Introduction
The programme “Marketing through Sporting Events and Major Exhibitions” develops professional practice in Marketing. It connects the subject with workplace challenges by examining existing evidence and practices and choosing methods appropriate to the organization and its available resources.
The learning progresses from market analysis and marketing strategy development to customer experience development and complaint handling, with practical work on event planning and management of participants and outputs, data analysis and decision support, public relations, messaging, and content development. Participants prepare outputs to support workplace application and review the quality and results of implementation.
Learning objectives
- Design a marketing direction based on a defined segment and measurable value in an application related to “Marketing through Sporting Events and Major Exhibitions”.
- Prepare an event plan connecting purpose, program, operations, and participant experience.
- Turn available data into documented analysis that supports a specific professional decision.
- Prepare a public relations plan connecting audiences, messages, channels, and measurement.
- Design a service journey and complaint response based on customer needs and follow-up evidence.
Learning areas
1. Market Analysis and Marketing Strategy Development
- Analyze the market, competitors, and customers using appropriate data, and identify sample limitations and assumptions requiring testing.
- Segment the market, select the priority segment, and describe customer needs, behavior, and decision-making criteria.
- Build a clear value proposition and positioning, connecting them to service features and evidence supporting the marketing promise.
- Select the channel mix, content, and budget according to the customer journey, and define messages suited to each stage without overstating claims.
- Prepare a campaign pilot with reach, engagement, conversion, and cost indicators, and analyze results to adjust targeting, messages, and resource allocation. The application examines a case related to “Marketing through Sporting Events and Major Exhibitions”.
2. Event Planning and Management of Participants and Outputs
- Define the event objective, audience, and intended value, translating them into topics, sessions, and outputs that can be documented and followed up.
- Plan the program, roles, resources, budget, and suppliers, and manage venue, technology, and participant accessibility requirements.
- Organize registration, communication, reception, services, and content, protecting participant data and reviewing permissions before publishing images or names.
- Prepare an operations schedule, escalation paths, and contingency arrangements for failures and changes, and test coordination among content, organization, and support teams.
- Evaluate participant experience, adherence to the plan, and knowledge outputs, and prepare a final report with follow-up actions, responsibilities, and deadlines.
3. Data Analysis and Decision Support
- Frame an analytical question linked to a specific decision, and define the unit of measurement, time period, and data needed to answer it.
- Check data quality for completeness, accuracy, consistency, and duplication, and document cleaning steps and limitations on reliance.
- Select appropriate comparisons, indicators, and charts, and distinguish statistical correlation from causal explanations of results.
- Interpret results in the work context, test assumptions and unusual values, and present alternatives and their associated uncertainty.
- Prepare an analytical report containing the finding, recommendation, data source and date, review owner, and next follow-up step.
4. Public Relations, Messaging, and Content Development
- Analyze stakeholders, information needs, and organizational image, and define a communication objective that can be assessed using clear evidence.
- Draft key messages supported by facts, check the source of each claim, and align the tone with the audience and context.
- Select media relations tools, content, events, and digital channels, and define editorial, review, and approval responsibilities.
- Prepare a statement, report, or digital content with a clear headline and structure and image usage rights, and check accuracy and readability.
- Measure communication outputs, audience engagement, and changes in understanding or behavior, distinguishing media reach from actual impact.
5. Customer Experience Development and Complaint Handling
- Define customer groups, expectations, and touchpoints, and map an actual journey including waiting, effort, and information exchange.
- Analyze the voice of the customer, complaints, and feedback, classifying recurring causes and linking them to the process, product, or communication channel.
- Set response, resolution, and escalation standards that consider the problem's impact, staff authority, and message clarity for the customer.
- Simulate a difficult service situation, applying listening, empathy, and fact verification, and offer a feasible solution or alternative.
- Build indicators for resolution time, complaint recurrence, and experience quality, and use results to address root causes and monitor impact.
Practical outputs
- A marketing plan covering segments, value proposition, channels, and outcome measures.
- An event plan, operations schedule, and output documentation and evaluation template.
- A dashboard and decision memo explaining the data, assumptions, and alternatives.
- A communication plan, message file, and publication-ready media content sample.
- A customer journey map, complaint response guide, and service quality cards.
Who should attend
- Practitioners, specialists and supervisors whose work relates to the programme subject.
- Managers and teams working in marketing, according to their practical responsibilities.
- Professionals responsible for applying the outputs of “Marketing through Sporting Events and Major Exhibitions” within their organizations.
Prerequisites
- Working familiarity with the programme field and the ability to discuss a professional case or challenge.
- Confirm the suitability of your experience and any specialist prerequisites with the Union before participation.
Conclusion
The programme “Marketing through Sporting Events and Major Exhibitions” brings together concepts, case review and a practical application. Participants prepare steps that can be adapted to their responsibilities and organizational resources, with an indicator to follow application and review results after returning to work.
Participation arrangements and any special requests are specified in the confirmation issued by the Union.