Esports Marketing and Event Management

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Courses - September 2023

Level 1

Course details

Effective Writing
COMM8041

Description: In Canadian business environments, it is expected that communication is effective, persuasive, and ethical. This course will teach students how to plan, write, and revise business documents. Students will be introduced to various written business communication formats and the strategies behind their development. This course will help students develop critical thinking and analysis, research, writing, editing and presentation skills.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Conestoga 101
CON0101

Description: This self-directed course focuses on introducing new students to the supports, services, and opportunities available at Conestoga College. By the end of this course, students will understand the academic expectations of the Conestoga learning environment, as well as the supports available to ensure their academic success. Students will also be able to identify on-campus services that support their health and wellness, and explore ways to get actively involved in the Conestoga community through co-curricular learning opportunities.
  • Hours: 1
  • Credits: 0
  • Pre-Requisites:
  • CoRequisites:

Introduction to Esports and the Esports Ecosystem
MKT8350

Description:

In this introductory course, learners explore the Esports industry at a macro level. This foundational course will touch on many aspects of the Esports industry that will be expanded upon in future courses. Topics include: the history of Esports/gaming, types of games, diversity & inclusion, setbacks, and technology. Learners will also explore teams, organizations, major events, venues, and prominent brands in the North American Esports industry. Learners will draw comparisons to traditional sports and Esports industries. Topics include ecosystem, publishers/developers, major brands, and revenue generation.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Introduction to Marketing
MKT8360

Description:

Marketing is about knowing the customers and the creative and strategic processes to meet their needs. This course introduces students to the world of marketing from both a societal and organizational perspective. Students will participate in a variety of activities and projects to learn the fundamentals of marketing in the 21st century.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Introduction to Sales
MKT8370

Description:

This course focuses on the buying/selling of a product, service or idea. Students will develop professional selling skills based on practical techniques and scenarios to implement Relationship Selling. The focus is on Business to Business (B2B) selling with the student acquiring the ability to utilize the structured selling process. This course is also designed to develop and refine the student's presentation and networking skills.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Esports Channel Management
MKT8380

Description:

Esports is part of a large online community. This course will teach students the different levels of communication that Esports companies use to identify their brand and communicate with their audiences. Topics include social media management, channel strategies, B2B, B2C, and public relations.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Esports Event Management
MKT8390

Description:

Learners will discover the steps and best practices in establishing an Esports event from start to finish. Topics include project management & tools, case studies from North American and global events, SWOTS, critical paths, & contingency planning.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Esports Sponsorship and Sales
MKT8400

Description:

In this course learners will explore sponsorship strategies used in sales for revenue generation for teams, events, leagues, and other spaces. Sponsorships make up the majority of Esports revenue. This dynamic course will apply knowledge acquired throughout the program to provide an opportunity for students to practice and hone their skills. Students will develop and deliver high quality pitches that are a key ingredient in generating sponsorship revenue. Topics include marketing strategies, how to pitch, understanding endemic and non-endemic brands, understanding brand needs and value.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Safety in the Workplace
OHS1320

Description: This course focuses on developing awareness and skills for the student to safely manage and conduct him or herself within a variety of employment settings. Through the units of the course, participants will have the opportunity to enhance their understanding and knowledge of general Health and Safety guidelines, including WHMIS, Fire Safety and Workplace Violence. The unit on Accessibility for Ontarians with Disabilities Act will instruct the student on the requirements for Accessible Customer Service and Integrated Accessibility Standard Regulations. General information on Safe Driving, Privacy of Information and Hand Washing will be addressed as well. The course also provides participants with critical information regarding their insurance coverage (WSIB or other) while employed. As well as guidelines to follow in the event of an injury. Participants will receive a printable Record of Completion upon successful conclusion of this course, in order to demonstrate awareness of safe working practices to their employers.
  • Hours: 14
  • Credits: 1
  • Pre-Requisites:
  • CoRequisites:

Level 2

Course details

Team and Event Budgeting and Finance
ACCT8230

Description:

This course introduces the non-accounting student to the subject of accounting. It is designed to teach the student an essential life skill. The course focuses on the logic of accounting principles and relates it to the financial well-being of the student. The student will learn a basic understanding of accounting that can be used in both their personal life and business career. This course introduces ASPE, IFRS, accounting terminology, the accounting equation, the double-entry system of bookkeeping, the accrual basis of accounting, financial statements and financial analysis, and the ledgers and journals making up a basic accounting system for both sole proprietorship and corporation forms of businesses. Within this course students will look at how teams' budget for annual spending, P&Ls of professional Esports organizations. Students will also look into Esports events and create a pro-forma for a specific Esports event.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Career Management
CDEV8132

