Event Marketing and Promotion

Explore the essential aspects of marketing with a focus on event promotion, consumer behavior, and strategic planning. Learn how to segment markets, analyze marketing opportunities, and build strong brands through effective advertising and digital marketing strategies. Understand the significance of personal selling, public relations, and media management in enhancing event success. This comprehensive guide provides valuable insights into creating impactful marketing campaigns and adapting to industry trends, crucial for anyone looking to excel in the dynamic world of marketing.

Event Marketing and Promotion

1 Marketing Fundamentals

  1. What is Marketing
  2. Perspectives of Event Marketing
  3. Event Marketing Goals
  4. Concepts in Event Marketing
  5. The Marketing Mix for Events
  6. Types of Event Marketing
  7. Trends in Event Marketing
  8. Advantages of Event Marketing: Experiential Marketing

2 Marketing Environment

  1. Event Marketing Environments
  2. Event Environment Analysis
  3. Significance of Environment and Competitive Assessment
  4. Marketing Environment and Implications of Regulations in India

3 Market Segmentation

  1. Market Segmentation – The Concept
  2. Segmenting the Markets for Events
  3. Tasks Involved in Segmentation
  4. Targeting

4 Consumer Behaviour

  1. What is Consumer Behaviour
  2. Motivation and Type of Involvement
  3. Determinants of Event Participation
  4. Decision Making Process for Event Participation
  5. Consumer Research
  6. Consumer Protection in India

5 Analysing Marketing Opportunities

  1. Considerations for Developing Marketing Planning Strategy
  2. Analysing SWOT Results
  3. Business Potential Assessment
  4. Opportunity Analysis
  5. Competitive Advantage
  6. Problem Analysis
  7. Establishing Focus on the Marketing Strategy
  8. Developing Marketing Goals and Objectives

6 Strategic Marketing

  1. Strategic Marketing: An Introduction
  2. Importance of Strategic Marketing for Events
  3. Considerations for Strategic Event Marketing
  4. Role of Destination Marketing Organisations and Convention Bureaus
  5. Risk vs. Return Matrix and Popularity Share Matrix

7 Branding and Positioning of Events

  1. What are Brands
  2. Event as a Product Brand
  3. Event as a Tool for Building Brand Image
  4. Significance of Brands
  5. Positioning
  6. Building a Brand for Positioning
  7. Retaining Event Property
  8. Repositioning of Events

8 Brand Building

  1. Brand, Branding and Brand Building
  2. Building a Brand
  3. Brand Building Factors
  4. Internal Branding Events
  5. Brand Loyalty Building
  6. Audience Engagement in Event
  7. Events Based on Image Transfer

9 Advertising

  1. An Introduction to Advertising in Event Management
  2. Developing Advertising Objectives
  3. Advertising Budget
  4. Elements of an Advertisement
  5. Selection and Execution of Advertising Message
  6. Selection of Media
  7. Social Media Advertising
  8. Celebrity Advertising
  9. Determining Timing for Advertising
  10. Measuring Effectiveness of Advertising

10 Sales Promotion and Digital Marketing

  1. An Introduction to the Concept of Sales Promotion
  2. Importance and Strategies of Sales Promotion
  3. Sales Promotion Tools
  4. Major Decisions Pertaining to Sales Promotion
  5. Sales Force Management
  6. Integrated Marketing Communications and Digital Marketing
  7. E-Marketing
  8. Viral Marketing and e-WOM
  9. Web Analytics
  10. Virtual Events

11 Personal Selling, Public Relations and Experiential Marketing

  1. Personal Selling – Definition and Meaning
  2. Approaches to Personal Selling
  3. Contribution of Personal Selling to Event Marketing
  4. Sales Creativity
  5. Public Relations
  6. The New Role of PR: Experiential Marketing for Brand Experiences
  7. Direct Marketing

12 Media Management

  1. Media at an Event
  2. Media Planning
  3. Factors Affecting Media Selection
  4. Media Scheduling
  5. Media Strategy
  6. Establishing Relationship with Media
  7. Working with Media at an Event
  8. Media and Sponsorship