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Abstract

Marketing educators often use case studies as it is a form of experiential learning. However, successful case-study teaching requires students to be prepared. Yet, research shows that students are becoming more and more reluctant to reading assigned class material and their motivation is lower when teaching is done with traditional media. Students have become the virtual generation who plays games every day and games can keep them motivated several hours at a time. But the development of teaching games is costly and instructors are reluctant to use games that have been developed by others as they rarely completely match their expectations and teaching styles. This paper describes two case studies showing that a marketing professor with no previous experience in Second Life and not particularly technology-savvy can gamify a case study into a sandbox virtual world.

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