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Course Code: 
ADV 201
Course Type: 
Elective
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
5
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