COURSE DESCRIPTION:

The course is structured on "thematic" sessions, in that each session is based around a particular group of subjects that follow a theme. Each of the individual subject areas are supported by case study exercises. The course approach is based on resolving issues :

• A knowledge transfer segment covering a specific topic. The topic is then integrated with the case study coverage in the same period. Each segment concentrates on the key principles, techniques and vocabulary related to that topic. The range of topics is detailed below.
• The learning-by-doing segment, a case study and other practical exercises undertaken in teams that are designed to promote a general awareness of the subject and to develop the student?s presentation skills.

COURSE OBJECTIVES:

To provide the students with a practical framework of the strategic marketing process that can be applied to event marketing and the role of sponsorship whether in the sports, tourism, entertainment, business, or political sectors.

 

EXPECTED LEARNING OUTCOMES:

Upon completion of this course, students should have a solid grasp of how to:

1. Design, plan, and stage an event for promotional, fundraising, sports, etc. purposes

2. Construct a strategic marketing & P.R. plan for the event

3. Create sponsorship deals

4. Deal with logistics, risks, environmental impact

5. Effectively communicate and present their event project

 

EVALUATIONS:

20% Term Project

20% Case Studies & other assignments

15% Participation

20% Midterm Exam

25% Final Exam

 

COURSE SCHEDULE

Session 1

Chapter 1&2

The syllabus and requirements. An Introduction to Events, What is Retailtainment, Event & Experiential Marketing?

 

Session 2

Chapter 3

The Event Business Supply and Suppliers

 

Session 3

Chapter 4

Implications & Impacts of Events

 

Session 4

Chapter 5

Planning an Event & Sponsorship

 

Session 5

Chapter 6

Sports Participants/Spectators & Sponsorship

 

Session 6

Chapter 7

Sponsorship bis, Event Logistics & Supplies

 

Session 7

Mid-Term Exam

Political Marketing Fundraising, celebrity involvement

 

Session 8

Chapter 8

Event Marketing & Public Relations

 

Session 9

Chapter 9

Risk Management and Legal Obligations

 

Session 10

Chapter 10

Event Project Management

 

Session 11

Chapter 11 & 12

Organization during the Event, Close down, Post Evaluation

 

Session 12

Final Exam

Final Presentations