Events Marketing

Queensland University of Technology

Course Description

  • Course Name

    Events Marketing

  • Host University

    Queensland University of Technology

  • Location

    Brisbane, Australia

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    BSB126 or CTB126

  • 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.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Events have become significant strategic marketing tools for positioning products/services, industries, destinations and community interests at the local, national and global levels. The unit initially explores various types, roles and objectives of events and the profile and motives of event markets and stakeholders. Key topics include: processes of attracting or developing the event experience including bidding processes; partnership creation with sponsors, media and community; venue selection and design relative to market/stakeholder needs; ticketing/pricing or access management and imaging the event from an integrated marketing communication perspective. Local and international cases are used.
    Unit Objectives
    Upon completion of the unit, students will be able to:
    1. identify and apply the concepts and knowledge specific to the study of events marketing;
    2. explain the roles of events and issues affecting events as service experiences;
    3. demonstrate an ability to research, analyse and understand events and the marketing principles specific to events;
    4. identify, plan and develop appropriate strategies and tactics for an identified event and present these in a written marketing plan;
    5. demonstrate abilities to work independently and collaboratively;
    6. demonstrate skills in effective communication.
    Events Marketing considers marketing theories and concepts in a specific context. Content to be explored in the unit includes: Content will be delivered via mixed mode and online towards the end of semester.
    • Understanding events
    • Strategic planning for events
    • Marketing and promotion of events
    • Events operations and evaluation
    • Contemporary issues and challenges for events
    Approaches to Teaching and Learning
    The unit is designed to introduce students to the theoretical underpinnings and professional practice of marketing for events using a variety of resources and activities delivered through lectures, tutorials, workshops and online via the AMB208 Blackboard site. Students will have opportunities to develop their knowledge and skills through participation in learning activities which encourage both independent and collaborative learning.
    Assessment name: Exam (Online)
    Description: Students are required to answer several essay style questions relating to case studies on events marketing.
    Length or Duration: 2 Hours
    Formative of Summative: Summative
    Relates to objectives: 1, 2, 3, 6
    Weight: 40
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 13
    Assessment name: Marketing Strategy
    Description: Marketing Strategy: 30% & Digital Story 30% Students are required to review the current marketing strategy of an event, identify key strengths and weaknesses and devise a new marketing strategy for the event. Length or Duration: 31,500 words & 4 minutes
    Formative or Summative: Summative
    Relates to objectives: 1, 2, 3, 4, 5, 6
    Weight: 60
    Internal or external: Internal
    Group or individual: Group
    Due date: Weeks 6 & 7

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.