Aprendizaje basado en juegos formativos: caso Universidad en Colombia
DOI:
https://doi.org/10.24320/redie.2019.21.e12.2024Palabras clave:
Estrategias de aprendizaje, juego educativo, marketing, auditoría de gestión.Agencias de apoyo:
Universidad de Medellín, Universidad ESUMERResumen
Las nuevas generaciones requieren un modelo de aprendizaje más dinámico, por lo que las Instituciones de Educación Superior han comenzado a articular sus herramientas pedagógicas a la enseñanza de las diferentes áreas del saber. El objetivo de este artículo es diseñar un juego gerencial para apoyar las asignaturas que contemplen dentro de su micro-currículo la temática de auditoria de marketing, utilizando una metodología exploratoria y descriptiva, apoyada en el aprendizaje basado en juegos. Para ello se realizó una revisión de la literatura y se llevó a cabo una prueba piloto con estudiantes de pregrado de una universidad colombiana. Los resultados muestran que el diseño del juego debe utilizar una estrategia interactiva, que a su vez guarde cierto tipo de complejidad y competitividad, adicionalmente se reveló que el juego refuerza elementos presentes en la temática estudiada.Descargas
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Referencias
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Braghirolli, L., Ribeiro, J. L., Weise, A. D. y Pizzolato, M. (2016). Benefits of educational games as an introductory activity in industrial engineering education. Computers in Human Behavior, 58, 315-324. doi:10.1016/j.chb.2015.12.063
Brennan, R. y Vos, L. (2013). Effects of participation in a simulation game on marketing students’ numeracy and financial skills. Journal of Marketing Education, 35(3), 259-270. doi:10.1177/0273475313482928
Brownlie, D. T. (1993). The marketing audit: a metrology and explanation. Marketing Intelligence and Planning, 11(1), 4-12. doi:10.1108/02634509310024128
Craciun, G. y Corrigan, H. (2009). An Integrative experiential learning project in the undergraduate branding course: creating a marketing department brochure. Journal of Marketing Education, 32(2), 116-127. doi:10.1177/0273475309344808
Cronin, J. y McCarthy, M. (2012). Marketing “gamer foods”?: qualitative insights into responsible strategy development. Journal of Food Products Marketing, 18(3), 163-185. doi:10.1080/10454446.2012.666448
Dávila, G. y Velásquez, Á. (2007). Evaluación de la aplicación de juegos colaborativos: “Devorón” y “Temporal”. Revista Electrónica de Investigación Educativa, 9(2), 1-20. Recuperado de https://redie.uabc.mx/redie/article/view/164/283
Faria, A. J., Hutchinson, D., Wellington, W. J. y Gold, S. (2009). Developments in business gaming?: a review of the past 40 years. Simulation and Gaming, 40(4), 464-487. doi:1046878108327585
Forrester, J. W. (1959). Advertising: a problem in industrial dynamics. Harvard Business Review, 37(2), 100-110.
Kotler, P., Gregor, W. y Rodgers, W. (1989). The marketing audit comes of age. MITSloan Management Review, 18(2), 25-43. Recuperado de https://sloanreview.mit.edu/article/the-marketing-audit-comes-of-age/
Lane, D. C. (1995). On a resurgence of management simulations and games. The Journal of the Operational Research Society, 46(5), 604-625. doi:10.2307/2584534
Lewis, M. A. y Maylor, H. R. (2007). Game playing and operations management education. International Journal of Production Economics, 105(1), 134-149. doi:10.1016/j.ijpe.2006.02.009
Mahboubian, M. (2010). Educational aspects of business simulation softwares. Procedia-Social and Behavioral Sciences, 2(2), 5403-5407. doi:10.1016/j.sbspro.2010.03.881
March, J. (1962). The business firm a political coalition. The Journal of Politics, 24(4), 662-678. doi:10.1017/S0022381600016169
McRaith, J. F. y Goeldner, C. R. (1962). A survey of marketing games. Journal of Marketing, 26(3), 69-72. doi:10.2307/1248306
Mokwa, M. P. (1986). The strategis marketing audit: an adoption/utilization perspect. Journal of Business Strategy, 6(4), 88-95. doi:10.1108/eb039136
Montes, D. A. y Suárez, C. I. (2016). La formación docente universitaria: claves formativas de universidades españolas. Revista Electrónica de Investigación Educativa, 18(3), 53-61. Recuperado de http://redie.uabc.mx/redie/article/view/996
Osés, R. M., Duarte, E. y Pinto, M. L. (2016). Juegos cooperativos: efectos en el comportamiento asertivo en niños de 6o. grado de escuelas públicas. Revista Electrónica de Investigación Educativa, 18(3), 176-186. Recuperado de http://redie.uabc.mx/redie/article/view/886
