COP4319 Fexprience - Experiential Marketing Communication and Case StudiesBahçeşehir UniversityDegree Programs DIGITAL GAME DESIGNGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
DIGITAL GAME DESIGN
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
COP4319 Fexprience - Experiential Marketing Communication and Case Studies Fall
Spring
3 0 3 5
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Non-Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Face to face
Course Coordinator : Instructor SİNEM İNCE
Course Lecturer(s): Instructor SİNEM İNCE
Recommended Optional Program Components: None
Course Objectives: This course aims to provide relational bonds of corporate and its target audience with communication activities, supporting the relation management, giving pleasure to the audience, make experiences with aesthetic aspect, create a value on target audience perception as marketing communication strategy, by teaching the importance of experiential marketing principles and practices.Students will produce their own experiential marketing communication by learning the bacis steps be considered experiental marketing based on event preparation.

Learning Outcomes

The students who have succeeded in this course;
Students taking this course can,
1) Define the concept of experiential marketing
2) Reveal the difference of experiential marketing communications from other communication activities
3) Can apply the steps of experiential marketing communication campaigns.
4) Learn the types of events that will be used for experiential marketing.
5) Learn the factors that should be considered for planning and realization the event
6) Create experiential marketing events appropriate for a corporate or a brand

Course Content

In this course students will learn the definition of experiential marketing communication, functions, principles and steps, the rules of the event management, event organizing methods, applyingexperiential marketing events and measuring.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) What is experiental marketing? Why it is needed? Basic issues in marketing commuication and the position of expreriental marketing in communication (Guest Participant: Ugur Batı)
2) Where is the event in experiential marketing? (Guest participant: Bülent Fidan)
3) How is experiential marketing planned? What are the steps that must be considered? (Guest participant: Coca-Cola)
4) Comparison of examples of experiential marketing between Turkey and the world.
5) What is event based on experience? Students begin to plan the communication of experiential marketing for a brand.
6) What are types of events? (Guest participant: Event Manager of Anadolu Efes)
7) What are the factors that must be considered during an event? (Guest participant: Co-manager of Pozitif Event Company) Students begin to plan an event.
8) How is an event planned? (Guest participant: Gnctrkcll)
9) How is the time and place of an event planned? (Guest participant: Boogy Event Agency)
10) What are the things that you need to pay attention to in order to match your activity with technology? (Guest participant: Founder of Visionteractive)
11) The importance of building relationship with the event and social media (Guest participant: Coca-Cola).
12) What are the possible crises that can occur in an event? How are crises managed? (Guest participant: Nike)
13) Evaluation and reporting of event (Guest pariticpant: Anadolu Efes)
14) Students present their experiential marketing communication projects that are prepared in accordance with weekly steps.

Sources

Course Notes / Textbooks: Markethink Ya Da Farkethink: "Deneyimsel Pazarlama ve Duyusal Markalama" - Uğur Batı / Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate - Bernd H. Schmitt / The experience Economy - B. Joseph Pine
References: Experiential Marketing: A Practical Guide to Interactive Brand Experiences - Shaz Smilansky / Örneklerle Temel Deneyimsel Pazarlama - Taşkın Dirsehan

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Homework Assignments 2 % 10
Midterms 1 % 30
Final 1 % 60
Total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Study Hours Out of Class 14 3 42
Project 8 3 24
Homework Assignments 2 9 18
Final 1 1 1
Total Workload 127

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Comprehend the conceptual importance of the game in the field of communication, ability to implement the player centered application to provide design.
2) Analyze, synthesize, and evaluate information and ideas from various perspectives.
3) Analyze the key elements that make up specific game genres, forms of interactions, mode of narratives and understand how they are employed effectively to create a successful game.
4) Understand game design theories and methods as well as implement them during game development; to make enjoyable, attractive, instructional and immersive according to the target audience.
5) Understand the technology and computational principles involved in developing games and master the use of game engines.
6) Understand the process of creation and use of 2D and 3D assets and animation for video games.
7) Understand and master the theories and methodologies of understanding and measuring player experience and utilize them during game development process.
8) Comprehend and master how ideas, concepts and topics are conveyed via games followed by the utilization of these aspects during the development process.
9) Manage the game design and development process employing complete documentation; following the full game production pipeline via documentation.
10) Understand and employ the structure and work modes of game development teams; comprehend the responsibilities of team members and collaborations between them while utilizing this knowledge in practice.
11) Understand the process of game publishing within industry standards besides development and utilize this knowledge practice.
12) Pitching a video game to developers, publishers, and players; mastering the art of effectively communicating and marketing the features and commercial potential of new ideas, concepts or games.