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The Hong Kong Polytechnic University

Hong Kong Community College

Subject Description Form

Subject Code CCN2140

Subject Title Event Sales and Marketing

Level 2

Credit Value 3

Medium of

Instruction

English

Pre-requisite /

Co-requisite/

Exclusion

Pre-requisite CCN2003 Introduction to Marketing

Objectives

This subject develops students’ understanding and skills in applying the

conceptual framework, tools and techniques, and step-by-step approach

of sales and marketing to the event industry. It introduces the principles

and considerations of sales and marketing in the event industry. It also

examines the relative roles of sales and marketing and the practical tools

and follow-through skills ranging from developing objectives, through

formulating action plans and budgets, to monitoring sales and marketing

efforts.

Intended Learning

Outcomes

Upon completion of the subject, students will be able to:

(a) explain the essential concepts of sales and marketing in the context

of the event industry.

(b) describe the various sales and marketing activities and

considerations relevant to the event industry.

(c) formulate sales and marketing plans for various kinds of events.

(d) analyse event sales and marketing efforts.

Subject Synopsis/

Indicative Syllabus

Inter-relationship between Event Stakeholders and Customers’

Needs

Analysis of marketing environment; Understanding stakeholders;

understanding competitors.

Marketing Objectives and Targeting

Marketing objectives; Determining target audiences; consumers and

Organisational buyers in buying decision-making process.

Sales and Marketing Communication Toolkit

Event communication method and media choices; Public relations, E-

marketing communications; Advertising; Sales promotion; Personal

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Selling; Direct and relationship marketing.

Funding and Sponsorship

Developing budget; Funding resources; Recruiting sponsors;

Sponsorship programme structures; Sponsorship rights; Corporate

sponsorship.

Implementing Marketing Plan and Monitoring Marketing Efforts

Budget allocation; Coordination and follow up of marketing plans;

Methods for measuring and monitoring marketing efforts.

Teaching/Learning

Methodology

Lectures will focus on the introduction and explanation of key concepts,

with specific reference to current issues wherever appropriate. Group

discussions and activities may be arranged to stimulate students’

interests or their awareness of practical implications of some concepts.

Tutorials will provide students with the opportunity to deepen their

understanding of the concepts taught in lectures and to apply the theories

to the analysis of real-life issues. Activities in tutorials will normally

include student presentations and discussions of problems and case

studies.

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

A variety of assessment tools will be used to develop and assess

students’ achievement of the subject intended learning outcomes.

Specific assessment

methods/tasks

%

weighting

Intended subject learning

outcomes to be assessed

a b c d

Continuous Assessment* 60

Test 18

Individual Assignment 18

Group Assignment 21

Participation 3

Final Examination 40

Total 100

*Continuous assessment items and/or weighting may be adjusted by the subject

team subject to the approval of the College Programme Committee.

To pass this subject, students are required to obtain Grade D or above in

both the Continuous Assessment and Final Examination.

Student Study

Effort Expected

Class contact Hours

Lecture 26

Tutorial 13

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Other student study effort

Self-study 52

Continuous Assessment 39

Total student study effort 130

Reading List and

References

Recommended Textbook

Masterman, G., & Wood, E. (2006). Innovative Marketing

Communications: Strategies for the Event Industry. Elsevier

Butterworth-Heinemann.

References

Chiu, S.L.J. (2013). Event Marketing and Management. Pearson

Education.

Fenich, G.G. (2012). Meeting, Expositions, Events, and Conventions: An

Introduction to Industry. Prentice Hall.

Preston, C.A. (2012). Event marketing: How to Successfully Promote

Events, Festivals, Conventions, and Expositions. (2nd

ed.), John Wiley &

Son, Inc.

Saget, A. (2006). The Event Marketing Handbook: Beyond Logistics and

Planning. Dearborn Trade.

Stevens, Ruth P. (2005). Trade Show and Event Marketing. Thomson

Learning.