Facilitate the understanding of market features, consumer behaviour, importance of market research and market segmentation as well as creating a theme and image appealing to target customers. Refer students to the specifics of marketing and organisation of events. Provide students with the knowledge and skills necessary for managing marketing operations and developing marketing plans and organizational and logistic processes of events. Introduce students to the beginnings of the congress industry, advantages of congress and business tourism. Determine the ways of evaluating congress effectiveness. Explain the necessary employee knowledge and skills in the congress industry as well as its future prospects. Introduce students to the organizational logistics of congresses as events. Introduce students to the creators, events and achievements of Croatian cultural history and its present as part of its national identity and brand. Recognize Croatian achievements and its cultural heritage within the European context as a differentiating feature in the process of the country’s tourist branding. Give students an insight into strategic communication with the public in tourism. Analyse communication strategies of cultural heritage. Introduce students to the importance of management and managing creative processes in the organization of events.
Expected learning outcomes
Having successfully completed the course, the students will be able to:
Describe the market features and behavior of event customers.
Demonstrate a process, goals, strategies and tactics of event marketing along with applying different tools of financing.
Plan and mange promotion, sales and other marketing activities in the organization of events.
Develop a marketing and PR plan for an event.
Describe the concept, forms, types and the importance of events and manifestations for a tourist destination.
Demonstrate a planning process and securing necessary resources for the organization of events and manifestations.
Manage the preparation and implementation of a smaller event or a segment of preparation and implementation of a manifestation.
Determine characteristics, goals, strategies and types of congress industry and its interaction with a congress destination.
Give an overview of the historical development of the congress industry; differentiate the types and categories of congress organizers as well as the role of different subjects in the organization of meetings.
Prepare a bid book and candidacy along with a conference organization plan, side events, and marketing activities (promotion, sales, PR and online activities).
Recognize the specifics of Croatian cultural heritage as part of Croatia’s tourism branding.
Recognize the monuments and creators of Croatian cultural heritage and connect Croatian cultural achievements with the European ones.
Interpret the cultural heritage of Croatia and communication as part of destination public relations.
Manage creative processes in the organization of a manifestation.