Browse Hierarchy MARK7012: Principles of International Events Marketing

This module introduces the key principles, concepts and tools of marketing in the context of the international events sector. Critical evaluation of the macro and micro environments and the consequential impact on events marketing will be visited. In addition, it will examine the impact of contemporary issues such as sustainability on events marketing decisions. It will also explore the diversity of event stakeholders and use marketing techniques to critically analyse the impact of these groups on strategic marketing decisions. The ultimate aim for this module is to enable students to research and develop a strategic events marketing plan.