Study Guide

Objective

In this course you will get information about effective internal and external communication of the event. With the help of examples, you will become familiar with the practical implementations of communication and marketing and understand the importance of image and image management for an event. During the course you will learn how to draw up a communication and marketing communication plan to support the implementation of the event.

This course is part of the Smart Event Managers (SME) Event Production Implementation course.

Content

Starting points: Purpose, strategy, values, goals and target groups
Internal communications
Communication plan
Core messages, communication responsibilities, communication channels, implementation
External communication
Marketing communication plan
7P (product, price, place, promotion, people and customers, processes and physical environment
Event communication: goal, customer promise, marketing channels, (sales channels), marketing timing (teasers, sign-up / ticket sales, marketing communication during the event and after-sales), experientiality (relevance, storytelling, memories vs. pricing / coverage), tracking, analysis
Information
Image management
Image, its creation and management
Reputation and reputational risk

Evaluation scale

H-5

Further information

The course includes digital source material and teaching recordings on event communication, marketing communication and image. As evidence of competence, you draw up task-specific communication and marketing communication plans.