FORMATIONS |
Fiche détaillée d'un cours
 | EVENT MARKETING | ||
2018-2019 | FrIESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 1819-IÉSEG-M1S1-MKT-MA-EI90UE | MARKETING | |
| Niveau | Année de formation | Période | Langue d'enseignement |
|---|---|---|---|
| Master | 1 | S1 | FrEnglish |
| Professeur(s) responsable(s) | P.BREDAR |
|---|---|
| Intervenant(s) | Pierre BREDAR |
- Ce cours apparaît dans les formations suivantes :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
Pré requis
> A basic knowledge of marketing & communication principles (segmentation, brand positioning,...)
> Basic notions of project managemen
Objectifs du cours
- Explain the place & uses of events in the strategic marketing plan
- Explain the specificities of event communication
- Detail the steps of great event communication planning
- Manage the event ecosystem and key interlocutors relationships (agencies for instance)
- Detail methods used to measure events' effectiveness
- Manage legal and ethical concerns
- Use key tools for events management
- Deal with the various aspects of a problem (here applied to events problematics ; learning goal : integrate various business discplines)
Contenu du cours
* the place of events in marketing plan
* strategic work :goals, targets and events choices to connect with customers
* resources management : budget, staff,
* sound event development : planning,management of legal issues, promotion
* before, during and after D day : event management
* mesure the return : evaluation and reporting
* useful tools & tips : project management, briefings and development perspectives like crowdfunding
Modalités d'enseignement
Organisation du cours
| Type | Nombre d'heures | Remarques | |
|---|---|---|---|
| Face to face | |||
| Interactive class | 6,00 | ||
| Coaching | 8,00 | group work follow up | |
| lecture | 12,00 | Face to face lectures & workshops will occur during the week. Active participation expected | |
| Independent work | |||
| Reference manual 's readings | 10,00 | selected readings | |
| Independent study | |||
| Group Project | 20,00 | As part of a group, you will prepare an analysis and a presentation of a case | |
| Charge de travail globale de l'étudiant | 56,00 | ||
Méthodes pédagogiques
- Case study
- Interactive class
- Presentation
Évaluation
1) A 2 hours examination worth 40% of the marks
2) A presentation of your group work is worth 60%
| Type de Contrôle | Durée | Nombre | Pondération |
|---|---|---|---|
| Others | |||
| Case study | 0,50 | 1 | 30,00 |
| Written Report | 4,00 | 1 | 30,00 |
| Final Exam | |||
| Written exam | 2,00 | 1 | 40,00 |
| TOTAL | 100,00 | ||
Bibliographie
- Strategic Brand Management - Kevin Lane Keller et Tony Aperia - 6 mars 2013 -
- The Event Marketing Handbook: Beyond Logistics & Planning , August 11, 2012 - by Allison Saget -
Ressources internet
* Informations non contractuelles et pouvant être soumises à modification
