Abstract:

In the course of Marketing Communication for graduate students in the 1st year of MSc. study at Faculty of Economics and Management at Czech University of Life Sciences Prague we teach the principles of promotion via blended and experiential learning. During this course students devise the fictitiouts products and have to communicate it through the market. To promote their fictitiouts product they create press release, advertising in the form of story board, sales promotion proposal, and the way of personal selling. All these proposals make a complex mix of product´s promotion. With this promotion mix students enter the virtual market, where they compete amongst other students and their products´ promotion.

The paper subsbcribes the organisation of the whole semester (fictitiouts product proposing, producing of promotion mix, and virtual market competing), explains the intended teaching purposes, reveals the gamification principle, and discusses the educational benefits of the teaching technics used in the course.

Keywords:

Marketing, promotion, gamification, virtual product, virtual market.