Event Marketing and Management

0302471

Pre-requisite
Principles of Marketing
0302170
 Contact info
Instructor Dr. Saba Khalid
Contact 06-505-3513
Office W5- 235 and M5-Sharing office
Office Hours
W5
M5

Class Time Sun-Thu 1400-1515

Email skhalid@sharjah.ac.ae

 COURSE DESCRIPTION

Event Marketing examines all aspects of the

marketing mix as they relate to successfully
marketing an event.
Through this course students will get a hands-on
opportunity to utilize previously learnt concepts of
marketing in creating and managing events.
The course will explore various marketing tools
from the traditional to the emerging to
successfully promote an event.
It will also cover the role of marketing in the event
life-cycle, demonstrating the best use of marketing
tactics in managing an event successfully.
 COURSE LEARNING OBJECTIVES

At the end of this course you should be able to:

1. Understand event marketing planning and why it is required in this

century

2. Understand basics of marketing for destinations and venues

3. Learn and apply principles and theories of marketing planning for

destinations and venues

4. Learn and apply principles and theories of marketing communications

for destinations and venues

5. Learn and apply sales strategies for destinations and venues

 LEARNING RESOURCES

Main textbook

Charles Bladen, James Kennell,

Emma Abson, and Nick Wilde (2012).
Events Management: An
Introduction. 2nd Edition by
Routledge

ISBN-13: 978-0415577410 and

ISBN-10: 0415577411
 Additional Resources
Davidson R and Rogers T. (2006) Marketing
Destinations and Venues : For Conferences,
Conventions and Business Events. Elsevier:
Butterworth-Heinemann.
ISBN 978-0-7506-6700-5
 ASSESSMENTS
Assessment activity Percent of Final
Mark
Midterm Exam 25%
Group Project 25% (12.5 + 12.5)
and
Group presentation
Two Quizzes 10% (5 + 5)
Comprehensive Final 40%
Exam
Total 100%
 ASSESSMENTS

A 90 % - 100 %
B+ 85 % - 89 %
B 80 % - 84 %
C+ 75 % - 79 %
C 70 % - 74 %
D+ 65 % - 69 %
D 60 % - 64 %
F Below 60%
WEEKLY SCHEDULE
TEACHING SCHEDULE

Week Topics Chapter

s

1 Introduction to Events Management 1
2-3 Managing Event Projects 2
4-5 Event Design and Production 3
6-7 Event Marketing 4
8-9 MidTerm Exams [Chapters 1-4]

10 Sporting Events 5
11 Mega Events 6
12 Corporate Events 8
13 Cultural events and Festivals 9
14 Events and the media
14 Project Presentations
15 FINAL EXAMINATION
ASSIGNMENT
PLAN AND CONDUCT A SPECIAL EVENT

THIS PROJECT WORTH 25 MARKS/PERCENT

 4 options to do the project
1. OPTION 1: Plan & Conduct a
Special Event (25%) Group
Assignment
2. OPTION 2: Assist with a Special
Event (25 %) Individual
Assignment
3. OPTION 3: Special Event Case
Study (25 %) Group
Assignment
4. OPTION 4: Special Event Master
 OPTION 1: Plan & Conduct a Special
Event (25%) Group Assignment

This assignment involves the planning and carrying out

of a special event during the semester.
The activity level should entail total responsibility for the
event and may be conducted under the auspices of an
existing organization or independently.
The assignment should be undertaken as a group of 5
person project.
Students should prepare a brief proposal stating the type
of event planned, purpose of the event, target audience,
facilities/equipment needed, estimated costs and sources
of income and time schedule for major tasks and
activities.
 OPTION 2: Assist with a Special Event
(25 %) Individual Assignment

This assignment involves active involvement

and participation in some aspect of an event
that is being conducted by an agency or
organization.
It is not necessary to be involved during the
entire course of planning and conducting the
event
but involvement should include participation in
some specific aspect or phase of the event.
You shall spend minimum of 4 and maximum of
6 hours in the activity.
 OPTION 2: Assist with a Special Event
(25 %) Individual Assignment contd.,

