An Early Critical Examination of Using Simulation in the Teaching of International Marketing: An Evaluation of “Export To Win!”

An export marketing simulation game, “Export To Win!”, is evaluated for its pedagogical contribution to an undergraduate international marketing course. Criteria used in the evaluation include instructional, usage, and presentation characteristics, user control, and students’ personal/professional development. On the basis of the observed strengths and weaknesses in the use of ETW, the paper offers several suggestions for designing and implementing similar programs in the future.