COURSE DESCRIPTION

Event Marketing examines all aspects of the marketing mix as they relate to successfully marketing an event. The course will explore various marketing tools – from the traditional to the emerging – to successfully promote an event. It will also cover the role of marketing in the event life-cycle, demonstrating the best use of marketing tactics while utilizing evaluation techniques to measure a successful outcome.

 

COURSE OBJECTIVES

By the end of this course, students will be able to:

  • Identify the elements that impact the event marketing plan
  • Create a blog for an event
  • Calculate and manage the costs that affect the event marketing budget
  • Evaluate the best medium to market an event
  • Recognize and discuss how design impacts the perception of an event

 

TEACHING METHODOLOGY:

Teaching strategies for this online course will include lectures and facilitated discussion, case study method, readings, and analytical presentations by individuals and groups.

 

TOPICS/ASSESSMENT/WEIGHT

Topic 1: Introduction to Event Marketing – Forum: Using the 5 P’s in a Client Meeting – 10%

Topic 2: Integration – The Five Ws of Event Marketing – No assignment

Topic 3: Promotional Tools to Drive Event Success – Assignment: Create a Press Release – 15%

Topic 4: Marketing Design and Collateral – Assignment: Create a Marketing Plan Worksheet- 15%

Topic 5: Funding the Event Marketing Program – Quiz – Funding the Event Marketing Program- 15%

Topic 6: Marketing Strategies – Print – No assignment

Topic 7: Marketing Strategies – Web-based – Assignment: Create a Blog- 15%

Topic 8: Marketing your Event Business – Assignment: Create a Newsletter- 15%

Final Project: Create an Event Marketing Plan – 25%

 

Academic Content with Assessments

To complete each 8-week Course, students will have the following time commitments:

  • Online Presentation: 1 hour
  • Student/teacher engagement (via forum postings, course discussions): 2 hours

Total Student/Instructor time: 3 hours

  • Text Reading: 3 hours
  • Topic Review: 2 hours
  • Assignment/Assessment: 3.5 hours

Total Review and Preparation: 8.5 hours

Total Student Weekly Engagement: 11.5 hours

24 CMP Credit Hours

2 Credit Course – Endicott College

 

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