Marketing theory and practice in the game industry
Game start-ups and smaller indie studios need people on their development teams who are also able to market the games when they cannot afford specialised markers. The course describes the central aspects of game marketing, focusing on marketing-based game development strategy. You will apply basic theoretical perspectives to game marketing, such as markets, marketing-mix/strategy, product/service, branding and marketing communication in the game industry.
Teaching is conducted through lectures, seminars and group work. You will develop marketing strategies for new examples of analyses from game marketing, with your performance being assessed through a case analysis and oral pitch, as well as a written theoretical assignment.