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 2025 is available in the Archives.

UTS: Business: Management
Credit points: 6 cp

Subject level:

Undergraduate

Result type: Grade and marks

Requisite(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)

Upon successful completion of this subject students should be able to:

1.	Evaluate the strategic fit between the event and sponsor goals
2.	Assess ethical, legal and other considerations in event promotion and sponsorship
3.	Assess event consumer needs, motivations and decision-making process
4.	Apply the promotional planning process to propose strategies that address event stakeholder needs
5.	Communicate event information persuasively to a variety of stakeholders

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 and Video Pitch (Individual)

Intent:	Sponsorship Proposal: 40% Sponsorship Video Pitch: 20%
Objective(s):	This addresses subject learning objective(s): 1, 2 and 5
Weight:	60%
Length:	Sponsorship Proposal – 1200 words (+-10%) Sponsorship Video Pitch – 5 minutes max
Criteria:	Sponsorship Proposal: Application of relevant concepts, including key factors affecting the event sponsorship proposal Evaluation of strategic fit of sponsor Comprehensiveness and persuasiveness Professionalism and presentation Referencing Sponsorship Video Pitch: Persuasiveness and engagement of pitch, including appropriateness to the intended audience Clarity of communication Visuals and supporting material

Assessment task 2: Event Promotion Campaign Proposal (30% Group) and Mock-up Campaign Material (10% Individual)

Objective(s):	This addresses subject learning objective(s): 2, 3, 4 and 5
Weight:	40%
Length:	Promotion Campaign Proposal (Group): 2500 words (+-10%) Mock-up Campaign Material (Individual): One page
Criteria:	Promotion Campaign Proposal (Group): Application of the promotional planning process Appropriate assessment of event consumers’ needs, motivations, and decision-making processes. Comprehensiveness and persuasiveness Thorough consideration of ethical and legal aspects. Professionalism and presentation Mock-up Campaign Material (Individual): Creativity and alignment to target audience. Effectiveness and practicality Presentation and execution

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)