IMPROVING INFORMATION LITERACY THROUGH GAMIFICATION: FANTASY BRAND LEAGUES

Authors

Christy Ashley, University of Rhode Island

Document Type

Article

Date of Original Version

4-3-2019

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.

Publication Title, e.g., Journal

Marketing Education Review

Volume

29

Issue

2

Citation/Publisher Attribution

Ashley, Christy. "IMPROVING INFORMATION LITERACY THROUGH GAMIFICATION: FANTASY BRAND LEAGUES." Marketing Education Review 29, 2 (2019): 107-112. doi: 10.1080/10528008.2019.1610332.