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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
P.BREDAR
Stakeholder(s)
Pierre BREDAR
Présentation
Prerequisite
> A basic knowledge of marketing & communication principles (segmentation, brand positioning,...)
> Basic notions of project managemen
> Basic notions of project managemen
Goal
- Explain the place & uses of events in the strategic marketing plan
- Explain the specificities of event communication
- Detail the steps of great event communication planning
- Manage the event ecosystem and key interlocutors relationships (agencies for instance)
- Detail methods used to measure events' effectiveness
- Manage legal and ethical concerns
- Use key tools for events management
- Deal with the various aspects of a problem (here applied to events problematics ; learning goal : integrate various business discplines)
- Explain the specificities of event communication
- Detail the steps of great event communication planning
- Manage the event ecosystem and key interlocutors relationships (agencies for instance)
- Detail methods used to measure events' effectiveness
- Manage legal and ethical concerns
- Use key tools for events management
- Deal with the various aspects of a problem (here applied to events problematics ; learning goal : integrate various business discplines)
Presentation
* the place of events in marketing plan
* strategic work :goals, targets and events choices to connect with customers
* resources management : budget, staff,
* sound event development : planning,management of legal issues, promotion
* before, during and after D day : event management
* mesure the return : evaluation and reporting
* useful tools & tips : project management, briefings and development perspectives like crowdfunding
* strategic work :goals, targets and events choices to connect with customers
* resources management : budget, staff,
* sound event development : planning,management of legal issues, promotion
* before, during and after D day : event management
* mesure the return : evaluation and reporting
* useful tools & tips : project management, briefings and development perspectives like crowdfunding
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 12,00 | Face to face lectures & workshops will occur during the week. Active participation expected | |
| Cours interactif | 6,00 | ||
| Coaching | 8,00 | group work follow up | |
| Autoformation | |||
| Lecture du manuel de référence | 10,00 | selected readings | |
| Travail personnel | |||
| Group Project | 20,00 | As part of a group, you will prepare an analysis and a presentation of a case | |
| Overall student workload | 56,00 | ||
Evaluation
1) A 2 hours examination worth 40% of the marks
2) A presentation of your group work is worth 60%
2) A presentation of your group work is worth 60%
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 40,00 |
| Autres | |||
| Etude de cas | 0,50 | 1 | 30,00 |
| Rapport écrit | 4,00 | 1 | 30,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Strategic Brand Management - Kevin Lane Keller et Tony Aperia - 6 mars 2013 -
The Event Marketing Handbook: Beyond Logistics & Planning , August 11, 2012 - by Allison Saget -
The Event Marketing Handbook: Beyond Logistics & Planning , August 11, 2012 - by Allison Saget -
Internet resources