MATHEMATICS (TURKISH, PHD) | |||||
PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
GAD3029 | Innovative Game Marketing | Fall | 3 | 0 | 3 | 5 |
The course opens with the approval of the Department at the beginning of each semester |
Language of instruction: | En |
Type of course: | Departmental Elective |
Course Level: | |
Mode of Delivery: | Hybrid |
Course Coordinator : | Dr. Öğr. Üyesi GÜVEN ÇATAK |
Course Objectives: | The students of communication, cinema, media, fine arts, visual communication design, engineering, business, industrial design, and other faculties to learn the communication techniques and gain experience about the video game design, video game development and video games marketing which is the last twenty years biggest growing sector. |
The students who have succeeded in this course; " The students who have succeeded in this course will be able to;" 1) Implement communication techniques evolving from physical to virtual 2) Utilize CPL, CPM and relevant advertising and brand communication elements in game development and in-game marketing 3) Create brand communication strategies, advertising ideas and campaigns for games and the gaming industry 4) Comprehend marketing-focused in-game communication campaigns 5) Understand the importance of the player experience in the placement of in-game advertisements 6) Apply brand communication techniques related with game genres |
In this course, students will learn gaming culture, game genres, current practices and techniques in marketing communication related to these genres |
Week | Subject | Related Preparation | |
1) | The Concept of Gaming A brief & definitive introduction to metamorphosis of evolving human brain from UNIX chat to interactive transmedia games like The Secret World & a breakdown of “how tos” to map the communication strategies to successfully influence the educated 21st century mind through gaming | Read Resource 1 What is a game? What is a good game? | |
2) | Game Types, Genres & Possible Developments A rundown of gaming history & game genres with specific subtypes, from the first video game in history to VR titles of today & hologram technologies of near future. | Read Resource 1 Analysis of various types of games | |
3) | The Gamer Profile Detailed definition of major & minor target segments of global & local gamer populations including consumer insights. A short workshop of how to spot the right audience in target group for a specific genre & type of a game. | Statistical Analysis of Gamer Behavior | |
4) | Business Models in Gaming An introductory lecture of proven & experimented business models in gaming industry followed by three successful case studies: Assassins Creed franchise, World of Warcraft franchise & Clash of Clans | Business Models in Video Game Industry | |
5) | Game Production Pipeline A hands of guide & lecture about how games & gaming products are realised & evolved from idea to worlwide franchises | Read Resource 9 Section 1.6 | |
6) | The Idea, The Pixel, The Job A targeted simulation of how game creation, development, marketing & brand communications are closely weaved to each other in the industry, with a case study of Rift | Read Resource 9 Chapter 11 | |
7) | Creating a Hype That Sells Analysis of social media advertising & usage for creating the right target audience & image starting from the game idea and how to position your game even before it exists using personas involved in production. | Read Resource 8 Chapter: Mastering Messaging Player | |
8) | Platform, Geography & Budget Positioning your game & communicating your message across platforms, continents with the right budget. An analysis of low budget companies achieving worldwide successes with the right product & strategy. The Angry Birds & LoA scenarios. | Read Resource 8 Chapter: Video Games Marketing 2.0 | |
9) | Channes & Tools for Games Marketing Web, social media, network & other techniques used for B2B & B2C promotion oof games & game related products. | Read Resource 8 Chapter: Performance Marketing | |
10) | Experience Marketing An analysis of games related hardware & software bundling, marketing value of VR showcasing & how to make a free product generate premium income with right hyping | Oculus VR, HTC, Sony VR showcases. | |
11) | Indie Scene Achieving marketing goals with almost no budget – Campaign & strategy building for indies. Making a cash cow out of small, dedicated teams. | Read Resource 4 Chapter 5 | |
12) | Video is The King Influencer marketing for games thorough managed content & how to do it right. | APEX showcase | |
13) | Make Your Game Great Term Project Start: Game type, game genre, game idea, game concept & basic strategy presentations. Term Project Development: Presentations of games & marketing strategies of groups: Target segment analysis, insight, marketing model & strategy Team Project Finalization: The creative work & expected outcome | ||
14) | Wrap-Up Evaluation of the term, grading of projects | Final Presentation |
Course Notes: | "* Game Concepts Guus Schijns http://mgsch.home.xs4all.nl/gaming/concepts/games_concepts.htm Newzoo 2016 * Statistics for Global Gaming Industry Statistical Analysis of Gamer Behavior https://web.wpi.edu/Pubs/E-project/Available/E-project-031210-184345/unrestricted/Statistical_Analysis_of_Gamer_Behavior.pdf * The Marketing Guide for Game Developers http://www.pixelprospector.com/the-marketing-guide-for-game-developers/ 20+ * App Marketing Resources Worth Knowing http://www.apptamin.com/blog/great-app-marketing-resources/ * How to Grow a Unicorn https://adtoapp.com/book/unicorn In-Game Advertising: Mind Games https://www.marketingweek.com/2014/02/26/in-game-advertising-mind-games/ * Business Models in Video Game Industry http://pelipaja.centria.fi/wp-content/uploads/2015/05/Business-Models-in-Video-Game-Industry-autum2014.pdf" |
References: | "* “Video Game Marketing & PR Vol.1 – Playing to Win” Scott Steinberg * “Production Pipeline Fundamentals for Films & Games” Renee Dunlop * “A Practical Guide to Indie Game Marketing” Joel Dreskin * “Innovation & Marketing in Video Game Industry” David T. A. Wesley, Gloria Barczak * “The Video Game Explosion” Mark J. P. Wolf * “Storytelling – Branding in Practice” Klaus Fog, Christian Budzt, Barış Yakaboylu * “Game-Based Marketing” Gabe Zichermann – Jocelyn Linder" |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | % 0 | |
Laboratory | % 0 | |
Application | 1 | % 30 |
Field Work | % 0 | |
Special Course Internship (Work Placement) | % 0 | |
Quizzes | % 0 | |
Homework Assignments | 1 | % 10 |
Presentation | 1 | % 20 |
Project | % 0 | |
Seminar | % 0 | |
Midterms | % 0 | |
Preliminary Jury | % 0 | |
Final | 1 | % 30 |
Paper Submission | % 0 | |
Jury | 1 | % 10 |
Bütünleme | % 0 | |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 70 | |
PERCENTAGE OF FINAL WORK | % 30 | |
Total | % 100 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 14 | 3 | 42 |
Laboratory | 0 | 0 | 0 |
Application | 0 | 0 | 0 |
Special Course Internship (Work Placement) | 0 | 0 | 0 |
Field Work | 0 | 0 | 0 |
Study Hours Out of Class | 11 | 4 | 44 |
Presentations / Seminar | 3 | 6 | 18 |
Project | 0 | 0 | 0 |
Homework Assignments | 0 | 0 | 0 |
Quizzes | 0 | 0 | 0 |
Preliminary Jury | 0 | 0 | 0 |
Midterms | 0 | 0 | 0 |
Paper Submission | 0 | 0 | 0 |
Jury | 0 | 0 | 0 |
Final | 1 | 25 | 25 |
Total Workload | 129 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution |