Background. It is undeniable that human capital is a highly valued resource in today’s increasingly competitive and interconnected world. Management education involving decision-making is a fundamental issue in today’s education systems. Particularly, the marketing audit improves the decision-making process based on the assessment of the marketing performance and the analysis of the market results. Although marketing audits are not widely used among organizations yet, marketing control mechanisms have become more important in organizational performance studies and must be integrated into marketing and finance education programs. Method. This quasi-experimental study followed a pretest/posttest design to measure differences in the scores 281 marketing and finance students in Colombia taking part in a game of marketing audit. Results and conclusion. All students significantly improved their higher grades after taking part in the game. Marketing and finance students also improved their responses. For the students in the final semester and for the male and mixed groups, there is insufficient evidence to suggest that the game can improve their cognitive results. Decisions between marketing and finance professionals must be reinforced, to allow academic organizations involved in developing markets and characterized by low levels of competitiveness improve their education levels.

中文翻译：

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市场营销和金融专业学生认知结果的研究

背景。不可否认，在当今竞争日益激烈和相互关联的世界中，人力资本是一种非常有价值的资源。涉及决策的管理教育是当今教育系统中的一个基本问题。特别是，营销审计基于对营销绩效的评估和对市场结果的分析，改进了决策过程。尽管营销审计尚未在组织中广泛使用，但营销控制机制在组织绩效研究中变得越来越重要，必须整合到营销和财务教育计划中。方法。这项准实验研究遵循前测/后测设计，以衡量哥伦比亚 281 名营销和金融专业学生参加营销审计游戏的分数差异。结果和结论。参加比赛后，所有学生的成绩都有显着提高。市场营销和金融专业的学生也改善了他们的反应。对于最后一个学期的学生以及男性和混合组的学生，没有足够的证据表明游戏可以提高他们的认知结果。必须加强市场营销和金融专业人士之间的决策，让参与发展中市场且具有低竞争力特征的学术组织提高其教育水平。