Payne, N. J., Campbell, C., Bal, A. S. y Piercy, N. (2011). Placing a hand in the fire: assessing the impact of a YouTube experiential learning project on viral marketing knowledge acquisition. Journal of Marketing Education, 33(2), 204-216. doi:10.1177/0273475311410853
Prieto, R., López, J. R., Medina-Medina, N., Paderewski, P. y Gutiérrez-Vela, F. L. (2017). Design methodology foreducational games based on graphical notations: designing Urano. Entertainment Computing, 18, 1-14. doi:10.1016/j.entcom.2016.08.005
Qian, M. y Clark, K. R. (2016). Game-based learning and 21st century skills: a review of recent research. Computers in Human Behavior, 63, 50-58. doi:1016/j.chb.2016.05.023
Radulescu, V. y Cetina, I. (2012). customer analysis, defining component of marketing audit. Procedia-Social and Behavioral Sciences, 62, 308-312. doi:10.1016/j.sbspro.2012.09.050
Russell-Bennett, R., Leo, C., Rundle-Thiele, S. y Drennan, J. (2016). A hierarchy-of-effects approach to designing a social marketing game. Journal of Nonprofit and Public Sector Marketing, 28(2), 105-128. doi:10.1080/10495142.2014.988081
Sampaio, C. H., Simões, C., Perin, M. G. y Almeida, A. (2011). Marketing metrics: insights from brazilian managers. Industrial Marketing Management, 40(1), 8-16. doi:10.1016/j.indmarman.2010.09.005
Shycon, H. N. y Maffei, R. B. (1960). Simulation tool for better distribution. Harvard Business Review, 38(6), 65-75.
Titus, P. A. y Petroshius, S. M. (1993). Bringing Consumer behavior to the workbench: an experiential approach. Journal of Marketing Education, 15(1), 20-30. doi:10.1177/027347539301500104
Van der Zee, D. J., Holkenborg, B. y Robinson, S. (2012). Conceptual modeling for simulation-based serious gaming. Decision Support Systems, 54(1), 33-45. doi:10.1016/j.dss.2012.03.006
Vos, L. (2015). Simulation games in business and marketing education: How educators assess student learning from simulations. The International Journal of Management Education, 13(1), 57-74. doi:10.1016/j.ijme.2015.01.001
Vos, L. y Brennan, R. (2010). Marketing simulation games: student and lecturer perspectives. Marketing Intelligence and Planning, 28(7), 882-897. doi:10.1108/02634501011086472
Waiyakoon, S., Khlaisang, J. y Koraneekij, P. (2015). Development of an instructional learning object design model for tablets using game-based learning with scaffolding to enhance mathematical concepts for mathematic learning disability students. Procedia - Social and Behavioral Sciences, 174, 1489-1496. doi:10.1016/j.sbspro.2015.01.779
Wiese, N. M. y Sherman, D. J. (2010). Integrating marketing and environmental studies through an interdisciplinary, experiential, service-learning approach. Journal of Marketing Education, 33(1), 41-56. doi:10.1177/0273475310389154
Xu, F., Buhalis, D. y Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60(C), 244-256. doi:10.1016/j.tourman.2016.11.020
Braghirolli, L., Ribeiro, J. L., Weise, A. D. y Pizzolato, M. (2016). Benefits of educational games as an introductory activity in industrial engineering education. Computers in Human Behavior, 58, 315-324. doi:10.1016/j.chb.2015.12.063
Brennan, R. y Vos, L. (2013). Effects of participation in a simulation game on marketing students’ numeracy and financial skills. Journal of Marketing Education, 35(3), 259-270. doi:10.1177/0273475313482928
Brownlie, D. T. (1993). The marketing audit: a metrology and explanation. Marketing Intelligence and Planning, 11(1), 4-12. doi:10.1108/02634509310024128
Craciun, G. y Corrigan, H. (2009). An Integrative experiential learning project in the undergraduate branding course: creating a marketing department brochure. Journal of Marketing Education, 32(2), 116-127. doi:10.1177/0273475309344808
Cronin, J. y McCarthy, M. (2012). Marketing “gamer foods”?: qualitative insights into responsible strategy development. Journal of Food Products Marketing, 18(3), 163-185. doi:10.1080/10454446.2012.666448
Dávila, G. y Velásquez, Á. (2007). Evaluación de la aplicación de juegos colaborativos: “Devorón” y “Temporal”. Revista Electrónica de Investigación Educativa, 9(2), 1-20. Recuperado de https://redie.uabc.mx/redie/article/view/164/283
Faria, A. J., Hutchinson, D., Wellington, W. J. y Gold, S. (2009). Developments in business gaming?: a review of the past 40 years. Simulation and Gaming, 40(4), 464-487. doi:1046878108327585
Forrester, J. W. (1959). Advertising: a problem in industrial dynamics. Harvard Business Review, 37(2), 100-110.
