Course Information Undergraduate prospectus

Experience Design and Event Marketing

Course summary

Course code: CATE1142
Level: 4
Credits: 30
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Ewa Krolikowska-Adamczyk


Pre and co requisites



The aim of this course is to introduce students to design and marketing within an event management context. The meaning and characteristics of 'experiences' will be explored in depth, as will the experience design process. The course will focus on designing event experiences using both a sensory approach and based on the concepts of ‘focus’, ‘space’ and ‘flow’ plus ‘message’ design and ‘creativity’. In addition, the course will cover marketing planning, strategies and key models. Students will begin to recognise why different types of events require different approaches to marketing. They will begin to develop an understanding of how event marketing managers can attract, engage and retain customers.

Learning outcomes

On successful completion of this course a student will be able to:

1 Describe the principles of event design
2 Connect an event’s concept and planned outcomes to its design
3 Distinguish differences between event concept, design and staging
4 Describe the main parts of an event marketing plan
5 Identify the characteristics of the main marketing strategies and when they should be implemented
6 Apply key experience design and marketing models and tools to different events

Indicative content

• Introduction to event design & key concepts
• Events as designed experiences
• Events’ concept and theme
• Understanding event experiences
• Designing service and the role of the sensory experience
• Pitching design
• Definitions of marketing and event marketing
• Key marketing models
• Event customer segmentation
• Attracting, engaging and keeping event customers
• Developing an event marketing plan

Teaching and learning activity

The course content will be taught through lectures, tutorials and case studies. Learning technologies such as Socrative and Padlet will be used to increase student engagement in the classroom and students will be encouraged to use Panopto for their video assignment. Face to face learning will be supported by additional material and readings on the Virtual Learning Environment (Moodle).


Event Design Portfolio - 50% weighting, 40% pass mark.
Students will submit a portfolio containing evidence of a 10 minute group video presentation and an individual report. 2000 word equivalent. Learning outcomes 1, 2 & 3.

Examination - 50% weighting, 40% pass mark.
The examination will cover marketing planning, strategies and the use of marketing models in an event context. 2 hours (2000 word equivalent). Learning outcomes 4, 5 & 6.