Module details for Event Marketing

Description

This module applies the principles of marketing and communications to events marketing. The module explores the fundamentals of managing the marketing of events and the use of events within effective marketing and communications campaigns.

Aims

The aim of this module is to provide students with a holistic and critical understanding of the range of complex elements of events marketing within a global and technology-enabled marketing environment.

Learning Outcomes

By the end of this module the student should be able to:

1.  Critically discuss the distinct nature of marketing within the events sector.

2.  Critically explore the role of events in the development of effective marketing and communications campaigns

3.  Provide a creative and strategic solution to a specific events marketing challenge

Indicative Content

1 Principles of Events Marketing Planning and Delivery

The factors influencing decision-making in events marketing. The nature of creating and executing events marketing plans.

2 The Role of Events in Marketing Communications

The relationship between events, marketing and communications. How does events marketing support effective marketing and communications strategies. The use of marketing and communications tactics in supporting events marketing.

3 Digital Media and Events Marketing

The use of digital media in planning, executing and evaluating the success events marketing plans.

4 Events marketing and the demands of a sustainable agenda

Events are major contributors to the global economy supporting other sectors such as tourism, hospitality and entertainment. This module discusses balancing the demands of the sustainable future with the contribution of events to the economy.

Teaching and Learning Work Loads