Event Marketing Strategies

This course addresses event marketing management processes and trends impacting marketing environment, consumer and organizational buyer behavior. The course introduces students to customer and competitor analyses, market research, customer satisfaction and loyalty, segmentation, targeting, positioning, branding, and sales. It covers event hospitality marketing mix topics including new product and service development, internal marketing, pricing, distribution, PR, sales promotion, and advertising. The course highlights the importance of digital, mobile, and online marketing as well as social media for generating revenue. Students will develop a sales and marketing plan for an event with recommendations.