Gamification framework for marketing courses

Abstract

Gamification is one of the relatively new educational approaches that have been proven to produce positive result. The research in this paper was intended to contribute to the gamification of learning movement as well as raise awareness of the subject by proposing a framework of gamification specifically for education in marketing-related subjects. Thus, the major research objective was to formulate a gamification framework specifically for marketing courses. Accordingly, to provide reliable results with practical value, the research was split into three main parts: theoretical part, framework design and testing of framework.

The framework design was strictly based on the conceptual framework analysis. Main components of the framework include marketing curriculum analysis, generic gamification framework and Bloom’s taxonomy of learning.

Testing of the framework was conducted at Lahti University of Applied Sciences. A simulation of the relationship between marketing executives and customers was designed for the test based on the GFMC. The experiment result and interpretations implied a rise in students’ interest towards business decision-making and marketing.

Ultimately, L&D progress will lead to a variety of novel educational approaches. It is concluded that gamification is one of the relatively new approaches that have been proven to produce positive result. The research in this paper was intended to contribute to the gamification of learning movement as well as raise awareness of the subject.