Qiu, Jingqi and Huang, Jingxi ORCID: https://orcid.org/0000-0001-7947-7933 (2025) Gamification applied in marketing subject to improve student engagement and learning effectiveness. In: The Chartered ABS’s Learning, Teaching & Student Experience (LTSE) conference 2025, 19-20 May 2025, Nottingham, UK.

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Abstract

This case study examines gamification's impact on engagement and learning in Marketing education. It features Harry Potter-themed house system and team challenges that motivate students and bridge theory with practice. This approach blends fantasy and teamwork, enhancing students' understanding and involvement in real-world marketing campaign planning.

Item Type:	Conference or Conference Paper (Speech)
Uncontrolled Keywords:	game-based learning, marketing education, experiential learning
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Networks and Urban Systems Centre (NUSC) Greenwich Business School > School of Business, Operations and Strategy
Related URLs:	Organisation
Last Modified:	18 Feb 2026 15:11
URI:	https://gala.gre.ac.uk/id/eprint/52500

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