21650 Event Promotion and Sponsorship
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 24109 Marketing and Customer Value
These requisites may not apply to students in certain courses. See access conditions.
Description
This subject examines the promotion and sponsorship of events and the relevant ethical and legal considerations. It introduces students to theories, concepts and skills required to promote events successfully. It also focuses on sponsorship as a promotional tool by covering sponsor fit; managing relationships; sponsorship evaluation process; etc. The subject integrates a range of case studies from small-scale events to mega-events to demonstrate how theory can be applied in practice.
Subject learning objectives (SLOs)
| 1. | Assess event attendees’ needs, motivations and decision-making process |
|---|---|
| 2. | Apply the promotional planning process to various events |
| 3. | Critically analyse key factors that affect the event sponsorship proposal |
| 4. | Assess ethical, legal and other considerations in event promotion and sponsorship |
Contribution to the development of graduate attributes
This subject aligns with the graduate attribute of communication and collaboration. This subject seeks to develop an understanding of promotion and sponsorship as applied to a broad range of events.
The subject also contributes to the development of the following Program Learning Objectives for the Event Management major:
- Develop effective communication skills to enable cogent knowledge transfer with colleagues to achieve productive project outcomes relevant to professional practice (2.1)
Teaching and learning strategies
This subject involves a variety of teaching and learning activities, which may include lectures, case studies, collaborative group work and directed readings. Face to face and online discussions are based on prescribed readings, student presentations and current issues in the field. You are expected to read, reflect on and critique the weekly materials in preparation for lectures and tutorials, and are expected to apply this learning when you come to class.
Lectures: You are expected to attend lectures. While PowerPoint slides will be posted on the UTS Leaning Management System , they act more as a reference point for teaching and learning, not as a substitute for attending the lectures. Much of the detail is provided only during the lecture. Lectures include a range of interactive learning experiences. There will be opportunities for collaborative discussions of key concepts and case studies, as well as sharing of knowledge and experience with peers. Learning is a two-way interactive process and not just the passing of information from lecturer to student. Your active involvement is critical for optimal learning.
Tutorials: The prime objective of the tutorials is to encourage an overall understanding of the content and issues addressed in each week’s lecture. You should come to tutorials prepared to actively participate in the learning process. This means having attended the weekly lecture and completing assigned pre-work (made available through the UTS Learning Management System). Tutorial sessions will offer active learning experiences, where you can work collaboratively on tasks including problem-based exercises and case study analyses. In-class feedback on group activities and prescribed pre-work will be provided.
UTS Learning Management System: Various resources will be made available through the UTS Learning Management System including the subject outline, lecture slides, weekly readings, pre-class preparation tasks, tutorial exercises, announcements and any supplementary resources. It is your responsibility as active learners to make sure that your UTS email is checked regularly - non-receipt of any message or announcement will not be accepted as an excuse for any shortcoming.
Discussion Board: You are encouraged to use the Discussion Board (available through the UTS Learning Management System) as a forum to ask questions relating to subject content and subject administration. You are encouraged to answer questions posted on the Discussion Board, if you feel confident to do so. If required, the teaching staff will clarify any answers you provide. Before posting questions, the subject outline needs to be consulted. The Discussion Board is also a forum in which to generate discussion on the lecture topics and other current issues in the field. The discussion forums, therefore, provide an alternative method of obtaining feedback on learning from teaching staff or other students.
Content (topics)
- Event attendee needs, motivation, behaviour and decision-making
- Conceptualising and applying the promotional planning process to events
- Understanding sponsorship as a promotional tool
- The sponsor and event fit
- Legal and ethical consideration in event promotion and sponsorship
Assessment
Assessment task 1: Sponsorship proposal (30% Group) and pitch (15% Individual)
| Objective(s): | This addresses subject learning objective(s): 3 and 4 |
|---|---|
| Weight: | 45% |
| Length: | Sponsorship proposal report - 2000 words (Section 1: 1000-1200 words | Section 2: 800-1000 words) Sponsorship pitch - 6min video presentation |
| Criteria: | The proposal will be assessed based on:
Based on the group proposal, students will work individually on preparing a pitch presentation. The marking criteria for the presentation include:
|
Assessment task 2: Promotion plan report (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 4 |
|---|---|
| Weight: | 55% |
| Length: | 2200 words+-10% |
| Criteria: | The report will be assessed based on:
|
Minimum requirements
Students must achieve at least 50% of the subject’s total marks
Required texts
The prescribed readings will be available on Canvas.
References
Texts
Allen, J., Harris, R., Jago, L., Tatrai, A., Jonson, P., & D'Arcy, E. (2020), Festival and Special Event Management, Jacaranda Wiley, Brisbane.
Berridge, G. (2007), Events Design and Experience, Elsevier, Oxford
Jackson, N. (2013), Promoting and Marketing Events, Routledge, London
Lovelock, C., Patterson, P., and Writz, J. (2014), Services Marketing: An Asia - Pacific and Australian Perspective (6th edn) Pearson Education, Australia
Masterman, G. and Wood, E. (2006), Innovative Marketing Communications: Strategies for the Events Industry, Elsevier, Oxford
Preston, C. (2012), Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, Wiley, New Jersey
Reic, I. (2017), Events marketing management: A consumer perspective, Routledge, New York
Sayre, S. (2009), Entertainment Marketing & Communication: Selling branded performance, people and places, Pearson Education International, New Jersey
Selected journals
Event Management (Formally Festival Management and Event Tourism)
Journal of Convention and Exhibition Management
International Journal of Event and Festival Management
International Journal of Event Management Research
Selected industry publications and organisation websites
Bizbash (www.bizbash.com)
Micenet Magazine (www.micenet.com.au)
Special Events Magazine (www.SpecialEvents.com.au)
Convention and Incentive Marketing Magazine (www.cimmagazine.com)
Spice Magazine (https://www.spicenews.com.au/)
Exhibition and Events Association in Australia (www.eea.net.au)
International Festival and Events Association (www.ifea.com)