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2010/1 Module Catalogue
 Module Code: MANM240 Module Title: EVENT SERVICES MARKETING
Module Provider: School of Management Short Name: MANM240
Level: M Module Co-ordinator: WILLIS AF Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
 
Module Availability
Autumn
Assessment Pattern

1 

Portfolio Max: 3000 words 

60% 

2 

Examination: 2 hours  

40%  
Module Overview

This module is designed to provide students with the knowledge and application of marketing in a range of events contexts. The key objective is that students should develop an understanding of the role of marketing as a business philosophy.  Marketing is viewed as a systematic thought process, a set of techniques underlying the planning and execution of marketing strategy and tactics. Recent trends in events marketing are incorporated.
Prerequisites/Co-requisites
None
Module Aims

This module is designed to provide students with the knowledge and application of marketing in a range of services contexts. The key objective is that students should develop an understanding of the role of marketing as a business philosophy.  Marketing is viewed as a systematic thought process, a set of techniques underlying the planning and execution of marketing strategy and tactics. Recent trends in marketing are incorporated in this module.
Learning Outcomes

Learning outcomes are categorised as: 

 

·        Subject knowledge and understanding (K)  

 

·        Cognitive skills (C)  

 

·        Practical/professional skills (P) 

 

·        Transferable skills (T)  

 

On successful completion of this module, the student will be able to:  

 

1          C/I                   Analyse the strategic position of a service  

 

2          K/U; C/I           Synthesise relevant marketing knowledge and be able to apply   these concepts to marketing examples  

 

3          K/U      Appreciate the underlying philosophy of marketing

Module Content

·     Marketing as a philosophy  
·        Analysing the internal and external marketing environment  
·        The marketing mix  
·        Segmentation, targeting, positioning  
·        Brand management  
·        Relationship marketing  
·        Marketing planning process  
·        eMarketing  
·       Marketing ethics &ú          

Methods of Teaching/Learning

The teaching and learning strategy is designed to provide a framework of contemporary knowledge and theories supported by examples from industry.  The current issues and debates will be highlighted so that the students are able to apply critical thinking to the literature.  

 

The teaching and learning methods are based on a series of lectures and, where appropriate case studies and guest lectures. The module is delivered as generic services marketing lectures followed by event specific applications in seminars. 

 

Assessment Strategy: The assessment strategy is designed to allow students to evidence their achievement of the learning outcomes. The assessment comprises a portfolio and a seen exam.
Selected Texts/Journals

 

Expected purchase (purchased by the School of Management ) 

 

Palmer, Adrian , (2008), Principles of Services Marketing, McGraw Hill 5th edition 

 

 
Recommended:

 

Hoffman, K. Douglas and Bateson, John E.G. (2006) Services Marketing: Concepts, Strategies and Cases, 3rd ed Thomson  

 

Lovelock, C and Wirtz J (2007) Services Marketing 6th edition (international edition), Pearson Prentice Hall  

 

Events Marketing Books:

Bowdin, G, Allen, J. O’Toole, W. Harris, R. and McDonnell, I.  (2007) Events Management. 2nd Ed. Elsevier. Oxford .   

 

Hoyle L (2002) Events Marketing - How to successfully Promote Events, Festivals, Conventions, and Expositions, Wiley  

 

Kotler, P., Bowen, J. and Makens, J. (2003) Marketing for Hospitality and Tourism, 3rd edition. New Jersey : Pearson Education.  

 

Events Journals (examples):  

 

International Journal of Event and Festival Management  

 

Journal of convention and exhibition management             

 Journal of convention & event tourism                                      

 Event                            

 

Event management 

 

Events Trade Press and Internet News (examples):  

Campaign  

 

Marketing  

 

Marketing Week

Last Updated
10/12/2010