Students opting for this assignment should

prepare a report identifying the organization
sponsoring the event, a brief description of the
nature of the event, name(s) of sponsoring
organization personnel with who you will be
working, a description of the work to be
performed, beginning and ending duties of the
period you will be involved with the event, and
the estimated number of hours to be involved.
A signed letter that you have participated for
the required number of hours.
 OPTION 3: Special Event Case Study
(25 %) Group Assignment
This assignment involves an in-depth investigation of a major
special event and a written report of the results of that
investigation.
The case study report should include
a brief overview description of the organization
the event being studied
purpose of the event
description of the target audience
organizational and staffing arrangements
promotion and advertising
financial arrangements (expenses and sources of income)
description of event's environment (location, areas, facilities, etc.)

The report should be typewritten, double spaced, and between 6 and 8

pages in length.4.
 OPTION 4: Special Event Master Plan
(25 %) Group Assignment

Prepare a written master plan for a special event.

The plan should be comprehensive and detailed
including at a minimum the following information:
title of the event
purpose and goals of the event
description of the target population
plans for marketing and advertising
detailed description of the nature of the event
organizational and staffing arrangements
financial arrangements (expenses and sources of
revenue)
schedule.
 Assessing Oral Presentations

1- Audibility
Can you hear clearly throughout?

2- Pace
Is the pace of the speech, or flow of
ideas, too fast or too slow?

3- Fluency
Is the speech pattern fluent,
indicating familiarity with the
material and rehearsal of delivery?

4- Tone and Energy

Is there sufficient variation in tone?
Does the presenter seem
enthusiastic?

5- Eye Contact
Is the presenter making eye contact
across the audience and avoiding
becoming note-bound?

 Assessing Oral Presentations

6- Body Language and Gesture

Is the presenters posture upright
and confident? Does their
movement and gesture enhance,
not distract from, what they are
saying?

7- Appropriateness to the Audience

Is the content and approach
relevant, interesting and engaging?

 Assessing Oral Presentations

8- Structure and Cohesion

Was the structure clearly outlined?
Is the order logical and easy to
follow? Is it signposted throughout?
Is the balance of various elements
effective? Is timing accurate?

9- Use of Visual Aids

Is there a suitable amount? Are
they easy to read? Do they
effectively support the oral
delivery? Does the presenter use
them competently
 IMPORTANT RULES
Class Attendance
Students must attend classes regularly.
Attendance, commitment and discipline are major
elements in class participation, and highly valued.
Coming to class late or leaving early (without
genuine excuse) is not an acceptable behaviour.
The University policy regarding class attendance will
be enforced in this regard (see Student Handbook).
Moreover, all absence, whether with or without an
excuse, are calculated as part of allowable absences
(20% of total attendance).
Written Coursework and Exam Papers

Students must complete all assessments in order

to pass the course.
All course-wok submissions will be marked and
returned to you, with your lecturers feedback
based on the criteria for each assessment.
You are reminded that it is your responsibility to
keep a copy of all your submitted assignments.
This included all marked assignments returned
to you as well as the marked exam paper
You will be required to produce these in order to
review your marks or grade, if required.
 Assignment submission and
marking rules
Submission format of Assignments: All assignments
are to be submitted either in hardcopy or
electronically through blackboard. Your lecturer will
give you further advice/instructions on these
options.
A copy of the Standard (College/Course)
Assignment Attachment Sheet must be completed
and attached with each assignment submitted. This
sheet will be made available to you either online or
in printed format.
For hardcopy submissions: A printed copy of the
sheet must be attached to the submission form.
 Proper Referencing and
Plagiarism
All submitted assignments are expected to be properly referenced.
Plagiarised assignments will be penalised.
Plagiarism is the copying of another persons ideas or expressions
without appropriate acknowledgment and presenting these ideas
or forms of expression as your own.
Plagiarism includes copying any material from books, journals
study notes or tapes, the web, the work of other students, or any
other source without indicating this by quotation marks or by
indentation, italics or spacing and without acknowledging that
source by footnote or citation.
Plagiarism also includes the use of the work of other students as
your own without acknowledgment. The College and University
regard plagiarism as an extremely serious academic offence and
will impose penalties.