Examines how a trade/consumer show is an effective marketing opportunity for businesses of all sizes. Focuses on the application of marketing principles through the medium of trade or consumer shows. Also covers how to position a trade or consumer show as an active marketing tool within a business' overall marketing strategy. A key component of this course will be the development of a major project involving a strategic plan for a trade/consumer show.
Weeklong courses are intensive due to the reduced time for independent study between classes. Students are advised to plan for several hours of study after class on Monday, Tuesday, Wednesday and Thursday during the course.
Upon successful completion of the course, the student will be able to:
Explain the role of trade or consumer shows as a promotional strategy and understand consumer and business buyer behaviour at shows
Position trade and consumer shows as a dynamic marketing strategy in an integrated marketing communications plan
Plan, implement and evaluate trade and consumer shows, including pre-show, at-show and post show marketing strategies
Explain the process of researching, selecting and participating in trade or consumer shows
Develop a customer profile and display needs analysis for a show program
Set measureable objectives and evaluate results of trade and consumer shows
Understand the principles of exhibit design for maximum results
Effective as of Fall 2016
MKTG 1342 is offered as a part of the following programs:
Powerful Exhibit Marketing: The Complete Guide to Successful Trade Shows, Conferences, and Consumer Shows
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