Brief Course Description
1. Course Title:
Gamification in Marketing
2. Language of Instruction:
English
3. Course Code:
BUS503368
4. Credits:
3
5. Course Objectives:
This course equips students to design, implement, and evaluate gamified marketing solutions that drive acquisition, engagement, conversion, and loyalty. Students master core frameworks (MDA, Self-Determination Theory, Flow, Octalysis, Hooked), game mechanics, ethics & compliance (avoid dark patterns, data privacy), and performance measurement (engagement, retention, LTV). Emphasis is placed on design thinking, A/B testing, and open/free toolchains to prototype rapidly for real brands.
6. Brief Description of Course Content:
This module, positioned within MarTech/UX & Growth, covers fundamentals of gamification, player/customer analysis, MDA design, customer-journey integration (onboarding, activation, referral, loyalty), measurement & optimization (A/B, funnel, cohort), and ethics & sustainability. It complements Digital Marketing, Data Analytics, and Digital Experience Design.