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Event Marketing
Paper Code:
ETM 132
Credits:
4
Contact Hours:
60.00
Max. Marks:
100.00
18.00
Unit I:
Marketing:
- Meaning of marketing philosophies and concepts
- Selling Vs marketing
- Marketing Process
Introduction to Event Marketing
- Meaning and definition
- Characteristics
- Scope and its future
18.00
Unit II:
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
18.00
Unit III:
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
18.00
Unit IV:
Managing the product:
|
18.00
Unit V:
Brand Positioning:
- Concept
- Objectives
- 3 Cs of Positioning ( Customer, Competitors and Company)
Positioning Strategy (Meaning)
Types of Positioning Strategies
Positioning Errors
Essential Readings:
- Dr. Bhiwandiwalla: Research Module on Event Marketing and Special aspects of Event Management, National Institute of Event Management.
- Leonard H Hoyle: Event Marketing, Shroff Publishing House.
- Gaur: Event Marketing And Management, Vikas Publishing House Pvt Ltd
References:
- Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education.
- Varshney R.L. and Gupta, S.L. Marketing Management- An Indian Perspective, Sultan Chand and Sons.
- Ramaswamy, V.S. and Namakumari, Marketing management: planning implementation and control.
- Kotler, Philip and Armstrong, Principles of marketing, Prentice Hall of India.
- Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994
Academic Year:
