Benefiting from over 30 years’ practical skills training experience, Fitzwilliam Institute’s Online Diploma in Event Experiential Marketing course features:
Event Management Planning
Growth and Emergence of the Events Industry; Identifying Event Goals and Listing Objectives; Conducting a Competitive Analysis; Create an appropriate Vision and Mission for an Event; Managing Event Planning Schedules; Feasibility Studies; Record Keeping Mechanisms; and Recruitment;
Developing an Event Concept; Building Effective Event Organisational Charts; Creating and Managing Duty Rosters; Analysis and Management of the Registration and Admission Process; Providing Adequate Event Security; Coordinating Event Speakers with additional Entertainment for maximum effect; Identifying Appropriate Food and Beverage Menus; Project Planning;
The Experience as the Brand
Experiential Objects; Live Brand Experiences; Your Brand becoming the Experience; Mark of the Brand; The Experience as the Brand; the Brand as the Experience; Creating positive word-of-mouth; Making friends with your Brand;
Experiential Marketing Frameworks
Framework for Managing Consumer Experiences; Experiential Marketing Framework; Strategic Experiential Models; What is an Experience; Experiences as Typologies of the mind; Strategic underpinning of Experiential Marking; Types of Experiences: Sense; Feel; Think; Act; and Relate;
Experiential Marketing Campaigns
Authentic Campaigns; Guerrilla Marketing; Buzz Marketing; Brand Ambassadors; Brand Evangelists; The Flash Mob; Promotional Techniques; Promotional laws (generic) and codes of practice;
Developing Experiential Marketing Campaigns
Experiential Marketing's place in the Marketing Mix; How is Experiential Marketing used in Campaigns; Elements of an Experiential Marketing Campaign; Experiential Objectives; Identify Target Markets; Selection of Live Media types; Cycle of the project; Strategy Development;
Measuring Campaign Effectiveness
Market Research, Benefits of Exp Marketing, Evaluation, Measuring Effectiveness;
Key Considerations for Experiential Marketing, Developing Experiential Marketing, Key Considerations for Experiential Marketing;
Reaching the Target Audience
Analysing the Target, Identify Target, Target Audience, Target Audience Location;
Prosumer and Co-creation
Analysing Co-Creation, Co-creation Defined;
Planning the Event Proposal Strategy with Your Target Market in Mind; Preparing the Event Proposal; Sourcing and Sending Invitations; Budgeting and Buying Advertising; Publicising the Event; Organising Contests and Pre Event Campaigns; Merchandising; Packaging and Sales Promotion; Formulating a Public Relations Strategy; Conducting Market Research; Methods of Measuring Marketing Activity;
Determining Potential Sponsorship Market based on the Event Type; Time; Location; Assessing Selling Points of the Event; Determining Sponsorship Fulfilment Responsibilities; Research and Set Sponsorship Pricing based on Market Factors and Event Exposure;
Review the Place for PR in Business Today; Review PR's Relationship with other Functions/Professions including Event Management; Marketing; etc; Professionalism and industry bodies PRII; PRCA; IPR; Sponsorship and Community Relations; Definitions and Historical Development of the Sponsorship Market; Why Organisations engage in Sponsorship; Using Sponsorship to Target Particular Publics; What can be sponsored? The fit between the Sponsor and the Sponsored; The Sponsorship Proposal; How Sponsorship fits in to wider PR Campaigns; Evaluating Sponsorships; Why Organisations engage in Community Relations; The Range of CR activities;
Online Public Relations
Online Influcneces on Public Relations;
Setting Up & Marketing Your Own Consultancy
The Business Plan; Legalities; Setting Up; the Marketing Strategy; Knowing Your Competitors; Promotional Tools;
The Importance of Preparation and Research; Understanding your Audience Before you Present; Speech Content (Subject Matter and Objectives); Speech Delivery and Variety; Discuss the Importance of Body Language; Eye Contact; Presentation Aids; Management of Locations and Audiences; Presentation Structure;
On successful completion of this course you will receive a Professional Diploma qualification that is certified and awarded by the ICM (Institute of Commercial Management).
The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.
Duration: You will have full access to online resources and subject expert support for 6 months. However, you can complete the course in as little as 3 - 4 months, by dedicating 6-8 hours of study per week.
Course Fees: 995.00 EUR
To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.
Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.
We want to make education easy and enjoyable for you. At Fitzwilliam Institute, we offer a range of finance options to suit your needs.
You can buy now and pay later with humm - humm provides a simple application process, simple terms and conditions, up to 36 monthly payments. With low-interest rates.
Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.
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