Hands-on experience in planning and promotion will give you the tools to design and execute memorable events.
The minor in event marketing & management offers students a dynamic blend of theoretical knowledge and practical skills essential for thriving in the hospitality industry. Students learn strategic planning, promotional strategies and on-site execution, giving them the knowledge and skills to effectively design, market and manage a range of events.
Through hands-on experiences and collaboration with industry professionals, students gain a comprehensive understanding of event logistics, budgeting and audience engagement, preparing them for successful and rewarding careers. Specifically, students learn to interpret the fundamental principles of event planning, operations and marketing, as they create top-quality events from conception to execution.
In addition to effective communication skills, students also will acquire the expertise to identify and effectively develop event objectives, including logistics, timeline, budget and overall program success. By using appropriate tools and technology, students will gain the knowledge to coordinate the technical aspects and utilize best practices and proper business ethics as they plan and execute an event.
Students will receive hands-on experience atThe Conference Center at the Jack Welch College of Business & Technology, which is located on the iconic executive floor of the former GE World Headquarters. The conference center is operated in partnership with students and staff of the Jack Welch College of Business & Technology, the Welch Experience and University Special Events.
Investigates the components of the marketing mix. A managerial approach is employed and case studies supplement each area of exploration. Topics include customer behavior, product policy, channels of distribution, advertising and promotion, price policy, marketing programs, and the legal aspects of marketing.
The course introduces students to the fundamentals of event management and marketing. Events require considerable investment, planning, and organization to safeguard the health, safety, and security of visitors and participants. Event management is the application of project management, communications, and marketing skills to the creation and execution of events. In addition to event planning, the course covers the crucial aspect of event marketing. Students will learn how to develop comprehensive marketing plans to effectively promote events, attract attendees, and generate buzz through various channels, including digital marketing, social media, public relations, and traditional advertising. The course incorporates case studies, realworld examples, and practical exercises to provide students with hands-on experience in event management and marketing.
The Event Operations and Technology course will provide students with the knowledge and skills necessary to manage the operational aspects of events using the latest technologies and tools. Topics include venue selection, negotiations, and vendor relations, the establishment of a project plan and timeline, staffing and production, equipment procurement, logistics management, and safety protocols. Special emphasis is placed on leveraging technology to automate processes, improve efficiency, and ensure seamless coordination between different stakeholders involved in event execution. Relevant technologies covered in the course are event management software, registration and ticketing systems, virtual event platforms, mobile apps, RFID technology, crowd management tools, audiovisual equipment, and event analytics platforms.
Students are directly involved in various dimensions of marketing management. Emphasis is on the practical application of marketing principles and skills to a specific profit or non-profit enterprise. On-site marketing professionals supervise students.
Prerequisite: TAKE MK-201
This course introduces the concepts used to design and implement a successful event marketing strategy and examines applicable event marketing strategies to the event management industry. The course introduces students to customer and competitor analyses, market research, customer satisfaction and loyalty, segmentation, targeting, positioning, branding, and sales. The course also provides a unique experiential learning opportunity for the students with the goal of increasing event attendance and profit.
Prerequisite: Take MK-201
