Trade and consumer shows require a surprising amount of creativity, planning and budget. There are many steps and moving parts that a planner must consider to fully leverage the marketing and resource investment in these types of events. This course examines how a trade/consumer show can be an effective marketing tool for businesses of all sizes. From the physical booth to staffing, this course 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 the presentation of a strategic plan for a trade/consumer show.
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.
Upon successful completion of this course, the student will be able to:
Explain the role of trade or consumer shows as a promotional strategy and how these events play an important part of an overall integrated marketing communications plan
Identify the process of researching, selecting, planning, budgeting and participating in trade or consumer shows
Set measurable objectives and evaluate the results of participation
Enhance both the financial and resource investment with public relations, social media and sponsorship elements
Understand how integral booth staff are to trade or consumer show success
Create impact and build appeal for an exhibit or show presence with principles of design
Understand target audience behaviour at shows and how to best leverage
Effective as of Spring/Summer 2018
MKTG 1342 is offered as a part of the following programs:
Books for Spring/Summer 2019 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
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