Event Media and Marketing

Event Marketing is much more than advertising and even the most skilful marketing cannot make consumers buy things that they don't want. In this course the student will learn that marketing involves two basic sets of activities. The first starts with identifying consumer needs and ends with positioning the product or service to satisfy those needs and differentiate it from competition. In between, rigorous analysis of the competition, the customer, the environment, and the company's own capabilities are required. The second set of activities revolves around the "marketing mix" – letting the consumer know about the event or product in an attention-getting, convincing, and motivating way, using traditional communication media vehicles and new social media tools, as well as the components and importance of effective pricing. Students will develop a well-conceived, researched, and written marketing plan for an event