Personality Traits and Outcomes in a Simulated Marketing Environment

As a key component of business education, marketing simulations aim to link theoretical knowledge with practical application, enabling students and marketing professionals to familiarize themselves with the marketing operations of a company. The study focusses on the impact of personality traits on achieving performance in a marketing simulation game. The research employs a quantitative approach, using online questionnaires distributed to the entire population of an undergraduate business administration program at a state university in Bucharest. The authors used SPSS statistical software, version 23, to process the data. The results suggest that as students become more actively involved in their teams and demonstrate greater interest in team activities, the likelihood of successfully achieving the set objectives slightly increases. In addition, a lack of trust and a sense of displeasure among team members can significantly hinder overall performance. These findings provide theoretical and practical implications for stakeholders involved in the educational process.