27193 Event Marketing

This subject examines the strategic marketing planning process as it applies to events of various types. In moving through this process, this subject deals with: the event marketing environment; setting marketing objectives; understanding event consumers; event marketing strategies; positioning and branding events; managing the quality of event experiences; distributing 'access' to events through the ticketing process; pricing; marketing communications; and approaches to monitoring, controlling and evaluating event marketing efforts. There is a focus on case studies in this subject.