The Event Marketing course is designed to introduce students to the various aspects of pre-event and at-event marketing. Students learn to identify and use appropriate marketing methods in order to successfully promote different types of events. They gain practical knowledge about event marketing that can be applied in real-world scenarios. In this course, students learn how to plan and budget for an event marketing campaign, utilize various methods of promotion, as well as perform a post-event analysis to determine improvements for future events. Students have ample opportunity to apply the concepts learned by completing tasks and exercises in the course.
Course manual is provided for on-going reference. There is a final exam upon completion of the course. Participants who receive 75% or higher on their exam will receive a certificate.
Lesson 1: Types of Events; Components of an Event; Why is Event Marketing Important?; What’s Involved in Event Marketing
Lesson 2: Developing a Marketing Plan and Strategy; Observing and Participating; Trends
Lesson 3: Exhibitors; Finding the Right Blend – Advertising, Promotion, and Public Relations; Staffing; Branding and Image
Lesson 4: Developing an Event Marketing Budget; Major Expenses to Consider; Sources for Funding Your Budget
Lesson 5: Success Depends on Promotion; Methods of Event Promotion; Creating a “Buzz”
Lesson 6: Determining the Appropriate Media; Effective Advertising; Promoting and Advertising Through Your Exhibitors
Lesson 7: What is Sponsorship?; Types of Sponsors; Researching and Attracting Sponsors
Lesson 8: Understanding Public Relations; Press Materials; Holding a Press Conference; Other Public Relations Activities
Lesson 9: Why Use Electronic Event Marketing?; Seven Additional Ps for Internet Marketing; Taking Advantage of the Internet
Lesson 10: What to do After the Event; Evaluating Your Marketing Effort and Measuring Your Success; How Can You Improve Next Time? Lab Exercise