Event Marketing
- Credits: 3
- Ending: Examination
- Range: 0P + 2C
- Semester: winter
- Year: 2
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
The aim of the course is to effectively master the principles of Event Marketing, to be able to apply the tools of Event Marketing in a particular company while respecting the specifics of the event. The priority is to connect experience and emotion in relation to business goals of the company. The student will gain the ability to apply theoretical knowledge in specific situations.
Knowledge:
Get to know event marketing, its tools, with the possibility of their application with respect to the specifics of individual event events. Know and be able to plan event marketing activities according to the specifics of sub-segments of the market. To be able to plan event events in connection with and in synergy with the marketing activities of individual entities as a whole.
Competence:
Competence to effectively manage the implementation of event marketing as an element of integrated communication and marketing policy of companies and other types of organizations. Competence to be able to plan and manage event marketing activities in the online environment and with respect for current trends.
Skill:
Managerial skill in the creation and implementation of a suitable event in accordance with other tools of marketing communication and business goals. Support for the development of students' teamwork and the ability to plan event marketing activities depending on the type of business entity and the planned event. Development of presentation skills in sharing the results of solving case studies and team seminar work.
Indicative content
Seminars:
1. Organization of work during the semester, credit conditions. Assignment of collective case studies for continuous solution and presentation of students' event activities during seminars.
2. Characteristics of the event as a marketing tool, practical examples from business practice
3. Development of event marketing, conceptual apparatus.
4. Event marketing in the application to public relations: application to specific cases, solving case studies focused on the application of selected tools of event marketing as a means of creating a positive image of the subject in the eyes of the public and interest groups.
5. Theory and practice of event marketing: application to specific business entities, teamwork of students.
6. Sponsorship and event marketing: solving case studies
7. E-event marketing: solving case studies
8. Event marketing of festival events: continuous test
9. Corporate event marketing, presentation of term papers
10. Event marketing of congresses and exhibitions, presentation of term papers
11. Marketing of social events, presentation of term papers
12. Trends in event marketing, presentation of term papers
13. Evaluation of the semester
Support literature
Elementary literature:
FREY, P. Marketingová komunikace: nové trendy 3.0. Praha: Management Press, Albatros Media, 2017, 212 p. ISBN 8072613898
KARLÍČEK M. - KRÁL P. Marketingová komunikace. Praha: Grada Publishing, 2011, ISBN 802473541
PRESTON, C.A. Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions. The Wiley Event Management Series, Wiley, 2012, ISBN 1118110714
REIC, I.: Events Marketing Management. Routledge, 2016. ISBN 9780415533584
ŠINDLER P. Event marketing: Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003, 236 s. ISBN 8024763710
Supplementary literature:
www.m-journal.cz, https://strategie.hnonline.sk, http://www.event-promotion.cz
Syllabus
Seminars: 1. Organization of work during the semester, credit conditions. Assignment of collective case studies for continuous solution and presentation of students' event activities during seminars. 2. Characteristics of the event as a marketing tool, practical examples from business practice 3. Development of event marketing, conceptual apparatus. 4. Event marketing in the application to public relations: application to specific cases, solving case studies focused on the application of selected tools of event marketing as a means of creating a positive image of the subject in the eyes of the public and interest groups. 5. Theory and practice of event marketing: application to specific business entities, teamwork of students. 6. Sponsorship and event marketing: solving case studies 7. E-event marketing: solving case studies 8. Event marketing of festival events: continuous test 9. Corporate event marketing, presentation of term papers 10. Event marketing of congresses and exhibitions, presentation of term papers 11. Marketing of social events, presentation of term papers 12. Trends in event marketing, presentation of term papers 13. Evaluation of the semester
Requirements to complete the course
Evaluation during semester: 40%
work and activity in exercises – 5%,
test – 20%,
semester assignment – 15%.
Exam: 60%
Total: exercises + exam - at least 51% for the assessment.
Student workload
work and participation in exercises - 39 hours
preparation for exercises, processing of semester assignments and preparation for the test - 39 hours
Total: 78 hours
Language whose command is required to complete the course
Slovak
Date of approval: 13.02.2023
Date of the latest change: 02.07.2022