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Event Marketing [1]

Paper Code: 
ETM 132
18.00
Unit I: 

Marketing:

  • Meaning of marketing philosophies and concepts
  • Selling Vs marketing
  • Marketing Process

Introduction to Event Marketing

  • Meaning and definition
  • Characteristics
  • Scope and its future
18.00
Unit II: 

Expectations and Goals: What do you want to happen

  • Importance and need of Event marketing
  • Social Responsibility towards Society
  • Setting objectives to Direct Event Sponsorship
  • Setting Strategies and Tactics
  • Dealing with Clutter
  • Understanding and Controlling Fees
  • Creating your own event

Consumer Behavior and Market Segmentation:

  • Consumer Expectations
  • Factors influencing Consumer behavior
  • Segmentation-Targeting-Positioning
  • Marketing Mix
  • Four P’s
18.00
Unit III: 

Getting  the word out: Media Promotion and Advertising:

  • Advertising-meaning, objectives and types
  • Sales Promotion
  • Public Relations
  • Direct Marketing
  • Word of mouth
  • Hospitality
  • Publicity

Working for the Broadcasting of the Event

18.00
Unit IV: 

Managing the product:

  • Product concept and levels of products
  • Product mix and product line decisions
  • Brand Equity, Packaging, Labeling

 

Concept of product life cycle:

  • Stage specific marketing strategies
  • New product development process.
 

 

18.00
Unit V: 

Brand Positioning:

  • Concept
  • Objectives
  • 3 Cs of Positioning ( Customer, Competitors and Company)

Positioning Strategy (Meaning)

Types of Positioning Strategies

Positioning Errors

Essential Readings: 
  1. Dr. Bhiwandiwalla: Research Module on Event Marketing and Special aspects of Event Management, National Institute of Event Management.
  2. Leonard H Hoyle: Event Marketing, Shroff [2] Publishing House.
  3. Gaur: Event Marketing And Management, Vikas Publishing House Pvt Ltd [3]
References: 
  1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education.
  2. Varshney R.L. and Gupta, S.L. Marketing Management- An Indian Perspective, Sultan Chand and Sons.
  3. Ramaswamy, V.S. and Namakumari, Marketing management: planning implementation and control.
  4. Kotler, Philip and Armstrong, Principles of marketing, Prentice Hall of India.
  5. Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994
Academic Year: 
2018-2019 [4]

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Source URL: https://www.management.iisuniv.ac.in/courses/subjects/event-marketing

Links:
[1] https://www.management.iisuniv.ac.in/courses/subjects/event-marketing
[2] http://www.infibeam.com/Books/shroff-publisher/
[3] http://www.infibeam.com/Books/vikas-publisher/
[4] https://www.management.iisuniv.ac.in/academic-year/2018-2019