21930 Principles of Event Marketing
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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.
Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksThere are course requisites for this subject. See access conditions.
Anti-requisite(s): 27717 Venue and Facility Management
Description
This subject examines the strategic marketing planning process as it applies to events of various types. Each element of the planning process will be explored in detail, enabling students to develop an understanding of the importance of each to the effectiveness of the marketing plan. Case studies serve to exemplify various aspects of the event marketing process, as well as allow students to explore in more detail how this process works in a diverse range of event settings.
Subject learning objectives (SLOs)
| 1. | assess key factors influencing the marketing of event experiences |
|---|---|
| 2. | identify and analyse event attendees’ needs, motivations and decision-making process |
| 3. | analyse case specific data relating to events and their marketing practices in order to generate appropriate strategic marketing responses |
| 4. | collaborate with peers to apply the various elements of the marketing planning process to events |
Contribution to the development of graduate attributes
This subject aligns with the Communication and Collaboration graduate attribute. It provides students with the knowledge and skills to effectively collaborate and communicate with their peers, enabling them to apply the marketing planning process to a specific event within group settings.
Teaching and learning strategies
This subject involves a variety of teaching and learning activities, which may include lectures, case studies, collaborative group work, student presentations and invited guest speakers. Students should come to class prepared to actively participate in the learning process. Prior to each class, students are expected to read and reflect upon assigned materials including videos and reading material provided via the learning management system so that they are prepared to participate in class discussion and problem-solving exercises. Class time is designed to offer active learning experiences, where students can work collaboratively on tasks including problem-based scenarios and case study analyses. There will be opportunities for collaborative discussions of key concepts and case studies, as well as sharing of knowledge and experience with peers in class and online. In-class feedback on learning activities will be provided by the lecturer from week 2 onwards, allowing students the opportunity to gain early formative feedback.
Content (topics)
- Events and the strategic marketing planning process
- Factors impacting the event marketing process
- Event attendees’ needs, motivations, behaviour, decision-making
- The role of market research in designing event experiences
- Conceptualising and applying the event marketing mix
- Event quality and satisfaction
- Social media and analytics
- Monitoring, controlling and evaluating event marketing outcomes
- Ethical event marketing
Assessment
Assessment task 1: Persona creation (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 50% |
| Length: | Report: 1200 words (excluding the reference list and appendix) Infographic: 1 page |
| Criteria: |
|
Assessment task 2: Marketing plan (20% Individual and 30% Group)*
| Intent: | Presentation (Individual)*: 20% |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
| Weight: | 50% |
| Length: | Presentation (Individual)*: 2 minutes per student (10 minutes for each group) Marketing plan report (Group): 3500 words |
| Criteria: | Presentation (Individual)*:
*Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Minimum requirements
Students must achieve at least 50% of this subject’s total mark.
Required texts
There is no prescribed text for this subject. Prescribed readings are made available through Canvas under each week’s subject topic.
It will be assumed that students, on a progressive basis, have undertaken the readings for each topic area.
Recommended texts
Students who have not previously studied marketing are advised to acquire an introductory marketing text and to progressively read through it over the semester to develop an understanding of core marketing concepts/theories and terminology.
References
Major References
Allen, J., Harris, R. Jago, L. Tatrai, A. Jonson, P. & D'Arcy, E. (2021) Festival and Special Event Management, Wiley, Qld.
Davidson, R. & Rogers, T. (2006) Marketing Destinations and Venues for Conferences, Conventions and Business Events, Elsevier, Oxford.
Getz, D. (2007) Event Studies: Theory, research and policy for planned events, Elsevier, Oxford.
Hoyle, L. (2002) Event Marketing, John Wiley and Sons, New York.
Hudson, S. & Hudson, R. (2013) Engaging with consumers using social media: A case study of music festivals, International Journal of Event and Festival Management, 4(3), 206-222.
Jackson, N. (2013) Promoting and Marketing Events: Theory and Practice, Routledge, Oxon.
Lovelock, C., Patterson, P. and Writz, J. (2010) Services Marketing: An Asia - Pacific and Australian Perspective (5th edn) Pearson Education, Australia.
Masterman, G. & 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, Routledge, Oxon.
Sayre, S. (2009) Entertainment Marketing & Communication: Selling branded performance, people and places, Pearson Education International, New Jersey.
Selected journals
Event Management
Journal of Convention and Exhibition Management
International Journal of Event and Festival Management
International Journal of Event Management Research
Selected websites
www.ifea.com
www.ises.org.au
www.eeaa.org.au
www.aeia.org.au
www.miaanet.com.au
http://mumbrella.com.au/
www.SpecialEvents.com.au
www.worldofevents.net
Selected industry publications
Convention and Incentive Marketing Magazine
Spice Magazine
Micenet Australia
International Festivals and Events Association Newsletter
Other resources
This subject assumes that students will have a comprehensive understanding of the contents of the UTS:Business Guide to Writing Assignments