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MAN-20195 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2025/26 Last Updated: 04 December 2025

MAN-20195 - Marketing Esports: Consumer Insights and Engagement
Coordinator:
Lecture Time: See Timetable...
Level: Level 5
Credits: 30
Study Hours: 300
School Office: 01782 733094

Programme/Approved Electives for 2025/26

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2025/26


Aims
This module aims to provide students with a deep appreciation and understanding of the nuances of marketing in Esports. It will also provide students with an opportunity to critically examine how Esports consumers (fans, players and spectators) consume and engage.

Intended Learning Outcomes

synthesise a range of resources to provide a clear understanding of Esports consumers.: 1
apply theoretical and empirical marketing knowledge and concepts to the Esports industry.: 1,2
develop a marketing campaign, aimed at engaging a specific group of Esports consumers.: 2
evaluate the choices made in the development of a marketing campaign, with both empirical and academic data and literature.: 2

Study hours

24x 1 hour Lectures
24x 1 hour Seminars
Lecture and seminar/tutorial preparation 44 hours
Private study 104 hours
Assignment preparation 104 hours

School Rules

None

Description of Module Assessment

1: Presentation weighted 40%
Individual presentation
10 minute individual presentation on esports consumers, synthesising a wide range of resources to provide an overview of the types of esports consumers at the time of the presentation. This should be pre-recorded and submitted as a video.

2: Group Assessment weighted 60%
Group marketing plan
3000 word group marketing plan and campaign for an esports organisation. It should focus on a specific group or groups of consumers, with clear justification for what is created. Can be submitted in any format. Peer assessment will be included in the assessment if students wish to use it, if no comments are made all students will receive the same grade.

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 04 December 2025