The Gamification and artificial intelligence in teaching accounting to marketing students
University Classroom Experiences
DOI:
https://doi.org/10.58493/ecca.2025.3.2.11Keywords:
gamification, teaching of marketing technology, motivation, reprobation, Academic performance, Artificial intelligencesAbstract
Gamification has emerged as an innovative and necessary educational strategy in various educational fields, including the teaching of marketing, Artificial Intelligences are here to stay, it is up to university teachers to use them in a planned way and under ethical rigor, This exploratory study analyzes how the implementation and continuity of playful elements in the teaching-learning process influences the motivation, commitment and academic performance of students. Through a systematic and critical review of the literature and a case study at a university, it has significant benefits, points out challenges, recommendations, engineering for PROMPT. It is concluded that gamification, when implemented in a strategic and reflective way, can enrich the teaching of accounting and marketing and prepare students to face the challenges of the environment, we are the teachers at the axis of change to permeate these gamification and AI activities in the academies of our universities.
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