Study Guide

Objective

Student understands the principals in fair and exhibition marketing activities and understands their diversified possibilities as a tool in marketing communication. Student is able to carry out the whole set of three phases in fair and exhibition activities: planning, implementation and follow-up. Student is able to design a marketing communication plan and carry it out. Student understands how a stand must be visually and functionally planned and built in order to reach the goals set by the company marketing management and in order to be profitable investment.

Content

- planning the stand
- executing the stand
- marketing follow-up

Materials

Huges, P. 2010. Exhibition Design
Jansson,M. 2007. Messuguru; messumarkkinoijan ideakirja
Keinonen,S. ; Keinonen. T. & Koponen, P. 2001. Menesty messuilla: yrityksen opas.Lorenc, J.; Skolnick, L. & Berger, C. 2007. What is exhibition design?
Vuokko, P. 2003. Markkinointiviestintä: merkitys, vaikutus ja keinot.

Teaching methods

Lectures, assignments.

Student workload

5 credits - 135 hours.

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

Students are able to realize a trade fair project based on the marketing strategy. The project has some sales promoting, visual, functional and economical characteristics of a successful fair project.

Assessment criteria, good (3)

Students can plan, realize and follow their trade fair project compiled after the marketing strategy. The weight of the project is on sales promotion, visual aspects and budgeting.

Assessment criteria, excellent (5)

Students can plan, realize, follow and evaluate their trade fair project compiled in accordance with the marketing strategy. The weight of the project is on sales promotion, visual aspects, functionality and economy.

Assessment methods and criteria

Active participation, assignments, report.

Qualifications

No previous studies are required.