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The purpose of this paper is to present a Serious Game with the main purpose of inducing attitude changes as a way to prevent bullying, in a target audience of young people between 10 and 12 years old.

The rationale for prevention is: first, to help victims of these aggressive episodes to acquire or improve competencies in avoiding or dealing with future real bullying situations; and second, to promote empathy toward the victims in bystanders. A back office application complements the game, providing substantial assistance to psychologists while using the game with patients in therapy or in research work.

Both components, the game and the back office, were evaluated with volunteers. The user study leads the authors to the conclusion that the current version of the game holds good potential in bullying prevention: the young people that played the game in a continuous time span, at the end of this testing process, have expressed improvements in their bullying prevention strategies. The back office application, a distinctive feature of the solution when compared to other similar bullying prevention solutions, was positively assessed by the psychologists who tested it.

The game deals with strong social features, such as number of friends and invitations to social events (e.g. a birthday party), to which young people give much importance. Additionally, it offers a variability of scenarios and consequences of actions, taking into account the user’s performance in the game. The main factors that makes the presented solution stand out in comparison with other similar bullying prevention solutions are mainly the following: It includes a back office application to assist therapists with data management features; the role of the player in the game can be chosen according to his own profile; it is possible to play even outside a therapy session (e.g. at home); and it is a portable solution.

This teaching case aims to provide in-class discussions on the commercialization and consumption of goods in spiritual markets. This teaching case is a narrative based on facts with a fictitious plot reporting the journeys of the launch, commercialization and consumption of mineral water in bottles in the shape of Father Cícero – a religious leader in Northeast Brazil – produced by Blue Spring Mineral Water in Juazeiro do Norte’s pilgrimage spiritual market.

Primary and secondary data sources were gathered. Two focus groups with pilgrims and semi-structured interviews with Blue Spring leaders and a local Church representative were conducted as primary data. As secondary data, a dossier was created holding content from newspapers and blogs online on the focal product and data from the company’s official website and social networks.

Throughout the case, the strategies and challenges of the production and commercialization of this religiously appealing product and the consumer practices adopted by different consumer profiles are unfolded.

This case intends to be a useful pedagogical tool to discuss the creation, production, commercialization and consumption of goods in spiritual markets. The case allows students to experience Blue Spring’s managers’ point of view regarding the decisions of production and commercialization of the focal product. In a broad sense, this case intends to inform future marketers of the importance of balancing commercialization in religious contexts.