Studium » Studienmodule » Eventmarketing
Übersicht Studienmodul
| Module Code | EM 260 |
| Module Title | Eventmarketing · Event Marketing |
| Academic level | Level 2 |
| Credit value | 5 |
| Instruction | German |
| Pre-requisites | BM100 - Business Context & Functions; EM 100 - Introduction to Event Management |
| Co-requisites | All other Level 2 Event & Congress modules |
|
Rationale for Module |
The events industry is a fast growing and diverse
sector, with events offering to the end consumer an experience to buy and enjoy, but also increasingly being used by companies to communicate with potential customers and to foster relationships to existing clients and other stakeholders (‘experiential marketing’, ‘live marketing’, ‘brand lands’). This allied with the intangible nature of events (since the event product cannot be sampled pre-purchase) places great importance on well-targeted and cost-effective marketing strategies and campaigns to ensure that events achieve their aims effectively and efficiently. Thus event marketing must be embedded in a company's overall strategy. Successful event organisers need to know what their customers require, and their ‘products’ need to offer solutions and benefits. The module gives an overview of the key aspects of event marketing, including the planning process, marketing research, product development, pricing, distribution, promotion and measuring results. The various phases and features of the marketing planning process are contextualized using practical examples from the event & congress industry. This module develops what students have learnt in the Level 1 module ‘Business Context & Functions’, in which students are introduced to fundamental generic marketing principles (the marketing concept, components of the marketing mix). The module complements the Level 2 modules ‘Managing Event Operations’ and ‘Event Design & Logistics’. In developing students’ understanding of the relationship between the strategic and operational levels of the marketing function, this module prepares students for the Level 3 module ‘International Management & Marketing Strategy’ and the L3 event management modules, where students will be dealing with strategic issues at a higher level of autonomy, complexity and synthesis. It also provides a basis for ‘Consumer Behaviour’ and ‘Campaign Planning’ at Level 3, which students can select as electives. |
| Aims |
This module aims to: • develop a comprehensive understanding of the marketing concept and instil an appreciation of event characteristics and aims on marketing strategies and measures • develop a critical and ethical awareness of the importance of meeting customers’/audiences’ needs • explore in detail the phases of the marketing planning process, the role of operational marketing instruments within this, and consider the role of events in the marketing mix |