School of Events, Tourism and Hospitality Management - Marketing Assignment Help

Assignment Task :

1 What this Module is About
1.1 Introduction from the Module Leader
This module focuses on the experiential and communication aspects of event marketing and how these can be used to influence consumer behaviour. This includes an understanding of behavioral change in relation to brand attitude and consumption experiences.
Many types of organizations use events as a highly effective experiential marketing tool which can have a lasting impact upon attitudes to brand and purchase behaviour. This module provides the theories, skills, and knowledge needed to evaluate how events communicate brand values and influence consumer behaviour.
This year the module includes a number of guest speakers from marketing agencies and an emphasis on social marketing (the use of marketing techniques for the social good). 

1.2 Module Aims
To provide an appreciation of the theoretical basis on which experiential marketing practice should be built and an applied understanding of how events can be a powerful medium for motivating attitudinal and behavioral changes.

1.3 Module Learning Outcomes
On completion of this module students will be able to:
LO1: Critically review current theory and practice relating to experiential marketing and the consumer/ consumption experience;
LO2: Critically evaluate and justify existing information and methodologies. Create new connections between theoretical perspectives, methods and the strategies applied. 
LO3: Critically evaluate the effectiveness of a variety of innovative communication methods in terms of their ability to influence stakeholder perception, attitudes, and behaviour;
LO4: Explain the ethical dimensions and potential issues of responsible event marketing and its use in social marketing communications.

Assessment 1 – Essay 
Critically evaluate the validity of at least three contrasting views relating to an aspect of consumer experience or experiential marketing. 
Particular instructions to students:
In your evaluation consider their validity, usefulness, and practicality for event-related marketing. 
• Critical evaluation of perspectives/theories/models/tools using a wide range of expert sources, published literature to support your arguments (DO NOT RELY SOLELY ON THE 3 AUTHORS SELECTED)
• Style should be discursive with limited use of sub-headings.
• Illustrate your discussion with events examples
• Focus your essay on three differing views within the same area of marketing. Please check with the module leader that your chosen focus is appropriate 
 

Assessment 2 – Report 
Produce a fully justified and practical integrated marketing communications plan with an experiential event as the core communications tool.  Your plan should be designed to promote a commercial brand linked to a charity or social cause. Your tutor will check with you in Week 7 that the brand and cause you have selected are appropriate. 

 

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