Course Language:
English
Courses given by:
Course Objectives:
The aim of this course is to provide students with basic knowledge of event marketing
Course Content:
What is event marketing? What are the basic principles of event marketing to create and implement an event?
Course Methodology:
1-Lecture 2- Interactive Lecture 6- Case Study 7- Brainstorming 8- Pairwork 19- Guest Speaker
Course Evaluation Methods:
A-Exam C- Homework
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| 1) Gains knowledge of what event marketing is. | 3, 4, 5, 10 | 1, 2, 7 | A |
| 2) Gains knowledge of why event marketing is important. | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 | 1, 2, 7 | A |
| 3) Relates Event marketing with PR and advertising. | 1, 2, 3, 4, 5, 6, 8 | 1, 2, 6, 7, 19 | A, C |
| 4) Relates event marketing with fields like economy and sociology. | 1, 2, 3, 5, 6, 8 | 1, 2, 6, 7, 19 | A, C |
| 5) Gains knowledge of the relationship between digital technologies and event marketing. | 1, 2, 3, 4, 5, 6, 8 | 1, 2, 7, 8 | A, C |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction to event marketing | |
| 2 | Types of events | |
| 3 | Types of events (continues) | |
| 4 | Destination, venue selection, and developing the program and content | |
| 5 | Creating an event website | |
| 6 | Search engine optimization (SEO) and improving the event website SEO | |
| 7 | Midterm Exam | |
| 8 | Guest (Subject: Event marketing practices and the significance of the event website) | |
| 9 | Promoting an event on social media | |
| 10 | Guest (Subject: Event marketing and social media) | |
| 11 | Case study analysis: Event marketing of a specific company and digital technologies |
https://blog.bizzabo.com/event-marketing-examples
|
| 12 | Event sponsorship | |
| 13 | Preparing an event budget |
Liu L., Zhang J., Keh H.T. (2018) Event-marketing and advertising expenditures: The differential effects on brand value and company revenue, Journal of Advertising Research, 58 (4) , pp. 464-475, DOI: 10.250/JAR-2017-043
|
| 14 | Measuring event success |
Lia Zarantonello & Bernd H. Schmitt (2013) The impact of event marketing on brand equity, International Journal of Advertising, 32:2, 255-280, DOI: 10.2501/IJA-32-2-255-280
|
| 15 | Case study analysis: An overall event marketing strategy of a specific company |
https://blog.bizzabo.com/event-marketing-examples
|
| 16 | Final | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook |
Dowson, Ruth and Bassett, David (2015). Event Planning and Management: A Practical Handbook for PR and Events Professionals. New York: Kogan Page Ltd.
& Professor’s slides |
| Additional Resources |
https://blog.bizzabo.com/event-marketing-examples
Lia Zarantonello & Bernd H. Schmitt (2013) The impact of event marketing on brand equity, International Journal of Advertising, 32:2, 255-280, DOI: 10.2501/IJA-32-2-255-280
Liu L., Zhang J., Keh H.T. (2018) Event-marketing and advertising expenditures: The differential effects on brand value and company revenue, Journal of Advertising Research, 58 (4) , pp. 464-475, DOI: 10.250/JAR-2017-043
|
Material Sharing
| MATERIAL SHARING | |
| Documents | www.coadsys.yeditepe.edu.tr |
| Assignments | www.coadsys.yeditepe.edu.tr |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 30 |
| Pairwork (Classwork) | 10 | 20 |
| Assignment | 10 | 50 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 60 | |
| Contribution of In-Term Studies to Overall Grade | 40 | |
| Total | 100 | |
| COURSE CATEGORY | Elective Course |
Course’s Contribution to Program
| COURSE CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences | X | ||||
| 2 | Students design advertisements suitable for both traditional and digital media. | X | ||||
| 3 | Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives. | X | ||||
| 4 | Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards. | X | ||||
| 5 | Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes. | X | ||||
| 6 | Students create and lead media strategies in the field of advertising. | X | ||||
| 7 | Students abide by universal values, law and ethical principles. | X | ||||
| 8 | Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members. | X | ||||
| 9 | Students adopt the critical approach in evaluating knowledge and skills related to the field. | X | ||||
| 10 | Students demonstrate knowledge and understanding of the concepts and models related to the field. | X | ||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration | 14 | 3 | 42 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 2 | 28 |
| Mid-terms | 1 | 2 | 2 |
| Pairwork (Classwork) | 10 | 2 | 20 |
| Homework | 10 | 2 | 20 |
| Final examination | 1 | 3 | 3 |
| Total Work Load | 115 | ||
| Total Work Load / 25 (h) | 4,6 | ||
| ECTS Credit of the Course | 5 | ||
None