{"id":139682,"date":"2024-12-13T09:39:39","date_gmt":"2024-12-13T09:39:39","guid":{"rendered":"https:\/\/azbuki.bg\/?p=139682"},"modified":"2024-12-13T09:39:39","modified_gmt":"2024-12-13T09:39:39","slug":"gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail","status":"publish","type":"post","link":"https:\/\/pedagogy.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/","title":{"rendered":"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail"},"content":{"rendered":"<p><strong>Rumen Petkov<\/strong><br \/>\n<em>Sofia University \u201cSt. Kliment Ohridski\u02ee (Bulgaria)<\/em><\/p>\n<p><a href=\"https:\/\/doi.org\/10.53656\/ped2024-9s.04\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.53656\/ped2024-9s.04<\/a><\/p>\n<p><strong>Abstract.<\/strong> Gamification has emerged as a powerful tool in education, especially in disciplines like marketing, where practical application of knowledge is essential. This article presents the results of a study comparing gamified learning and traditional lecture-based methods in teaching consumer behavior. The game, titled &#8216;Snack Shopper\u2019s Dilemma,&#8217; focused on simulating a retail environment where students made strategic marketing decisions for an FMCG snack products. Two groups of students participated in the study\u2014one using the game-based approach and the other following traditional learning methods. The study found that gamified learning increased engagement, improved comprehension, and offered a more enjoyable experience, ultimately leading to better learning outcomes and practical skills application.<br \/>\n<em>Keywords:<\/em> gamification, marketing education, consumer behavior, retail, Game-Based Learning<\/p>\n<p><a href=\"https:\/\/azbuki.bg\/wp-content\/uploads\/2024\/12\/pedagogy_9s_24_rumen-petkov.pdf\" target=\"_blank\" rel=\"noopener\">Open the full text<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Rumen Petkov Sofia University \u201cSt. Kliment Ohridski\u02ee (Bulgaria) https:\/\/doi.org\/10.53656\/ped2024-9s.04 Abstract. Gamification has emerged as a powerful tool in education, especially in disciplines like marketing, where practical application of knowledge is essential. This article presents the results of a study comparing gamified learning and traditional lecture-based methods in teaching consumer behavior. The game, titled &#8216;Snack Shopper\u2019s [&hellip;]<\/p>","protected":false},"author":124332423427287,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[]},"categories":[1],"tags":[9130,5228,8179,9129,9131],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail - \u0410\u0437-\u0431\u0443\u043a\u0438<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail - \u0410\u0437-\u0431\u0443\u043a\u0438\" \/>\n<meta property=\"og:description\" content=\"Rumen Petkov Sofia University \u201cSt. Kliment Ohridski\u02ee (Bulgaria) https:\/\/doi.org\/10.53656\/ped2024-9s.04 Abstract. Gamification has emerged as a powerful tool in education, especially in disciplines like marketing, where practical application of knowledge is essential. This article presents the results of a study comparing gamified learning and traditional lecture-based methods in teaching consumer behavior. The game, titled &#8216;Snack Shopper\u2019s [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/\" \/>\n<meta property=\"og:site_name\" content=\"\u0410\u0437-\u0431\u0443\u043a\u0438\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Azbuki55\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-12-13T09:39:39+00:00\" \/>\n<meta name=\"author\" content=\"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/\"},\"author\":{\"name\":\"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c\",\"@id\":\"https:\/\/azbuki.bg\/#\/schema\/person\/de220d282eaa494f914ce0fd838645dd\"},\"headline\":\"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail\",\"datePublished\":\"2024-12-13T09:39:39+00:00\",\"dateModified\":\"2024-12-13T09:39:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/\"},\"wordCount\":152,\"publisher\":{\"@id\":\"https:\/\/azbuki.bg\/#organization\"},\"keywords\":[\"consumer behavior\",\"game-based learning\",\"gamification\",\"marketing education\",\"retail\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/\",\"url\":\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/\",\"name\":\"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail - \u0410\u0437-\u0431\u0443\u043a\u0438\",\"isPartOf\":{\"@id\":\"https:\/\/azbuki.bg\/#website\"},\"datePublished\":\"2024-12-13T09:39:39+00:00\",\"dateModified\":\"2024-12-13T09:39:39+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mathinfo.azbuki.bg\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/azbuki.bg\/#website\",\"url\":\"https:\/\/azbuki.bg\/\",\"name\":\"\u0410\u0437-\u0431\u0443\u043a\u0438\",\"description\":\"\u041d\u0430\u0446\u0438\u043e\u043d\u0430\u043b\u043d\u043e \u0438\u0437\u0434\u0430\u0442\u0435\u043b\u0441\u0442\u0432\u043e \u0437\u0430 \u043e\u0431\u0440\u0430\u0437\u043e\u0432\u0430\u043d\u0438\u0435 \u0438 \u043d\u0430\u0443\u043a\u0430\",\"publisher\":{\"@id\":\"https:\/\/azbuki.bg\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/azbuki.bg\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/azbuki.bg\/#organization\",\"name\":\"\u0410\u0437-\u0431\u0443\u043a\u0438\",\"url\":\"https:\/\/azbuki.bg\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/azbuki.bg\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/azbuki.bg\/wp-content\/uploads\/2019\/04\/logo-azbuki-e1580374651845.png\",\"contentUrl\":\"https:\/\/azbuki.bg\/wp-content\/uploads\/2019\/04\/logo-azbuki-e1580374651845.png\",\"width\":250,\"height\":70,\"caption\":\"\u0410\u0437-\u0431\u0443\u043a\u0438\"},\"image\":{\"@id\":\"https:\/\/azbuki.bg\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/Azbuki55\/\",\"https:\/\/www.instagram.com\/nion_azbuki\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/azbuki.bg\/#\/schema\/person\/de220d282eaa494f914ce0fd838645dd\",\"name\":\"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/azbuki.bg\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/d08ccbd951212deb604aa2d403575d4e?