You will be required to construct a report which considers events as part of the marketing mix for a company. Using examples, what kind of events do commercial companies host and what determines which events are more appropriate than others. How can events contribute to product branding and image? How can companies determine the effectiveness of such events and ensure that they justify the often high costs of organising and staging? You may choose to focus on a particular company as a way of illustrating your analysis. Ensure that you draw on your reading, both of academic journals and of current industry debate and reflection.
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