INTEGRATING ENGLISH AND ENTREPRENEURSHIP THROUGH A DIGITAL MULTI-STAGE FUNNELING GAME-BASED LEARNING

Abstract

This study aimed to develop an English digital multi-stage funneling game, titled "From Buzz to Buy – Marketing Funnel Game-Based Learning," to support entrepreneurship learning at Politeknik Negeri Malang. The development was motivated by the limited use of interactive digital tools and students’ difficulty in applying marketing funnel strategies in real contexts. Using a qualitative approach supported by descriptive quantitative data, this research employed the Design and Development Research (DDR) method and followed the ADDIE model, which includes analysis, design, development, implementation, and evaluation stages. Data were collected through classroom observations, student surveys, and interviews with the lecturer. The game was developed using Visual Studio Code and Figma, integrating the AIDA model (Attention, Interest, Desire, Action) with key English elements such as business vocabulary, comparative adjectives, and conditional sentences. The findings revealed that the game enhanced students’ engagement, improved their understanding of funneling concepts, and strengthened their English language skills in business contexts. The product, accessible through a web-based platform, proved to be an effective and practical learning medium and is recommended for use as a supplemental tool in entrepreneurship classes.