| Abstract: |
Purpose: This paper presents the preparation of a course aimed at enabling
students to use the metaverse and TikTok platforms to increase the visibility
and marketability of a fictional young winemaker's wine brand. The objective
is to facilitate real-world sales of both physical and Non-fungible Tokens
(NFTs) of wine bottles, while concurrently promoting the metaverse learning
experience through TikTok engagement. Design/Methodology/Approach: Students
are tasked with creating immersive scenes on a selected metaverse platform
(Spatial) to develop a Learning Management System (LMS) for wine education.
The scenes include scenarios such as a wine shop, a vineyard, and an oenology
laboratory, each with game-like learning objectives, target audiences,
rewards, and rules akin to a game. Findings: The course promotes experiential
learning by integrating metaverse technology and social media marketing.
Findings include diverse and engaging metaverse scenes, a TikTok campaign
fostering brand engagement, and an overall emphasis on realistic and
innovative approaches to virtual education and advertising. Practical
Implications: Students gain practical experience in metaverse content
creation, LMS design, and TikTok marketing. The course emphasizes the
applicability of emerging technologies to real-world scenarios, preparing
students for evolving professional landscapes in fields such as digital
marketing, virtual education, and brand promotion. |