An INDIVIDUAL 5 minute presentation uploaded onto Youtube. Presentation slides to be submitted including notes of no more than 1500 words which will assess all Learning Outcomes

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.

1. CRITICALLY APPRAISE THE REQUIREMENTS OF A SUCCESSFUL EVENTS COMMUNICATIONS STRATEGY AND PLAN
Analysis

2. DEMONSTRATE AN APPRECIATION OF INNOVATIVE DEVELOPMENT IN EVENTS COMMUNICATIONS AND TO EVALUATE THEIR IMPACT ON THE STRATEGIC COMMUNICATIONS PLANNING PROCESS
Enquiry

3. EFFECTIVELY COMMUNICATE AN APPROPRIATE SOLUTION TO A PARTICULAR CASE UNDER INVESTIGATION
Communication

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

Library texts
On line resources including relevant journals and papers

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

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.