業師協同遊戲化教學應用於創意行銷課程的教學實踐歷程

The Teaching Practice of Academia - Industry Collaborative of Gamification Teaching Applied to a Creative Marketing Course

本研究為某科技大學管理學院「創意行銷」課程與業師協同遊戲化教學之紀實。此課程將行銷概念結合年輕人流行的桌上遊戲，透過各組學生之間的溝通、合作、創意與批判思考（4C’s能力），最後各組設計出獨一無二的桌上遊戲並製作出成品的過程，本教學活動之評量方式，刻意跳脫量化紙筆測驗，依據課程目標採質性評量，由授課教師及業師共同以觀察及專業給予實作成績，並且辦理一場「創意行銷桌遊博覽會」，分別選出最佳設計獎、最佳創意獎、最佳海報獎及最佳桌遊獎，體驗在大學生活中，特別且不同以往的學習經驗。本研究期望未來教育部及技專校院能持續有更多經費支持業師協同教學，並將遊戲化教學之教學創新經驗提供技專校院教師未來課程規劃及教學實踐之參考。

This study was a documentary of academia-industry collaborative teaching of the 'Creative Marketing' course in an University of Technology. The course tried to combine the concept of marketing into board games that young people liked. By using the abilities of communication, collaboration, creativity, and critical thinking (the 4Cs abilities), each student group designed the unique board game and the related products at the end. The instructors did not use traditional paper-pencil evaluation. They used qualitative evaluations according to the goals of this course. The grades were given by both the academic and industrial instructors. And the instructors also held 'the Fair of Creative Marketing Board Games.' Several prizes were given during the Fair, such as the best design, the best innovation, the best poster, and the best board game. The students then had special learning experiences, which were very different from what they had experienced during their college life. The study hoped that the Ministry of Education and the universities of technology would support more on the academia-industry collaborative teaching in the future. It also proposed some suggestions for future references.