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EVENT MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S1-MKT-MAEI90UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1English
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Pierre BREDAR


Pré requis

> A basic knowledge of marketing & communication principles (segmentation, brand positioning,...)
> Basic notions of project management

Objectifs du cours

At the end of the course, the student should be able to:
- Explain the place & uses of events in the strategic marketing plan
- Explain the specificities of event communication
- Detail the steps of great event communication planning
- Manage the event ecosystem and key interlocutors relationships (agencies for instance)
- Detail methods used to measure events' effectiveness
- Manage legal and ethical concerns
- Use key tools for events management
- Deal with the various aspects of a problem (here applied to events problematics ; learning goal : integrate various business disciplines)

Contenu du cours

* the place of events in marketing plan
* strategic work :goals, targets and events choices to connect with customers
* resources management : budget, staff,
* sound event development : planning,management of legal issues, promotion
* before, during and after D day : event management
* mesure the return : evaluation and reporting
* useful tools & tips : project management, briefings and development perspectives like crowdfunding


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture12,00   Face to face lectures & workshops will occur during the week. Active participation expected
Interactive class6,00  
Coaching8,00   group work follow up
Independent work
Reference manual 's readings10,00   selected readings
Independent study
Group Project20,00   As part of a group, you will prepare an analysis and a presentation of a case
Charge de travail globale de l'étudiant56,00  

Méthodes pédagogiques

  • Presentation
  • Interactive class
  • Case study


Évaluation

1) A 2 hours examination worth 40% of the marks
2) A presentation of your group work is worth 60%

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00140,00
Others
Group Project0,50130,00
Written Report4,00130,00
TOTAL     100,00

Bibliographie

  • Strategic Brand Management - Kevin Lane Keller et Tony Aperia - 6 mars 2013 -

  • The Event Marketing Handbook: Beyond Logistics & Planning , August 11, 2012 - by Allison Saget -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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