Event marketingLaajuus (5 cr)

Objective

You are able to: - apply a systematic approach to the research, design, planning, implementation, and evaluation of an event marketing strategy - segment, target, and develop an event market - define the event experience from a tourism and hospitality product point of view - develop an integrated communications strategy to sell an event - assess the perceived value of an event and establish appropriate pricing options - evaluate the success of marketing an event

Content

What are the key components of strategic marketing including: customer segmentation, market selection, positioning, creating value and communicating value as it applies to tourism and hospitality events? How to attract event sponsorship and media promotions in tourism and hospitality? How to use hospitality management and tourism marketing theory to successfully promote a product or service within the industry? Which marketing tools could be used in formulation of an effective event plan? What are the factors involved in selecting the distribution channels and methods in the tourism and hospitality event industry?

Qualifications

No prior studies needed

Assessment criteria, good (3)

The student is able to: a. explain frameworks, models, and theory relevant to event marketing b. manage and analyze the total market environment of an event c. manage and develop innovations, recommendations, and enhancements for tourism and hospitality event d. justify actions in customer personal selling and customer service in event marketing e. apply the key models and methods of tourism and hospitality filed f. manage and develop team operations g. apply ethical principles to the field of event marketing