游戏化教学在高校市场营销类课程中的创新应用  

The Innovative Application of Game-based Teaching to Marketing Courses in Universities

作　　者：杨爽[1] YANG Shuang

机构地区：[1]湖南师范大学商学院,湖南长沙410081

出　　处：《科教文汇》2021年第28期107-109,共3页Journal of Science and Education

基　　金：湖南师范大学校改项目“互联网+时代游戏化翻转课堂教学模式的构建与实证研究”。

摘　　要：高校市场营销类课程教学改革势在必行,该文引入游戏化学习理念,即利用游戏化元素刺激预期的学习行为,并以整合内部动机和外部动机为理论基础,构建课程教学设计框架(4CS),重点突出教师主导的课堂游戏化元素设计。校外营销专家讲座中的游戏化互动和课后实践的游戏化实战环节,使学习更加有趣、好玩。该文的游戏化理念教学改革已经应用到"服务营销""现代推销学""品牌管理"等课程上,并取得了较好的效果,希望能对从事相关学科的教学工作者有所启发。It is imperative to carry out the teaching reform of marketing courses in universities. This paper introduces the game-based learning concept which means that teachers leverage game elements and mechanics to promote students’ desired learning behavior. Specifically, based on integrated intrinsic and extrinsic motivation theories, this paper proposes a 4 CS framework of curriculum teaching design, including teacher-dominated game-based designs in class, game-based lectures by marketing experts from industries and game-based practical work after class, in order to make the learning more interesting.The teaching reform based on the game-based concept in this paper has been applied to"Service Marketing","Modern Marketing", and"Brand Management", and good results have been achieved. It is hoped to provide enlightenment for teaching workers engaged in related disciplines.

关 键 词：游戏化 市场营销类课程 创新应用 

分 类 号：G642.4[文化科学—高等教育学]