Event marketing - how to use events for marketing purposes 2400-ZEWW873-OG

This subject addresses topics in the field of the practical application of marketing for people involved in projects for the creation and promotion of offers related to the local community (e.g., tourist products, cultural, sporting events, etc.). Nowadays the ability to create a place brand, to manage a territorial product and its promotion among selected target groups is considered an important area to support the development of places.

Katarzyna Orfin (University of Szczecin) in her article notes that “by means of promotion policy and its instruments it is possible to communicate (...) with the local community, present selected elements of identity, convey various socio-economic information to the environment, display assets and attractions, achievements, or intention". According to the author the tourist product of the region is a consequence and result of the territorial marketing. In other words, a tourist product is created when appropriate values are perceived in the region, and they are "dressed" in appropriate promotion. Proper implementation of this process requires general knowledge and the knowledge of the region's resources. The goal of the effort is to equip regional activists with the necessary marketing tools.

Module 4: "Event marketing - how to use events for marketing purposes" - the aim of the module is to provide participants with the necessary knowledge and practical skills in planning and implementing regional events. The course will discuss:
1. the event as a marketing product
2. creating ideas for events
3. selecting target groups and defining objectives for marketing events
4. planning the life cycle and organization of a marketing event
5. marketing communication of events
6. measurement of effectiveness and efficiency of events

Type of course

general courses

Prerequisites (description)

The course is implemented as part of a project co-financed by the European Union with the European Social Fund under the Operational Programme Knowledge Education Development 2014-2020. Therefore, it is necessary to register on the website: https://www.wne.uw.edu.pl/misja-wne/formularz-8 and sign a training contract, after completing registration under USOS. Course is free of charges. After completing the course participants will receive certificates confirming participation in the training co-financed by the European Union. Any issues concerning the training contract and training platform should be addressed at misja@wne.uw.edu.pl

Course coordinators

Adam Mikołajczyk
Agnieszka Różycka

Learning outcomes

Knowledge: The student knows what the premises are and how to use the events to achieve the marketing goals of places (municipalities / cities / regions). He knows the rules of developing, planning, and implementing local events.

Skills: The student is able to create an event concept and develop a plan for the effective promotion of this event.

Competences: After completing the seminar, the student is able to independently initiate and comprehensively manage local events that serve promotional purposes for communes / cities / regions.

Assessment criteria

Points will be given for completing written assignments and participating in synchronous classes conducted via the Zoom application.
The condition for obtaining a credit for the course is:
- attendance and active participation in the synchronous classes

- sending 3 written assignments

Bibliography

Literature (and supplementary materials) a will be selected individually depending on the result of the competency test of the given group of participants.

Notes

Term 2023Z:

None

Additional information

Information on level of this course, year of study and semester when the course unit is delivered, types and amount of class hours - can be found in course structure diagrams of apropriate study programmes. This course is related to the following study programmes:

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

Description of 2400-ZEWW873-OG in USOSweb