21930 Promoting Events6cp
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 27717 Venue and Facility Management
This subject examines the strategic marketing planning process as it applies to events of various types. In examining this process, this subject deals with: the characteristics of events and the impacts these have on the event marketing process; the marketing environment; motivations and decision-making processes of event attendees; event marketing positioning and branding strategies; approaches to managing event experience quality; pricing; marketing communications; and approaches to monitoring, controlling and evaluating event marketing efforts. Case studies serve to exemplify various aspects of the event marketing process, as well as allowing students to explore in more detail how this process works in a diverse range of event settings.
Detailed subject description.