Innovative Marketing Communications: Strategies for the Events Industry

merchandise associated with the event project to protect brand integrity and achieve profit objectives.

• Procurement, orchestration, and organisation of advertising campaigns, promotional events, cross-promotion alliances, and contest or giveaway activities.

Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and creative marketing of events of all scales and natures. The three-day course builds a conceptual framework for developing, planning, implementing and evaluating innovative communication strategies for marketing events and effective use of events as an innovative communication method in general organisational marketing.

With a solid practical component, this course emphasises the importance of effectively integrating various tools and techniques to communicate the event. It gives them a better understanding of how various private and public sector organisations can use events within their communication strategies.

Topics to be covered in the course include the following:

• Development and supervision of the overall marketing strategy and tactics, including target customer definition, acquisition, engagement and retention; the internal and external messages and media; and maintaining positive customer or guest relations.

• Design, acquisition or production, and delivery of printed and other collateral materials that will be utilised.

• Oversight of product development, manufacture, and distribution of retail

• Formulation and execution of tactics capable of garnering publicity coverage for an event project through the cultivation and conservation of beneficial relationships with the media

• Preparing for enhancing and controlling the impressions, image, and issues surrounding the event project and enterprise, particularly in times of crisis or controversy.

• Establish and supervise procedures, platforms, and transaction processes for all the on-site, remote, and electronic sales activities connected with the event project, such as ticketing operations, concessions, etc

• Identifying, soliciting, securing, servicing, and retaining sponsors, donors, and philanthropic patrons through properly valuing and delivering tangible and intangible benefits.

• Effective use of digital messaging and social media platforms.

Course cost: R16,500. plus, VAT pp

This course is validated to provide CPD credits that can be used to maintain a SAQAregistered professional designation.