Diploma in Experiential Marketing with Event Management & Online PR Modules via Online Distance Learning

Enrolment date: 29 September 2017

Benefiting from over 30 years’ experience, this Online Diploma in Experiential Marketing course features:

  • Comprehensive modules covering all aspects of Experiential Marketing: Event Management Planning, Experiential Marketing Frameworks, Experiential Marketing Campaigns, Developing Experiential Marketing Campaigns, and many more. Additional modules on Event Management and Online PR are also included in this fast-paced practical course.
  • Interactive course expert support, advice and guidance from leading industry professionals. Always ready to help and answer any questions you might have throughout the course, all of our Experiential Marketing course experts are top industry professionals with many years of successful experience. This online course contains the core and vital industry key skillset and, on completion, all of our students are industry-ready.
  • Real life experiential marketing briefs. Our Diploma in Experiential Marketing offers practical and specific skills that can be applied in real world situations. You will gain exposure to invaluable toolkits and prepare a real life Experiential Marketing project brief, which will enable you to improve your work portfolio.
  • Flexible online learning. Our Diploma in Experiential Marketing course can be completed in your own time, from the comfort of your own home, to suit your lifestyle. You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4-6 months, by dedicating 6-8 hours of study per week.
  • Experiential Marketing Jobs, Networking and Volunteer Opportunities. Benefiting from over 30 years of industry experience, Fitzwilliam Institute are extremely well placed within the industry. Employers are always looking for our students and alumni. Our website features a comprehensive jobs and volunteer opportunities section.

Event Management Planning

The Key role of the Event Manager in the Planning Team, Outlining Core Roles and

Responsibilities, Team Dynamics, Task and Event Timelines, Managing Event Planning Schedules; Feasibility Studies, Identifying Event Goals and Listing Objectives, Event Organisational Charts, Duty Rosters, Record Keeping Mechanisms, Recruitment, Reviewing Event Contracts and Agreements, Troubleshooting Event Co-ordination, Creation and Presentation of Proposals to Clients.

 

Co­ordinating Events

Developing Creative Elements, Scheduling Entertainment, Site Planning and Inspection,

Analysis and Management of the Registration and Admission Process, Providing Adequate Event Security, Planning Event Protocol Requirements, Co­ordinating Event Speakers with additional Entertainment for maximum effect, Identifying Appropriate Food and Beverage Menus, Event Contingency Planning.

 

Event Planning Documentation

Event Contracts and Agreements, Troubleshooting Event Co-­ordination, Preparing a SWOT Analysis to Identify the Vulnerable and Promotional Elements of the Event, Creation and Presentation of Proposals to Clients.

 

The Experience as the Brand

Experiential Objects, Live Brand Experiences, Your Brand becoming the Experience, Mark of the Brand, The Experience as the Brand; the Brand as the Experience, Creating positive word-of-mouth, Making friends with your Brand.

 

Experiential Marketing Frameworks

Framework for Managing Consumer Experiences, Experiential Marketing Framework, Strategic Experiential Models, What is an Experience, Experiences as Typologies of the mind, Strategic underpinning of Experiential Marking, Types of Experiences: Sense, Feel, Think, Act, and Relate.

 

 Experiential Marketing Campaigns

Authentic Campaigns, Guerrilla Marketing, Buzz Marketing, Brand Ambassadors, Brand Evangelists, The Flash Mob, Promotional Techniques, Promotional laws (generic) and codes of practice.

 

Developing Experiential Marketing Campaigns

Experiential Marketing’s place in the Marketing Mix, How is Experiential Marketing used in Campaigns, Elements of an Experiential Marketing Campaign, Experiential Objectives, Identify Target Markets, Selection of Live Media types, Cycle of the project, Strategy Development.

 

Measuring Campaign Effectiveness

Experiential Benefits, Meaningful benefits to the customer, Measurement, Brief Introduction to Research, Systems and Mechanisms for Measurement, Systems for Measuring Effectiveness, Real-time reporting, Flexibility & Change Management Solutions, Evaluation Post-Campaign, Measuring Return on Investment.

