IMPROVING INFORMATION LITERACY THROUGH GAMIFICATION: FANTASY BRAND LEAGUES. Issue 2 (3rd April 2019)

• Record Type: Journal Article
• Authors: Ashley, Christy
• Is Part Of: Marketing education review. Volume 29:Issue 2(2019)
• Page Start: 107
• Page End: 112
• Publication Date: 2019-04-03
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2019.1610332
• Languages: English
• ISSNs: 1052-8008

Abstract

Abstract : Undergraduate marketing majors who were enrolled in the senior-level marketing capstone course engaged with current marketing news from credible sources and practiced data visualization as part of a teaching innovation, Fantasy Brand Leagues. The ten-week assignment treated brands like players in a game modeled after Fantasy Football. The assignment improved preparation for class discussion and created a competitive atmosphere where students were more motivated to engage with the content and in-class discussions about current events related to marketing. It improved student confidence in marketing knowledge and data visualization skills and, perhaps most importantly, prepared students for self-directed learning.