LO1: Demonstrate an understanding of the established concepts relevant to events marketing and promotion.

LO2: Show awareness of innovative and unique implementations of marketing across the esports ecosystem and beyond.

LO3: Develop a strategy for an appropriate implementation according to an identified criteria set.

LO4: Evaluation of your marketing campaign to justify choices made & probability of success.

Formative assessment

Informal pitch of their chosen brief and plan for marketing strategy.

Assessment 1: Marketing Proposal & Asset Creation

Marketing Strategy/proposal for specific size of event (Small/Medium/Large) and creation of assets to support to meet a specific brief including different implementations.

LO1, LO3



Assessment 2 – Theoretical Justification

Justification of proposal (A1) according to chosen event size with the application of theory to justify choices made along with supporting documents. Work should be presented in the form of a critical reflection report and refer to the proposal and the supporting documents throughout.

LO2, LO4.

Students will explore the key elements of creating a successful marketing campaign, how to identify the objectives for success, as well as the audience they want to reach. Students will be introduced to and be free to research and analyse a wide net of contemporary marketing techniques in order to create an innovative marketing proposal to catch their chosen audience’s attention, meet the requirements of their chosen brief and justify their decisions using academic theory.

Digital Marketing,

Advertising,

Brand Activation/Integration,

Experiential Marketing,

Guerilla Marketing,

Influencer Marketing,

Shockvertising,

UX/UI Design,

Customer Journeys & Personas

How do consumers decide what event to attend, which product to buy or media to consume? Marketing is a key part of not only esports, but everyday life. In our Contemporary Marketing Applications module students learn the most effective ways of marketing to the newly formed, highly critical audiences that dominate the digital landscape. Covering the history of marketing, basic implementations and analysing the forefront of emerging contemporary approaches, students will not only discover how to reach their audience, but how to innovate and create lasting impact while doing so.

Students will be expected to engage in a variety of learning strategies, including but not limited to:

Tutor led formal presentations
Workshops and group-based tutorials
Discussion/debate cantered learning
Participation in group activities, including presentations and discussion panels
Directed reading
Self-directed/independent research

Berger, Jonah, Contagious: How to Build Work of Mouth in The Digital Age

Smilansky, S. (2018) Experiential marketing [electronic book]¿: a practical guide to interactive brand experiences . Second edition.

Page, S., Connell, J., Page, S. and Connell, J. (eds.) (2012) “Designing event experiences,” in The Routledge handbook of events . Second edition. Abingdon, Oxon¿; New York¿:; Abingdon, Oxon¿; New York¿:: Routledge, pp. 288–303. Available at: https://doi.org/10.4324/9780203803936-29.

Page, S., Connell, J., Page, S. and Connell, J. (eds.) (2012) “Designing event experiences,” in The Routledge handbook of events . Second edition. Abingdon, Oxon¿; New York¿:; Abingdon, Oxon¿; New York¿:: Routledge, pp. 288–303. Available at: https://doi.org/10.4324/9780203803936-29.

Sashi, C.. (2012) “Customer engagement, buyer-seller relationships, and social media,” Management decision, 50(2), pp. 253–272. Available at: https://doi.org/10.1108/00251741211203551.

Harmeling, C.M., Moffett, J.W., Arnold, M.J. and Carlson, B.D. (2017) “Toward a theory of customer engagement marketing,” Journal of the Academy of Marketing Science, 45(3), pp. 312–335. Available at: https://doi.org/10.1007/s11747-016-0509-2.

Borden, N.H. (1970) “The concept of the marketing mix,” pp. 83–94.

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J. and Welte, D., 2020. Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California management review, 63(1), pp.5-25.

Brown, D. and Hayes, N., 2008. Influencer marketing. Routledge.

Behal, V. and Sareen, S., 2014. Guerilla marketing: A low cost marketing strategy. International journal of management research and business strategy, 3(1), pp.1-6.

Moorman, C., 2020. Commentary: Brand activism in a political world. Journal of public policy & marketing, 39(4), pp.388-392.

Parry, S., Jones, R., Stern, P. and Robinson, M., 2013. ‘Shockvertising’: An exploratory investigation into attitudinal variations and emotional reactions to shock advertising. Journal of Consumer Behaviour, 12(2), pp.112-121.

Delgado-Ballester, E. and Luis Munuera-Alemán, J., 2005. Does brand trust matter to brand equity?. Journal of product & brand management, 14(3), pp.187-196.

University Library
IT
Blackboard
Reading list
VLE learning support material to be provided for independent /self-directed learning.
Module handbooks
Open Textbook Library