International Journal of Education and Development using ICT

International Journal of Education and Development using ICT > Vol. 18, No. 2 (2022)

Will the marketing educators have intention to continue using Game-Based Pedagogy post the COVID-19 pandemic?

Mallika Srivastava, NMIMS Bangalore
Mudita Sinha, Christ University

Abstract
The COVID-19 disease outbreak has resulted in governments around the globe taking action to put in place unparalleled methods for a response. One of the worst hit sectors is education. As campuses across countries started shutting down abruptly, online education was needed quickly and prompted educators to adopt different pedagogies. Marketing educators generally are that cohort of academics who are most used to changing materials and processes due to the agile nature of markets and to make students industry ready. This research therefore incorporates a mixed method approach to identify the experience marketing educators had while incorporating Game Based Pedagogy (GBP) in marketing education during the pandemic and the determinants of continuance intention to use the same, post the pandemic. Semi structured interviews were conducted to reflect on the experience of marketing educators on GBP and data were analysed using content analysis, to identify various themes post which quantitative research was conducted to identify the determinants of continuance intention for using GBP post pandemic. The findings highlight the positive and negative experiences of marketing educators associated with GBP and important determinants of continuance intention.

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