CONV 1061: Event Marketing

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.

Objectives

After successfully completing this course, students will be able to:

  • Define marketing terminology, and apply marketing fundamentals to a festival or special event.
  • Demonstrate how marketing a service such as a festival differs from marketing a product.
  • Apply a systematic approach to the evaluation of an event marketing strategy.
  • Develop a marketing plan for a festival.
  • Apply concepts of consumer behaviour and customer satisfaction.
  • Use business tools such as SWOT analysis to assess the viability and sustainability of an event.
  • Develop an integrated communications strategy to sell the event.
  • Evaluate the success of an event from an economic and social perspective.

Course outline

Module 1: Introduction to Marketing

Module 2: Product Development

Module 3: Marketing Communications

Module 4: Social Media and Sponsorship

Module 5: Developing a Marketing Plan

Required text and materials

There is no textbook for this course.

Additional requirements

Basic computer skills, which include the ability to:

  • Navigate the directory/folder structure of your computer's hard drive and search for files.
  • Create and organize directories, folders, and files.
  • Use a word-processing program and save word-processing documents in different file formats.
  • Have a basic understanding of Microsoft Excel and Word.
  • Use an email program, including sending and saving attachments.
  • Use a graphical web browser and Adobe Acrobat Reader (current version).

Assessments

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.

Assignment 1: Festival Proposal 20%
Assignment 2: Sponsorship Package 20%
Assign 3: Creative Brief 15%
Assign 4: Press Release 10%
Final Major Project: Marketing Plan (mandatory) 35%
Total 100%

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.

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