ESD003 Esports Consumerism
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | ESD003 |
|---|---|
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,174 |
| Pre-2021 CSP student contribution | $1,703 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,456 |
| International unit fee | $5,640 |
Unit Outline: College 1 2026, Kelvin Grove, Internal
| Unit code: | ESD003 |
|---|---|
| Credit points: | 12 |
| Coordinator: | Craig Kerwin | cd.kerwin@qut.edu.au |
Overview
Real time data, the ability to connect with an engaged community and the opportunity to create curated discussions are just some of the expectations of esports audiences. This unit focuses on understanding and catering to these audiences to ensure the success of an esports enterprise. This unit also explores the digital marketing tools and strategies used by esports enterprises to build relationships with audiences. The unit forms part of the esports core which along with your chosen discipline pathway provides you with the foundation for further study in Business, Information Technology or Creative Industries.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse the brand of an esports entity and generate a value proposition that contributes to the commercial success of the entity.
- Develop a business pitch.
- Identify key digital marketing tools and strategies that contribute to the commercial success of an entity.
- Work effectively, responsibly and productively with others to complete group projects to a high standard.
Content
Module 1: Internal Analysis
- Sponsors positioning in the esports industry
- Sponsors brand analysis
- Esports audience segmentation
- Understanding a core value proposition
Module 2: External Analysis
- Sponsors competitive advantage
- Esports external environment
- Building SMART recommendations
- Delivering a digital story
Module 3: Strategic Analysis
- Creating a digital marketing plan
- Designing digital strategy
- Defining metrics
- Positive sponsor brand growth
Learning Approaches
This unit takes a blended approach to learning and teaching. You will be provided with both eContent and timetabled activities such as workshops and tutorials. eContent will be clearly identified on your Canvas site for you to engage with on a weekly basis before your classes. eContent could include videos, readings, self-reflection and/or peer activities designed to enhance your learning experience. During the timetabled activities, the unit coordinator and/or your tutor will further explain content and you will be provided with opportunities to explore this content in a collaborative learning environment. After your weekly classes, you should continue to engage with unit resources to ensure you consolidate your understanding of unit content. Teaching team members will also be available for one-on-one consultations to assist you with your learning journey.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, individual consultation
- Formal: in writing, such as checklists, rubrics, written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Brand Analysis
This task requires you to critically analyse a specific sponsor brand, ascertain the target audience that best aligns with the sponsor's values, identify the sponsor's fundamental value proposition and create a comprehensive report that effectively communicates your analysis.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Esports sponsor pitch
This task requires you to assess how the sponsor brand can establish a competitive edge in order to cultivate brand loyalty among its fan audience. You will create a digital slide show pitch that describes the relevant external landscape and identifies untapped prospects that the sponsor can leverage to develop a viable business strategy. The aim is to propose an idea that not only aligns with the brand's target audience but also offers substantial market advantages.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Esports digital marketing plan
Drawing upon the market advantages identified from the brand analysis and sponsor's pitch completed in Assessment tasks 1 and 2, this task requires you to develop a strategic Esports marketing plan, using digital channels and technologies, that outlines the specific strategies, tactics and actions to be implemented in order to achieve the marketing goals and objectives.
The late submission period does not apply and no assignment extensions are available.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Weekly resources will be made available on the unit Canvas site.
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.ES21 Diploma in Esports
- Demonstrate foundational interdisciplinary knowledge relating to esports.
Relates to: ULO1, ULO2, ULO3, Brand Analysis, Esports digital marketing plan - Apply critical thinking and problem solving skills.
Relates to: ULO1, ULO2, ULO3, Brand Analysis, Esports sponsor pitch, Esports digital marketing plan - Communicate effectively in an academic and professional manner through written and oral genres integrating digital tools.
Relates to: ULO1, ULO2, ULO3, ULO4, Brand Analysis, Esports sponsor pitch, Esports digital marketing plan - Apply teamwork knowledge and skills for effective collaboration.
Relates to: ULO4 - Apply knowledge of ethical and social practices in analysing and addressing real world problems and issues.
