Application of Gamification in a Marketing Context

2022 ◽  
pp. 121-136
Author(s):  
Ebina Justin M. A. ◽  
Manu Melwin Joy
Keyword(s):  
Behavioral Change ◽  
Behavioral Outcomes ◽  
Digital Marketing ◽  
Know How ◽  
Marketing Education ◽  
Online Payment ◽  
Psychological Impacts ◽  
Human Emotions

Gamification, a popular tool widely used in various contexts such as marketing, education, and organizations, among others, has demonstrated its potential for engaging, motivating, and achieving behavioral change in the targeted audience. For an ideal gamification system, it is necessary to know how the gamification elements affect human emotions. This chapter conducts a journey through gamified contexts and their psychological impacts on individuals. This chapter gathers up the different threads of gamification in the marketing context. The three important objectives fulfilled by this chapter would be that it provides information about the topic of gamification and the psychological perspectives behind its operation; discusses its application in various marketing contexts, such as digital marketing and online payment sites; and finally, investigates various behavioral outcomes of gamification.

A Constructivist Approach to Marketing Education

2019 ◽  
pp. 12-17
Author(s):  
Carlos Brito
Keyword(s):  
Learning Process ◽  
Constructivist Approach ◽  
Know How ◽  
Marketing Education ◽  
Consumer Expectations ◽  
Scientific Skills ◽  
Marketing Profession

This chapter offers a constructivist approach to marketing education aimed at coping with some of the most significant challenges faced by the marketing profession: the globalization of business, the growing digitalization of economy and society, and the increasing consumer expectations on being treated as unique and distinctive. To deal successfully with these challenges, marketing education must foster students' development at three levels: more knowledge, new skills, and an attitude of commitment towards the learning process. In other words, it is not only about promoting “knowledge” and “know-how” but also about stimulating “how to be,” preparing future professionals for volatility, uncertainty, complexity, and ambiguity. This means that the success of marketing education does not depend exclusively on the contents of the courses and teachers' scientific skills but also on what students are encouraged to collectively do.

scholarly journals Determinants of the Willingness to Energy Monitoring by Residential Consumers: A Case Study in the City of Wroclaw in Poland

Energies ◽  
2019 ◽  
Vol 12 (5) ◽  
pp. 907 ◽  
Author(s):  
Anna Kowalska-Pyzalska ◽  
Katarzyna Byrka
Keyword(s):  
Energy Consumption ◽  
Behavioral Change ◽  
Economic Determinants ◽  
Know How ◽  
Stage Of Readiness ◽  
Readiness To Adopt ◽  
Educational Campaigns ◽  
The City ◽  
Residential Consumers

This paper analyses attitudinal and socio-economic determinants of the householders’ willingness to monitor their energy consumption. Residential consumers can monitor their energy consumption by means of traditional (electricity bill) and modern tools (smart metering information platforms, SMP). Within this empirical study we test the effect of environmental attitudes, knowledge and perceived possibilities on consumers’ stages of readiness to adopt SMP based the stage model of self-regulated behavioral change (SSCB). Perceived possibilities to monitor energy consumption on a regular basis was found to be the predictor of adoption in every examined stage of readiness. General knowledge predicted adoption of the stage in which consumers declared willingness to learn know-how of using SMP. The results suggest that an effectiveness of educational campaigns may be restricted to only some consumers.

Measuring and Interpreting School-Based Prevention Outcomes: The New York City Model

1986 ◽  
Vol 16 (2) ◽  
pp. 181-190 ◽  
Author(s):  
Arthur P. Sullivan ◽  
Robert Guglielmo ◽  
Prudence Opperman
Keyword(s):  
New York ◽  
New York City ◽  
Public Schools ◽  
York City ◽  
Behavioral Change ◽  
Behavioral Outcomes ◽  
Written Responses ◽  
School Based ◽  
Prevention Activities ◽  
Outcome Behaviors

Theoretical standpoint, procedures and instruments used to evaluate school-based substance abuse prevention in the New York City public schools are detailed. Outcome measures are discussed, and the argument is made that the process by which the outcome behavioral change was achieved must be explored before the outcomes are certified as beneficial and appropriate for an educational environment. The changes in the meanings the student attaches to objects and events in his environment and the way in which he construes his environment and self which are antecedent to behavioral change are explored by obtaining written responses from the student, but more fully by repeated observation of the prevention process for the duration of the prevention activities. If the changes in meaning and construct are likely to enhance the student's life, the outcome behaviors are judged adequate. A further argument is made that prediction of future behaviors can be made from the meaning and construct data, and these favorable or unfavorable predictions caused by changes attributable to prevention activities can serve as a basis for evaluation of the prevention work, even in the absence of presently observable behavioral outcomes.

