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MKTG 76 Event
Marketing
Instructor: Robert
Googins
3
Units
Office: Room 2215A Phone: 225-4665
Office Hours:
9A-10A MWF + 8:30A-9:30A TTH
e-mail:
rgoogins@shastacollege.edu
REQUIRED TEXT
Event Marketing
by Hoyle, 2002, Wiley Publishers
GENERAL
INFORMATION
This course is
designed to provide students with the learning opportunity to implement an
actual marketing strategy designed and directed by students, with the
assistance of the instructor(s) and a local business manager. Students will
be required to research the market, develop a marketing promotional
strategy, implement the strategy with an actual promotional event, and
finally evaluate the result of the marketing program. This effort is
supported with an operating and promotional budget. The content of this
internship will be presented to the instructional staff and the local
board of the Shasta College Foundation.
The class will meet
three (3) days a week for orientation, lecture, discussion, planning and
implementation of the promotional event. Time will be required outside of
class to conduct the necessary marketing activities to prepare for and
implement the promotional event.
COURSE OBJECTIVES
1. Research the Shasta College Foundation and determine its overall
history,
business
philosophy, and current marketing strategy.
2. Meet and
interview the local Shasta College Foundation Director and Board of
Directors. This foundation will be the actual business client.
3. Research the
Shasta College student market to determine their view of the Shasta College
community.
4. Based upon the
research, prepare a “Marketing/Event Plan Report,” which will detail
in writing the marketing strategy to influence this market toward developing
a better understanding and appreciation of the Shasta College Foundation and
the Shasta College Community.
5. Following the
promotional event, prepare a written “Re-cap Book,” which measures
the success (or failure) of accomplishing the stated marketing strategy and
objectives outlined in the original “Marketing/Even Plan Report.”
6. These objectives
will be accomplished through both individual and team assignments.
Evaluation will be determined on both individual and team participation and
effort.
GRADING POLICY
Grading will be on a
point system. You will earn points for both individual and team work
completed. Your final grade will be determined on an overall points basis.
Percentage of total points possible will correspond with the following grade
scale:
90% = A 80% = B 70% = C 60% = D 59% or less
= F
Grade Evaluation
Criteria:
Attendance 20%
Marketing/Event Plan Report 20%
Oral Report of Marketing/Event Plan 10%
Event Day 20%
Recap Book 20%
Text Quizzes 10%
Total
100%
ATTENDANCE AND
DROP POLICY
Regular attendance is
normally necessary for good performance and may affect your grade. Students
are expected to attend every class meeting. This means to be on time and
stay for the entire class. Students may drop this class by February 16,
2001 and nothing will appear on a transcript. In order to receive a “W”,
students must drop the class by turning in a drop card to the Admissions and
Records Office by May 4, 2001. After May 4, 2001, the student will receive
a letter grade in the course. The instructor will drop any student failing
to take an examination as of the examination dates (prior to May 4, 2001),
and may drop any student who has missed more than six (6) hours for
absence, habitual tardiness, or disruptive conduct.
It is the student’s
responsibility to officially drop or withdraw from the class. Students, who
fail to file the necessary forms, even though they stop attending class,
will be assigned a course grade.
PLEASE NOTE: THIS HANDOUT IS SUBJECT TO CHANGE AT THE DESCRETION OF THE
INSTRUCTOR.
R/12/02
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