In today’s educational landscape, student attention spans are increasingly fragmented due to digital distractions and information overload. This presents a growing challenge for educators tasked with maintaining learner engagement while upholding academic rigor. While various strategies have been explored to address these concerns, there is a significant gap in research examining the combined use of immersive simulation technologies and traditional case-based learning within undergraduate business education.

This study explores the strategic integration of third-party decision-making simulations with real-world case analyses to enhance cognitive engagement and learning outcomes. Simulations have been recognized for providing experiential, hands-on learning that fosters accountability and decision-making skills. Similarly, case-based learning offers exposure to realistic scenarios and strategic thinking frameworks. However, used independently, each approach has limitations: simulations may lack contextual grounding, while cases can feel abstract or outdated to learners.

To address this pedagogical disconnect, we implemented a hybrid instructional model in a pilot study with undergraduate business students at a small southern U.S. university. Students engaged with an interactive business simulation while concurrently analyzing aligned company case studies. This dual-modality approach was designed to bridge theoretical learning and applied practice, reinforcing concepts through iterative, reflective decision-making.

Preliminary findings from the pilot reveal notable improvements in student comprehension, engagement, and perceived relevance of course material. Qualitative feedback also suggests that the combined method fostered a more immersive and motivating learning environment. By anchoring abstract theories in active, real-world applications, students were better able to transfer classroom knowledge to practical business challenges.

This research contributes to the field of emerging educational technologies by demonstrating how simulation-based immersion, when strategically linked to contextual case analysis, can enhance learner engagement and retention. As higher education continues to evolve, especially in business disciplines that demand both analytical and adaptive thinking, this integrative model offers a practical framework for curriculum innovation and experiential learning design. Participants will leave this session with actionable ideas for integrating both immersive simulation technologies and traditional case studies into their courses to enhance student engagement and support active student-centered learning. We trust that our approach will inspire the educational community.

Keywords: Simulation, Case-based Learning, Business Education, Experiential Learning, Student Engagement, Immersive Technology.