Business Event Management - Assignment

Added on -2020-02-19

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Running head: BUSINESS EVENT MANAGEMENTBUSINESS EVENT MANAGEMENTName of the student:Name of the university:Author’s note:
1BUSINESS EVENT MANAGEMENTTABLE OF CONTENTINTRODUCTION...........................................................................................................................2TOPIC 6: MARKETING OF BUSINESS EVENTS......................................................................2How business events are marketed in modern world and what is the role of business events indestination marketing?.................................................................................................................2What are the 4Ps of marketing and how are they related to marketing of business events?.......4TOPIC 7: SPONSORING AND PARTNERSHIP OF BUSINESS EVENTS................................6What is the importance of sponsorship?......................................................................................6How can sponsorship and partnership be compared?..................................................................7Topic 8: MONITORING AND EVALUATION OF BUSINESS EVENTS..................................9What is meant by evaluation in planning cycle?..........................................................................9Why is evaluation important?....................................................................................................10What are the methods of evaluation?.........................................................................................11REFERNCE...................................................................................................................................13
2BUSINESS EVENT MANAGEMENTINTRODUCTIONEvent marketing is the process of using a presentation, exhibition or visual display topromote a product and service. The marketing of events can take place both online and offlineand the event can be hosted or sponsored. Inbound and outbound marketing techniques play apivotal role in promotion of business events.TOPIC 6: MARKETING OF BUSINESS EVENTS How business events are marketed in modern world and what is the role of business eventsin destination marketing?Event marketing is the process of using a presentation, exhibition or visual display topromote a product and service. The marketing of events can take place both online and offlineand the event can be hosted or sponsored. Inbound and outbound marketing techniques play apivotal role in promotion of business events. Business events are marketed to build brand image,develop public relation, generate goodwill and earn trust of potential customers. Business eventscan be marketed by applying contemporary tools of marketing. Innovation and creativity is ofparamount importance in marketing of business events. Experimental marketing plays a vital rolein marketing of business events (Jones, 2014). Customers needs and preference changescontinuously and can be widely different from one another. Companies try to make businessevents by engaging directly with customers and providing them one to one services. Thuscustomized marketing and tailor-made marketing plays a vital role in marketing of businessevents. The products of a company can be introduced in a business event by interacting directlywith customers and creating Customer Perceived Value in the minds of customer. The brand
3BUSINESS EVENT MANAGEMENTimage of a company can be enhanced during business events. Technological innovation and itsimplementation is of paramount importance in marketing of business events. Thus businessevents should be tracked by employing GPS and real time software. Transformative technologylike 3-D technology, augmented reality and projections play a vital role in marketing of businessevents (Hallak et al 2016). Content marketing, digital marketing tools and use of social mediaplatform play a vital role in marketing of business events. The company can get immediate anddirect customer base for the events by using social media platform and inviting customers for theevent. Popular social networking site like Twitter and Facebook can play an important role inmarketing of events. A prize, premium or direct reward can be introduced to customers who willattend the business event. Hiring of experts from the industry can be important for propermarketing of a business event (Beard & Russ, 2017).Destination marketing is a type of marketing that is used to market a region, country, cityor town to enhance the number of visitors of the place. Business events can be related withdestination marketing as these events can increase the awareness about a place. For destinationmarketing it is important to study the customers, competitors and conducting online events whichincreases awareness about a particular destination can play an important role in the marketing ofbusiness events (Buning & Gibson, 2016). Social media platforms, videos and photos andrecommendations from individuals who have already visited the place play an important role indestination marketing. Business events play a vital role in destination marketing as these eventscan be used to create awareness about the destination. Destination marketing is related tomarketing of experiences. Therefore event marketing can enhance the brand image of a particulardestination and a huge customer base can be generated by implementing modern and innovativetools of destination marketing (Mallen & Adams, 2017).

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