Relates to: ULO2, ULO3, ULO4, Esports digital marketing plan
Unit Outline: College 2 2026, Kelvin Grove, Internal
| Unit code: | ESD003 |
|---|---|
| Credit points: | 12 |
| Coordinator: | Craig Kerwin | cd.kerwin@qut.edu.au |
Overview
Real time data, the ability to connect with an engaged community and the opportunity to create curated discussions are just some of the expectations of esports audiences. This unit focuses on understanding and catering to these audiences to ensure the success of an esports enterprise. This unit also explores the digital marketing tools and strategies used by esports enterprises to build relationships with audiences. The unit forms part of the esports core which along with your chosen discipline pathway provides you with the foundation for further study in Business, Information Technology or Creative Industries.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse the brand of an esports entity and generate a value proposition that contributes to the commercial success of the entity.
- Develop a business pitch.
- Identify key digital marketing tools and strategies that contribute to the commercial success of an entity.
- Work effectively, responsibly and productively with others to complete group projects to a high standard.
Content
Module 1: Internal Analysis
- Sponsors positioning in the esports industry
- Sponsors brand analysis
- Esports audience segmentation
- Understanding a core value proposition
Module 2: External Analysis
- Sponsors competitive advantage
- Esports external environment
- Building SMART recommendations
- Delivering a digital story
Module 3: Strategic Analysis
- Creating a digital marketing plan
- Designing digital strategy
- Defining metrics
- Positive sponsor brand growth
Learning Approaches
This unit takes a blended approach to learning and teaching. You will be provided with both eContent and timetabled activities such as workshops and tutorials. eContent will be clearly identified on your Canvas site for you to engage with on a weekly basis before your classes. eContent could include videos, readings, self-reflection and/or peer activities designed to enhance your learning experience. During the timetabled activities, the unit coordinator and/or your tutor will further explain content and you will be provided with opportunities to explore this content in a collaborative learning environment. After your weekly classes, you should continue to engage with unit resources to ensure you consolidate your understanding of unit content. Teaching team members will also be available for one-on-one consultations to assist you with your learning journey.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, individual consultation
- Formal: in writing, such as checklists, rubrics, written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Esports Sponsorship Analysis
This task requires you to critically analyse a specific sponsor brand and evaluate the sponsor’s unique selling points and key messages to show how they can be positioned to resonate with players, fans and events..
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Digital Marketing Campaign
Building on the sponsor analysis completed in Assessment Task 1, this task requires you to develop a cohesive digital marketing campaign for a local Esports event. You will create a digital slide show pitch, including presenter notes, that outlines strategic goals, selection of appropriate digital channels and design of integrated tactics that reflect the sponsor’s brand identity and audience alignment.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Social Media Marketing Activation
Drawing on Assessment tasks 1 and 2, this task requires you to work with a small group to develop a social media activation that is tailored to a specific platform (or set of platforms). This includes showing how your activation aligns with audience behaviours, leverages platform features, and reflects the sponsor’s brand identity within the esports ecosystem. You will present your activation concept in class, supported by Powerpoint slides, with each student speaking individually.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
The late submission period does not apply and no assignment extensions are available.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Weekly resources will be made available on the unit Canvas site.
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.ES21 Diploma in Esports
- Demonstrate foundational interdisciplinary knowledge relating to esports.
Relates to: ULO1, ULO2, ULO3, Esports Sponsorship Analysis, Social Media Marketing Activation - Apply critical thinking and problem solving skills.
Relates to: ULO1, ULO2, ULO3, Esports Sponsorship Analysis, Digital Marketing Campaign, Social Media Marketing Activation - Communicate effectively in an academic and professional manner through written and oral genres integrating digital tools.
Relates to: ULO1, ULO2, ULO3, ULO4, Esports Sponsorship Analysis, Digital Marketing Campaign, Social Media Marketing Activation - Apply teamwork knowledge and skills for effective collaboration.
Relates to: ULO4 - Apply knowledge of ethical and social practices in analysing and addressing real world problems and issues.
Relates to: ULO2, ULO3, ULO4, Social Media Marketing Activation