The Group based Presentation: (based on the event) (15%) will assess Learning Outcomes 3, 4 & 5
Individual assignment (including peer assessment reflection): (85%) will assess Learning Outcomes 1 2 3 4 & 5

This module is divided into three themes

Theme one - Marketing Research

This will involve examining the role, value and practice of marketing research in events marketing. Event managers undertake research to ascertain the purpose, goals and objectives of an event and to inform operational choices. The outcome of this research produces an event where each facet and component is interdependent but seamlessly merged by the event manager to produce a smooth operation based on needs, wants and expectations of the consumer.

Topics covered will be drawn from:

Scope and definition of research
Research design
Data Collection methods
The research process including identifying research needs, planning, organising and reporting research.
Data analysis and interpretation.

Research into event marketing will involve focusing on conceptualising events and assessing feasibility of alternatives. Students will focus on:

- Types & purpose, dimensions and elements of events
- Relationship between event managers and other stakeholders
- The impact of events on the community and environment (PEST factors)
- The role of sponsorship and the media in events
- Ethical issues

Theme 2 - Event Branding
- Creating a brand identity
- Understanding the concept of brand equity

- Growth of brand communities as a strategy
- Differentiation ; Low cost, premium and luxury brands
- branding events and tourism destinations
- Communicating the brand image - to include areas such as brand specific strategies including celebrity endorsement, premium selling, use of social media and brand communities.

Theme 3 Events Planning and Strategy
The student will be given the opportunity to apply the concepts and theory developed throughout the programme to the planning of an event. The student should expect to develop a range of transferable skills such as leadership, teamwork, organisational skills, assertiveness, communication and presentation skills

1. DEVELOP A COMPREHENSIVE AND DETAILED EVENT STRATEGIC PLAN TO CREATE A BRANDING IDENTITY & IMAGE FOR THE SELECTED EVENT
Knowledge & Understanding

2. DEMONSTRATE KNOWLEDGE AND UNDERSTANDING OF THE EVENTS PLANNING PROCESS
Analysis

3. ANALYSE AND CRITICALLY RELATE EVENT MANAGEMENT PRINCIPLES TO THE DEVELOPMENT OF AN EVENT
Analysis

4. EVALUATE THE IMPACT OF AN EVENT ON STAKEHOLDERS AND THE ENVIRONMENT
Application

5. DEMONSTRATE THE ROLE OF THE MARKETING RESEARCH AND ITS APPLICATION TO EVENTS PLANNING
Application
Knowledge & Understanding

The learning strategy for the module requires students to commit 300 learning hours (including assessment). Of this there will be 72 hours of class support and 228 hours of independent and self-directed study. Guided independent learning and team working are an integral part of the module learning strategy. Lectures will provide students with a broad overview of frameworks needed to research, brand and plan an event. Tutorial support activities and workshops (48 hours) will provide students with additional input, advice and practical participation on event planning where appropriate. A further 228 hours of independent study will require the student to undertake preparatory work on their event plans in preparation for discussion in class.

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

Allen, J. (2009) Event Planning Ethics and Etiquette: A Principled Approach to the Business of Special Event Management Wiley. 2nd edition
Grant J , (2006) - The Brand Innovation Manifesto, John Wiley and Sons, Chichester
Kapferer J N , The New Strategic Brand Management, Kogan Page, London
Preston, C., Hoyle L.H. (2012) Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, Wiley. 2nd Edition