Academic Catalog 2023–2024

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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. The course focuses on the operating principles that lead to successful business and corporate events, cultural festivals and cause-related entertainment activities in a highly competitive market.

Topical coverage includes: Communication and persuasion in event management; marketing Events (such as a convention/ business conference/social/cultural event, sports game, exhibition, a movie/play…); media and public relations in event management; ethics in event marketing: building reputation through cause-related event marketing and sponsorship.

Prerequisite: MKT201 Introduction to Marketing