module specification

LT6015 Marketing, PR and Sponsorship for the Events Industry examines the various marketing practices used in the events’ industry and the role events can play in the marketing of other products/services.  Students will learn how to identify and interpret market data and how to apply appropriate marketing tools to different audiences.  The module will be delivered in 1.5 hour lectures and 1.5 hour seminars weekly for 30 weeks.  Students will be expected to have completed MC4004 Principles and Practice in Marketing.  Work will be assessed in a variety of different ways: a short in-class test, a group presentation and an individual report.

MC4004 Principles and Practice in Marketing

This module aims to provide you with an understanding and practical knowledge of marketing practices in the Events industry, including the synergetic relationship with partners, sponsors and other external stakeholders. Specifically it aims to:

1. Build on students’ existing knowledge and understanding of marketing principles
2. Examine the nature, role and application of marketing, public relations and communications in the events industry
3. Analyse the range of marketing communications available to events marketeers
4. Explore how experiential events can be used by brands as part of the marketing communication mix
5. Demonstrate the relevance of sponsorship in events marketing and its strategic use in marketing communications and branding.

Identifying and understanding markets; The relationship between sponsors, external stakeholders and the event organisers/marketers;  PR and marketing techniques/models/theories; Strategic planning and implementation.

Students will be encouraged to apply their knowledge in real-life campaigns, using online tools to help them understand markets and consumers.  Students will be expected to develop a marketing campaign for an event/enterprise of their choice, which can demonstrate their understanding and skills as a marketer and to present a sponsorship proposal to a prospective sponsor for an event of their choice.

On completion of this module, students should be able to

1. Plan and execute marketing campaigns for events including liaising with external partners and stakeholders, such as sponsors.
2. Evaluate and interpret market research data to clearly identify market segments and apply appropriate techniques to achieve marketing objectives
3. Understand the role of events in marketing campaigns for a variety of different organisations and ways to maximise their effectiveness.
4. Construct a marketing plan for an event or organisation that contains appropriate marketing and promotion strategies.
5. Produce and present a sponsorship proposal and ‘sell’ its merits.
6. Analyse and evaluate marketing and sponsorship strategies of events and organisations that use events as part of their marketing plan.

Students will develop of a marketing campaign which they’ll analyse in a written report, using theoretical and practical examples to underpin. They will then be assessed on the creation of an effective sponsorship proposal which they will present to their tutors and peers in an individual presentation role-playing a sponsorship pitch. In the autumn semester a short in-class test will gauge students understanding of the key concepts.

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Brassington, F and Pettitt, S (2003) Principles of Marketing, London: Financial Times/Prentice Hall
Collett, Pippa & Fenton, William (2011) The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers, John Wiley & Sons.
Cornwell T. Bettina (2015) Sponsorship in Marketing: Effective Communication through Sports, Arts and Events, Routledge.
Croteau, D. and Hoynes, W. (2005) The Business of Media: Corporate Media and the Public Interest, London: Sage Publications
Doyle, G. (2002) Understanding Media Economics, London: Sage Publications
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Gregory, A (2000) Planning & Managing a PR Campaign, London: Kogan Page
Hesmondhalgh, D (2002) The Cultural Industries, London: Sage Publications
Jenkins, H (2006) Convergence Culture: Where Old and New Media Collide, NYUP
Kotler et al (2005) Principles of Marketing, London: Prentice Hall
Lancaster, G. and Massingham, L. (1999) The Essentials of Marketing, Prentice Hall
Smith, PR, Zook, Z (2011) Marketing Communications: Integrating Offline and Online with Social Media, London: Kogan Page
Theaker, A, (2007) Public Relations Handbook, London: Routledge
Smilansky
Mastermann and Wood
Skildum-Reid, Kim (2014) The Sponsorship Seeker's Toolkit, Fourth Edition, McGraw-Hill Professional.
Turner, Mike  (2014) Sponsorship: How to Get It and How to Keep It, CreateSpace Independent Publishing Platform.

Time Out
The Guardian Newspaper – Monday edition Media section
The Financial Times – Tuesday edition – Creative Business
Business Week
The Economist
Mintel
Keynote

www.eventmagazine.co.uk
www.musicmetric.com
www.simplymeasured.com
www.emarketer.com
www.ft.com
www.guardian.co.uk
www.europemedia.net
www.screendaily.com
www.hollywoodreporter.com
www.access-aa.co.uk