Event Marketing

Marketing:
• Meaning of marketing philosophies and concepts
• Selling Vs marketing
• Marketing Process
Introduction to Event Marketing
• Meaning and definition
• Characteristics
• Scope and its future

Expectations and Goals: What do you want to happen
 Importance and need of Event marketing
 Social Responsibility towards Society
 Setting objectives to Direct Event Sponsorship
 Setting Strategies and Tactics
 Dealing with Clutter
 Understanding and Controlling Fees
 Creating your own event
Consumer Behavior and Market Segmentation:
 Consumer Expectations
 Factors influencing Consumer behavior
 Segmentation-Targeting-Positioning
 Marketing Mix
 Four P’s

Getting the word out: Media Promotion and Advertising:
 Advertising-meaning, objectives and types
 Sales Promotion
 Public Relations
 Direct Marketing
 Word of mouth
 Hospitality
 Publicity
Working for the Broadcasting of the Event

Managing the product:
 Product concept and levels of products
 Product mix and product line decisions
 Brand Equity, Packaging, Labeling

Concept of product life cycle:
 Stage specific marketing strategies
 New product development process.

Brand Positioning:
• Concept
• Objectives
• 3 Cs of Positioning ( Customer, Competitors and Company)
Positioning Strategy (Meaning)
Types of Positioning Strategies
Positioning Errors