27728 Event Marketing

Subject level: Postgraduate

Handbook description

This subject provides an overview of key considerations in the marketing of event experiences, and seeks to develop a comprehensive understanding of the event attendee. The focus of this subject is on the application of the strategic marketing planning process to events of various types. This process involves: undertaking a situational analysis; establishing target markets – setting objectives and associated strategies, along with plans for their achievement; and the development of control and evaluation systems. Case studies examining how the marketing planning process has been applied to selected Australian and overseas events are a feature of this subject.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Discuss key considerations in the marketing of event experiences.
2. Describe event attendee needs and motivations and decision processes.
3. Describe and discuss the marketing planning process for events.
4. Analyse case specific data relating to events and their marketing practices and generate appropriate strategic marketing responses.

Contribution to graduate profile

This is a core subject in the Master of Management in Event Management. It is also relevant to postgraduate students in other arts, sport and tourism programs. This subject provides an overview of key considerations in the marketing of event experiences, and seeks to develop a comprehensive understanding of the event attendee. The focus of this subject is on the application of the strategic marketing planning process to events of various types. This process involves: undertaking a situational analysis; establishing target markets: setting objectives and associated strategies, along with plans for their achievement; and the development of control and evaluation systems. Case studies examining how the marketing planning process has been applied to selected Australian and overseas events are a feature of this subject.

Teaching and learning strategies

This subject involves a variety of teaching and learning activities, which may include: lectures, workshops, industry presentations, problem-solving exercises, field visits, and case studies. Content for this subject will be supported by UTSOnline.

Content

• Considerations in the marketing of event experiences
• Event attendee needs, motivations and behaviour
• The strategic marketing process and events:
• situation analysis
• objective setting
• market segmentation and targeting
• strategy options
• marketing mix: the event experience; price and other revenue sources (e.g. sponsorship, merchandise sales); promotion; and distribution of purchase opportunities
• control and evaluation
• quality management
• demand management
• Case studies of public and corporate events

Assessment

The assignment will be secure through a combination of continual revising of topics across semesters and multiple topic choice within each semester. Individuals are required to submit reference lists for their own work for each assessment task, which reduces the possibility for plagiarism. The examination will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. The examination involves randomised selection from a large item bank each semester, and the re-ordering of responses for questions that are re-used.

Recommended text(s)

A student reader will be prepared each semester.

Indicative references

Crompton, J.L. & McKay, S.L. (1997), 'Motives of visitors attending festival events', Annals of Tourism Research, 24(2): 425-439.

Harris, R. & Allen, J. (2002), Regional Event Management Handbook, University of Technology, Sydney: Australian Centre for Event Management.

Joseph, P. & Gilmore, P. (1999), The experience economy: work is theatre & every business a stage. Boston: Harvard Business School Press.

Shilbury, D., Quick, S. & Westerbeet, H. (1998), Strategic Sport Marketing. St Leonards, NSW: Allen & Unwin.

Tanabe, L., Green, C. & Chalip. L. (1998), 'Target marketing of sport events with multiple competitions: lessons from the Gold Coast marathon', in Proceedings of the Eighth Australian Tourism and Hospitality Research Conference, Part II, eds B. Faulkner, C. Tideswell & D. Weaver. Canberra: Bureau of Tourism, pp. 441-442.