Academic Catalog 2022–2023

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MKT331 Event and Entertainment

[3–0, 3 cr.]

This course blends theory with practical applications. It covers concepts and skills required to successfully promote events to various target markets (participants, attendees, contributors, sponsors, advertisers as well as performers) through theory and a wide variety of cases. Students will gain a broad understanding of marketing strategies and operating principles that lead to successful business and corporate events, cultural festivals and cause-related entertainment activities in a highly competitive market since today the success of an event depends on its marketing strategy as well as its strategic planning. Classes are structured to encourage students to explore different concepts, frameworks and models, and analyze industry data across multiple revenue streams.

Prerequisite: MKT201 Introduction to Marketing