Market Research for Events

Course Code: EVNT 252

Academic Year: 2020-2021

The MICE has shifted in focus from making management decisions based upon hunches and best guesses to those which are more data driven and evidence based. All event marketing strategy in today's world starts with a clear understanding of the environment and core consumer. To meet this need, students in this course explore the research process and the methods used for obtaining research data in the event management sector. Students study customer behavior, including product purchases, and the key attitudes and usage behaviour. Current event management topics and issues such as methods of inquiry, ethics, problem-solving, decision-making, leadership and communication are discussed. Skills in collecting and analyzing data and applying research information are developed and applied to storytelling to make meaning of the data. This will help prepare students for their transition from undergraduate education to a career in the event management field.