• Date

    Tuesday, 10 April 2018

  • Time

    18:00 - 21:00 (GMT +02:00)

  • Location

    Bayle (J) Building, Rotterdam School of Management,Erasmus University ( Rotterdam)

Our 'Frontiers in Marketing' masterclass series brings you the latest insights from our academic research, paired with real-life examples and experiences by expert professionals. These sessions will not only broaden your knowledge on the latest developments in marketing, they will also serve as an opportunity you to share your experiences and network.

You can look back over an overview of all previous sessions, including the links to the recordings, and look forward to the 2018 series.

Event details

This masterclass takes place on campus at Rotterdam School of Management, Bayle (J) building, Burgemeester Oudlaan 50 and runs according to the following time schedule:

18:00 Registration and buffet dinner

19:00 Masterclass

20:30 Networking drinks

Gamification as a marketing tool

Academic speaker: Dr Yvonne van Everdingen, Associate Professor of Marketing, RSM

Practitioner speaker: Yuen Yen Tsai, entrepreneur at Make Me See

Increasing use of gamification enables brands and organisations to engage with their consumers. They use game mechanics and game design techniques such as ratings, levels and performance feedback in a non-game context to design behaviours, develop skills or to engage people in innovation. Such games are likely to increase people’s intrinsic motivation to behave in a certain way. A well-known example is the yearly contest to find a new flavour for Lay’s potato chips and the company’s ‘Flavor Swap’ game that lets consumers decide which flavour Lays should include in its assortment. This session gives an overview of applications of gamification in marketing, and the underlying psychological processes.

Registration is open now

Broaden your knowledge with our marketing masterclasses
Broaden your knowledge with our marketing masterclasses