Teaching and learning disrupted: isomorphic change

2016 ◽  
Vol 10 (2) ◽  
pp. 112-123 ◽  
Author(s):  
Victoria Crittenden ◽  
William F. Crittenden
Keyword(s):  
Teaching And Learning ◽  
College Graduates ◽  
Secondary Data ◽  
Subject Area ◽  
Digital Marketing ◽  
Content Type ◽  
Research Perspective ◽  
Marketing Education ◽  
Integration Of Technology ◽  
Isomorphic Change

Purpose The marketplace demands a technological skillset among our college graduates, and scholars acknowledge the educational underpinnings (or lack thereof) regarding technology and its place in marketing education. The current research, therefore, aims to explore how academic institutions and programs have responded to coercive, mimetic and normative isomorphic pressures in reshaping the experiences of current marketing students. Design/methodology/approach To understand this pressure and its implications with regards to the marketing curriculum, this research explores the integration of technology into the marketing classroom via the three forces of institutional isomorphic change: coercive forces, mimetic processes and normative pressures. The current research uses both primary and secondary data to examine how isomorphism is occurring in digital marketing education. Findings We find that the integration of technology into the classroom comes from the forces of institutional isomorphic change. Although these forces are pressuring business schools to include technology in their marketing curriculum, a widespread adoption of this necessary media is yet to follow. Research limitations/implications From a research perspective, this paper portrays the forces that are acting to disrupt teaching and learning in the current global marketplace. Previous research tends to focus on how educators can teach a particular subject area. This paper brings together forces of change as related to educators, students and managers. Practical implications Educators and their educational institutions have to continue to learn to teach digital marketing. Students have a role to play in that they have to be agents of change for a stronger and newer marketing curriculum. Finally, managers need to partner with educators and students to create a stronger environment for learning practical tools. Originality/value Weber (2013) utilized this theoretical foundation for understanding how such pressures impacted the coverage and offering of courses addressing ethical, social and sustainability issues in graduate marketing curricula. This research within the digital marketing educational arena is the first to attempt to understand technology integration into marketing education.

scholarly journals Customer experience management: importance and its impact on various behavioral outcomes

2019 ◽  
Vol 9 (1) ◽  
pp. 45-56
Author(s):  
Kavitha S ◽  
Haritha P
Keyword(s):  
Behavioral Outcomes ◽  
Customer Experience ◽  
Point Of View ◽  
Know How ◽  
Customer Experience Management ◽  
Market Leader

Every organization, whether it‟s a market leader or running to attain that position always think of the importance of customer experience improvement. Happy customers do transactions more, spends more, drives growth and promotes the business whereas unhappy customers damages the business soon and throws it away. To determine how much the business flourishes tomorrow, it‟s important to know how the customers feel about it today. Customer Experience Management views and improves the interactions between the business and the customer entirely from customer‟s point of view. This paper focuses on the importance of customer experience management and its impact on various behavioral outcomes

Application of AI technology in modern digital marketing environment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kiran Nair ◽  
Ruchi Gupta
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Advanced Degree ◽  
Content Type ◽  
Marketing Environment ◽  
Know How

PurposeThe purpose of this paper is to explore the various application of artificial intelligence (AI) to social media and digital advertising professionals and agencies to specialize to an advanced degree and maintain collaboration and creativity to bring a better return on investment.Design/methodology/approachDigital marketers are still oblivious to the importance of AI application, while some others simply do not know how to implement it. AI is currently acting as a significant disruption in digital and social media marketing worldwide.FindingsBased on the literature review, the paper identifies the various AI applications in the field of digital media marketing.Originality/valueThis paper can serve as a useful guide for social media marketers to implement AI applications to impact digital marketing strategies better.

scholarly journals Globotics Driven Digital Transformation: A Bright Future for Internships, Digital Marketing and E-Commerce Education

