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Бакалавриат 2019/2020

Игрофикация

Статус: Курс по выбору (Менеджмент)
Направление: 38.03.02. Менеджмент
Кто читает: Кафедра маркетинга фирмы
Когда читается: 4-й курс, 1-3 модуль
Формат изучения: с онлайн-курсом
Язык: английский
Кредиты: 2
Контактные часы: 2

Course Syllabus

Abstract

Gamification is the application of game elements and digital game design techniques to non-game problems, such as business and social impact challenges. This course will teach you the mechanisms of gamification, why it has such tremendous potential, and how to use it effectively. For additional information on the concepts described in the course, you can purchase Professor Werbach's book For the Win: How Game Thinking Can Revolutionize Your Business in print or ebook format in several languages. The course is available at: https://www.coursera.org/learn/gamification Author: Kevin Werbach (werbach@wharton.upenn.edu, http://werbach.com/). Department of Legal Studies & Business Ethics, University of Pennsylvania.
Learning Objectives

Learning Objectives

  • Show ways to use gamification in business;
  • Know how to apply gamification effectively;
  • Understand some specific applications of gamification.
Expected Learning Outcomes

Expected Learning Outcomes

  • Students will know definition of gamification and examples of its successful application
  • Students will know principles of applying gamification to non-game situations
  • Students will know psychological concepts relevant to gamification
  • Students will know the process of game design
  • Students will know challenges and opportunities of applying gamification
Course Contents

Course Contents

  • Gamification and games
    Gamification is a new field, but games are ancient. In this first module, we'll look at what gamification is, why organizations are applying it, and where it comes from. While there isn’t universal agreement on the scope of the field, a set of concepts are clearly representative of gamification. The second lesson explains why the concept of games is deeper than most people realize, and how game design serves as a foundation for gamification.
  • Deconstructing games
    What exactly does it mean to apply game design principles in non-game contexts? In this module, we'll discuss how game designers approach their craft, and how to see any situation through the lens of game design. Then we'll examine the raw materials of games and gamification, known as game elements. We'll learn how to break down a game into its constituent parts and apply them to create gamified systems.
  • Motivation and psychology
    Gamification is a technique for motivation, so it ties very directly into psychology. This unit introduces the major psychological concepts relevant to gamification. The first lesson focuses on behavioral approaches and reward design; the second identifies the risks and alternatives to this approach.
  • Design
    Gamification done well is a form of design. This module describes the design process, and provides a six-step framework to apply to any gamification project. The second lesson identifies important considerations and options for developing creative, human-centered, thoughtful gamification solutions.
  • Applications
    This module describes particular challenges and opportunities when applying gamification in two contexts: within an organization, and in social impact or behavior change environments.
  • Gamification in perspective
    There are many legitimate limitations, concerns, and dangers from gamification. Some of them can be avoided through thoughtful design, but others must be considered directly in any implementation. The final lesson details gamification-related techniques that go beyond those covered throughout the course, and concludes with a look toward the future.
Assessment Elements

Assessment Elements

  • non-blocking Writing assesment
    Please remember that you have agreed to the Coursera Honor Code as part of your enrollment for this course. Your submission must be your own work, and not copied from another student or an online resource such as Wikipedia. If a substantial portion of your submission is copied without attribution from another source, that is considered plagiarism. Graders will be instructed to assign a score of “0” to plagiarized work. The essence of plagiarism is to claim someone else’s work as your own. You may include summaries or quote from outside materials (for example, comparing your idea to a gamified system at an existing company, or describing an argument from an article or blog post), so long as you provide clear attribution of the source. You may work with other students in developing your answer, but the material you submit must be entirely your own individual words. Maximum of 500 words. A normal answer will be 2-3 paragraphs of text, and/or a set of bullet points. Your submission should be self-contained (not requiring the grader to view any outside materials) and should provide sufficient details for the grader to understand the basis for your statements.
  • non-blocking Homework quiz
    Каждую неделю необходимо выполнять по одному тесту на знание пройденного материала. Всего тестов 4, в первом 5 вопросов, в остальных - 10. По окончани курса студент должен выполнить финальный тест, содержащий 20 вопросов.
  • non-blocking Final exam
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.3 * Final exam + 0.35 * Homework quiz + 0.35 * Writing assesment
Bibliography

Bibliography

Recommended Core Bibliography

  • Information Resources Management Association. (2015). Gamification : Concepts, Methodologies, Tools, and Applications. Hershey, PA: IGI Global. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=972310

Recommended Additional Bibliography

  • Deterding, S. (2019). Gamification in Management: Between Choice Architecture and Humanistic Design. Journal of Management Inquiry, 28(2), 131–136. https://doi.org/10.1177/1056492618790912
  • Structural Gamification for Adaptation based on Learning Analytics. (2019). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.3B76FE8F
  • Thorpe, A. S., & Roper, S. (2019). The Ethics of Gamification in a Marketing Context. Journal of Business Ethics, 155(2), 597–609. https://doi.org/10.1007/s10551-017-3501-y
  • Werbach, K., & Hunter, D. (2012). For the Win : How Game Thinking Can Revolutionize Your Business. Philadelphia: Wharton School Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=547645