INTEGRATING EVENT MANAGEMENT & EXPERIENTIAL MARKETING

Catalog description

This course will give students understanding and creative insights on events that organizations and institutions use to engage external and internal audiences. Public relations professionals today are tasked with helping to build engagement and trust between their organization and constituencies: diverse external publics, employees, and investor groups. Every event offers opportunities to create experiences that reflect positively on the organization and brand. Students will develop a mastery of planning and executing a number of events and experiences designed to strengthen the trust relationship between the organization and its key leaders, and diverse stakeholders. Students also will examine ways to execute events sustainably. Internal events that engage and inspire employees, such as town meetings, sales meetings, and engagements with community leaders will be explored. Students will also learn to plan, budget, manage, and execute external events for customers and news media, such as trade shows, recognition and celebration activities, and virtual and physical news conferences.