EVT760 - Integrated Marketing Communications for Events

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Last revision date May 25, 2020 12:44:36 AM
Last review date Aug 3, 2020 12:15:08 AM

Subject Title
Integrated Marketing Communications for Events

Subject Description
Where and why would you market your event? How does décor play a part in the overall branding strategy of a client? This course builds on essential marketing concepts by focusing on the promotional element of the marketing mix. Students will learn the importance of integrating online and offline marketing communication strategies. The course examines the effective use of advertising, public relations, direct marketing, and sponsorship through tradition and digital channels.  Students will also explore the role of design and decor in event promotion.

Credit Status
One credit

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Apply a variety of social media tools in order to promote an event and one's own business;
  2. Describe advantages and disadvantages of various forms of online and offline media;
  3. Evaluate the role of marketing and communications in the successful implementation of an event's overall objectives;
  4. Create an integrated marketing communications plan that includes online (digital marketing and social media) and offline strategies, objectives and plans for an event;
  5. Develop a media relations plan and media kit for an event, along with methods used to evaluate its success;
  6. Create a sample sponsorship package to generate interest and investment in an event;
  7. Develop a marketing budget that distinguishes between online media, offline media and in-kind media.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Execute mathematical operations accurately.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecacollege.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.