Digital Marketing Strategist and Artificial Intelligence expert at Sinesy. He co-founded ProjectFun, the largest dissemination project in Italy on gamification. He helps companies exploit new technologies to innovate and engage people.
Master in Gamification Marketing & AI
Location:
ONLINE
In today's digital environment, where communication is fast and overcrowded, brands are faced with the challenge of staying relevant and establishing meaningful connections with their audience. Gamification, applied to marketing, turns everyday brand interactions into an exciting game. You will be guided in the use of typical game design elements - such as scores, challenges, rewards and badges - to make the experience with your brand more engaging. Gamification is not just a modern trend, but a marketing technique with deep roots dating back to the loyalty programmes of the 19th century. Today, thanks to the use of apps and social media, gamification has taken hold as a key tool to attract attention, stimulate interest and maintain customer engagement. You will learn how to apply these dynamics in your marketing programmes. With the use of AI, you will be able to analyse real-time data, create tailored experiences for each user, optimise interactions and predict consumer behaviour.
You will explore the concept of experiential marketing, an approach that goes beyond simple advertising, aiming to create memorable experiences between brands and consumers. Companies need to go beyond product and promotion to respond to consumers' desire for authentic, immersive experiences. This type of marketing appeals to the senses and emotions, using techniques such as exclusive events, immersive shows, augmented reality, and more, to build a direct and deep relationship with the audience. The goal is to give consumers experiences that inspire them, motivate them and, above all, make them feel at the centre of a world that goes beyond the simple purchase.
The course of Experiential Marketing and Gamification, enriched by the use of artificial intelligence techniques, offers the necessary skills to meet this challenge, transforming marketing into a unique and engaging experience.
TRAINING PROJECT
PREPARATORY PHASE
- Study of specific texts
- 50 hours minimum of self-study for the didactic material provided in the preparatory phase and during the lectures, including the possibility of reviewing the lectures recorded on the platform and any planned exercises
+ 8 hours online of aviation legislation
1
CLASSROOM PHASE
- 36 hours of interactive lectures in live online streaming
- Practical workshop with lecturers from "Projectfun"
At the end of the lessons, participants will be awarded the "Library of 101 Game Mechanics" with in-depth links.
2
TRAINING/INTERNSHIP PHASE
100 hours in a national communications agency
3
FINAL STAGE
- Career Orientation Meeting;
- Revision and optimisation of Curriculum Vitae with subsequent dissemination to companies in the sector nationwide.
At the end of the entire training course, Accademia del Lavoro will deal with job brokerage by constantly collecting job offers in the sector, which will be communicated to the students.
4
CERTIFICATES
- Private certificate of course attendance;
- Internship certificate signed by the host company;
- Level 1 certificate by ProjectFun
TEACHING PROGRAMME
Module: Introduction to Experiential Marketing
● Definition and History of Experiential Marketing
o What is experiential marketing and how it differs from traditional marketing
o The emergence of experiential marketing and the growing importance of sensory experiences
and emotional
● Overview of current and future trends
o Digitalisation and experiential marketing
o The importance of the customer journey and customer experience
Module: Neuromarketing: The Science of Emotions and Consumer Decisions
● Neuromarketing and experiential marketing
● How the human brain responds to marketing stimuli
● The areas of the brain involved in purchasing decisions and consumer behaviour
● Consumer psychology and how emotions influence purchasing decisions
● How to design sensory and playful experiences that stimulate the desired brain reactions
Module: Channels and Tools for Experiential Marketing
● Events, pop-up stores, and interactive installations
● Social media and influencer marketing as experience tools
Module: The Fundamentals of Customer Experience
● The 5 Dimensions of Experience
● The concept of "ambient marketing" and its impact on the perceived experience
● Emotions and brand connection
● The creation of authentic connections through immersive and playful experiences
● The role of customer expectations and how to overcome them
Module: Gamification
- What is Gamification, why it works and what are the basics
- Main mistakes and misunderstandings about Gamification
- Difference between gamification and serious game
- Main errors in gamification projects
- Examples of Gamification in Marketing
- Introduction to the Octalysis Framework“
- Intrinsic Motivation
- Extrinsic Motivation
- Application in Marketing and Storytelling
- Game Mechanics
- How to implement Gamification
- Definition of objectives
- Metrics and KPIs
- SAPS Targets
- How to choose the right targets
- Impact of objectives on game mechanics
- Definition of players
- Mechanical brainstorming
- Prototyping
- Launch and Feedback
- New trends and Artificial Intelligence
- LLM for rapid prototyping of game mechanics
- Artificial intelligence for storytelling
- Image and concept generation
- Future trends
- Recommended tools, instruments and software for gamification projects
- How to increase your skills for the market
Practical Workshop
- How brainstorming works
- Challenge Description Gamification in Marketing
- Division into groups and brainstorming of participants
- Presentation of work and feedback from lecturers
- Appointment of winning team
- Study of specific texts
- 50 hours minimum of self-study for the didactic material provided in the preparatory phase and during the lectures, including the possibility of reviewing the lectures recorded on the platform and any planned exercises
AERONAUTICAL LEGISLATION
The sources of aviation law Legal regulation of incoming, transit and outgoing aircraft Aircraft approval All-inclusive flights Flights for special events Flights for own use Flights for cargo or mail transport Flights for transporting dangerous goods Taxi flights Humanitarian and emergency flights Veterinary regulations for the import and transit of live animals and meat and animal products
The sources of aviation law Legal regulation of incoming, transit and outgoing aircraft Aircraft approval All-inclusive flights Flights for special events Flights for own use Flights for cargo or mail transport Flights for transporting dangerous goods Taxi flights Humanitarian and emergency flights Veterinary regulations for the import and transit of live animals and meat and animal products
EMPLOYMENT OUTLETS
- Experiential Marketing Expert;
- ADVgame specialist;
- Social Media Specialist;
- Interactive Experience Designer;
- Event Manager.
REQUIREMENTS
- Secondary school diploma
- Older age
PREFERENTIAL TITLES:
- Bachelor's degree (preferably communication sciences or related);
- Previous experience in a communications agency and/or freelancer
TEACHERS
Edoardo Parisi is CEO & Co-Founder of Unipiazza, a digital loyalty platform dedicated to Retail that uses automation marketing and Gamification dynamics to acquire data and build customer loyalty. Specialised in UI&UX, in 2018 he co-founded ProjectFun, the largest Gamification Community in Italy.
