Formative Feasibility Discussion

Informal discussion regarding their chosen marketing concept and plan for marketing strategy.

Assessment 1: Marketing Proposal & Asset Creation

Develop a marketing strategy proposal for a chosen concept relevant to marketing and promotion. This should reflect on feasibility of success in the current market and be supported with the creation of three assets (e.g. posters, banners, merchandise, websites, social media mock-ups, etc..) to meet a specific marketing concept.

LO1, LO2, LO3

Assessment 2: Elevator Pitch

Students will present a live pitch of their chosen marketing strategy and assets for approval, with assessors acting as Executives. This pitch should utilise excerpts from A1, designed assets and a reference list of at least 5 academic sources to justify their campaign. 5-minute pitch, followed by questions from the Executives.

Industry will also give feedback on student work as part of this assessment component. It is expected that the college partner will establish an industry link to make this possible.

LO2, LO4

Students will explore the traditional basis of marketing techniques, models and research to understand what is needed for a successful marketing campaign, encouraging further research into a variety of more contemporary techniques which can be used to create more effective marketing campaigns. Students will utilise this knowledge & research to choose and target a specific audience, scope and marketing activation, and pitch that proposal to their stakeholders.

Digital Marketing,

Customer Journeys & Personas

Segmentation, Targeting, Positioning

Advertising,

Brand Activation/Integration,

Experiential Marketing,

Viral Marketing,

Influencer Marketing,

UX/UI Design,

How do Marketers find success among the vast seas of consumers who could buy their products? Marketing requires a keen understanding of how to craft interest and capture attention, often amongst very specific audience segments. This module will teach students the key factors that define what a marketing campaign looks like and who it appeals to using a mixture of traditional and contemporary techniques, plus understand the key information to justify these decisions to not only the audience, but the stakeholders who control whether these strategies get approved and make it from the page to reality.

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
Blackboard VLE

Batat, W. (2019). Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es (1st ed.). Routledge. https://doi.org/10.4324/9781315232201

Shaffey, D., and Ellis-Chadwick Fiona. (2022). Digital Marketing: Strategy, Implementation and Practice. Pearson Education.

Costello, J., & Yesiloglu, S. (Eds.). (2025). Influencer Marketing: Building Brand Communities and Engagement (2nd ed.). Routledge. https://doi.org/10.4324/9781003434498

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. https://doi.org/10.1177/0008125620958166 (Original work published 2020)

Moorman, C. (2020). Commentary: Brand Activism in a Political World. Journal of Public Policy & Marketing, 39(4), 388-392. https://doi.org/10.1177/0743915620945260 (Original work published 2020)¿

Page, S.J., & Connell, J. (Eds.). (2020). The Routledge Handbook of Events (2nd ed.). Routledge. https://doi.org/10.4324/9780429280993

Ryu, S. (2024). Media and Entertainment Industry Management: How to Integrate Business and Management with Creativity and Imagination (1st ed.). Routledge. https://doi.org/10.4324/9781003271222

Smilansky, S. (2017). Experiential Marketing (2nd ed.). Kogan Page. Retrieved from https://www.perlego.com/book/1015122/experiential-marketing-a-practical-guide-to-interactive-brand-experiences-pdf (Original work published 2017)

Torres-Toukoumidis, A. (Ed.). (2022). Esports and the Media: Challenges and Expectations in a Multi-Screen Society (1st ed.). Routledge. https://doi.org/10.4324/9781003273691

Library
IT
Blackboard
Online Reading list
Adobe Suite
PC Labs

Demonstrate fundamental understanding of the established concepts relevant to events marketing and promotion.

Knowledge and Understanding, Application¿

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

Enquiry, Analysis

Develop a relevant marketing strategy on a chosen marketing concept, reflecting on the feasibility of success in the current market

Problem Solving, Reflection

Articulate how to successfully target and connect with a variety of audiences and stakeholders.

Communication, Application