The effect of using the simulation in marketing education on perceived learning and learning satisfaction through flow theory and engagement

If the theoretical education in marketing cannot be supported by practice, students have to enter business life without sufficient experience. With the widespread use of marketing simulations that offer the opportunity to experience many scenarios that are difficult to encounter in real life, students have the opportunity to apply marketing concepts and see the results before graduation. In this context, this study aims to reveal the effect of a marketing simulation developed for educational purposes in Turkey on learning experiences through flow and connection. The study examined learning motivation, satisfaction obtained from the learning experience and perceived learning variables, and the results are discussed in terms of theory and practice. It is thought that this study's results, which reveal the outcomes of individuals who have flow experience through marketing simulation regarding their learning experiences, can significantly contribute to the marketing literature and practice regarding its effects.