The Impact of Gamified 4Ps Marketing Mix Strategies on Teaching and Learning Effectiveness

Yuslina Liza Mohd Yusof, Intan Syafinaz Mat Shafie and Nur Atiqah Akmal Binti Ramli

Information Management and Business Review, 2025, vol. 17, issue 2, 466-475

Abstract: Significant advancements in teaching and learning tools have been made possible as a consequence of the incorporation of game design elements into the educational setting. In this particular study, every group of students must respond to all statements based on the Marketing Mix Board Game. This is done in an effort by the lecturers to establish a learning environment that is both interesting and interactive. 100 students were asked to fill out a questionnaire in order to gather information about their perceptions, levels of engagement, and overall satisfaction with the Marketing Mix Board Game. The Marketing Mix Board Game is specifically highlighted as an engaging and entertaining assessment instrument for the goal of reinforcing the concepts of the marketing mix. This is done in order to highlight the importance of the marketing mix in their studies and working life. As a result of the study that was carried out, it was discovered that the students who participated in the study indicated perceptions that are statistically insignificant concerning the use of gamification in teaching and learning settings. The students think that gamification is a method that may be utilized to integrate into the teaching and learning effectiveness inside the classroom in a way that is both pleasant and successful in terms of positive engagement. After considering this, the implementation of gamification could potentially assist students in acquiring a more profound comprehension of the marketing mix methodologies, which would ultimately result in enhanced student results and performance.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:rnd:arimbr:v:17:y:2025:i:2:p:466-475

DOI: 10.22610/imbr.v17i2(I)S.4623

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