BU 449 - Event and Experiential Marketing

This course prepares students to craft immersive brand experiences that drive measurable business impact. Students will examine the strategic role of events, develop breakthrough concepts, and master virtual-plus-hybrid technologies to extend reach and interactivity. Students will analyze revenue models and sponsorship packages, translate attendee data into ROI dashboards, and write crisis-and-risk playbooks that safeguard both guests and brand reputation. Semester Credit Hours: 3.00 Contact Hours: 45/0/0/45 Prerequisite: None. Corequisite: None.