Interactive Game Development for Creating a Marketing Plan, in Collaboration with Avid Online Gamers
Keywords:
interactive game, marketing plan, online gameAbstract
This study explored the potential of leveraging online game engagement to improve learning outcomes in marketing plan development, acknowledging both the potential benefits and drawbacks of video games for young people. The research pursued three objectives: (1) to analyze the perceptions of avid online gamers before and after the development of an interactive marketing plan game; (2) to analyze student perceptions of the game-based learning activity using the interactive marketing plan game before and after implementation; and (3) to develop an interactive marketing plan game, "MarkWarrior,"that incorporates engaging mechanics and elements from popular online games. Qualitative data was gathered through focus group interviews with undergraduate students—both avid online gamers and those participating in an innovative business program—before and after playing the game. Results showed significant improvements in student engagement, satisfaction, and marketing planning skills, suggesting the potential of the game as a practical and effective business educational tool.
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