| Week |
Subject |
Related Preparation |
| 1) |
Social Networks and Leaderboards |
Reading the pages between 45-62 of the main course book. |
| 1) |
Introduction: Game Mechanics |
Reading the pages between 9-28 of the main course book. |
| 2) |
Passive Play |
Reading the pages between 31-43 of the main course book. |
| 4) |
Funware Mechanics: Points and Beyond |
Reading the pages between 65-91 of the main course book.
|
| 5) |
Prizes and Games of Chance |
Reading the pages between 91-108 of the main course book.
|
| 6) |
Multiplayer Games |
Reading the pages between 117-123 of the main course book. |
| 7) |
Midterm Exam |
|
| 8) |
Know Thy Player |
Reading the pages between 141-161 of the main course book. |
| 9) |
The Future of the Gamers: Generation G |
Reading the pages between 161-177 of the main course book. |
| 10) |
Licesing and Product Placement |
Reading the pages between 173-199 of the recomended book. |
| 11) |
Motivating Sales With Funware |
Reading the pages between 181-194 of the main course book. |
| 12) |
Games in Business |
Reading the pages between 197-202 of the main course book. |
| 13) |
Ethical Issues About Advergames |
Reading the pages between 223-230 of the recomended book. |
| 14) |
Anti-Advergame |
Reading the pages between 223-230 of the recomended book. |
| Course Notes / Textbooks: |
"Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests"
Gabe Zichermann, Joselin Linder
"Advergaming and In-Game Advertising: An Approach to the next Generation of Advertising"
Gerald Marolf |
| References: |
Bellman, S., Kemp, A., Haddad, H., & Varan, D. (2014). The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames. Computers in Human Behavior, 32, 276-283.
Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of advertising, 42(2-3), 95-112.
Moore, E. S. (2006). It's child's play: Advergaming and the online marketing of food to children. Henry J. Kaiser Family Foundation.
Marolf, G. (2007). Advergaming and in-game advertising: An approach to the next generation of advertising. Vdm Verlag.
|
| |
Program Outcomes |
Level of Contribution |
| 1) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.
|
3 |
| 2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
|
3 |
| 3) |
To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
|
4 |
| 4) |
To be able to analyze primary and secondary research data for a variety of products and services.
|
4 |
| 5) |
To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.
|
3 |
| 6) |
To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)
|
4 |
| 7) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.
|
4 |
| 8) |
To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.
|
3 |
| 9) |
To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
|
4 |
| 10) |
To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
|
3 |
| 11) |
To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)
|
4 |
| 12) |
To be able to identify and meet the demands of learning requirements.
|
3 |
| 13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
4 |
BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
