This module explores how a smartly-planned and well-managed events strategy can be a powerful way of communicating a company’s brand. You will learn how to use events as a means of building awareness and buzz around a company or product/service, to increase sales and to generally generate more engagement with the brand. You will consider how and when a company uses strategies such as branded decorations, giveaways, tasters, branded competitions, brand ambassadors, surprise guests etc. to achieve these objectives. This course will examine what is required when running a branded events programme, looking at how to plan, market, finance, organise and execute the process seamlessly.
● Demonstrate understanding of the multidisciplinary nature of managing events, including in terms of planning, marketing, finances, organisation and execution.
● Evaluate and demonstrate knowledge of how and when to use different strategies in events designed to communicate a brand.
● Design a detailed plan for a hypothetical events programme aiming to communicate a brand of your choice.