FACULTY OF COMMUNICATION

Department of Public Relations and Advertising

PRA 340 | Course Introduction and Application Information

Course Name
Marketing Communication in Gaming Industry
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 340
Fall/Spring
3
0
3
5

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
-
Mode of Delivery -
Teaching Methods and Techniques of the Course -
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives The aim of this course is to provide students knowledge and experience on interactive video game design, video game development and marketing communication techniques in video games.
Learning Outcomes The students who succeeded in this course;
  • implement communication techniques evolving from physical to virtual
  • apply brand communication techniques related with game genres
  • utilize CPL, CPM and relevant advertising and brand communication elements in game development and in-game marketing.
  • create brand communication strategies, advertising ideas and campaigns for games and the gaming industry.
Course Description In this course, students will learn gaming culture, game genres, current practices and techniques in marketing communication related to these genres

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects 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 break down of “how tos” to map the communication strategies to successfully influence the educated 21st century mind through gaming Game Concepts - Guus Schijns - What is a game? - What is a good game? http://mgsch.home.xs4all.nl/gaming/concepts/games_concepts.htm
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. Game Concepts - Guus Schijns - Analysis of various types of games http://mgsch.home.xs4all.nl/gaming/concepts/games_concepts.htm
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 https://web.wpi.edu/Pubs/E-project/Available/E-project-031210-184345/unrestricted/Statistical_Analysis_of_Gamer_Behavior.pdf
4 Business Models in Gaming http://pelipaja.centria.fi/wp-content/uploads/2015/05/Business-Models-in-Video-Game-Industry-autum2014.pdf
5 Game Production Pipeline: A hands of guide & lecture about how games & gaming products are realised & evolved from idea to worlwide franchises “Production Pipeline Fundamentals for Films & Games” Renee Dunlop Section 1.6 – An Overview of a Game Productions
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 “Production Pipeline Fundamentals for Films & Games” Renee Dunlop Chapter 11 – Tying it all together
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. “Video Game Marketing & PR Vol.1 – Playing to Win” Scott Steinberg Mastering Messaging chapter
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. “Video Game Marketing & PR Vol.1 – Playing to Win” Scott Steinberg Video Games Marketing 2.0 chapter
9 Channels & Tools for Games Marketing: Web, social media, network & other techniques used for B2B & B2C promotion oof games & game related products. “Video Game Marketing & PR Vol.1 – Playing to Win” Scott Steinberg Performance Marketing chapter
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: Achievening marketing goals with almost no budget – Campaign & strategy building for indies. Making a cash cow out of small, dedicated teams. “A Practical Guide to Indie Game Marketing” Joel Dreskin Chapter 5: Marketing Vehicles That Can work Well for Indies The Marketing Guide for Game Developers http://www.pixelprospector.com/the-marketing-guide-for-game-developers/
12 Video is The King: Influencer marketing for games thorough managed content & how to do it right. Gaming Istanbul 2016 showcase
13 Make Your Game Great I Term Project Start: Choosing a game from Steam or starting one from scratch & marketing it with the right tools. Episode 1 – Game type, game genre, game idea, game concept & basic strategy presentations.Exhibitions and Commercial activities
14 Make Your Game Great II Term Project Development: Presentations of games & marketing strategies of groups. Episode 2 – Target segment analysis, insight, marketing model & strategy
15 Make Your Game Great III Team Project Finalisation: Episode 3 – The creative work & expected outcome
16 Wrap-Up Evaluation of the term, grading of projects.

 

Course Notes/Textbooks 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
Suggested Readings/Materials “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

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
1
20
Portfolio
Homework / Assignments
1
10
Presentation / Jury
3
20
Project
1
30
Seminar / Workshop
Oral Exams
Midterm
Final Exam
Total

Weighting of Semester Activities on the Final Grade
7
100
Weighting of End-of-Semester Activities on the Final Grade
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
10
2
20
Field Work
0
Quizzes / Studio Critiques
1
12
12
Portfolio
0
Homework / Assignments
1
15
15
Presentation / Jury
3
10
30
Project
1
25
25
Seminar / Workshop
0
Oral Exam
0
Midterms
0
Final Exam
0
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.

2

To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.

3

To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.

4

To be able to use analytical thinking skills in the field of Public Relations and Advertising.

5

To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.

6

To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.

X
7

To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.

8

To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.

9

To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.

X
10

To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.

11

To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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