Event Marketing

University of Queensland

Course Description

  • Course Name

    Event Marketing

  • Host University

    University of Queensland

  • Location

    Brisbane, Australia

  • Area of Study

    Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations

    Lower

    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

  • Host University Units

    2
  • Recommended U.S. Semester Credits
    4
  • Recommended U.S. Quarter Units
    6
  • Overview

    Course Description
    This course provides insights into the principles of event marketing and their application in real world settings. It explores the development of event marketing objectives, strategies, plans and related research.
     
     
    Learning Objectives
    After successfully completing this course you should be able to:
    1. Understand the terminology, definitions and models applied to the study of event marketing
    2. Identify the landscape in which events exist and operate within the broader entertainment and tourism contexts
    3. Demonstrate an ability to analyse event markets, market demand and event experiences from the visitor/resident perspectives in a documented event marketing strategy
    4. Conceptualise the planning and development of an event concept and product, sponsorship, physical setting design and venue(s) selection, and integrated marketing communication strategies, and design a marketing plan to maximise the return on objectives of the event
    5. Plan and develop appropriate strategies and tactics for an identified event in a written marketing plan to achieve the marketing goals of the event organisation and/or city or region represented by the event staging body.
     
    Class Contact
    2 Lecture hours, 1 Tutorial hour
     
     
    Assessment
    In Class Quiz 1
    Type: In Class Quiz
    Learning Objectives Assessed: 1, 2, 3
    Due Date: Mid Semester
    Weight: 25%
    Group or Individual: Individual
    Reading: 0 minutes
    Duration: 90 minutes
    Format: Multiple-choice, Short essay
    Assessment Item 1: In Class Quiz 1 (25%)
    Length or Duration: Conducted in the lecture
     
     
    In Class Quiz 2
    Type: In Class Quiz
    Learning Objectives Assessed: 1, 2, 3, 4
    Weight: 25%
    Group or Individual: Individual
    Reading: 0 minutes
    Duration: 90 minutes
    Format: Multiple-choice, Short essay
    Assessment Item 2: In Class Quiz 2 (25%)
    Length or Duration: Conducted in the lecture
    Group or Individual: Individual
    Assessment dates: Mid-Late Semester
     
    Event Marketing Plan - Part B
    Type: Peer Assessment
    Learning Objectives Assessed: 2, 3, 4, 5
    Due Date: End of Semester
    Weight: 10%
    Group or Individual: Individual
    Assessment Item 3: Event Marketing Plan - Part B (peer assessment)
    Group or Individual: Individual
    Weight: 10%
    Task Description: Each group member will individually conduct a peer evaluation linked to the group processes experienced during the development and preparation of your group's event marketing and sponsorship plan. Please note: The peer evaluation component is to be completed individually. Any evidence of collusion will be subject to UQ Policy and consequent penalties (including, for example, no marks being awarded for this assessment task).
    More details will be provided on Blackboard and in tutorial.

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.