Event Marketing and Co-operation with Companies (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.

Content

- Media plan
- Planning and executing a marketing campaign
- Marketing techniques
- Sponsorship
- Promoting
- Event marketing

Materials

Korkiakoski, Gerdt. 2016. Ylivoimainen asiakaskokemus. Alma Talent
Isohookana, Heli. 2011. Yrityksen markkinointiviestintä. SanomaPro.
Kalliomäki, Anne 2014. Tarinallistaminen, palvelukokemuksen punainen lanka. Helsinki. Alma Talent Oy.
Catani, Johanna. 2017. Onnistunut yritystilaisuus. Alma Media.
Valanko, E. 2009. Sponsorointi, Yhteistyökumppanuus strategisena voimana. Talentum.

Teaching methods

Lectures
Learning assignment
Group exam

Student workload

3 ects Marketing lectures
2 ects Event marketing, sponsorship and assignments
1ects Exam

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student understands the meaning of media plans. The student is able to see event production as part of marketing and advertising and to plan event-based marketing. The students understand the basic mechanisms of sponsorship and business co-operation.

Assessment criteria, good (3)

The student is able to plan event-based marketing and thus create a realistic media campaign. The student is able to take a part in a business co-operation as a professional in the field of arts management.

Assessment criteria, excellent (5)

The student is able to create an efficient media campaign and to demonstrate competence of the basics of marketing campaign management in creating the strategy. The student is able to plan event-based marketing supporting the customer’s brand as well as plan the means for measuring the results. The student knows how to build collaboration between companies and to analyze the collaboration from different viewpoints. The student understands the profits of commitment for business and is able to innovatively develop mechanisms promoting the commitment of different stakeholders.

Assessment criteria, approved/failed

The student understands the meaning of media plans. The student is able to see event production as part of marketing and advertising and to plan event-based marketing. The students understand the basic mechanisms of sponsorship and business co-operation.

Assessment methods and criteria

Learning assignment
Group exam
Attendance