85370 - Marketing and Event Management

Learning outcomes

The student will acquire skills relating to: - theories and basic applications of marketing management; - how to plan and apply a marketing strategy for companies and public autorities operating in the fields of sport tourism, well-being and leisure time; - how to plan and manage events particularly with regard to economic and marketing aspects.

Course contents

Lesson 1 – Sports Marketing

• Brands
• Sponsorship
• Ambush marketing
• Customers, spectators and fans
• Media
• Marketing, ethics and development

Lesson 2 – Tourism Marketing

• Describing the tourism marketing process
• Developing tourism marketing opportunities and strategies
• Developing the tourism marketing mix
• Managing tourism marketing

Lesson 3 – Marketing for Health Care Organisations

• Defining the health care system
• Analysing the market
• Applying the marketing mix
• Implementing and controlling the marketing effort

Lesson 4 – Social Media Marketing

• Social customer relationship management
• Social media monitoring for market intelligence
• Viral marketing and influencers
• Consumer reviews
• Social networking and online communities
• Event social media marketing
• Online public relations and reputation management
• Advertising on social media

Lesson 5 – The event development phase

• The event manager as a facilitator
• Facilitating the communication requirements
• Facilitating knowledge transfer
• Facilitating event structures for governance
• Facilitating event management using the network perspective
• Facilitating volunteer management practices
• Facilitating event policy development
• Facilitating corporate social responsibility

Lesson 6 – The event operational planning phase

• The cultivation of the operational planning network
• The creation of written operational plans
• The inclusion of contingency plans
• The activation of a plan-refining process
• Practice operational planning scenarios

Lesson 7 – The event implementation, monitoring, and management phase

• Executing the plan
• Monitoring the dynamic and fluid operational environment
• Managing operational plan implementation
• Inherent implementation, monitoring, and management issues in operational network practice

Lesson 8 – The event evaluation and renewal phase

• Background knowledge for the event manager
• Facilitating the process of evaluating the event
• General steps in evaluating the event
• Decisions required by the event manager before evaluating
• Developing questionnaires
• Determining sampling size and sampling administration strategies
• Using event evaluation to inform the event renewal

Lesson 9 – Quality

• Facilitating quality in event management
• Current definitions of quality and the lack of guidance for event managers
• Issues in defining quality in event management
• Creating a quality statement to guide event managers
• A sample quality statement
• An integral approach to experiential learning: A foundation for event management and personal development
• Integral approach to experiential learning
• Applying the integral approach to event management
• Maximising personal development in experiential event management settings

Readings/Bibliography

Lesson 1: Chadwick, S., Chanavat, N. and Desbordes , M. (2016) Routledge Handbook of Sports Marketing. London: Routledge.

Lesson 2: Kotler, P., Bowen, J. T., Makens, J. and Baloglu, S. (2017) Marketing for Hospitality and Tourism. 7^th ed., Harlow: Pearson.

Lesson 3: Kotler, P., Shalowitz, J. and Stevens, R. J. (2008) Strategic marketing for health care organizations: building a customer-driven health system. San Francisco: Jossey-Bass.

Lesson 4: Charlesworth, A. (2015) An introduction to social media marketing. London: Routledge.

Lesson 5, 6, 7, 8 and 9: Mallen, C. and Adams, L. (2017) Sport, Recreation and Tourism Event Management: Theoretical and Practical Dimensions. 3^rd ed., London: Routledge.

Teaching methods

Lectures. Presentations. Small-group activities. Assignments. Coaching and mentoring. Case studies. Online discussion boards. Project work. Game-based activities. Q&A sessions.

Assessment methods

Attendance and active participation. Oral and written assignments and exercises. Written and oral exam.

Teaching tools

Online and offline resources.

Office hours

See the website of Fabio Rizzi