This course reviews the concepts and tools used to design and implement a successful event marketing strategy. The focus of the course is on applying contemporary principles of strategic marketing to the process of event management. These concepts are applicable to the broadest definition of the event management industry including festivals, sporting events, community celebrations, cultural events and arts productions. A student-defined case study further defines the application of course content.
After successfully completing this course, students should be able to accomplish the following:
- Apply a systematic approach to the research, design, planning, implementation, and evaluation of an event marketing strategy.
- Research and analyze the total market environment of an event.
- Research consumer demand and decision-making trends.
- Segment, target, and develop an event market.
- Set effective event marketing objectives.
- Define the event experience from a services product point of view.
- Assess potential threats to an event's success and build clear competitive advantages within the total event design..
- Assess the perceived value of an event and establish appropriatepricing options.
- Recognize the importance of an event's location and distribution strategy (ticketing) as part of the overall marketing mix.
- Develop an integrated communications strategy to sell event.
- Evaluate the success of an event.
CONV 1061, Event Marketing, is divided into five modules, with each module further divided into topics as follows:
Module 1: Contemporary Issues in Event Marketing
- Tourism Marketing Trends
- Shifting Demographics and Consumer Behavior
- Marketing in the Experience Economy
Module 2: Developing a Marketing plan
- The Marketing Plan Process
- Marketing Analysis
Module 3: Roles and Responsibilities of the Event Management Team
- Product Levels, Physical Evidence and Product Planning
- Developing your Product
Module 4: Marketing Communications: Advertising, Public Relations and Word of Mouth
- Integrated Marketing Communications
- Public Relations and Word of Mouth
- The Advertising Plan
Module 5: Marketing Communications: Social Media and the Internet
- Social Media as a Marketing Tool
Required Text and Materials
- Thompson Rivers University, Open Learning Division. Event Marketing. Toronto, ON:
Nelson Education Ltd, 2012.
Custom Textbook ISBN: 978-0-17-664926-5 / 0-17-6649263
This custom edition contains seven chapters and a glossary from the original text:
- Simon Hudson. Marketing for Tourism and Hospitality: A Canadian Perspective. 2nd
Edition. Nelson Canada, 2009.
Textbook ISBN: 978-0-17-644047-3
Computer with Internet access is required.
Open Learning Faculty Member
An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment's "Mail" tool or by phone. Students will receive the necessary contact information at the start of the course.
To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory project.
|Assign 1: Merle Fest Analysis||15%|
|Assign 2: Product Development and Packaging||15%|
|Assign 3: Creative Brief||10%|
|Assign 4: Writing a Press Release||5%|
|Final Major Project: Social Media and Events *||35%|