On 19 May, the 15th Emerald Forest management simulation of the Department of Business Administration, held at the Mektory Innovation and Entrepreneurship Centre, came to an end. It is a flagship event of practical learning where participants test and develop their management skills by taking part in an intensive and realistic hotel simulation, which includes designing, creating a website and using marketing communication appropriate to the target audience.
The hotel simulation, developed by tourism lecturers at the University of Breda in the Netherlands, is characterised by the use of very practical elements. The intensive four-day game includes a tourism fair where hotels with new concepts present their strategy and attract new customers. To achieve this, websites will be set up and social media channels tailored to the target audience will be actively used. "In addition to the numerical side of the learning simulations, the Emerald Forest also takes into account the creativity of marketing communication and other activities when it comes to creating a competitive situation," says marketing lecturer Eliis Salm, who is one of the people who brought the learning tool to the country in 2010.
In the early years, a simulated camping park version was used, but soon a hotel market game was developed, taking into account the wishes of Estonian partners. "Emerald Forest has evolved a lot from a technical point of view, too, with the help of the recommendations of the University of Technology - the whole game has been made paperless and web-based," explains René Arvola, senior lecturer in marketing and another of the main promoters of the learning tool.
Over the years, the Emerald Forest game has become part of the lives of more and more business management academics and students. Each year, the scope of the simulation expands to offer participants the opportunity to develop their management skills in new and exciting ways. For example, before the simulation starts, experienced lecturers Marianne Kallaste and Maris Zernand share their insights on team dynamics and important roles. The teams will then immediately get down to practice, preparing a convincing pitch to investors and starting serious negotiations to develop their business. Each day ends with a thorough feedback session, providing teams with valuable insights and recommendations for the next period.
As a recent innovation, practitioners from the hotel market were also involved in the teaching. Sven-Erik Volberg, manager of Ammende Villa, finds: "It is of course difficult to simulate real life, but this form gives very good input. A tight programme and the ability to react to unexpected challenges forces you to plan time well, learn teamwork and delegation. A bit looser boundaries help to generate 'crazy ideas' and through discussion to realise them, a strong basis for 'boring ideas' in the real world is obtained. If you're opening a hotel on the moon, how difficult could it be to organise a company party? The level of students may vary, but in well-balanced teams this can even be a strength, where different backgrounds and expertise support each other. The more flexible students ask questions and do their own research, and it's a pleasure to see how the price per square metre of pool construction led to an increase in occupancy of hotel rooms."
The use of simulation in the form of an intensive competition is mentally and physically challenging for students and teachers alike, which is why, under the leadership of the Estonian organisers, one of the innovative innovations was the inclusion of students who have previously participated in the game as teaching assistants. "The addition of student to the teaching team has made the game easier and more fun for all involved. It has also allowed us to see more clearly the complexities of the world of teaching, the development through mentoring others, and also to spot mistakes," says Eliis Salm.
Master's students/alumni who participated in the simulation, both as students and as instructors, comment on the experience:
Kersti Riispapp: This is a great test of teamwork, which is necessary at work, in the learning process and in life. The fact that the teams are made up of international students adds an extra touch. I've noticed that teams tend to copy each other when playing. There is an element of competition, and it is difficult for teams to stick to their own strategy and plans, and stand out. Maybe what the competitor is doing is the better or right thing to do? I've only been involved in two years, 2023 and 2024, but I can already see huge technical progress. As a coach, you will learn a lot from the students at all the games. Having participated both as a student and as a coach, I believe that the learning experience would be even more effective if the theoretical part focused more on practical skills such as pitch presentation, the nature and technique of negotiation, creating a value proposition, understanding the expectations of participating in a tourism fair. More experts in the field could be involved as coaches, for example from hotel management marketing.
Kristel Kirs: There are lessons to be learned from the Emerald Forest Hotel simulation, both as a player and as a coach. By participating myself, I experienced that a good team is very important and that delegating tasks and enjoying the whole process ensures success. The creativity that the hotel simulation requires can only come out well in a positive atmosphere. In the role of a coach, I have managed to see behind the scenes and from there I have been able to take away even better time planning skills and the experience of working effectively under pressure. From the other coaches and the organisation team, I also gained the necessary knowledge to apply to my studies and beyond. As I also have a long experience working in the hospitality industry, it was interesting to compare whether real life and the management game go together, and I was positively surprised how much students are actually able to put themselves in a real situation and take the necessary decisions. It was inspiring to observe the ingenuity and originality of the participants.
Kätlin Koemets: simulation makes even the calmest person's heart beat faster, and a person with a high stress tolerance needs to think about how high their tolerance is - in the best possible way. This game gives a good idea of real life situations, when the "house is constantly on fire", deadlines have to be met and there are only two team members left to rely on. Today, as a coach, I find myself thinking that it was actually quite nice and drawing parallels with everyday life. A few years ago, as a student, it didn't seem like such fun and games. I would definitely recommend taking a course to get a taste of real life, where a lot has to be learned on the job and grasped on the go. In the end, it's not about winning, it's about experience and knowing that you can handle the most difficult situation.
Helen Silts: I've participated once as a player and twice as a coach, and when I think back on those times, it's very difficult to rank which one taught me the most or which one was the most useful to me. As a participant, I had to know everything, all at once and immediately. One of the biggest challenges was navigating the huge flood of information, maintaining focus and distinguishing the important from the irrelevant at breakneck speed. It was also about actually dividing up tasks, and assessing your team's strengths is key to this. As a coach, I have often found myself wondering who these young people are who are being talked about in the context of 'snowflake' and where they are hiding, because without exception, all the participants in the simulation have been very hard-working, courageous, sharp, committed, and do things with a twinkle in their eye, taking into account both the people around them and the environment. This bold spirit and "let's do it" attitude among the teams in the game is extremely inspiring.
