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Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail

„Аз-буки“ by „Аз-буки“
13-12-2024
in Uncategorized
A A

Rumen Petkov
Sofia University “St. Kliment Ohridskiˮ (Bulgaria)

https://doi.org/10.53656/ped2024-9s.04

Abstract. Gamification has emerged as a powerful tool in education, especially in disciplines like marketing, where practical application of knowledge is essential. This article presents the results of a study comparing gamified learning and traditional lecture-based methods in teaching consumer behavior. The game, titled ‘Snack Shopper’s Dilemma,’ focused on simulating a retail environment where students made strategic marketing decisions for an FMCG snack products. Two groups of students participated in the study—one using the game-based approach and the other following traditional learning methods. The study found that gamified learning increased engagement, improved comprehension, and offered a more enjoyable experience, ultimately leading to better learning outcomes and practical skills application.
Keywords: gamification, marketing education, consumer behavior, retail, Game-Based Learning

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Default ThumbnailModern Road Safety Training Using Game-Based Methods Default ThumbnailIdentifying Player Types in the Classroom for Effective Gamification Default ThumbnailTeaching the Notion Conic Section with Computer Default ThumbnailPractical Training of Physical Education and Sports Students in the Conditions of Distance Learning
Tags consumer behaviorgame-based learninggamificationmarketing educationretail

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