程和成果，并（最终）为学生为未来的职业做准备。本文着重于全面的营销模拟，该模拟具有更多的决策变量并包含了真实的竞争，而不是“与机器对抗”游戏。它将数字破坏定义为当新的数字技术改变客户体验，业务流程和业务模型，从而改变共同创造价值的方式时发生的变化。本文首先介绍了模拟如何捕获市场中的数字干扰并利用它来改善学生的学习体验和成果。该说明反映了作者使用LINKS模拟套件（www.LINKS-simulations.com）的经验，以及其他教师和学生的经验。然后，本文讨论了教学机会和课堂活动，这些活动和课堂活动可增强与业务生态系统中的数字破坏相关的学习体验。最后，重点介绍了针对营销教育工作者的三种最佳实践。该讨论适用于本科生，MBA，高级工商管理硕士以及针对其他学生群体的课程（例如，内部公司课程）。以及其他教师和学生的经验。然后，本文讨论了教学机会和课堂活动，这些活动和课堂活动可增强与业务生态系统中的数字破坏相关的学习体验。最后，重点介绍了针对营销教育工作者的三种最佳实践。该讨论适用于本科生，MBA，高级工商管理硕士以及针对其他学生群体的课程（例如，内部公司课程）。以及其他教师和学生的经验。然后，本文讨论了教学机会和课堂活动，这些活动和课堂活动可增强与业务生态系统中的数字破坏相关的学习体验。最后，重点介绍了针对营销教育工作者的三种最佳实践。该讨论适用于本科生，MBA，高级工商管理硕士以及针对其他学生群体的课程（例如，内部公司课程）。