SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
DOT6305	Marketing in the Game Industry	2	Fall	3	0	3	6

Course Type :	University Elective
Cycle:	Bachelor      TQF-HE:6. Master`s Degree      QF-EHEA:First Cycle      EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Instructor ÖZGÜR BULUT GÜMRÜKCÜ
Dersin Öğretim Eleman(lar)ı:	Instructor ÖZGÜR BULUT GÜMRÜKCÜ
Dersin Kategorisi:	Competency Development (University Elective)

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

In this course, while the game is still in the idea stage, it is aimed to consider the consumer demands and needs, to design the game consumer-centered, therefore it is aimed to determine the target audience of the game, and to promote it with marketing communication tools after the game is designed.

Course Content:

In the context of digital game market analysis and marketing research, determination of the target market of the game is explained. Digital game is considered as a product and the concept of product is analyzed. Marketing communication tools will be examined following the development of marketing strategies and branding studies for digital games, respectively. On the basis of all these issues, efforts to promote digital games will be brought to the fore.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Can evaluate the marketing environment in the gaming industry.

2) May conduct market segmentation studies in the gaming industry.

3) May have extensive knowledge of market research in the gaming industry.

4) May have knowledge about marketing mix elements (product, price, distribution, promotion) in the gaming industry.

Skills (Describe as Cognitive and/or Practical Skills.)

1) Can include it in the process by creating a marketing strategy along with the game idea.

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Digital Game Market
2)	Marketing Mix and Marketing Strategy
3)	Marketing Analysis for Developing Game
4)	Digital Games as Products or Services
5)	Branding in Digital Games
6)	Digital Games and Marketing Communication
7)	Marketing Applications in the Digital Game Industry
8)	Midterm
9)	Future of Developing Games
10)	Digital Game Advertisements and In-Game Advertisements
11)	Social Media Use in Digital Game Marketing
12)	Content Management in Digital Game Marketing
13)	Case Study: 'Nintendo's Dark Age', 'PlayStation Dreams'
14)	Case Study: 'Wii Revolution', 'Xbox Empire'
15)	Project Presentation
16)	Final Exam

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:

Limpach, O. (2020) The Publishing Challenge for Independent Video Game Developers: A Practical Guide, CRC Press Hill-Whittall, R. (2015) The Indie Game Developer Handbook Fields, T. and Cotton, B. (2014) Mobile & Social Game Design: Monetization Methods and Mechanics, Second Edition, A K Peters/CRC Press, Malankar, N. (2018) How to Market Your Game Like A Pro and Make Money Boyd, G.S., Pyne, B. and Kane, S.F. (2019) Video Game Law: Everything You Need to Know about Legal and Business Issues in the Game Industry, Taylor and Francis, Boca Raton, FL Dreskin, J. (2015) A Practical Guide to Indie Game Marketing, Routledge

References:

Caiulo, Federico. 2016. Mobile Game Marketing and Consumer Behaviour, LAP LAMBERT Academic Publishing Global Games Market Report, Newzoo, 2019 Steinberg, S., Videogame Marketing and PR: Vol. 1: Playing to Win. Wesley, D., Innovation and Marketing in the Video Game Industry: Avoiding the Performance Trap, Gower Publishing Limited, Boston, Zackrisson, P., Dymek, P., 2017, Video Game Marketing, Routledge

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5
Program Öğrenme Çıktıları (PÖÇ)
1) Can explain the fundamental concepts, theories, and models of public relations and advertising.
2) Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3) Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4) Can develop public relations and advertising campaigns through target audience analysis.
5) Can create innovative communication solutions using traditional and digital media tools.
6) Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7) Can take responsibility in public relations and advertising projects both individually and in team settings.
8) Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9) Can follow new trends and technological developments in public relations and advertising.
10) Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11) Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12) Can plan and implement crisis management, reputation management, and brand management processes.
13) Can establish effective verbal and written communication in public relations and advertising processes.
14) Can develop professional relationships in multicultural and global communication contexts.
15) Can develop digital strategies in public relations and advertising using new media tools.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the fundamental concepts, theories, and models of public relations and advertising.
2)	Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3)	Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4)	Can develop public relations and advertising campaigns through target audience analysis.
5)	Can create innovative communication solutions using traditional and digital media tools.
6)	Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7)	Can take responsibility in public relations and advertising projects both individually and in team settings.
8)	Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9)	Can follow new trends and technological developments in public relations and advertising.
10)	Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11)	Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12)	Can plan and implement crisis management, reputation management, and brand management processes.
13)	Can establish effective verbal and written communication in public relations and advertising processes.
14)	Can develop professional relationships in multicultural and global communication contexts.
15)	Can develop digital strategies in public relations and advertising using new media tools.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Homework
Questions Answers

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Quiz
Homework Evaluation
Participation in Discussions

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Homework Assignments	2	% 15.00
Midterms	1	% 35.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	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	14	3	42
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	2	10	20
Total Workload of Teaching & Learning Activities	-	-	104
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	2	10	20
Midterms	1	10	10
Semester Final Exam	1	15	15
Total Workload of Assesment & Evaluation Activities	-	-	45
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			149
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6