Learning Outcomes

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