Educator success story
Every concept discussed in class put into practice
Discover how Margaret Dunfee helps students apply digital marketing concepts right away, how they learn in teams and how they build brand experiences through realistic, simulation-based learning.
“Students work hard to understand what drives results and make adjustments to improve their results”
- 1
How are you currently using Simbound in your teaching?
Please share your institution, study programme, course duration (in weeks), and how the simulation fits into your curriculum.
I teach a 16-week digital marketing course in The W.A. Franke College of business at Northern Arizona University. The Simbound simulation is an integral part of the digital marketing course. As we move through the concepts, we work on the corresponding aspects of the simulation. This allows them to immediately apply what they studied. We use two practice rounds, keeping the work they have done for the competition rounds. They work in teams, competing against one another.
- 2
What is your favourite Simbound feature, and why?
Is it the AI-powered tools, competitive learning environment, realistic marketing decisions, or the variety of digital marketing topics covered?
The realistic features of the simulation provide students with an immersive experience. The extensive website design, the digital ads, email, and social media marketing provides students with a creative experience that other simulations don’t provide. Another feature I love is the search engine feature. The simulated internet experience allows students to perform searches and see where their paid and organic content land on the SERP.
- 3
What has changed in your classroom since introducing Simbound?
Have you noticed differences in student engagement, feedback, learning outcomes, or academic performance?
They appreciate the realistic experience and enjoy working in the simulation. The competition aspect also drives them to continuously improve. Students work hard to understand what drives results and make adjustments to improve their results. They enjoy that the website design has so many features. They like customizing their sites to create a brand experience.
- 4
What advice would you give educators introducing marketing simulations into their teaching for the first time?
Are there any practical tips or lessons learned you would share?
Matching the concepts with the simulation has been helpful. I can refer them back to what we recently studied, helping them understand and apply the concepts. They feel more confident in the simulation because they have been exposed to best practices. I would also provide ample time for them to develop their websites. It is integral part of achieving strong results.
- 5
What’s the next big development you’d like to explore through marketing simulations?
Whether it’s emerging digital marketing channels, new audiences, AI, data privacy, or something entirely different, what excites you most about the future of marketing education?
I would like to see AI search optimization added to Simbound. It is emerging and will be critical for digital marketers to understand and work with.
Additional insights
A few more quick questions to get to know their experience.
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How do you structure the simulation experience?
Students work in teams of four to five students. I match the concepts to the simulation rounds. Later in the semester, they will work in the simulation with no other instruction.
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How do you assess student performance?
I focus on the results for assessing performance. I may add written reflections in the future. I also use peer evaluations to ensure non-performers do not benefit from the hard work of others.
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What surprised you most after introducing Simbound?
My students jumped right in. I did not need to explain everything in advance. If a student is struggling, we talk it through so they understand better.
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How do you encourage students to learn from their results, whether poor or solid?
We review results as a group. I encourage them to review other teams’ websites and ads to better understand what is working and how they may improve. I chat with each team and ask them what they should work on and why.
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How much guidance do you provide during the simulation?
I use a combination of coaching and allowing them to work independently. I dedicate significant class time to the simulation and am there to answer technical questions as well as help them see what they can improve.
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