To provide students with a comprehensive understanding of all factors which contribute to the successful organisation of events.To equip students with the skills for designing and developing an event strategy.To provide students with the skills required to brand an event and to raise sponsorshipTo provide students with the skills required to put in place a targeted promotions plan.
Introduction to event marketing: event typologies, event stakeholders and impact on society, Innovation and trends in event management
Events as marketing tools: strengths and key advantages to marketers, strategic relevance of events.
Planning for events: setting key objectives, venue assessment, risk assessment, critical path identification,event budgeting, Partnering with stakeholders.
The relevance of corporate and brand identity to event management; the difference between corporate identity and corporate image; the elements of corporate identity; types of corporate identity; the steps involved in creating and implementing a brand identity for an event.
Sponsorship - reasons for its growth; objective setting and sponsorship; types; how to persuade companies to sponsor an event; risks and returns; how sponsorship fits with other elements in the promotions mix.
Other elements of the promotions mix that are used in event management such as sales promotions, PR and crisis management, social media marketing. Media planning for events using traditional and digital methods.
|Module Content & Assessment