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/d08ccbd951212deb604aa2d403575d4e?s=96&d=mm&r=g\",\"caption\":\"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c\"},\"sameAs\":[\"https:\/\/azbuki.bg\/\"],\"url\":\"https:\/\/pedagogy.azbuki.bg\/en\/author\/azbuki_ekip\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail - \u0410\u0437-\u0431\u0443\u043a\u0438","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/","og_locale":"en_US","og_type":"article","og_title":"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail - \u0410\u0437-\u0431\u0443\u043a\u0438","og_description":"Rumen Petkov Sofia University \u201cSt. Kliment Ohridski\u02ee (Bulgaria) https:\/\/doi.org\/10.53656\/ped2024-9s.04 Abstract. Gamification has emerged as a powerful tool in education, especially in disciplines like marketing, where practical application of knowledge is essential. This article presents the results of a study comparing gamified learning and traditional lecture-based methods in teaching consumer behavior. The game, titled &#8216;Snack Shopper\u2019s [&hellip;]","og_url":"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/","og_site_name":"\u0410\u0437-\u0431\u0443\u043a\u0438","article_publisher":"https:\/\/www.facebook.com\/Azbuki55\/","article_published_time":"2024-12-13T09:39:39+00:00","author":"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c","twitter_card":"summary_large_image","twitter_misc":{"Written by":"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/#article","isPartOf":{"@id":"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/"},"author":{"name":"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c","@id":"https:\/\/azbuki.bg\/#\/schema\/person\/de220d282eaa494f914ce0fd838645dd"},"headline":"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail","datePublished":"2024-12-13T09:39:39+00:00","dateModified":"2024-12-13T09:39:39+00:00","mainEntityOfPage":{"@id":"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/"},"wordCount":152,"publisher":{"@id":"https:\/\/azbuki.bg\/#organization"},"keywords":["consumer behavior","game-based learning","gamification","marketing education","retail"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/","url":"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/","name":"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail - \u0410\u0437-\u0431\u0443\u043a\u0438","isPartOf":{"@id":"https:\/\/azbuki.bg\/#website"},"datePublished":"2024-12-13T09:39:39+00:00","dateModified":"2024-12-13T09:39:39+00:00","breadcrumb":{"@id":"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/gamification-in-marketing-education-a-game-for-learning-about-consumer-behavior-in-retail\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mathinfo.azbuki.bg\/en\/"},{"@type":"ListItem","position":2,"name":"Gamification in Marketing Education: a Game for Learning about Consumer behavior in Retail"}]},{"@type":"WebSite","@id":"https:\/\/azbuki.bg\/#website","url":"https:\/\/azbuki.bg\/","name":"\u0410\u0437-\u0431\u0443\u043a\u0438","description":"\u041d\u0430\u0446\u0438\u043e\u043d\u0430\u043b\u043d\u043e \u0438\u0437\u0434\u0430\u0442\u0435\u043b\u0441\u0442\u0432\u043e \u0437\u0430 \u043e\u0431\u0440\u0430\u0437\u043e\u0432\u0430\u043d\u0438\u0435 \u0438 \u043d\u0430\u0443\u043a\u0430","publisher":{"@id":"https:\/\/azbuki.bg\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/azbuki.bg\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/azbuki.bg\/#organization","name":"\u0410\u0437-\u0431\u0443\u043a\u0438","url":"https:\/\/azbuki.bg\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/azbuki.bg\/#\/schema\/logo\/image\/","url":"https:\/\/azbuki.bg\/wp-content\/uploads\/2019\/04\/logo-azbuki-e1580374651845.png","contentUrl":"https:\/\/azbuki.bg\/wp-content\/uploads\/2019\/04\/logo-azbuki-e1580374651845.png","width":250,"height":70,"caption":"\u0410\u0437-\u0431\u0443\u043a\u0438"},"image":{"@id":"https:\/\/azbuki.bg\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Azbuki55\/","https:\/\/www.instagram.com\/nion_azbuki\/"]},{"@type":"Person","@id":"https:\/\/azbuki.bg\/#\/schema\/person\/de220d282eaa494f914ce0fd838645dd","name":"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/azbuki.bg\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/d08ccbd951212deb604aa2d403575d4e?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d08ccbd951212deb604aa2d403575d4e?s=96&d=mm&r=g","caption":"\u201e\u0410\u0437-\u0431\u0443\u043a\u0438\u201c"},"sameAs":["https:\/\/azbuki.bg\/"],"url":"https:\/\/pedagogy.azbuki.bg\/en\/author\/azbuki_ekip\/"}]}},"_links":{"self":[{"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/posts\/139682"}],"collection":[{"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/users\/124332423427287"}],"replies":[{"embeddable":true,"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/comments?post=139682"}],"version-history":[{"count":1,"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/posts\/139682\/revisions"}],"predecessor-version":[{"id":139684,"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/posts\/139682\/revisions\/139684"}],"wp:attachment":[{"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/media?parent=139682"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/categories?post=139682"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pedagogy.azbuki.bg\/en\/wp-json\/wp\/v2\/tags?post=139682"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}