Understand the meaning of "gamification" and know how to apply its techniques and elements to marketing, events and shopping experiences. Being able to create a marketing plan where gamification is the main element. Understand the concept of gamification; Understand how it can be applied in companies, public sector, associations, society in general; Understand the advantages and disadvantages of an integrated communication and retention system for consumers/users; Learn to identify and have a critical sense of the various techniques and elements of gamification;