The course is structured on "thematic" sessions, in that each session is based around a particular group of subjects that follow a theme. Each of the individual subject areas are supported by case study exercises. The course approach is based on resolving issues :
- A knowledge transfer segment covering a specific topic. The topic is then integrated with the case study coverage in the same period. Each segment concentrates on the key principles, techniques and vocabulary related to that topic. The range of topics is detailed below.
- The learning-by-doing segment, a case study and other practical exercises undertaken in teams that are designed to promote a general awareness of the subject and to develop the student?s presentation skills.
To provide the students with a practical framework of the strategic marketing process that can be applied to event marketing and the role of sponsorship whether in the sports, tourism, entertainment, business, or political sectors.
EXPECTED LEARNING OUTCOMES:
Upon completion of this course, students should have a solid grasp of how to:
1. Design, plan, and stage an event for promotional, fundraising, sports, etc. purposes
2. Construct a strategic marketing & P.R. plan for the event
3. Create sponsorship deals
4. Deal with logistics, risks, environmental impact
5. Effectively communicate and present their event project
20% Term Project
20% Case Studies & other assignments
20% Midterm Exam
25% Final Exam
The syllabus and requirements. An Introduction to Events, What is Retailtainment, Event & Experiential Marketing?
The Event Business Supply and Suppliers
Implications & Impacts of Events
Planning an Event & Sponsorship
Sports Participants/Spectators & Sponsorship
Sponsorship bis, Event Logistics & Supplies
Political Marketing Fundraising, celebrity involvement
Event Marketing & Public Relations
Risk Management and Legal Obligations
Event Project Management
Chapter 11 & 12
Organization during the Event, Close down, Post Evaluation
Sponsorship and Event Marketing
The American Business School Paris
Area of Study
Event Management, Marketing
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.