Units
Events Marketing
Unit code: AMB208
Credit points: 12
Information about fees and unit costs
Events have become significant strategic marketing tools for positioning products/services, industries, destinations and community interests at the local, national and global levels. The unit initially explores various types, roles and objectives of events and the profile and motives of event markets and
stakeholders. Key topics include: processes of attracting or developing the event experience including bidding
processes; partnership creation with sponsors, media and community; venue selection and design relative to market/stakeholder needs; ticketing/pricing or access management and imaging the event from an integrated marketing communication perspective. Local and international cases are used.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 1 | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
The study of events marketing has emerged as a distinctive academic and industry focus in response to the growth of events as services experiences. The unit is designed as part of the Tourism and Entertainment Marketing minor or to be taken as an elective by students with a particular interest in the area of events marketing.
Aims
The overall aim of this unit is to develop students' abilities to appreciate and apply the principles of events marketing and related management practices to real world cases and problems. Delivery of the unit is organised so that theories and practices of events marketing must be articulated by students in both oral and written communication forms, reflecting the real world operation of the events sector.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
Upon completion of the unit, students will be able to:
1. identify and apply the concepts and knowledge specific to the study of events marketing;
2. explain the roles of events and issues affecting events as service experiences;
3. demonstrate an ability to research, analyse and understand events and the marketing principles specific to events;
4. identify, plan and develop appropriate strategies and tactics for an identified event and present these in a written marketing plan;
5. demonstrate abilities to work independently and collaboratively;
6. demonstrate skills in effective communication.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
Events Marketing considers marketing theories and concepts in a specific context. Content to be explored in the unit includes:
Approaches to Teaching and Learning
The unit is designed to introduce students to the theoretical underpinnings and professional practice of marketing for events using a variety of resources and activities delivered through lectures, tutorials, workshops and online via the AMB208 Blackboard site. Students will have opportunities to develop their knowledge and skills through participation in learning activities which encourage both independent and collaborative learning.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
Assessment name:
Case Study (take home)
Description:
Students will analyse a written case study, applying principles of marketing in an events context.
Length or Duration: 2000 words.
Formative of Summative: Formative and Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 6 and AOL goals: KS (1.1), CTA (2.1), PC (3.1), SEU (4.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 5
Assessment name:
Event Marketing Audit
Description:
Students will research and analyse the marketing and management of a 'real world' event and audit the event. This will be done online via Blackboard. A showcase of work will be held in Week 11.
Length or Duration: 3000 words
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4, 5, 6 and AOL goals: KS (1.1), CTA (2.1), PC (3.1), (3.2), SEU (4.1), TW (4.1)
Weight:
60%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 13
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Prescribed Text
Allen, J, O'Toole, W, Harris, R & McDonnell, I. (2011) 5th edition. Festival and special event management. Milton: John Wiley & Sons.
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 05-Feb-2013
