Event Marketing and Co-operation with CompaniesLaajuus (5 ECTS)

Objective

The student examines the various forms of business collaboration and learns about sponsorship from the marketing’s perpective. The student is able to analyze different co-operation models and is able to deepen his/her knowledge through a partnership approach. The student learns about the realities of the business collaboration as well as to follow the industry’s trends. After finishing the course the student is able to create an event-based marketing campaign and a marketing budget. The student learns the basics of managing the marketing campaign by creating a project plan for the partners, contacts, time and human resources. Sponsorship will be looked from the perspective of the organization which is getting the sponsor as well as from the sponsoring organization’s perspective. The student understands the sponsorship process and the role of the sponsorship from the sponsor’s point of view. The student is able to offer his/her own cultural knowledge to the companies’ needs. The student understands the importance of visual communication in practical production situations. The student is able to order the professional services needed in the production work and to lead those production processes.

Content

- Marketing- and media plan
- Field of the advertising agencies
- Sponsoring from the producer’s point of view
- Sponsorship from the sponsor’s point of view
- Marketing as a part of the event production
- Promotion and marketing in cultural work
- Planning and creating an advertising campaign
- Marketing budgeting
- Marketing techniques
Basics of the visual communications and management

Assessment criteria, satisfactory (1)

The student demonstrates required marketing competences when creating a realistic marketing plan. The student understands the marketing budget and is able to take into account the time- and human resources when working with the marketing campaign’s project plan. The student knows the basics of the visual communication and graphic design. He/she knows how to order the professional visual services needed in the production work. The student is able to see the event production as a part of the marketing and advertising as well as to plan event-based marketing. The student knows the basic mechanisms of the sponsorship and business co-operation. The student understands the economical benefits offered by engagement.

Assessment criteria, good (3)

The student is able to plan event-based marketing and to create a realistic marketing campaign. The student is able to take a part to the business co-operation.

Assessment criteria, excellent (5)

The student is able to create a realistic marketing plan, which he/she innovatively utilizes the marketing techniques learned on the course. The student is able to create a budget to his/her marketing campaign and is able to demonstrate the managing competences when creating an action plan. The student is able to apply the producer’s perspective when coordinating the production’s visual tasks. He/she is able to order the professional services needed in the production work and lead those production processes. The student is able to plan the event-based marketing which supports client’s brand as well as the ways to measure the results. The student is able to build a business co-operation and analyze the cooperation from the different parties’ perspectives. The student understands the economical benefits offered by engagement and is able to innovatively develop different engagement methods and mechanisms.

Assessment criteria, approved/failed

The student demonstrates required marketing competences when creating a realistic marketing plan. The student understands the marketing budget and is able to take into account the time- and human resources when working with the marketing campaign’s project plan. The student knows the basics of the visual communication and graphic design. He/she knows how to order the professional visual services needed in the production work. The student is able to see the event production as a part of the marketing and advertising as well as to plan event-based marketing. The student knows the basic mechanisms of the sponsorship and business co-operation. The student understands the economical benefits offered by engagement.