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Course Description

This course reviews the concepts and tools used to design and implement a successful event marketing strategy. The focus of the course is on applying contemporary principles of strategic marketing to the process of event management. These concepts are applicable to the broadest definition of the event management industry including festivals, sporting events, community celebrations, cultural events and arts productions. A student-defined case study further defines the application of course content.

Learning outcomes

  • Define marketing terminology, and apply marketing fundamentals to a festival or special event.
  • Demonstrate how marketing a service such as a festival differs from marketing a product.
  • Apply a systematic approach to the evaluation of an event marketing strategy.
  • Develop a marketing plan for a festival.
  • Apply concepts of consumer behaviour and customer satisfaction.
  • Use business tools such as SWOT analysis to assess the viability and sustainability of an event.
  • Develop an integrated communications strategy to sell the event.
  • Evaluate the success of an event from an economic and social perspective.

Course topics

  • Module 1: Introduction to Marketing
  • Module 2: Product Development
  • Module 3: Marketing Communications
  • Module 4: Social Media and Sponsorship
  • Module 5: Developing a Marketing Plan

Required text and materials

There is no textbook for this course.

Additional requirements

Basic computer skills, which include the ability to:

  • Navigate the directory/folder structure of your computer's hard drive and search for files.
  • Create and organize directories, folders, and files.
  • Use a word-processing program and save word-processing documents in different file formats.
  • Have a basic understanding of Microsoft Excel and Word.
  • Use an email program, including sending and saving attachments.
  • Use a graphical web browser and Adobe Acrobat Reader (current version).

Assessments

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory project.

Assignment 1: Festival Proposal 20%
Assignment 2: Sponsorship Package 20%
Assign 3: Creative Brief 15%
Assign 4: Press Release 10%
Final Major Project: Marketing Plan (mandatory) 35%
Total 100%

Exclusions

  • TMGT 1150
  • CONV 1060
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Enrol now - select a section to enrol in

Section Title
Event Marketing
Section Schedule
Any Time (30 weeks duration)
Delivery
Online, self-paced  
Course Fee(s)
Canadian in BC/YT non-credit $641.49 Click here to get more information
Canadian outside BC/YT non-credit $750.57 Click here to get more information
International Student non-credit $1,686.15 Click here to get more information
Available for Credit
3 credits

Open Learning faculty member information

An Open Learning faculty member is available to assist students. Students will receive the necessary contact information at the start of the course.

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