Kotler, P., Gregor, W. y Rodgers, W. (1989). The marketing audit comes of age. MITSloan Management Review, 18(2), 25-43. Recuperado de https://sloanreview.mit.edu/article/the-marketing-audit-comes-of-age/
Lane, D. C. (1995). On a resurgence of management simulations and games. The Journal of the Operational Research Society, 46(5), 604-625. doi:10.2307/2584534
Lewis, M. A. y Maylor, H. R. (2007). Game playing and operations management education. International Journal of Production Economics, 105(1), 134-149. doi:10.1016/j.ijpe.2006.02.009
Mahboubian, M. (2010). Educational aspects of business simulation softwares. Procedia-Social and Behavioral Sciences, 2(2), 5403-5407. doi:10.1016/j.sbspro.2010.03.881
March, J. (1962). The business firm a political coalition. The Journal of Politics, 24(4), 662-678. doi:10.1017/S0022381600016169
McRaith, J. F. y Goeldner, C. R. (1962). A survey of marketing games. Journal of Marketing, 26(3), 69-72. doi:10.2307/1248306
Mokwa, M. P. (1986). The strategis marketing audit: an adoption/utilization perspect. Journal of Business Strategy, 6(4), 88-95. doi:10.1108/eb039136
Montes, D. A. y Suárez, C. I. (2016). La formación docente universitaria: claves formativas de universidades españolas. Revista Electrónica de Investigación Educativa, 18(3), 53-61. Recuperado de http://redie.uabc.mx/redie/article/view/996
Osés, R. M., Duarte, E. y Pinto, M. L. (2016). Juegos cooperativos: efectos en el comportamiento asertivo en niños de 6o. grado de escuelas públicas. Revista Electrónica de Investigación Educativa, 18(3), 176-186. Recuperado de http://redie.uabc.mx/redie/article/view/886
Payne, N. J., Campbell, C., Bal, A. S. y Piercy, N. (2011). Placing a hand in the fire: assessing the impact of a YouTube experiential learning project on viral marketing knowledge acquisition. Journal of Marketing Education, 33(2), 204-216. doi:10.1177/0273475311410853
Prieto, R., López, J. R., Medina-Medina, N., Paderewski, P. y Gutiérrez-Vela, F. L. (2017). Design methodology foreducational games based on graphical notations: designing Urano. Entertainment Computing, 18, 1-14. doi:10.1016/j.entcom.2016.08.005
Qian, M. y Clark, K. R. (2016). Game-based learning and 21st century skills: a review of recent research. Computers in Human Behavior, 63, 50-58. doi:1016/j.chb.2016.05.023
Radulescu, V. y Cetina, I. (2012). customer analysis, defining component of marketing audit. Procedia-Social and Behavioral Sciences, 62, 308-312. doi:10.1016/j.sbspro.2012.09.050
Russell-Bennett, R., Leo, C., Rundle-Thiele, S. y Drennan, J. (2016). A hierarchy-of-effects approach to designing a social marketing game. Journal of Nonprofit and Public Sector Marketing, 28(2), 105-128. doi:10.1080/10495142.2014.988081
Sampaio, C. H., Simões, C., Perin, M. G. y Almeida, A. (2011). Marketing metrics: insights from brazilian managers. Industrial Marketing Management, 40(1), 8-16. doi:10.1016/j.indmarman.2010.09.005
Shycon, H. N. y Maffei, R. B. (1960). Simulation tool for better distribution. Harvard Business Review, 38(6), 65-75.
Titus, P. A. y Petroshius, S. M. (1993). Bringing Consumer behavior to the workbench: an experiential approach. Journal of Marketing Education, 15(1), 20-30. doi:10.1177/027347539301500104
Van der Zee, D. J., Holkenborg, B. y Robinson, S. (2012). Conceptual modeling for simulation-based serious gaming. Decision Support Systems, 54(1), 33-45. doi:10.1016/j.dss.2012.03.006
Vos, L. (2015). Simulation games in business and marketing education: How educators assess student learning from simulations. The International Journal of Management Education, 13(1), 57-74. doi:10.1016/j.ijme.2015.01.001
Vos, L. y Brennan, R. (2010). Marketing simulation games: student and lecturer perspectives. Marketing Intelligence and Planning, 28(7), 882-897. doi:10.1108/02634501011086472
Waiyakoon, S., Khlaisang, J. y Koraneekij, P. (2015). Development of an instructional learning object design model for tablets using game-based learning with scaffolding to enhance mathematical concepts for mathematic learning disability students. Procedia - Social and Behavioral Sciences, 174, 1489-1496. doi:10.1016/j.sbspro.2015.01.779
Wiese, N. M. y Sherman, D. J. (2010). Integrating marketing and environmental studies through an interdisciplinary, experiential, service-learning approach. Journal of Marketing Education, 33(1), 41-56. doi:10.1177/0273475310389154
Xu, F., Buhalis, D. y Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60(C), 244-256. doi:10.1016/j.tourman.2016.11.020
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Publicado
2019-04-08
