Gamification in marketing

FIRST DEGREE STUDIES

Management – First Degree Studies » Gamification in marketing

Type of studies FIRST DEGREE STUDIES
Field of study MANAGEMENT
Study mode FULL-TIME AND PART-TIME
Duration 3 YEARS (6 SEMESTERS)

We live in a time when we are becoming more and more resistant to persuasion, and all advertising messages have less and less power due to the saturation with marketing messages. We are reluctant to leave our personal data, we do not fill in the questionnaires anymore, and the number of newsletters in our e-mail boxes only motivates us to click one button – “move to trash”.

Gamification can be a way to overcome the impotence of marketing activities. It is a method of engaging the brand’s audience consisting in weaving the element of competition (games) into advertising activities. Its development is closely related to the popularization of the Internet, in particular mobile devices and social media. Gamification is a combination of knowledge from three well-known fields – behavioral psychology (which says that certain behaviors can be controlled with external stimuli), loyalty programs (which strongly encourage customers to engage in the brand) and game design (a field that focuses on fun and enjoyment). The benefits of implementing gamification in promotional campaigns are, first of all, an increase in audience engagement, an increase in customer loyalty to the brand, and an increase in brand awareness. During the studies in this specialization, the student will learn the possibility of using gamification as an innovative method of work. They will be equipped with practical skills useful in acquiring knowledge and translating the mechanisms of computer games into creating marketing strategies.

ISSUES DISCUSSED DURING STUDIES

History of games and gamification.
Gamification theory
Player psychology. What happens in your head during gamification?
What do games teach us? Four features of the player’s psyche
Four types of players according to Dr. Richard Bartle.
Cognitive psychology, game design and loyalty programs – three pillars of gamification.
Constructing gamification mechanisms.
Planning a gamification strategy. Case studies and good practices.
Gamification in a loyalty program. How to create it ?
Gamification of marketing activities. How to build customer engagement?
Gamification in the workplace. How to inject fun into boring and repetitive activities?
Application of gamification in marketing
Tools to help create gamification

FEES

FULL-TIME AND PART-TIME

STUDY FROM

2 500€ per year */ 1300€ per semester

(Students from non-EU countries: 3 600 € for the first year, 3 200 € for subsequent years)

ADMISSION PROCEDURE STEP BY STEP

STEP 1

REGISTER ONLINE

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Register in the system
Fill the required tabs: personal data, passport details, address

STEP 2

ADMISSION DOCUMENTS

Prepare the required documents:
- National ID or passport
- One passport photo
- Copy of a secondary school leaving certificate – in case of Bachelor’s degree studies
- Copy of Bachelor’s diploma and transcript of grades – in case of Master’s degree studies
Upload scans of the required documents (see the full list of documents in the tab Important documents)

STEP 3

PAYMENT

Make a payment of the tuition and entry fees
Attach payment confirmation to your application

STEP 4

ACCEPTANCE

Receive scans of Acceptance Letter
In case of non-EU students – make a Visa appointment

STEP 5

WELCOME at Uczelnia Biznesu i Nauk Stosowanych „Varsovia”!

On your arrival day, please come to the Student Services with original copies of the required documents.

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