Gamification - how to engage people? 2600-MSdz2GHEPen
Gamification is an increasingly popular method of amplifying audience engagement in various areas of life. The aim of the course is to familiarize students with the current state of knowledge about the use of game mechanisms in industries where commitment and loyalty are crucial. Thematic scope of the course:
1. Games - what do they give us?
2. Overview of mechanics used in modern games
3. Gamification - what is it and what are its effects?
4. Gamification in marketing - review of case studies
5. Gamification in marketing research - review of scientific research and games used in quality processes
6. Gamification in management - review of simulation games
7. Gamification in education - review of scientific research and educational programs based on game mechanisms
Type of course
Mode
Course coordinators
Learning outcomes
- getting to know the mechanics used in modern board games (including card and role-playing games)
- learning the basics of using game mechanisms in designing gamification-based programs
- learning about the applications of gamification in marketing, marketing research, management and education
Assessment criteria
Gamification mechanism project for the chosen field – 100%
All the details will be provided during the first meeting.
Bibliography
Caillois, R. (1961). Man, play and games. New York: Free Press of Glencoe.
da Rocha Seixas, L., Gomes, A. S., & de Melo Filho, I. J. (2016). Effectiveness of gamification in the engagement of students. Computers in Human Behavior, 58, 48–63.
Deterding, S., Sicart, M., Nacke, L.E., O’Hara, K., & Dixon, D. (2011). Gamification: Using game design elements in non-gaming contexts. Proceedings of CHI EA 2011. Vancouver, BC, Canada. ACM, 2425–2428.
McGonigal, J. (2011). Reality is broken. Why games make us better and how they can change the world. London: Jonathan Cape.
Paharia, R. (2013). Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification. New York: McGraw-Hill.
Puleston, J. & Sleep, D. (2011) The game experiments: Researching how game techniques can be used to improve the quality of feedback from online research. ESOMAR Congress Amsterdam.
Ścibor-Rylski, M., & Mijal, M. (2023). Gamification in Market Research – How to Encourage People to Write More. Annales Universitatis Mariae Curie-Skłodowska, section H – Oeconomia, 57(2), 175-189.
Ścibor-Rylski, M., Reducha, M., & Ochremiak, J. (2019). Modern research methods in the field of customer experience. Marketing i Rynek, 10/2019, 14–21.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: