Marketing Strategy for Computer Games: Product, Promotion, Price, Placement

The assignment requires students to create a marketing strategy for promoting computer games and digital media, considering segmentation of the market, communication media methods, and working within a given budget of £500.00. The strategy should demonstrate an understanding of entrepreneurship and marketing principles, as well as critical thinking and problem-solving skills. The assignment will be assessed based on the range of skills and techniques demonstrated in the creation of a career plan and the production of a marketing strategy, including suitability of decisions made, accuracy and suitability of completed work, and ability to manage time effectively.

Bradford College
School of Computing
Assignment Brief - Teesside University Awards
Course: BSc (Hons) Games and Digital Media
Stage: Stage 3 (NQF Level 6)
Module: Entrepreneurship and Marketing
Assignment
Title
Planning to Start your Business
Number of
Components
2
Component 1
Weighting
50% Business Report Submission Date 2 January 2016 by
23:55 hrs
Component 2
Weighting
50% Marketing Report Submission Date 2 January 2016 by
23:55 hrs
Assignment
Submission
On-line via
Moodle
Re-submission
Possible?
Yes
Teesside University Assessment Regulations
The overall pass mark for this module is 40%
There is an automatic re-assessment opportunity
Late submission:
Within 7 calendar days of the submission date(s) – Maximum mark of 40%
After 7 calendar days of the submission date(s) – Your work will not be marked or graded
Mitigating circumstances and extensions
You can apply for an extension or mitigating circumstances for all modules. If you know that you
will have problems with submitting on time you should talk to your tutor at the earliest
opportunity.

Assignment Brief
Introduction
The entrepreneurship and marketing module aims to provide an understanding of the makeup
of a micro SME and how various skills and roles can be combined to produce commercially
viable products. The module will also equip the learner with an understanding of how the
marketing strategy for games varies according to platform, genre and intended audience.
This assignment requires you to create a career plan that will appraise your technical skills and
career aspirations. This will be accompanied by a business plan (venture plan) that details what
is required to set up a micro gaming business. Finally, you will provide an appropriate
marketing plan that will detail how the micro gaming business can be promoted.
Component 1 Instructions
Create a Career Plan that includes the following: -
- Statement explaining why you are suitable for self-employment (Element 1 – learning
outcome 7)
- Appraisal of your technical and personal skills, identifying any medium and long-term
goals in your chosen field (Element 2 – learning outcome 7)
- Identification of the employability issues that could impact on your career aspirations
(Element 3 – learning outcomes 6, 7 and 8)
- List of characteristics that make up a good entrepreneur (Element 4 – learning outcomes
7 and 8)
Aim to answer the above questions as briefly as possible
Create a business plan (venture plan) for the launch of a micro gaming development studio that
includes the following sections: (Elements 5 and 6 – learning outcomes 1, 3 and 4)
- Opportunity Overview
- Market Research (secondary research, marketing mix)
- Opportunity Assessment (demand, location, feasibility, attraction)
- Opportunity Selection
- Strategy (key objectives, competition – PESTLE)
- People Plan (structure of the company)
- Resources (hardware, software, premises)
- Budget (investment, cash flow)
- Business Model (canvas template – see moodle link for template)
Aim to keep each section of your business plan as brief as possible
Component 2 Instructions
Create a marketing plan that includes the following: -
- Investigation of a range of marketing strategies suitable to promote a micro gaming
business (Element 1 – learning outcome 2)
- Selection and justification of the marketing strategy you will use based on value for
money and return on investment (Element 2 – learning outcomes 4 and 5)
- Documentation of all relevant marketing processes (see list below), showing projected
sales and profit margins (Element 3 – learning outcome 3)
When producing your marketing plan, consider the following
 How marketing theories are being used (the 4 P’s) Product, Promotion, Price,
Placement.
 The strategy adopted.
 Segmentation of the market
 The method of communication media.
 Working within a given budget £500.00

Note: Aim to write around 3000 to 3500 words in total for both component tasks.
Learning Outcomes:
Knowledge & Understanding 1. Synthesise and critically appraise theory, skills and techniques
required for both entrepreneurship & marketing and apply these
to the development of solutions that support their development
(K3).
2. Evaluate a range of theories, skills and techniques in order to
understand and solve complex problems (K4).
Cognitive & Intellectual Skills 3. Synthesise, appraise and evaluate data and knowledge from a
range of sources and use this to support decision-making and
development. (C1).
4. Demonstrate flexibility when considering and applying a range
of possible solutions to a complex problem (C3).
Practical & Professional Skills 5. Apply a range of skills and techniques that ensure that the
legal, social and ethical issues faced when marketing computer
games and digital media are addressed (P1).
6. Work with increasing autonomy with a minimum of guidance
and supervision (P2).
Key Transferable Skills 7. Develop a considered and thorough action plan that is built
upon an honest and realistic evaluation of the current skill set
(T2).
8. Evaluate individual skills and recognise how these will
contribute to team work and identify strategies and techniques
that will improve future performance (T5).
Assessment Criteria:
Component 1:
 Range of skills and techniques demonstrated in the creation of a career plan.
 Relevance of appraisal and goal setting.
 Accuracy and breadth of the description of the methods/tools available.
 Level of awareness shown when relating the principles and concepts of Entrepreneurship to
existing market needs.
 Appropriateness and relevance of analysis of skills for entrepreneurship.
 Accuracy, relevance and appropriateness of portfolio action planning.
Component 2:
 Range of skills and techniques evidenced in the production of marketing strategy.
 Suitability of decisions made along with justification.
 Accuracy and suitability of completed work when measured against the given specification.
 Ability to manage time effectively to complete given tasks.
Academic Skills
Please note that Academic Skills, such as referencing, structuring of essays and reports, reflection,
analysis, research skills and so on, have been provided for all students on all courses and at all levels
and are, therefore, assessed on all modules/units. Marks/grades have been allocated to the
appropriate application of these skills to this and all assignments.
Plagiarism
PLAGIARISM IS CHEATING AND CAN RESULT IN EXPULSION FROM THE COURSE AND COLLEGE
Plagiarism is copying from a published text or another student, and passing the work off as your
own. You must acknowledge all sources. In text, use the HARVARD METHOD with quotation and
page numbers for quotes.
Full reference details should be given in the bibliography
Unacknowledged paraphrasing may also be plagiarism
IF IN DOUBT, SEEK ADVICE. For further information please see Bradford College's Guidelines On
Referencing In Academic Writing.

Academic Board APPENDIX 1
UNIVERSITY GENERIC MARKING CRITERIA
UNDERGRADUATE
Level 6 (Degree)
90%-100%
Exceptional work. Presentation is logical, error-free and, where appropriate, creative. There is an in-depth
understanding of issues/problems and excellent critical/deep engagement with the material and concepts
involved. Very skilful interpretation of data. Arguments, ideas and, where appropriate, solutions are
presented coherently and fully underpinned by thorough research and reading.
80%-89%
Outstanding work with presentation of a very high standard. There is comprehensive understanding of key
concepts and knowledge and clear evidence of critical analysis and insight. Accurate interpretation of data
with arguments, ideas and solutions presented effectively and based on strong research and reading.
70%-79%
Extremely good work with presentation of a high standard. Demonstrates an excellent knowledge base with
a clear understanding of the issues and application to practice where appropriate. There is some effective
critical and analytical application of relevant research and reading.
60%-69%
The work is very good, logically structured and presented to a high standard. Demonstrates a strong
knowledge base with a clear understanding of the issues and application to practice where appropriate.
There is some critical and analytical application of relevant research.
50%-59%
The work is clearly presented and logically structured. It shows evidence of a sound understanding of the
topic and addresses major issues. The work contains some discussion and interpretation of relevant
perspectives although further development of the arguments presented would be beneficial. There are
examples of critical reflection and evidence of application of theory to practice.
40%-49%
Adequate presentation. The work displays basic knowledge and understanding of the topic but is largely
descriptive. There is an attempt to bring together different ideas and concepts although this would have been
strengthened by the inclusion of further key issues. The structure of the work requires attention to its
coherence and logical development of content. The link between theory and practice, where appropriate, is
somewhat tenuous and its development would enhance the work considerably.
30%-39% – Fail
The work is poorly presented and contains numerous errors, inconsistencies and omissions with limited use of
source material. The work displays a weak knowledge base and a lack of sufficient understanding of the topic.
There is limited evidence of the application of theory to practice where appropriate. It contains many
unsupported statements with limited attempts to bring issues together and lacks critical analysis and reflection.
20-29% – Fail
The work is very poorly presented and contains numerous serious errors, inconsistencies and omissions with
little use of source material. The work displays a very weak knowledge base and a lack of sufficient
understanding of the topic. There is very little evidence of the application of theory to practice where
appropriate. It contains many unsupported statements with very little attempt to bring issues together and
there is a complete lack of critical analysis and reflection. To obtain a mark of 20% the work must show
evidence of a genuine attempt to engage with the assessment requirements and with the subject matter.
0-19 % - Fail
The work is extremely poorly structured and presented. It demonstrates no real knowledge or understanding of
key concepts and principles. Much material is irrelevant, incorrect, inconsistent or omitted. No evidence of
critical analysis and reflection. No effective use of supporting material. No application of theory to practice
where appropriate. Not a genuine attempt to engage with the assessment requirements and/or subject matter.