Syllabus

Master in Production and Marketing for video games

It focuses on a comprehensive understanding of gaming-specific marketing, ranging from history and business models to differentiation and positioning strategies. It includes market analysis, segmentation, product development, brand management, and pricing and distribution strategies, culminating in effective promotion and the use of advanced analytical tools.

Introduction to Video Game Marketing	History of video game marketing
	Main business models
	Early Market Analysis
	Identifying the target audience
	The Market Segmentation Process
	Differentiation and positioning
Product Strategies	Product Development and Lifecycle
	Branding and brand management
	USP and Product Differentiation
	Packaging and presentation
	Licensing and collaborations
	Portfolio Management
Prices in the Video Game Market	Pricing Strategies
	Price psychology
	Dynamic pricing and promotions
	Subscription models
	Freemium vs. Freemium Premium
	Price Elasticity
Distribution Strategies and Platforms	Physical vs. digital distribution
	Online distribution platforms
	Retailer Relationship Management
	Global Launch Strategies
	Logistics & Supply Chain
	Legal aspects and restrictions
Promotion and Communication	Traditional vs. digital advertising
	Social media and community management
	Public Relations & Event Management
	Influencers and content marketing
	Email marketing and CRM
	Analysis of successful campaigns
Analytics & Marketing Tools	Market Research
	Competitive Analysis
	Analytical tools and KPIs
	A/B testing and optimization
	Artificial intelligence in marketing
	Trend Prediction

It delves into the full production cycle, from pre-production, which includes conceptualization, design, and resource planning, to managing development teams. It covers development and production, integrating quality control, localization, and post-launch maintenance, as well as focusing on funding, monetization, and release strategies.

Pre-Production and Planning	Game Conceptualization and Design
	Documentation and Game Design Document (GDD)
	Resource planning and schedules
	Prototypes and proofs of concept
	Selection of technologies and tools
	Legal and intellectual property aspects
Development Team Management	Team structures and roles
	Agile Methodologies and Scrum
	Communication and conflict management
	Motivation and team culture
	Outsourcing and collaborations
	Collaboration and tracking tools
Development and Production	Iterative development cycles
	Quality Control & QA
	Asset integration and management
	Localization and cultural adaptation
	Deployment and versions
	Post-launch maintenance
Financing and Monetization	Monetization models in video games
	Crowdfunding and alternative sources
	Budgeting and financial control
	ROI and profitability analysis
	Sponsorships and commercial collaborations
	Taxation and subsidies
Marketing & Launch	Launch strategies
	Pre-launch marketing campaigns
	Community and event management
	ASO and SEO for Gaming
	Post-launch data analysis
	Review and feedback management
Post-production and Analysis	Performance analysis and KPIs
	Updates and DLC
	Player retention and loyalty
	Case studies and lessons learned
	Development of sequels or expansions
	Exit from markets and cessation of services

Aimed at establishing and maintaining effective communication within the industry, this area covers everything from creating brand narratives and media management, to content marketing, social media community management, and influencer marketing strategies, preparing students to plan and execute effective communications at the launch and post-launch of video games.

Fundamentals of Communication in the Video Game Industry	History and evolution of communication in video games
	Principles of Effective Communication
	Stakeholder identification and management
	Internal communication and corporate culture
	Crisis communication strategies
	Impact measurement and analysis of results
Media Management & Public Relations	Creating an Effective Press Kit
	Press release development and distribution
	Relationship management with specialized media
	Organization of events and conferences
	Case Studies: Successful PR Campaigns
	Digital tools for PR
Content Marketing and Storytelling	Creating brand narratives
	Content strategies for different platforms
	Video marketing and audiovisual production
	Blogs and articles as an engagement tool
	Analysis of successful storytelling campaigns
	Content measurement and analysis
Social Media and Community Management	Platforms and strategies for video games
	Community management and moderation
	Social Media Campaigns and Promotions
	Analysis and tracking tools
	Cases of crisis in social media
	Emerging trends in social media
Influencer Marketing & Sponsorships	Identifying and collaborating with influencers
	Sponsorship and co-branding strategies
	Influencer campaign management
	Measuring ROI in influencer marketing
	Legal and ethical aspects
	Case Studies: Successful Collaborations
Communication at Launch and Post-Launch	Communication planning for launch
	Expectation and hype management
	Communication strategies for maintenance
	Communication in updates and DLCs
	Post-launch community management
	Analysis and adaptation of long-term strategies

In your Master’s Final Project you will have to develop a viable marketing and production plan for a video game with a high market potential. It will be necessary to present it to industry stakeholders in addition to being able to argue your entire market study, planned actions to achieve successful production and detail what communication actions will be carried out in the market for its successful sale.

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Syllabus

Master in Production and Marketing for video games

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