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Esports Marketing

A required course in the Esports Management Specialized Studies Program.

Course Description

Do you hear the word “marketing” but aren’t sure what marketing really is or why esports needs it? This course covers the concepts and tools you need to navigate through this emerging media and digital culture through multiple scenarios. Through the development of a go-to market plan, we’ll explore the different components from the target audience to the different key stakeholders and potential partners in esports. We’ll also be hearing from industry experts in different key areas, sharing their personal experiences and perspectives on the current landscape.

This online course may include live webinars using an online meeting software called Zoom. The dates of these webinars would be determined during the first week of class. All webinars will be recorded and posted on the course website for those who cannot participate in the live sessions. You may access your online course by 12pm (noon) Pacific Standard Time on the start date through your UCI DCE web account at Select “My Account,” then “My Courses” from the menu on the left, and lastly “Access Canvas” to access your online course. Instruction begins promptly on the start date. If you enrolled on or after the start date, you may access your online course one hour from the time of your enrollment. If you have any problems, please contact UCI DCE Student Services at 949-824-5414 or

  • Details
  • $650
  • September 20, 2021 to October 31, 2021
  • Delivery Mode: Online
  • Reg#: 00270
  • ID/Units: HUMAN X420.15  (3.00)
    ( Section 1 )
  • Quarter: FALL 2021


Jonathan Pan is currently on the Community and Esports team at Amazon Game Studios. He has over 13 years of experience in management, strategy, or business development roles across companies small and large. His primary focus is in online gaming and esports. After serving as a Product Manager at Riot Games, he co-founded and served as CEO of Ember, an esports team. He has also delivered one of the most viewed TEDx talks on esports. Jonathan received his MBA from NYU Stern School of Business, specializing in entertainment and finance. Jonathan is a veteran of the War in Afghanistan where he served as a Captain in the U.S. Army.

Textbook Information

Textbooks for your course may be purchased from any vendor or bookseller of your choice.

No textbook information is available for this course.

Meeting Schedule

EventDateDayStart TimeEnd TimeLocationRoom
START09/20/2021Monday------Online (Access Begins)---
END10/31/2021Sunday------Online (Access Ends)---