In this article, we examine the linkage between students' game-playing motivations and a wide variety of gamification elements within higher marketing education. Using an interpretive and convergent mixed-methods design, we discover four clusters of students that vary in terms of their game-motivational bases and views on gamification elements.…

Online learning systems allow learners to freely access learning contents and record their interactions throughout their engagement with the content. By using data mining techniques on the student log data of those systems, it is possible to examine learning behavior and reveal navigation patterns through learning contents. This study was aimed at…