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A.M1 Analyse the effectiveness of marketing strategies in supporting the achievement of event aims and objectives for different events.
Unit 9: Marketing an Event
Level: 3
Unit type: Internal
Guided learning hours: 12 0
Un i t in brief
Learners plan, design and implement a promotional campaign for a selected event and evaluate its success.
Unit i ntr od uct io n
The success and outcomes of events rely heavily on the creativity and innovation of marketing materials and promotional methods to capture the trends, needs and excitement of audiences through the combination of traditional and digital methods. Organisations that implement a cohesive, engaging and innovative marketing campaign are more likely to achieve their goals, increase attendance and demonstrate sustainability.
In this unit, you will investigate how different types of marketing are used for events. Using your findings, you will creatively develop and implement a marketing campaign and materials for a selected event. You will then develop the skills to evaluate the success of the event marketing campaign, making suggestions on how this could be improved. To complete the assessment task, you will need to draw on your learning from across your programme.
This unit will help you to progress to employment in marketing and events management roles. It will also help you to move on to further study in higher education and to professional qualifications related to marketing, promotion and events management.
Learning aims
In this unit you will:
A Explore how organisations use promotion to successfully market events
B Develop a marketing campaign to promote an event
C Market and promote an event for a given audience
D Evaluate the success of the marketing campaign in meeting objectives.
Assessment criteria
Pa ss Mer i t
Dis t i n c t io n
Learn i n g aim A: Explore how organisations use promotion to successfully market events
A . D1
Evaluate the success of marketing strategies and methods used in different events, recommending areas of improvement.
A . P1 Explain the purpose of marketing used to promote different events.
A . P2 Explain different marketing strategies that could be used to achieve event objectives.
A . M1 Analyse the effectiveness of marketing strategies in supporting the achievement of event aims and objectives for different events.
L earn i n g aim B: Develop a marketing campaign to promote an event
B. D2
Produce a thorough and effective marketing plan for an event, with detailed research, budgeting, time-planning and effective promotional materials.
B . P3 Produce an outline marketing plan for a selected event to support a given purpose.
B . P4 Produce marketing materials to meet the aims and objectives of the marketing campaign and event.
B . M2 Produce a detailed marketing plan for an event, with research, budgeting, time-planning, and appropriate promotional materials.
L earn i n g aim C: Market and promote an event for a given audience
CD.D3 Evaluate the success of the implementation and outcomes of the marketing campaign, justifying suggestions for improvements.
C . P5 Promote an event using marketing materials and methods to a given audience.
C . M3 Demonstrate effective marketing skills when promoting an event and gathering audience feedback.
L earn i n g aim D: Evaluate the success of the marketing campaign in meeting objectives
D . P6 Review the success of the marketing campaign in meeting aims and objectives.
D . M4 Analyse the planning and implementation of the marketing campaign, making recommendations for future improvements.
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