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This presentation is to share a research proposal intended for evaluating the effectiveness of gamified Lego brick games in imparting experiential learning amongst first-year marketing students. The proposed research further intends to examine the impact on student engagement and transference of employability skills through the application of the simulated marketing game. International students enrolled in the marketing unit in the Sydney campus lack work experience to contextualise marketing theories. Due to the lack of such work experience, it becomes a challenge for these students to reflect upon any practical examples that inform the theories. A Lego-based marketing simulation game was developed and administered as part of the class workshop on two occasions (2 groups X 2 times 4 times). During the games, students demonstrated significant engagement. However, a proper investigation is due. As part of the research, after completing the activities, a written response will be sought from the students participating in the game. Students will be provided with a self-administered semi-structured survey questionnaire. The questions will be generally around students’ knowledge of marketing subjects and skills acquisition and experiences gained during the activity. The data will be analysed by applying both quantitative and qualitative methods. The research will contribute to the theory of gamified pedagogy and experiential learning theory.
We’ve got 5 years’ worth of great work on this website.
