The Development of Marketing Situation Analysis Ability with First-Year Vocational Certificate Students by Using Board Games

Abstract

The objective of this study was to (1) compare the marketing situation analysis ability of first-year vocational certificate students in marketing situations beforehand and afterwards their participation in a board game, and (2) assess the level of satisfaction that students experienced with the learning management system that implemented the board game. The sample was selected through cluster sampling and consisted of 46 first-year vocational certificate individuals from class BMK.1/2 at Eastern Technology College (E-Tech). The research instruments consisted of a satisfaction questionnaire, a test of measure the marketing situation analysis ability, the "Business Flip" board game, and a lesson plan. The mean, standard deviation, and dependent t-test were employed to analyze the data.       

The results indicated that (1) students' analytical thinking ability in marketing situations was significantly improved after using the board game (Mean = 13.70, S.D. = 2.42) compared to before learning (Mean = 5.33, S.D. = 1.14) at the .05 significance level, and (2) students' overall satisfaction with the learning management using the board game was at the highest level (Mean = 4.68, S.D. = 0.52).