Assignment Task Assessed Learning Outcomes:
LO.1 Compare and contrast the role of promotion and public relations in the marketing of events.
LO.3 Critically analyse marketing and public relations techniques for specific events
ASSIGNMENT TASKS
For this assignment you will need to research the digital marketing outputs of two competing events of your choice (eg. two similar music festivals taking place around the same time/place). Ensure you select events that have a substantial digital presence, and took place in the past 18 months.
Your report should:
Provide an overview of each event and the digital platforms they use to market and promote their events. Evaluate the digital outputs of the events over a four week period (before, during and after the events) and the promotion and public relations based messages being communicated, with examples. Identify and discuss four issues associated with the digital outputs for each event. Critically analyse how the promotion and public relations techniques being used by the events to engage with their target audience, including strategies to generate and maintain interest in their event ‘product’. What content is event-generated, and what is generated by event consumers? Are the platforms being used for promotion or public relations purposes? Provide examples. Discuss your analysis comparing the two event examples. How do their efforts compare to one another? How can they address the issues you have identified? Identify gaps and make recommendations for improvement or continuing practice for each event, including the most appropriate digital platforms through which the events can effectively promote their work. You will need to substantiate your findings and recommendations with references to the literature.
