Gami­fic­a­tion and Be­ha­vi­or Man­age­ment

Course content

Gamification

This course introduces business students to the principles of gamification and its application in behavior management within organizational settings. The course provides a comprehensive overview of how game-based methods can drive motivation, engagement, and productivity in various business environments. Students will explore foundational theories, such as conditioning, self-determination theory, and cognitive load theory, to understand how these behavioral management frameworks underpin effective gamification strategies.

The course will examine key gamification concepts, including game elements like goals, rewards, feedback, storytelling, player types, and game patterns, to illustrate their practical applications in enhancing learning, problem-solving, and decision-making within organizations. Additionally, students will analyze research evidence on the effectiveness of games for learning and develop skills to design gamification strategies tailored to specific business contexts.

Through case studies, interactive discussions, and a practical project, students will learn to apply gamification techniques to enhance organizational performance, improve customer experience, foster employee engagement, support innovation, and promote behavioral change. Blended learning is introduced mid-course to support practical insight sessions, such as online guest talks and/or case studies from industry practice. This approach enables students to explore real-life scenarios, apply theoretical knowledge in practical contexts, and engage directly with industry professionals.

Precourse activity:

The purpose of this preliminary assignment is to critically analyze a real-world example of gamification and evaluate the factors that contributed to its success. This will help students understand the practical application of gamification principles and theories discussed in the course. Please note that this assignment will not be graded, but students will receive feedback. The precourse activity serves as a foundation for the final homework assignment, which will be graded.

Instructions:

Choose a real-world example of a gamification approach used by a company, organization, or platform. This could be a gamified marketing campaign, a customer loyalty program, or a business based on gamification. Examples might include Starbucks, Duolingo, or Strava. Please provide a link to the source of your real-world example.

Write a critical analysis (800-1,000 words) of the selected gamification approach, addressing the following points:

1. Description of the Gamification Strategy: Provide a brief overview of the chosen example. What game elements (e.g., points, badges, leaderboards) were employed? How were these elements integrated into the overall strategy?
2. Success Factors: Evaluate the reasons why you believe the gamification approach was successful. Consider aspects such as user engagement, motivation, retention rates, increased productivity, or improved customer satisfaction. Provide data, if available, to support your assessment.
3. Critique of Limitations: Critically examine any limitations or challenges faced by the gamification initiative. Were there any unintended consequences or ethical considerations? How could the strategy be improved or adapted for different contexts?
4. Justification of Success: Based on your analysis, justify why you believe this gamification example is considered successful. What specific outcomes (e.g., increased sales, enhanced learning outcomes, higher employee satisfaction) demonstrate its effectiveness? What lessons can be drawn from this example for applying gamification in other business contexts?

Class Schedule:

• Class 1: Introduction: Course Overview, Gamification Basics, and Behavior Management Theories
• Class 2: Game Mechanics and Game Elements
• Class 3: Conditioning in Gamification
• Class 4: Motivation in Gamification
• Class 5: Managing the Cognitive Load in Gamification

Feedback Activity: Multiple Choice Quiz on CANVAS

• Class 6: Practical Insights I
• Class 7: Practical Insights II
• Class 8: Gamification Design Process, Player Types, and Player Patterns
• Class 9: Ethical Considerations in Gamification and Impact Assessment
• Class 10: Outlook: Critical Reflections and Novel Technologies