Students at Hult International Business School in Massachusetts play a simulated game that teaches the principles of digital marketing and allows them to refine their skills. Experiential learning provides students with hands-on training to build skills for the workforce, but some concepts can be difficult to demonstrate in the classroom.
A marketing and management professor at Hult International Business School developed a simulation gameplay to help learners grasp digital advertising and how theory applies in real-time.
The simulation, known as Novela, offers students a dynamic and immersive learning experience that bridges the divide between theory and practice in digital advertising. Through Novela, students gain invaluable insights into the core components of paid search marketing campaigns and learn how to analyze real-time data to evaluate campaign performance. By simulating the day-to-day activities of a marketing manager at a fictional luxury company, students are able to apply theoretical concepts in a practical context, thereby enhancing their understanding and mastery of digital marketing principles.
The genesis of Novela stemmed from a desire to bring active learning into the classroom without sacrificing the theoretical rigor essential for academic study. The creator of Novela, Clark Boyd, drew upon his own experiences working in digital marketing to design a simulation that would equip students with the skills they need to succeed in the field. As a former digital marketing professional turned educator, Boyd recognized the importance of preparing students for the demands of the modern workforce, where proficiency in digital marketing tools and strategies is increasingly vital.
At the heart of Novela is a simulated marketing challenge that tasks students with improving sales for a fictional luxury brand through search engine marketing. With a limited budget and specific objectives to achieve, students must navigate the complexities of keyword selection, bid management, and ad creation within the confines of a simulated digital advertising platform. By engaging with real data from Google and third-party tools, students gain practical experience in interpreting analytics and optimizing campaign performance.
What sets Novela apart is its emphasis on experiential learning and student engagement. Unlike traditional classroom lectures, Novela allows students to learn at their own pace and receive immediate feedback on their decisions. Through interactive features such as AI-powered customer personas and virtual focus groups, students are encouraged to think critically and apply their knowledge creatively. Moreover, Novela fosters a spirit of competition and collaboration among students, as they strive to achieve the best results and climb the class leaderboard.
The impact of Novela on student learning has been profound. In a pilot study conducted at Hult International Business School, students demonstrated increased engagement and confidence in their marketing abilities after using the simulation. Surveys revealed that 100 percent of students would recommend Novela to their peers, citing its effectiveness in reinforcing marketing principles and enhancing practical skills. Moreover, students reported feeling better prepared for internships and entry-level positions, thanks to their exposure to industry-relevant tools and terminology.
Beyond its success at Hult, Novela has gained traction as a commercial product used in educational institutions worldwide. Institutions such as Imperial College in London and Columbia University have integrated Novela into their curricula, expanding its reach to students across diverse academic settings. Looking ahead, Novela plans to evolve further by simulating additional marketing scenarios, including brand-to-brand (B2B) marketing, and incorporating new features such as asset creation and campaign management for fictional brands.
For educators interested in implementing similar experiential learning activities, Boyd offers practical advice based on his experience with Novela. He advises starting small and gradually expanding the scope of interactive activities to suit the needs and interests of students. Additionally, he underscores the importance of collecting data to track student progress and engagement, enabling educators to tailor their teaching methods effectively. Lastly, he encourages collaboration and knowledge-sharing among colleagues, emphasizing the value of collective problem-solving in educational
innovation.
In summary, Novela represents a groundbreaking approach to experiential learning in digital marketing education. By combining theoretical concepts with practical application in a simulated environment, Novela equips students with the skills and confidence they need to succeed in the dynamic field of digital advertising. As educators continue to embrace innovative teaching methods, simulations like Novela will play a crucial role in preparing the next generation of marketers for the challenges and opportunities of the digital age.
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