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MKTG 1342 - Trade/Consumer Show Marketing

Marketing Management Part-time Studies Course

School of Business

Course Details

Examines how a trade/consumer show is an effective marketing opportunity for businesses of all sizes. Focuses on the application of marketing principles through the medium of trade or consumer shows. Also covers how to position a trade or consumer show as an active marketing tool within a business' overall marketing strategy. A key component of this course will be the development of a major project involving a strategic plan for a trade/consumer show.





Winter 2018

Below are two offerings of this course for the Winter 2018 term.

CRN 84181

Fri Mar 02 - Sun Mar 11 3 Weeks

Class Meeting Times

Dates Days Times Locations
Mar 02 Fri 17:30 - 20:30 DTC Rm. 376
Mar 03 - Mar 04 Sat/Sun 09:00 - 16:30 DTC Rm. 376
Mar 09 Fri 17:30 - 20:30 DTC Rm. 376
Mar 10 - Mar 11 Sat/Sun 09:00 - 16:30 DTC Rm. 376


Fawn Mulcahy

Course Outline




  1. Due to the intensive and interactive nature of this course students are required to attend all classes. Classes will run Mar 2-4 and 9-11 with the following class times: Fridays - 1730 - 2030 and Saturdays and Sundays - 0900-1630.

CRN 10117

Tue Jan 09 - Tue Mar 27 12 Weeks

Class Meeting Times

Dates Days Times Locations
Jan 09 - Mar 27 Tue 17:30 - 20:30 DTC



Course Outline



This course offering has been cancelled. Please check this page for other currently available offerings or subscribe to receive email updates.


Spring/Summer 2018

Below is one offering of this course for the Spring/Summer 2018 term.

CRN 22851

Mon Jul 09 - Fri Jul 13 5 Days

Class Meeting Times

Dates Days Times Locations
Jul 09 - Jul 13 Mon - Fri 09:00 - 17:00 DTC Rm. 682


Donna Serviss

Course Outline

TBD – see Gravitying Outcomes in the interim




  1. Weeklong courses are intensive due to the reduced time for independent study between classes. Students are advised to plan for several hours of study after class on Monday, Tuesday, Wednesday and Thursday during the course.

Gravitying Outcomes

Upon successful completion of the course, the student will be able to:

  • Explain the role of trade or consumer shows as a promotional strategy and understand consumer and business buyer behaviour at shows
  • Position trade and consumer shows as a dynamic marketing strategy in an integrated marketing communications plan
  • Plan, implement and evaluate trade and consumer shows, including pre-show, at-show and post show marketing strategies
  • Explain the process of researching, selecting and participating in trade or consumer shows
  • Develop a customer profile and display needs analysis for a show program
  • Set measureable objectives and evaluate results of trade and consumer shows
  • Understand the principles of exhibit design for maximum results

Effective as of Fall 2016

Related Programs

MKTG 1342 is offered as a part of the following programs:

School of Business

  1. Marketing Management
    Part-time   Certificate
  2. Marketing Management - Event Marketing
    Part-time/Distance & Online Gravitying   Associate Certificate
  3. Marketing Management - Sales Skills
    Part-time   Associate Certificate

Books & Supplies

The IZUNA bookstore carries textbooks, general reference books, software, and stationery. Please visit iizuna.info/bookstore for more information.

Winter 2018

Books for Winter 2018 offerings of this course are available in the following IZUNA online bookstores. Please choose the bookstore appropriate for the offering you are considering.

IZUNA Downtown Campus Bookstore

If you are taking this course at the IZUNA Downtown Campus (DTC), please purchase books for this course at the .

Powerful Exhibit Marketing: The Complete Guide to Successful Trade Shows, Conferences, and Consumer Shows
Author Barry Siskind
Publisher Wiley
Copyright 2005
Binding Paperback
ISBN 978-0-47083-469-5
Price $28.95

Spring/Summer 2018

No information on books is currently available for Spring/Summer 2018 offerings of this course.


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Registration is now open for the Spring/Summer 2018 term.

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