Esports Management and Marketing 7,5 Credits

Course Contents

This course is about competitive video gaming (esports) and the wider media sphere it operates in. Gaming is the world’s largest entertainment industry and esports is a big part of its continued growth with an audience exceeding 600 million. Jönköping as the ‘City of DreamHack’ represents one of the most iconic places in esports and gaming worldwide, with the world’s largest digital festival, DreamHack, happening twice a year here. Esports represents a blend of culture, sport, gaming and entertainment that is rooted in digitality yet with a growing influence in the physical world. It influences the modern society and business sphere, as it innovates via passionate communities and forward-thinking companies. These digital innovations are increasingly adopted and leveraged by stakeholders within education, sports, culture and entertainment resulting in impact on the wider society. Within this course students will develop an overview of the esports industry and the management and marketing practices within. The course will be held on campus but with online session where students can engage and learn with professionals from the industry. This course will benefit those considering a career within the areas of esports and gaming but also adds value for those who wish to enhance their knowledge of modern digital practices. Students will deepen their understanding of digital practices, communities and innovations that have relevance across a broad range of career paths.


Connection to Research and Practice
Jönköping is the City of DreamHack, the world’s biggest digital festival with an emphasis on gaming and esports. The Esports Research Network (ERN) is the world’s largest research network on the context with over 400 members and an annual conference. The Network was founded and is led by a current JIBS academic who also does research in the area including published works on the esports actors in the city. There are a host of projects in games and esports currently underway, under review or have been published. These include topics such as; entrepreneurship, sustainability, legitimacy & organization studies, marketing, management, regional studies, festivals & events, game development, play experiences and society. The academic is also an associate editor at the Journal of Electronic Gaming and Esports and on the editorial board for the International Journal of Esports Research. The academic also hosts an ongoing podcast, the Esports Research Report which talks to researchers and practitioners on a variety of subjects relevant to the course. The academic currently has ongoing working relationships a large number of stakeholders in the context. These include large multinational companies (RIOT games & ESL Faceit Group (EFG)), international nonprofit organizations (Queer Esports & International Federation of Esports Coaches), Swedish nonprofits (Swedish Esports Federation, Female Legends, Esport United) and international teams and franchises including Sweden’s largest brand (Ninjas in Pajamas). Further relationships include the game development industry itself such as the Arctic Game Lab and International Game Developers Association of Sweden. In November 2022, the academic will chair a large international conference on ‘Sustainable Esports in the Digital Society’ on behalf of ERN working closely with EFG, DreamHack, Destination Jönköping and Jönköping kommun. The academic also works with Jönköping University Student Team in Esports (JUSTICE) and has secured a space in science park with nonprofit Phoenix Blue, the Jönköping Esports Centre. This includes space for esports play and a broadcasting studio where elements of production can be experienced.

Prerequisites

General entry requirements and passed courses of 30 credits in Business Administration and/or Economics including 15 credits in Business Administration (or the equivalent).

Level of Education: Undergraduate
Course code/Ladok code: JEMK14
The course is conducted at: Jönköping International Business School Last modified 2024-04-03 09:07:48