Gamification in marketing communication course: A fictitious products promotion at virtual market

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F14%3A%230000111" target="_blank" >RIV/60460709:41110/14:#0000111 - isvavai.cz</a>
Alternative codes found
RIV/60460709:41110/14:70302
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Gamification in marketing communication course: A fictitious products promotion at virtual market
Original language description
In the course of Marketing Communication for graduate students in the 1st year of MSc. study at Faculty of Economics and Management at Czech University of Life Sciences Prague we teach the principles of promotion via blended and experiential learning. During this course students devise the fictitious products and have to communicate it on non-real or better say virtual market. To promote their fictitious product they create press release, advertising in the form of story board, sales promotion proposal,and the way of personal selling. All these proposals make a complex mix of product´s promotion. With this promotion mix students enter the virtual market, where they compete amongst other students and their products´ promotion. The paper subscribes theorganisation of the whole semester (fictitious product proposing, producing of promotion mix, and virtual market competing), explains the intended teaching purposes, reveals the gamification principle, and discusses the educational benefi
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
7th International Conference of Education, Research and Innovation (ICERI)
ISBN
978-84-617-2484-0
ISSN
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e-ISSN
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Number of pages
6
Pages from-to
5206-5211
Publisher name
7TH INTERNATIONAL CONFERENCE OF EDUCATION, RESEARCH AND INNOVATION
Place of publication
Seville, SPAIN
Event location
Seville, SPAIN
Event date
Nov 17, 2014
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000367082905037

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