Gamified exercise focused on marketing principles and marketing mix: Marketing Game

Margarita María Castellanos Flórez, Danna Valentina Aparicio Muñoz, Ana Carolina Martínez Sicachá and Martha Liliana Torres-Barreto

Gamification and Augmented Reality, 2024, vol. 2, .73

Abstract: This article presents the creation and application of an innovative gamified activity to reinforce knowledge in marketing mix within the field of industrial engineering. The activity was designed and structured under the design thinking methodology, a user-centered approach that aims to solve problems through creativity and innovation. Deficiencies were identified in the traditional teaching and learning process, such as the lack of interactivity and dynamism in how marketing concepts were addressed, leading to a limited understanding and application of the same. The gamified activity was designed as a viable solution to address these shortcomings, allowing students to develop important skills such as decision-making, teamwork, and assertive communication. Additionally, the activity enabled students to analyze problems and develop innovative solutions, providing them with a broader and more practical view of the application of marketing concepts in the business world. It is presented as an innovative and effective tool to enhance the way marketing is taught and learned in the field of industrial engineering. Its ability to develop important skills, promote interactivity and dynamism in the learning process, and provide a broader and more practical view of the application of marketing concepts, makes it an innovative and effective educational tool.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:gammif:v:2:y:2024:i::p:.73:id:.73

DOI: 10.56294/gr2024.73

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