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Event Marketing [1]

Paper Code: 
25ETM132
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to develop a comprehensive understanding of event marketing strategies and tactics, empowering them to plan, promote, and execute successful events effectively.

 

Course Outcomes: 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course title

 

 

 

 

 

 

25ETM

132

 

 

 

 

 

 

 

 

Event Marketing (Theory)

CO07:     Explore               marketing

principles,   event                  marketing,

and the marketing process.

CO08:        Analyze                  event

marketing,                          sponsorships,

consumer      behavior,                     and

segmentation strategies.

CO09:                           Demonstrate

advertising, sales promotion,

PR, direct marketing, word-of-

mouth, hospitality, publicity, and event broadcasting.

CO10:       Explain       product concepts, branding, packaging,

labeling,        and                     lifecycle

marketing strategies.

CO11:    Analyze               positioning

concepts and strategies for

market positioning.

CO12: Contribute effectively in

course-specific interaction

Approach in

teaching:

Interactive

Lectures, Power

point presentation,

Tutorials,

Discussion

Learning

activities for the

students:

Self-learning assignments,

Effective questions, Quiz, Topic

presentation,

Giving

tasks, Students

presentation

Continuous

Assessment

test, Year end

examinations,

Quiz, tutorials,

Assignments,

Presentation,

Individual and

group projects

 

12.00
Unit I: 
Marketing

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

Event Marketing -Meaning and definition, Characteristics, Scope and its future

 

12.00
Unit II: 
Expectations and Goals

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

 

12.00
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

 

12.00
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.

 

12.00
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

(Latest edition of these books should be used)

 

References: 

 

Suggestive Readings:
  1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education.
  2. Varshney R.L. and Gupta, S.L. Marketing Management- An Indian Perspective, SultanChand and Sons.
  3. Ramaswamy, V.S. and Namakumari, Marketing management: planning implementationand 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

 

E- Resources :
  1. https://www.hubspot.com/resources/ebook/event-marketing [3]
  2. https://www.scribd.com/document/373762486/Fundamentals-of-Event-Marketing [4]

 

Academic Year: 
2025-2026 [5]

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Source URL: https://managementb.iisuniv.ac.in/courses/subjects/event-marketing-0

Links:
[1] https://managementb.iisuniv.ac.in/courses/subjects/event-marketing-0
[2] http://www.infibeam.com/Books/shroff-publisher/
[3] https://www.hubspot.com/resources/ebook/event-marketing
[4] https://www.scribd.com/document/373762486/Fundamentals-of-Event-Marketing
[5] https://managementb.iisuniv.ac.in/academic-year/2025-2026