Description: This course focuses on career management skills needed to navigate the evolving workplace. Students will evaluate their skills, attitudes, and expectations within their chosen careers and explore emerging trends in the workplace. Students will refine their networking strategies and create marketing documents to position them for success. Mock interviews will provide the opportunity for practice, feedback, and reflection as students prepare for future interviews. Students will explore communication strategies that support workplace success and advancement. By the end of this course, students will have created a personalized career management plan.
  • Hours: 28
  • Credits: 2
  • Pre-Requisites:
  • CoRequisites:

Field Placement (Esports Marketing and Event Management)
FPLT8440

Description:

Esports Production and Media is the driving force behind the industry that allows a global audience to view, interact, and engage in the greater esports community. In this course, you will work in a team environment to produce practical live streams to support collegiate esports competition on the North American stage. Each week, you will spend 3 hours in the Esports Hub gaining practical experience and knowledge through a hands-on learning approach, and 1 hour in asynchronous class time focused on content and theory. During the time spent in the Esports Hub, students will have the opportunity to use the production and media equipment, rotate through various roles involved in production, and apply hands-on learning to live esports events.

  • Hours: 56
  • Credits: 2
  • Pre-Requisites: OHS1320
  • CoRequisites:

The Global Business of Esports
MGMT8980

Description:

Esports companies are multi-layered and do not always focus on just Esports/gaming for their success. This course will cover how Esports marketers engage with businesses to explore multi-product marketing and promotion opportunities. Learners will use case studies from public companies to understand the structure within. Topics include corporation structure, public / non-Public companies, market share, revenue generation, governance and investor relations.

Students will explore not only North American Esports, but Global booming and emerging regions including Europe, Asia and South America.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Esports League, Team and Player Communications
MGMT8990

Description:

In this course learners will explore teams and leagues and players through case studies. Learners will identify how leagues, teams and players are established and developed. In addition, as the Esports industry grows, more high school, college and academy programs are being developed for education and play. Students will discover how to communicate and promote all levels of Esports (League, Team and Player). Topics include franchising and non-franchising, teams/leagues, understanding how target markets work, analyzing communications from different teams or leagues, and players and effective management techniques related to event promotion and production.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Esports Marketing and Brand Activation
MKT8410

Description:

This course focuses on the strategic planning of marketing and branding of Esports and the traditional sports industry. Students will develop a professional acumen of external business strategy through branding, marketing and logistical blueprints. Learners will also develop a clear understanding for target audiences and professional marketing campaigns.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Audience Development and Analytics
MKT8430

Description:

Understanding audiences is the key to success in any business. Learners will identify key audience development strategies through case studies of top Esports companies, understand emerging trends and understand the value of analytics and metrics to better develop their audiences.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Esports Capstone Project
MKT8440

Description:

This capstone course will see learners utilize their cumulative learning and skills from this program to execute a capstone project. In this course, students will develop a comprehensive project that encapsulates esports event management. As part of a team, students will have the opportunity to create, promote, manage, and operate their own esports event.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Program outcomes

  1. Develop and promote an integrated marketing and communications plan for an esports event based on industry best practices and that meets the needs of a client’s desired marketing and financial ROI objectives.
  2. Develop revenue models that consider the value of Esports events and media rights for brands, sponsors, and media companies to enhance the value proposition and earnings potential of an integrated Esports partnership.
  3. Develop a comprehensive esports sponsorship proposal and activation plan that provides measurable benefits to brand sponsors.
  4. Analyze esports viewer, participant and influencer data to determine patterns or trends in consumer behavior and preferences that factor into the design of an esports marketing management strategy.
  5. Recommend audience engagement strategies to enhance the viewer base of live and virtual esports events.
  6. Conduct market research that captures insights about esports consumer, competitive, and collaborative environments to guide marketing management decision-making.
  7. Evaluate the brand management strategies and contrasting business models of various esports entities including teams, leagues, licensees, franchises, athletes and ancillary right holders, to determine ways to grow brand value.
  8. Recommend integrated marketing strategies that can enhance an esports entity's social reach and engagement through use of a range of social, digital and broadcast media platforms.
  9. Communicate information persuasively and accurately in oral, written and digital formats to collaborate with a variety of esports stakeholders.