Dec 08, 2023  
2019-2020 Course Catalog 
2019-2020 Course Catalog [ARCHIVED CATALOG]

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MKTG 1066 - Event, Convention, and Meeting Planning

Credits: 3
Hours/Week: Lecture None Lab None
Course Description: This course provides necessary background for the planning of special events, conventions, and meetings for commercial businesses and non-profit community organizations. Effective planning is a dynamic process that begins well in advance of actual production. It includes organizational mission and goal setting, audience targeting, branding, effective marketing communications, sponsorship development, program planning, logistics, risk management, crisis planning, and a variety of other elements that ensure safety, service, entertainment, and satisfaction for all event stakeholders and participants.
MnTC Goals

Prerequisite(s): None
Corequisite(s): None
Recommendation: MKTG 2050  and MKTG 2063 

Major Content
  1. Anatomy of an Event/Convention and/or Meeting
  2. Accommodating Audiences, ADA Issues
  3. Ancillary Programs ¿ Sponsorships, Partnerships, Alliances
  4. Coordinating the Overall Environment
  5. Event Element Assessment
  6. Food and Beverage Operations
  7. Fundamentals of Event/Convention and/or Meeting Production
  8. Knowledge Management
  9. Marketing Messages
  10. Providing Infrastructure
  11. Safe Operations
  12. Site Selection and Development
  13. Staging an Entertainment Experience
  14. Strategies for Successful Implementation
  15. Targeting the Audience
  16. Vendors and Volunteers

Learning Outcomes
At the end of this course students will be able to:

  1. develop a comprehensive written plan for a special event, convention, or meeting that includes organizational mission and goals.
  2. create supporting organizational charts, job descriptions, production timelines and other necessary tactical, operational, and logistical documentation related to event production.
  3. identify potential risks inherent to a specific event, convention, meeting production.
  4. devise strategies to evaluate risk, eliminate risk, manage risk, or transfer risk.
  5. collaborate with community officials and public safety professionals in crisis planning for a specific event, convention, meeting.
  6. compose marketing messages for target audiences, targeted sponsors, and information media.
  7. design collateral marketing materials to support an event, convention, meeting production plan.
  8. evaluate the success of an event, convention, meeting production.

Competency 1 (1-6)
Competency 2 (7-10)

Courses and Registration

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