BA8005 EVENT MARKETING mba-syllabus-subject-notes-pevious-year-questions-papers-bank
COURSE OBJECTIVE:
To Understand the structure of event industry, economy, culture and trends of Market.
COURSE OUTCOME:
Applying the Concepts and practices of Marketing research on event related issues.
UNIT I INTRODUCTION 9
An overview of event marketing – types of events – Understanding the structure of event
industry, economy, culture and trends – Marketing skills for event marketers, requirement
analysis .
UNIT II DESIGNING EVENT MARKETING 9
Application of Marketing mix to events – designing and developing – Adoption of events – Event
life cycle analysis – Key drivers influencing strategic planning and execution of different types of
events – Branding issues for events.
UNIT III PRICING STRATEGIES 9
Pricing methods for events – Approach towards sponsorships, funding agencies - types and choice
of sponsorships – Profitability analysis – Negotiations for the best deal.
UNIT IV EVENT PROMOTION 9
Campaign for sports cultural - Entertainment - Formal functions – Event advertising –
Establishment – Festivals – Conventions – Exhibitions - Public relations – Interpersonal
relationship – Media management – Role of regulatory authorities.
UNIT V EVENT DELIVERY 9
Dealing with agents, Promoters and event executors – Event Planning Implementation and
evaluation from stake holders perspectives - Concepts and practices of Marketing research on
event related issues.
TEXTBOOKS
1. Leonard H.Hoyle, Event Marketing : How to successfully promote Events, Festivals,
Conventions and Exposition, John Wiley and Sons, 2002.
2. Lieberman, Paticia Esgate, Pat Esgate, The Entertainment Marketing Revolution : Bringing the
Moguls, the Media, and the Magic to the world, FT Press, 2002.
REFERENCES
1. Julia Rutherford Silvers and Joe Goldblatt, Professional Event Coordination, John Wiley, 2003
2. Allison Saget, The Event Marketing Handbook : Beyond Logistics & planning, Kaplan
Publishing, 2006.
3. Shannon Kilkenny, The complete guide to successful Event Planning : A guide book to
producing Memorable Events, Atlantic Publishing Company.
4. Judy Allen, Event Planning, Wiley India, 2007.
5. Gaur S S / Saggene S V. Event Marketing and Management, I edition.
6. Hoyle, Event Marketing-Wiley India.
COURSE OBJECTIVE:
To Understand the structure of event industry, economy, culture and trends of Market.
COURSE OUTCOME:
Applying the Concepts and practices of Marketing research on event related issues.
UNIT I INTRODUCTION 9
An overview of event marketing – types of events – Understanding the structure of event
industry, economy, culture and trends – Marketing skills for event marketers, requirement
analysis .
UNIT II DESIGNING EVENT MARKETING 9
Application of Marketing mix to events – designing and developing – Adoption of events – Event
life cycle analysis – Key drivers influencing strategic planning and execution of different types of
events – Branding issues for events.
UNIT III PRICING STRATEGIES 9
Pricing methods for events – Approach towards sponsorships, funding agencies - types and choice
of sponsorships – Profitability analysis – Negotiations for the best deal.
UNIT IV EVENT PROMOTION 9
Campaign for sports cultural - Entertainment - Formal functions – Event advertising –
Establishment – Festivals – Conventions – Exhibitions - Public relations – Interpersonal
relationship – Media management – Role of regulatory authorities.
UNIT V EVENT DELIVERY 9
Dealing with agents, Promoters and event executors – Event Planning Implementation and
evaluation from stake holders perspectives - Concepts and practices of Marketing research on
event related issues.
TEXTBOOKS
1. Leonard H.Hoyle, Event Marketing : How to successfully promote Events, Festivals,
Conventions and Exposition, John Wiley and Sons, 2002.
2. Lieberman, Paticia Esgate, Pat Esgate, The Entertainment Marketing Revolution : Bringing the
Moguls, the Media, and the Magic to the world, FT Press, 2002.
REFERENCES
1. Julia Rutherford Silvers and Joe Goldblatt, Professional Event Coordination, John Wiley, 2003
2. Allison Saget, The Event Marketing Handbook : Beyond Logistics & planning, Kaplan
Publishing, 2006.
3. Shannon Kilkenny, The complete guide to successful Event Planning : A guide book to
producing Memorable Events, Atlantic Publishing Company.
4. Judy Allen, Event Planning, Wiley India, 2007.
5. Gaur S S / Saggene S V. Event Marketing and Management, I edition.
6. Hoyle, Event Marketing-Wiley India.
No comments:
Post a Comment