Course description
Please note that this course is not recruiting for September 2020. This course focuses on events marketing, defined as the use of events for marketing purposes – and, as a conversion course, it is ideal for graduates who would like to change subjects or career direction. In a competitive marketing environment, organisations are now marketing through events, whereby events are used as an integral part of the marketing communications mix. The event is not the end itself, but a means to achieve a product’s or brand’s marketing objectives. Events marketing is, thus, part of the experiential marketing domain, defined as the strategy of achieving marketing objectives through personal experiences which allow customers to engage and interact with brands, products, and services. You’ll learn about the most recent developments in a range of critical areas of events marketing such as sponsorship/branding, new media campaigns (guerrilla and ambush), PR stunts and virtual events. All aspects of marketing communications are discussed to enable you to prepare an integrated events marketing communications plan. You’ll start the course by developing a sound understanding of management principles and the events industry – to understand the strategic, financial and organisational context in which organisations operate. This will help you come up with events marketing solutions that satisfy the organisation’s marketing communication briefs. A number of specialist knowledge areas are covered, including a comprehensive overview of marketing and the migration towards the integrated management of marketing communications. As an academically driven course, you’ll learn to evaluate a range of theories and models for events marketing. The practical element of this course focuses on the application of theories and models to event examples. If you undertake the optional 30-week placement, you could enhance this further.
