MKTG 1066 - Event, Convention, and Meeting Planning

Credits: 3
Hours/Week: Lecture 3
Course Description: This course provides necessary background for the planning of special events, conventions, and meetings for businesses and non-profit community organizations. The course explores effective planning as a dynamic process that 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
None.

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

Major Content

Anatomy of an Event/Convention and/or Meeting
Accommodating Audiences, ADA Issues
Ancillary Programs - Sponsorships, Partnerships, Alliances
Coordinating the Overall Environment
Event Element Assessment
Food and Beverage Operations
Fundamentals of Event/Convention and/or Meeting Production
Knowledge Management
Marketing Messages
Providing Infrastructure
Safe Operations
Site Selection and Development
Staging an Entertainment Experience
Strategies for Successful Implementation
Targeting the Audience
Vendors and Volunteers

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

articulate a written plan for a special event, convention, or meeting.
create supporting tactical, operational, and logistical documentation related to event production.
identify potential risks and safety issues inherent to a specific event, convention, meeting production.
devise strategies to evaluate risk, eliminate risk, manage risk, or transfer risk.
compose marketing messages for target audiences, targeted sponsors, and information media.
design collateral marketing materials to support an event, convention, meeting production plan.
evaluate the success of an event, convention, meeting production.

Minnesota Transfer Curriculum (MnTC): Goals and Competencies None.
Competency Goals (MnTC Goals 1-6)
None.
Theme Goals (MnTC Goals 7-10)
None.

Practicum hours per week: None.

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