27193 Event Marketing

Subject level: Undergraduate

Handbook description

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. Case studies feature strongly in this subject.

Subject objectives/outcomes

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

1. understand and discuss knowledgeably key considerations in the marketing of event experiences
2. describe event attendee needs, motivations and decision processes
3. explain and describe the marketing planning process for events
4. analyse case specific data relating to events and their marketing practices in order to generate appropriate strategic marketing responses.

Contribution to graduate profile

This subject is an elective unit within Undergraduate programs of the School of Leisure, Spot and Tourism. This subject provides a comprehensive account of key considerations in the marketing of event experiences, and develops a detailed 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 – social, business, cultural and sporting. Analysis of case studies examining how the marketing planning process, or aspects of this process, has been applied to selected Australian and overseas corporate and public events are a feature of this subject.

Teaching and learning strategies

Lectures, tutorials, on-line discussions, case studies, problem-solving exercises and field visits.

Content

• Events and the strategic marketing planning process
• The event marketing environment
• Event attendee needs, motivations, behaviour and decision making
• Designing the event experience
• The role of market research in shaping the design of event experiences
• The event marketing mix
• Managing the quality of event experiences
• Distributing 'access' to events: the role of ticket agencies and other organisations
• Pricing events
• Developing a promotional campaign

Assessment

Assessment item 1: Analysis of the marketing strategies of a major Sydney event

Assessment item 2: Tutorial activity – presentations, tutorial papers

Assessment item 3: Final Exam

Indicative references

Allen, J, O'Toole, W, Harris, R and McDonnell, I (2009), Festival and Special Event Management (4th edn), Jacaranda Wiley, Brisbane (Note 3rd edn okay if you have it)

Berridge, G, (2007) Events Design and Experience, Elsevier, Oxford

Davidson, R and Rogers, T, (2006) Marketing Destinations and Venues for Conferences, Conventions and Business Events, Elsevier, Oxford

Getz, D (2007) Event Studies: theory, research and policy for planned events, Elsevier, Oxford

Hoyle, L (2002) Event Marketing, John Wiley and Sons, Inc, New York

Lovelock, C, Patterson, P and Walker, R (2004) Services Marketing (2nd edn) Pearson Education, Australia

Masterman, G and Wood, E (2006) Innovative Marketing Communications: strategies for the events industry, Elsevier, Oxford

Sayre, S (2009) Entertainment Marketing & Communication: selling branded performance, people and places, Pearson Education International, New Jersey

Selected journals

Event Management (Formally Festival Management and Event Tourism)

Journal of Convention and Exhibition Management

Journal of Travel Research Tourism Management

Annals of Tourism Research

Selected websites

Selected industry publications

Convention and Incentive Marketing

International Festivals and Events Association (various publications)

Festival and Events Association (Australia)

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