MKT303 Event Marketing
Unit Code
MKT303
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
MKT101
Credit Points
10
Overview
This subject introduces events marketing and its importance as an integral part of a company’s marketing strategy, especially in providing an experiential event that can be applied to brand activation. Key theories and concepts of events marketing, which cover the identification of different types of events, identifying suitable audiences for events, creating and promoting events, as well as measuring the effectiveness of events marketing. The assessments allow you to achieve learning outcomes set out for the subject by applying the four elements of the events marketing mix: creating the event, budgeting and sponsorship of events, distribution as well as promoting events through a combination of traditional and digital platforms. The subject is designed to encourage the application of event marketing theories to real-life marketing situations
Associated Degrees
Bachelor of Business (Information Systems)
Bachelor of Business (Marketing)
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☐ core subject
☐ elective subject
☒ other (please specify below): Core for BBM and Elective for BBIS
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Learning Outcomes
- Demonstrate an understanding of the role of experiences in brand activation.
- Demonstrate skills to identify and profile audiences for the events and analyse the suitability of the events with the audiences
- Identify and develop an events marketing mix program tailored to a specified purpose concepts
- Apply and analyse problem solving skills relating to all aspects of events marketing in variety of contexts and platforms
- Source and use relevant information to create and develop an events marketing program, acknowledge and address any potential ethical issues
- Develop skills in integrating various events promotional activities and optimise the use of big data and digital marketing in events promotion, as well as acknowledging their potential ethical issues
- Demonstrate an ability to create and develop a plan to market an events sponsorships program.
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: Individual Presentation |  Week 4 | 20% |
| Assessment 2: Group Report | Week 9 | 40% |
| Assessment 3: Final Examination | Week 13 | 40% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- Quick, L (2025) Managing Events Real Challenges, Real Outcomes, 2nd Edition
Texts and References
- Cudny, W (2021) Urban Events, Place Branding and Promotion, Place Events Marketing. Routledge Taylor & Francis
- Batat, W. (2019) Experiential Marketing: Consumer Behaviour, Customer Experience and the 7Es. 1st edn. Routledge Taylor & Francis.
Recommended Reading
- Jackson, N. (2013) Promoting and Marketing Events: Theory and Practices. Routledge Taylor & Francis
- Lee, N.R., Kotler, P. and Colehour, J. (2025) Social marketing: behavior change for good. 7th edn. London: SAGE Publications.
- Preston, C. and Hoyle, L. (2012) Event Marketing: How to Successfully Promote Events, Festivals, Conventions and Expositions. 2nd edn. John Wiley & Sons, Inc.
- Smilansky, S. (2017) Experiential Marketing: A Practical Guide to Interactive Brand Experiences. Kogan Page Ltd.
- Smith, K. and Hanover, D. (2016) Experiential Marketing: Secrets, Strategies and Success Stories from the World’s Greatest Brands. John Wiley & Sons, Inc.