ADV4642 Ad GameBahçeşehir UniversityDegree Programs ENERGY SYSTEMS ENGINEERINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
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
ADV4642 Ad Game 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 : Dr. Öğr. Üyesi ÇAKIR AKER
Course Lecturer(s): Dr. Öğr. Üyesi ŞAFAK ŞAHİN
Recommended Optional Program Components: None
Course Objectives: Advertisement industry has evolved into a different phenomenon in which the interaction became the essence of ads and customer relations. Since the age of industrialization and post-industrial society, the common knowledge was to advertise through impressions and pre-planned messages towards masses yet the new technological developments and especially the video games opened up a new world for advertisers. In this course, the use of both the use of entertainment technologies and mobile apps for ads will be discussed while a brief history on how the advertisement business have evolved into what we are witnessing today is explained and inspected. Additionally, terms such as influencer marketing, appvertising, game design principles and gamification is discussed. Lessons are usually going to be conducted via presentations and discussions. There will be also some extra projects during the course.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course will;
1- Provide basic framework and common language for online advertising and advergaming
2- Deliver various adgames and case studies for gainning new perspectives
3- Get familiar with the attributes and guidelines of adgames
4- Enable students in integrating adgame strategies in their respective ad campaigns

Course Content

Course countens is the examining the content of the course to consider the disciplines of advertising and gaming with a holistic perspective and to examine advertising in games.

Weekly Detailed Course Contents

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.     

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Midterms 1 % 30
Final 1 % 60
Total % 100
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 13 3 39
Study Hours Out of Class 13 6 78
Midterms 1 4 4
Final 1 4 4
Total Workload 125

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) Build up a body of knowledge in mathematics, science and Energy Systems Engineering subjects; use theoretical and applied information in these areas to model and solve complex engineering problems.
2) Ability to identify, formulate, and solve complex Energy Systems Engineering problems; select and apply proper modeling and analysis methods for this purpose.
3) Ability to design complex Energy systems, processes, devices or products under realistic constraints and conditions, in such a way as to meet the desired result; apply modern design methods for this purpose.
4) Ability to devise, select, and use modern techniques and tools needed for solving complex problems in Energy Systems Engineering practice; employ information technologies effectively.
5) Ability to design and conduct numerical or pysical experiments, collect data, analyze and interpret results for investigating the complex problems specific to Energy Systems Engineering.
6) Ability to cooperate efficiently in intra-disciplinary and multi-disciplinary teams; and show self-reliance when working on Energy Systems-related problems
7) Ability to communicate effectively in English and Turkish (if he/she is a Turkish citizen), both orally and in writing. Write and understand reports, prepare design and production reports, deliver effective presentations, give and receive clear and understandable instructions.
8) Recognize the need for life-long learning; show ability to access information, to follow developments in science and technology, and to continuously educate oneself.
9) Develop an awareness of professional and ethical responsibility, and behave accordingly. Be informed about the standards used in Energy Systems Engineering applications.
10) Learn about business life practices such as project management, risk management, and change management; develop an awareness of entrepreneurship, innovation, and sustainable development.
11) Acquire knowledge about the effects of practices of Energys Systems Engineering on health, environment, security in universal and social scope, and the contemporary problems of Energys Systems engineering; is aware of the legal consequences of Energys Systems engineering solutions.