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2020/2021  KAN-CCMVI2089U  Introduction to Gamification and Behavior Management

English Title
Introduction to Gamification and Behavior Management

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Fernando Maria Amigo-Quintana - Department of Management, Society and Communication (MSC)
For academic questions related to the course, please contact instructor Fernando M. Amigo-Quintana at fma.msc@cbs
Main academic disciplines
  • Customer behaviour
  • Communication
  • Management
Teaching methods
  • Online teaching
Last updated on 27/04/2021

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Learning the principles of gamification and the usefulness of game elements, mechanics and techniques in achieving the goals of an organization
  • Understanding the factors that determine behavior and the need for behavior management and motivation
  • Learning about the major game elements and how to use them in other contexts
  • Understanding players and their motivations
  • Understanding the process of gamification and learning how to build a gamified system in different environments to motivate good, positive, intelligent behaviors.
Course prerequisites
Completred Bachelor degree or equivalent. Knowledge of management and consumer behavior might be of help.
Introduction to Gamification and Behavior Management:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: Home Assignment: 22 June-30 July 2021. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: 72-hour home assignment: 27 – 30 September 2021 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 22 – 25 November 2021 – for all ISUP courses simultaneously

Exam schedules available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question
Course content, structure and pedagogical approach
The use of game elements in the management of relationships and behavior among individuals and between them and organizations of all kinds has been part of the history of humankind. However, never before have organizations had so many means and tools at their disposal to motivate and promote desired meaningful behaviors amongst their customers, employees, citizens, partners, etc.
Gamification is a behavior management scheme that uses elements, mechanics and techniques used in games and translates them into other contexts in order to encourage and motivate people towards desired or specific behaviors and engagement.
When they are well designed, games provide a rewarding experience; they engage and invite us to improve ourselves. And, above all, they are not imposing. We do things because we want to and not because we have to. The use of game elements, mechanics and techniques in order to engage people goes precisely in that direction.
There are many reasons behind the use of gamification. The current low rates of individual engagement levels and the need for new motivation schemes, the emergence of new behaviors fostered by digitalization and the growing importance of intrinsic motivation, among other aspects, call for new shemes in the the way motivation and incentives are approached.
Gamification has in recent years been seen as very helpful in contexts such as Human Resources Management, Marketing and Sales, Corporate Compliance, Innovation, or Social transformation, among others.
The course is organized around the following aspects:
- Introduction to gamification
- Gamification building blocks
- The gamification process.
- Gamification environments
Preliminary assignment:
- Deterding, S., Khaled, R. and Nacke L. E. (2011). Gamification: Toward a Definition, CHI 2011.
- Nacke, I, E. and Deterding, S. (2017). The maturing of gamification research, Computers in Human Behavior. http://dx.doi.or/10.1016/j.chb.2016.11.062
Play your favorite games on your smartphones, but this time try to answer yourself these questions:
- Why do I play games?
- Why do I play these particular games?
- What do I like and what I do not like about them?
- What are the main elements in the game?
Class 1: Introduction to gamification: concept, evolution and characteristics.
Class 2: Gamification in context: the digitalization process
Class 3: The need for behavior management and gamification
Class 4: Building a gamified system: the process of gamification
Class 5. Internal factors determining human behavior
Class 5: External factor determining human behavior
Class 6: Principles of game design and major elements
Feedback activity:
Presentation of project ideas to the class for discussion/feedback.

Home Project Assignments/mini projects are based on a research question (problem formulation) formulated by the students individually. Approval deadline will be defined by the instructor. Hand-in of the problem formulation directly to the instructor by the 3rd teaching week.

Class 7: Game mechanics, dynamics and aesthetics
Class 8: Player motivations and interaction
Class 9: Gamification enviroments I
Class 10: Gamification environments II
Class 11: Overview, review, Q&A
Description of the teaching methods
This year all courses are taught digitally over the Internet. Instructors will apply direct/live teaching through a link (like Skype, Team, Zoom). In some courses, pre-recorded material will also be used.
Feedback during the teaching period
Presentation of project ideas to the class for discussion/feedback.

Home Project Assignments/mini projects are based on a research question (problem formulation) formulated by the students individually. Approval deadline will be defined by the instructor. Hand-in of the problem formulation directly to the instructor by the 3rd teaching week.
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 hours
Further Information
Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.
Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams
We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams in March 2021.
Expected literature


Mandatory readings:


- Class presentations and related materials (case studies)
- Deterding, Sebastian, Dan Dixon, Rilla Khaled and Lennard Nacke (2011). From Game Design Elements to Gamefulness: Defining "Gamification". MindTrek '11. Tampere, Finland.
- Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does Gamification Work?: A Literature Review of Empirical Studies on Gamification. In HICSS’14, pp. 3025–3034. Waikoloa, HI: IEEE Computer Society Press.
- Mollick, E. and Rothbard, N. (2014). Mandatory fun: consent,  gamification and the impact of games at work. The Wharton School Research Paper Series. Philadelphia, PA.
- Mora, A., Riera, D., González, C., and Arnedo-Moreno, J. (2015). A literature review of gamification design frameworks. In Proceedings of  7th International Conference on Games and Virtual Worlds for Serious Applications (VS-Games). Skovde, Sweden.
- Morschheuser, B., Werder, K. and Hamari J. (2017).How to gamify: a method for designing gamification. In Proceedings of the 50th Annual Hawaii International Conference on System Sciences (HICSS), pp.1298-1307. Hawaii, USA.
- Nacke, Lennard and Sebastian Deterding (2017). The maturing of gamification research. Computers in Human Behavior. New York, NY: Elsevier.
- Rapp, Amon (2014). A Swot Analysis of the Gamification Practices: Challenges, Open Issues and Future Perspectives. In Proceedings of the 5th International Conference  onApplied Human Factors and Ergonomics (AHFE), pp. 6919-6930. Krakov, Poland
- Salen, K. & Zimmerman, E. (2003). Rules of play: Game design fundamentals. Boston, MA: MIT Press.
- Stieglitz, S., Lattemann, C., Robra-Bissantz, S., Zarnekow, R., & Brockmann, T. (Eds.). (2016). Gamification: Using Game Elements in Serious Contexts. New York, NY: Springer.


Additional relevant readings:

- Markets and Markets. (2016). Gamification Market by Solution (Consumer driven and Enterprise driven), Applications (Sales and Marketing), Deployment Type (On-Premises and Cloud), User Type (Large Enterprise, SMBs), Industry and Region:  Global Forecast to 2020. http:/​/​www.marketsandmarkets.com/​Market-Reports/​gamification-market-991.html
- Werbach, K., & Hunter, D. (2012). For the Win: How game thinking can revolutionize your business. Wharton Digital Press.
Last updated on 27/04/2021