The module introduces the concept of marketing communications specifically tailored to the need of events management. In addition the module addresses and integrates developments in the technology and practice relevant to events in this area. More specifically the modules will cover a selection from the following ;
1. Integrated Marketing communications including the strategic planning process.
2. The external events marketing communications toolkit. Including PR, Advertising, Event sponsorship, Sales Promotion, Direct and relationship marketing, E-marketing and Branding.
3. The internal events marketing process. Managing and training the events team, delivering the visitor experience.
4. Events as communications tools to include corporate sponsorship, corporate hospitality and promotional events
5. Evaluation & control of the events management process including trends and forecasts.

The learning strategy for the module requires students to commit 150 learning hours (including
assessment) of this there will be 30 hours of class support and 120 hours of independent and self
directed study.
The lecture/tutorial pattern may vary with some activities taking place in medium size group workshops.
12 hours of formal lectures
6 hours of formal lectures/large group activity
12 hours of tutorials

Masterman G & Wood E, (2005) Innovative Marketing Communications - Strategies for the Events Industry. Elsevier
McCabe S & Lashley C (2007) Marketing Communications in Tourism & Hospitality. Elsevier
Rogers T & Dowden R (2006) Marketing Destinations & Venues for Conferences, Conventions & Business. Elsevier.
Allen J (2003) Event Planning & Etiquette: A Principled Approach to the Business of Special Event Management. John Wiley & Sons.

Library texts
On line resources including relevant journals and papers

Details:- The 2500 word Assignment will assess all Learning Outcomes.