Event Marketing

Undergraduate

Events offer authentic, human connection that digital formats alone cannot replicate, and are increasingly used by brands to create immersive and interactive consumer experiences. This is a highly experiential course where you will be given the tools to strategize, conceptualize, develop and operationalize a major live event. Furthermore, this course examines critical issues that surround the conception, elaboration, planning, organizing, executing, and evaluating of a successful event. The course is rooted in the interconnected marketing activities that must take place to ultimately deliver an on-message, on-brand experiential event for businesses and consumers alike. Issues surrounding vision & values, programming, audience targeting and development, budgeting, strategic partnerships, sponsorship development, revenue generation, and operations management are thoroughly examined. (Prerequisites: MTKG-1310.) (May not be taken for credit if taken as a special topic under MKTG-4910.) (This is an experiential learning course.)