Graduate Certificate in
Event Management

 

LEI 5563 Event Marketing

3 Hours
Available Summer 2008

This is an advanced course in event marketing and sponsorships acquisition.  The focus will be on the components required for development of marketing plans for the various venues in the events managements industry, including sponsorship acquisition.

Course Objectives:

The student will:

• Evaluate and critique case studies of actual events in various venues.
• Provide detailed recommendations for improvement of events based on evaluation and critique of case studies of actual events.
• Develop and implement a marketing plan--utilizing the techniques discussed in class and based on a review of existing marketing efforts--to enhance an existing event within his/her community. 
• Design and develop a sponsorship marketing plan—utilizing accepted principles and practices of event sponsorship, and working with a community provider—to enhance existing sponsorships of that event within his/her community.
• Describe event marketing strategies, including promotion, advertising, and public relations
• Describe and evaluate potential funding and event sponsorship sources for a variety of events in various venues. 
• Identify, evaluate and incorporate specific marketing needs in a variety of venues and a variety of events in marketing plans, including association meetings, conferences, expositions, corporate meetings, festivals, fairs, conventions, expositions.
• Describe current trends in event marketing.
• Describe and evaluate elements required for successful sponsorship proposals and sales