Event Marketing

Course Aim
To provide the skills and techniques necessary to plan and budget for an event marketing campaign.
Of Interest To
Those who wish to participate in conference/event marketing at a pre-management level, working in a supporting role along with a manager.
Method of Delivery
Integrated Learning™ System training facilitated by Academy of Learning Career College facilitators.

Course Introduction

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 Prerequisites

Introduction to the Internet and Marketing and Sales

Course Notes

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.

Course Breakdown

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