2020 ◽  
Vol 6 (3) ◽  
pp. 20-28
Author(s):  
Suresh Sood ◽  
Hugh Pattinson
Keyword(s):  
Digital Marketing ◽  
Social Commerce ◽  
Marketing Practice ◽  
New Approach ◽  
Entry Level ◽  
Marketing Education ◽  
Marketing Social ◽  
Brighter Future ◽  
Depth Interviews ◽  
Insight Into

This paper introduces a new approach, Globotics (Baldwin 2019), with the main focus directed towards the lack of skills in digital marketing and e-commerce. Globotics is assumed to provide insights for the adoption of a pedagogy of experiential learning. Furthermore, the adoption of globotics (ibid) may potentially lead towards a brighter future for tertiary marketing education, as well as fulfil the diverse needs of Asia and Oceania regarding the acquisition of digital marketing talent. The author conducted in-depth interviews with academics and practitioners in order to gain insight into the overall context of marketing practice. Upon reviewing the data, informats have, recognizing its value, highlighted the differences between digital and its counter point – traditional marketing. We assumed that tracking the online search trends can help solidify and feedback some information where past search demands for digital marketing, social media marketing e-commerce marketing and social commerce. An online service using “globotics” (Baldwin 2019) provides a promising approach towards solving the problems of both digital marketing curriculum and scarce talent linking marketing educators and students with practitioners. Importantly, with globotics marketing students as interns have an opportunity to take on tasks well beyond previous undergrad and postgrad entry- level roles of the last century.

scholarly journals Pengembangan Sistem Pembayaran untuk Desa Wisata Tri Eka Buana dengan Online Payment

2021 ◽  
Vol 7 (1) ◽  
pp. 17-23
Author(s):  
I G P Fajar Pranadi Sudhana ◽  
◽  
I Gde Agus Jaya Sadguna ◽  
I Gede Nyoman Suta Waisnawa ◽  
Ayu Dwi Yulianthi ◽  
...  
Keyword(s):  
Digital Marketing ◽  
Master Plan ◽  
Online Payment ◽  
Payment Gateway

Sejak tahun 2019, Desa Tri Eka Buana yang terletak di kecamatan Sidemen, Kabupaten Karangasem Bali, melalui tim pengabdian Politeknik Negeri Bali telah mendapatkan hibah PPDM untuk membentuk desa wisata dengan potensi alam dan penghasil minu-man tradisional arak bali. Berbagai macam kegiatan dari solusi yang ditawarkan telah dilaksanakan pada tahun I di 2019. meliputi menyusun Master Plan pengembangan desa wisata, merumuskan sistem pengawasan kebersihan desa, melaksanakan sosialisasi tata ruang desa wisata, sosialisasi dan penyuluhan kepariwisataan, dan menyusun program pemasaran Desa Wisata melalui digital marketing. Salah satu kegiatan yang telah terlaksana adalah pengambangan website Desa Wisata Tri Eka Buana.Transaksi online semakin diminati, bahkan sudah menjadi tren di kalangan masyarakat luas. Selain dapat dilakukan kapanpun dan dimanapun tanpa ada batasan waktu atau jarak. E-payment menawarkan berbagai macam kemudahan dan kepraktisan dalam melakukan pembayaran. Berbagai macam metode pembayaran dapat diintegrasikan kedalam sistem sehingga memudahkan pelanggan yang akan melakukan pembayaran sesuai pemesanan yang dilakukan. Desa wisata Tri Eka Buana Sidemen Karangasem Bali dapat me-manfaatkan sistem payment online ini guna membantu oprasional desa wisata kedepannya. Pengembangan sistem online payment ini dapat dikembangkan dengan membangun website desa wisata, menambahkan fasilitas ecommerce ke dalam website yang telah dibangun, melakukan registrasi dan aktivasi ke salah satu layanan payment gateway, dan mengintegrasi website desa wisata Tri Eka Buana dengan layanan payment gateway.

EFFECTIVE RESOURCE DEPLOYMENT IN DIGITAL MARKETING EDUCATION

2018 ◽  
Vol 29 (3) ◽  
pp. 182-192 ◽  
Author(s):  
Debra Zahay ◽  
David Altounian ◽  
Wesley Pollitte ◽  
Juli James
Keyword(s):  
Digital Marketing ◽  
Marketing Education ◽  
Resource Deployment
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