1. The document provides an overview of an events marketing module, including assessments, literature, and the first week's lecture and seminar topics.
2. The lecture introduces key marketing concepts like the marketing mix and how they apply to events marketing, emphasizing the role of experience.
3. The seminar discusses the importance of marketing planning, the planning process, and the information and decisions involved.
5. How will the module be
Assessed?
- Individual written assignment – 60%
• Week 13 (January)
• You are to choose one of five available topics
(see the module handbook) and write a
current event case study report that is 3,000
words in length. Both British and international
case studies are encouraged.
- 2 hour Unseen Exam – 40%
• Week 14 or 15 (January/February)
6. Option 1, which asks you to examine a Marketing Plan, is
best suited to those students who are working for an event
organisation and who can obtain ORIGINAL documents.
Please seek approval from the document owner before
starting with your coursework.
Critically analyse and evaluate an event marketing plan
and explain how push and pull strategies are delivered
through the marketing tactics defined in the plan.
Assignment
7. Option 2, if you are not able to get access to a current
marketing plan you will need to interact with a live case
study event and choose one of the following:
Critically analyse and evaluate an event case
study/marketing plan and define the target market. Explain
how the market is segmented (the bases and the methods
used in segmentation) and identify the positioning efforts
of the event in relation to the various segments
Assignment
8. Answer any TWO of the following questions (all questions
carry equal marks – as indicated below).
QUESTION ONE (25 marks available)
Critically evaluate the concept of the Marketing Mix as it
applies to events. Use a practical example to support your
answer.
QUESTION TWO (25 marks available)
Critically discuss the role of the Information Mix (Smith,
2008) and levels of involvement (Chen and Wu, 2010) in
event visitor decision making process. Support your
arguments with practical examples.
Exam
9. Literature
There is no core text as such; most marketing text books
will cover the content:
Suggested texts
• Jackson (2013) Promoting and Marketing Events, London:
Routledge (available as e-resource)
• Kotler et al, Principles of Marketing, (4th and 15th editions
available as e-resources)
• Masterman & Wood (2006) Innovative Marketing
Communications: Strategies for the Events Industry, Elsevier
(available as e-resource)
10. Literature
If you want to know more about events in general, try
the following resources:
Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2011) Events
Management, 3rd Edition, Oxford: Butterworth-Heinemann (available as e-
resource)
Connell, J. & Page, S. (2011). The Routledge Handbook of Events. Abingdon:
Routledge (available as e-resource)
Ferdinand, N. and Kitchin, P. (2012) Events Management: An International
Approach, London: Sage
Getz, D. (2007) Event Studies: Theory, Research and Policy for Planned Events,
Oxford: Butterworth-Heinemann (available as e-resource)
Don’t forget the readings on WebLearn!
12. Defining Marketing
What are the main cornerstones of the
marketing approach?
What about the following concepts:
Value
Relationships
Satisfaction
How do they fit?
13. What is Marketing?
“the management process responsible for identifying,
anticipating and satisfying customer requirements
profitably”
CIM (2005)
“a social and managerial process by which
individuals and groups obtain what they need and
want through creating and exchanging products and
value with others”
Kotler et al. (2008)
14. Extrinsic Intrinsic
Self-orientated Active 1. Efficiency
Output/input,
convenience
2. Play
Fun
Reactive 3. Excellence
Quality
4. Aesthetics
Beauty
Other-orientated Active 5. Status
Success,
impression
management
6. Ethics
Justice, virtue,
morality
Reactive 7. Esteem
Reputation,
materialism,
possessions
8. Spirituality
Faith, ecstasy,
rapture, sacredness,
magic
(Holbrook, 1999:12)
A typology of consumer value
15. The Selling & Marketing Concepts
‘An approach to business that centres its activities
on satisfying the needs and wants of its customers’
Factory
Existing
products
Selling &
promoting
Profits
through sales
volume
Starting
point
Focus Means Ends
Market
Customer
needs
Integrated
marketing
Profits
through
customer
satisfaction
Selling
concept
Marketing
concept
17. The Marketing Concept
How can you successfully implement the
marketing concept?
Identify needs and wants of target customers
Develop market offerings that meet these
Disseminate information through reliable
channels
Create and develop a relationship with your
customers
Customer satisfaction!
18. Marketing Mix
Introduced in 1960 by E.J. McCarthy
4Ps vs 7Ps vs 9Ps vs 12Ps
Marketing Mix vs Event’s services marketing mix
Why the need for a different approach?
What makes events special?
19. Events Marketing
What is Events Marketing?
How does it differ from the marketing of
goods and services?
What role does Experience play in
Events Marketing?
20. Events Marketing
Events are based on participation and
experiences
Customer engagement on a subconscious and
emotional level – relevance?
Events depend on successful relationships with
target customers – why?
How are these relationships nurtured?
21. Summary
1. Definitions of marketing have developed over
time.
2. The ideas of value, relationships between
consumer and producer have evolved and
been influenced by factors such as
technology
3. Certain marketing techniques such as the
marketing mix have been adapted for events
marketing.
22. Key resources
Brassington and Pettitt (2013)
Essentials of Marketing
CIM (2005) Marketing and the 7 P:s
Kotler, Philip.; Armstrong, Gary. (2013).
Principles of Marketing, Global Edition.
(available as e-books)
For further resources, see the module
handbook and WebLearn site.
23. Today’s seminar
The role of marketing planning
– Why is it important?
– What does the process look like?
– What kind of information needs to be gathered,
analysed and presented?
– What decisions need to be made?