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Event Marketing [1]

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:
  • 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.
 

 

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: 
  1. Dr. Bhiwandiwalla: Research Module on Event Marketing and Special aspects of Event Management, National Institute of Event Management.
  2. Leonard H Hoyle: Event Marketing, Shroff [2] Publishing House.
  3. Gaur: Event Marketing And Management, Vikas Publishing House Pvt Ltd

 

References: 
  1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education.
  2. Varshney R.L. and Gupta, S.L. Marketing Management- An Indian Perspective, Sultan Chand and Sons.
  3. Ramaswamy, V.S. and Namakumari, Marketing management: planning implementation and control.
  4. Kotler, Philip and Armstrong, Principles of marketing, Prentice Hall of India.
  5. Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994

 

Academic Year: 
2021-2022 [3]

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Source URL: https://management.iisuniv.ac.in/courses/subjects/event-marketing-4

Links:
[1] https://management.iisuniv.ac.in/courses/subjects/event-marketing-4
[2] http://www.infibeam.com/Books/shroff-publisher/
[3] https://management.iisuniv.ac.in/academic-year/2021-2022-0