27734 Marketing for the Experience Industries

Subject level: Postgraduate

Handbook description

This subject introduces students to the role of marketing in a firm and the principles and concepts that underpin effective marketing within the the industry sectors of Arts, Sport, Tourism and Events. The marketing of services underpins marketing activity within each of these sectors. Apart from the generic marketing concepts of segmentation, product positioning, branding, pricing, promotion and distribution, this subject also focuses on sponsorship and revenue management, customer loyalty strategies and destination marketing as applicable to each of these industry sectors.

Subject objectives/outcomes

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

1. Understand personal services marketing concepts, theories, terminology, processes and practices as applicable to arts, sports, tourism and events.
2. Understand factors influencing the demand from various market segments in arts, sports, tourism and events.
3. Critically evaluate the rationale for, and the marketing activities involved within, a marketing strategy for a product or firm in the arts, sports, tourism and event industries.
4. Understand the importance of the particular marketing activities in arts, sports, tourism and event marketing.

Contribution to graduate profile

This subject introduces the student to general approaches, concepts and principles of marketing in the experience industries of arts, sports, tourism and events. It draws on the students' understanding of the respective industries to identify demand trends and drivers therein. In discussing the marketing mix, this subject goes on to identify critical marketing activities within each of these industries, like yield management and destination marketing (tourism), sponsorship (arts, sports and events), merchandising (sports and events), loyalty programs (tourism, arts and sports) and electronic distribution.

Teaching and learning strategies

The subject involves a weekly class session of one to two hours. These weekly sessions will be predominantly in lecture format and will focus on general marketing issues pertinent to all students. Supplementing these will be at least two full-day weekend sessions which will focus on the specific marketing issues within each of the industries. For these sessions the class will be divided into cohort groups for arts, sports, tourism and events, and each session will feature specialist seminars, case studies and presentations by industry practitioners. The subject will be supported by UTSOnline.

Content

• Introduction to Services Marketing and Service Quality
• Demand drivers, market segments and consumer choice processes
• Strategic planning including segmentation and positioning strategies
• Product, pricing and promotion
• Distribution: direct, indirect; electronic
• Yield management
• Sponsorship and Revenue Management
• Destination Marketing
• Evaluation of marketing effort

Assessment

Assessment item 1: Examination (Individual)

Assessment item 2: Theoretical review (Individual)

Assessment item 3: Strategy Analysis (Group)