Chapter 11: Deploying Web-based Virtual Simulations in Marketing Strategy to Facilitate Experiential Learning and Learner Capability Development

The purpose of this study is to evaluate how web-based business simulations enabled experiential learning to bridge the theory-practice divide in business education. This study reports on the adoption of a web-based virtual business simulations learning approach in a Master in Business Administration (MBA) marketing strategy course to support experiential learning and improve the hard and soft capabilities of learners, in a public university in the Sultanate of Oman. Our findings show that the learners’ perceptions of using business simulations enabled them to experience ‘applied’ learning, as well as improve hard and soft capabilities that would support learners to become more ‘work ready’ for employment. This study offers directions on how to apply web-based simulations to support experiential learning and development of relevant employability skills and capabilities.