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Lesson details

EVENT MARKETING
2018-2019	EnIESEG School of Management ( IÉSEG )
Class code :	1819-IÉSEG-M1S1-MKT-MA-EI90UE	MARKETING

Level	Year	Period	Language of instruction
Master	1	S1	EnEnglish

Academic responsibility	P.BREDAR
Lecturer(s)	Pierre BREDAR

IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Prerequisites

> A basic knowledge of marketing & communication principles (segmentation, brand positioning,...)
> Basic notions of project managemen

Learning outcomes

- 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)

Course description

* 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

Class type

Class structure

Type of course	Numbers of hours	Comments
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
Total student workload	56,00