On successful completion of the course, students will discuss

• the current trends in (digital) event marketing.
• physical and digital ways to promote events.
• the importance of emotions in events.
• the importance of participant orientation in events.
• methods of event controlling.

• describe current trends in (digital) event marketing.
• actively engage with developments and innovations in event marketing.
• list the possibilities of digital and physical event advertising.
• describe the relationship between information, inspiration and emotion in event marketing.
• evaluate which factors influence attendee satisfaction at physical, digital, and hybrid events.
• describe methods of event controlling.

• address current trends when strategically planning events.
• utilize the capabilities of physical and digital advertising formats to promote events.
• plan, execute, and measure the success of events in physical, digital, and hybrid formats.

none

• Strategic event marketing
• Operative event marketing
• Hybrid events
• Event project planning
• Visitor behaviour
• Customer relationship management
• Event marketing controlling

Neus, F. (2020): Event Marketing in the Context of Higher Education Marketing and Digital Environments. Wiesbaden: Springer Gabler.

Preston, C. A. (2012): Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions. Hoboken: Wiley.

Rankine, D./Giberti, M. (2020): Reinventing Live: The Always On Future of Events. London: Anthem Press.

Lecture, discussion, self-study and group work, case studies

Integrated module examination

Continuous assessment type: implementation of a test event, final written examination