Registration for Winter 2026 programs and courses is now open. Learn more about the academic programs we are delivering in Winter 2026. If you have any questions about part-time studies, please contact us.
Event Marketing Strategy introduces students to the dynamic field of event marketing from the perspective of an event brand. This course examines the strategic marketing process as it applies to the development, implementation, and measurement of a Marketing Plan for an event. Students learn the fundamental principles of situation analysis, target market selection, brand positioning, stakeholder value creation and the event marketing mix. Students create a Marketing Plan for an event property based on measurable goals and objectives as well as an established budget.