Events MarketingWeek 1 - Introduction and Overview

Today’s sessionLecture

Module overview- Introductions- Assessment programme- Literature and reading- WebLearn

Introduction to events marketing- Defining Marketing - Marketing Concept- Marketing Mix

SeminarMarketing planning

Introductions

Two strands:1. The marketing of events &2. events as marketing tools.

How will the module be Assessed?

- Individual written assignment – 60%• Week 13 (January)• You are to choose one of five available topics

(see the module handbook) and write a current event case study report that is 3,000 words in length. Both British and international case studies are encouraged.

- 2 hour Unseen Exam – 40%• Week 14 or 15 (January/February)

Option 1, which asks you to examine a Marketing Plan, is best suited to those students who are working for an event organisation and who can obtain ORIGINAL documents. Please seek approval from the document owner before starting with your coursework. Critically analyse and evaluate an event marketing plan and explain how push and pull strategies are delivered through the marketing tactics defined in the plan. 

Assignment

Option 2, if you are not able to get access to a current marketing plan you will need to interact with a live case study event and choose one of the following: Critically analyse and evaluate an event case study/marketing plan and define the target market. Explain how the market is segmented (the bases and the methods used in segmentation) and identify the positioning efforts of the event in relation to the various segments 

Assignment

Answer any TWO of the following questions (all questions carry equal marks – as indicated below). QUESTION ONE (25 marks available)Critically evaluate the concept of the Marketing Mix as it applies to events. Use a practical example to support your answer.  QUESTION TWO (25 marks available)Critically discuss the role of the Information Mix (Smith, 2008) and levels of involvement (Chen and Wu, 2010) in event visitor decision making process. Support your arguments with practical examples.  

Exam

Literature

There is no core text as such; most marketing text books will cover the content:

Suggested texts• Jackson (2013) Promoting and Marketing Events, London:

Routledge (available as e-resource)• Kotler et al, Principles of Marketing, (4th and 15th editions

available as e-resources)• Masterman & Wood (2006) Innovative Marketing

Communications: Strategies for the Events Industry, Elsevier (available as e-resource)

LiteratureIf you want to know more about events in general, try

the following resources:

Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2011) Events Management, 3rd Edition, Oxford: Butterworth-Heinemann (available as e-resource)Connell, J. & Page, S. (2011). The Routledge Handbook of Events. Abingdon: Routledge (available as e-resource)Ferdinand, N. and Kitchin, P. (2012) Events Management: An International Approach, London: SageGetz, D. (2007) Event Studies: Theory, Research and Policy for Planned Events, Oxford: Butterworth-Heinemann (available as e-resource)

Don’t forget the readings on WebLearn!

Week 1 Lecture

Defining Marketing

What are the main cornerstones of the marketing approach?

What about the following concepts: Value RelationshipsSatisfaction

How do they fit?

What is Marketing? “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”

CIM (2005)

“a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

Kotler et al. (2008)

Extrinsic IntrinsicSelf-orientated Active 1. Efficiency

Output/input,convenience

2. PlayFun

Reactive 3. ExcellenceQuality

4. AestheticsBeauty

Other-orientated Active 5. Status Success, impression management

6. EthicsJustice, virtue, morality

Reactive 7. EsteemReputation, materialism, possessions

8. SpiritualityFaith, ecstasy, rapture, sacredness, magic

(Holbrook, 1999:12)

A typology of consumer value

The Selling & Marketing Concepts

‘An approach to business that centres its activitieson satisfying the needs and wants of its customers’

Factory Existing products

Selling & promoting

Profits through sales

volume

Starting point

Focus Means Ends

Market Customer needs

Integrated marketing

Profits through

customer satisfaction

Selling concept

Marketing concept

Society (Human welfare)

Consumers (Want satisfaction)

Company (Profits)

The societal marketing concept

(Kotler and Armstrong, 2013:34)

The Marketing ConceptHow can you successfully implement the marketing concept?Identify needs and wants of target customers Develop market offerings that meet theseDisseminate information through reliable channelsCreate and develop a relationship with your customers Customer satisfaction!

Marketing MixIntroduced in 1960 by E.J. McCarthy4Ps vs 7Ps vs 9Ps vs 12PsMarketing Mix vs Event’s services marketing mixWhy the need for a different approach?What makes events special?

Events Marketing

What is Events Marketing?How does it differ from the marketing of goods and services?What role does Experience play in Events Marketing?

Events MarketingEvents are based on participation and experiences Customer engagement on a subconscious and emotional level – relevance?Events depend on successful relationships with target customers – why? How are these relationships nurtured?

Summary1. Definitions of marketing have developed over

time. 2. The ideas of value, relationships between

consumer and producer have evolved and been influenced by factors such as technology

3. Certain marketing techniques such as the marketing mix have been adapted for events marketing.

Key resourcesBrassington and Pettitt (2013) Essentials of MarketingCIM (2005) Marketing and the 7 P:sKotler, Philip.; Armstrong, Gary. (2013). Principles of Marketing, Global Edition. (available as e-books)

For further resources, see the module handbook and WebLearn site.

Today’s seminar

The role of marketing planning

– Why is it important?– What does the process look like? – What kind of information needs to be gathered,

analysed and presented?– What decisions need to be made?