 

Reaching the Target Audience

Identify Target Audience, Analyse the target audience for Experiential Marketing, One on one communication, Getting Personal with Consumers, Product Placement, Context of where and when, Context Is the Experience, Keeping it real, Authenticity.

 

Prosumer and Co-creation

Empower the Consumer, The Prosumer, What is Co-creation, Developing Co-creation in an Organisation, Marketing Co-creation.

 

The Consumer Experience

Who is the Consumer, Understanding the Consumer Experience, The Experiential Platform, Developing Brand Experience, Customer Experience Management, Innovation and Imagination, Strategy and Implementation.

 

Marketing Event Principles

Needs and Motivations of Event Customers, The Market Research Process, Effectively Collect and Analyse Market Data, Reporting the findings to the Team and Client, Elements of the Marketing Mix (Product, Price, Promotion and Place), The Pricing Process and How to Establish a Pricing Plan for your Market, Target Marketing Channels, Promote and Develop a Website and Direct Marketing Strategy.

 

Marketing the Event

Planning the Event Proposal Strategy, Preparing the Event Proposal, Sending Invitations,

Budgeting and Buying Advertising, Publicising the Event;; Organising Contests, Merchandising, Packaging and Sales Promotion, Formulating a Public Relations Strategy, Conducting Market Research, Methods of Measuring Marketing Activity.

 

Event Sponsorship

Determining Potential Sponsorship Market based on the Event Type, Time, Location, Assessing Selling Points of the Event, Determining Sponsorship Fulfillment Responsibilities, Research and Set Sponsorship Pricing based on Market Factors and Event Exposure.

 

Public Relations

Sponsorship, Internal PR functions, Corporate Image, Press and Broadcast Media Relations, Client Relationships, Internal PR, Commissioning and Briefing Photographers, Supplying Material to the Press/Getting Material onto TV and Radio, Organising Seminars, Exhibitions and Conferences, Audio/Visual Aids, Writing Skills (Press Releases, Writing Feature Articles for the Press, In-house Journals and Newsletters), Crisis Management, Corporate Advertising, Brochures and Printing.

 

Online PUBLIC RELATIONS
 

The Social Media Landscape

Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.

 

The Internet as a Media

Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange,  Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.

 

Online PR building blocks

Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.

 

Social Media and PR strategy

Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.

 

Online Influences on present PR practices

Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.

 

Presentation Skills

Preparation and Research, Speech Content, Subject Matter and Objectives, Speech Delivery and Variety, Body Language, Eye Contact, etc., Presentation Aids e.g. Visuals, etc., Management of Locations and Audiences, Presentation Structure.

 

Experiential Marketing Project

The project is an important part of the course. Each course participant is given a project brief. Participants are asked at the end of the course to produce an Experiential Marketing Proposal with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops proposal-writing and creative skills.

 

METHODS OF LEARNING

Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.

MARKETING COURSES: SUBJECT EXPERTS

The Institute maintains a panel of qualified subject experts.

WHO SHOULD APPLY

Anyone interested in developing skills or a career in Experiential Marketing. Early application is advisable as places are booking up fast.

QUALIFICATIONS

Successful candidates qualify for the Diploma in Experiential Marketing. The Diploma is awarded at Distinction, Credit or Pass level.

On successful completion of this course you will receive a Diploma level qualification that is certified and awarded by the ICM (Institute of Commercial Management)

The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised throughout Europe, the USA, Canada, Australia, South Africa and Asia in a total of 140 countries, by leading industries, bodies and professions.

next start date: 29th September 2017

Duration: You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4 - 6 months, by dedicating 6-8 hours of study per week.

Course Fees: 995.00 EUR

To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.

Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.

Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.

Year on year, we have the pleasure of training students from top Ireland and international companies. See where our most recent students come from and find out what they have to say.