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Marketing

  • Access All Areas -  Arts Access Australia practical guide for marketing the arts to people with disabilities. It demonstrates that access makes good marketing sense for arts organisations both small and large.
  • Affective Event and Destination Image: Their Influence on Olympic Travelers' Behavioral Intentions (Journal article) in Event Management, Vol.10, No.2, 2007, pp.159-173.  (Available to UTS staff and students via Library catalogue.)
  • Application of a Visitor Tracking Study as an Event Marketing Research Tool: Breedekloof Festival, South Africa (14p. PDF) -  Dimitri Tassiopoulos and Norbert Haydam (Conference paper 2607) in 'Re-eventing' the City/Town: Events as a Catalyst for Change - Proceedings of 4th International Event Research Conference (Melbourne, July 2007), pp.220-233. 
  • Does Flow Influence the Brand Image in Event Marketing? (Journal article) in Journal of Advertising Research, Mar 2008, Vol. 48, Issue 1, pp.138-147.  (Available to UTS staff and students via Library catalogue).
  • Event Marketer Magazine
  • Event Marketing Institute is a think tank, educator, and global professional resource dedicated to the advancement and development of best practices, insights and business intelligence for individuals and companies using live marketing as a strategic marketing initiative.  
  • Events Marketing Guide City of Greater Geelong, 2005 (54p. PDF) - intended as a general guide for event organisers in the marketing and promotion of their event.
  • EventScotland publication - Event Management: A Practical Guide, Chapter 11: Marketing and Communications.  Download from website.
  • From cultural events to sport events: a case study of cultural authenticity in the Dragon Boat races (Journal article) Journal of Sport Tourism, Vol.12, No.1, 2007, pp.25-40.  (Available to UTS staff and students via Library catalogue.  Also available via Informaworld Journals.)
  • An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes (9p. PDF) - J.Z. Sneath et al (Journal article) in Journal of Advertising Research, Vol.45, Issue 4,  Dec. 2005.  (UTS Library catalogue link for staff and students.)
  • Innovation in Pop Festivals by Cocreation (Journal article) in Event Management, Vol.12, No. 2, 2009, pp.105-117.  Available to UTS staff and students via Library catalogue.  Or purchase article from IngentaConnect website.
  • Introduction to Marketing - Volunteering England booklet containing practical advice on developing a marketing plan for volunteer-involving organisations.
  • Making Dollars and Sense out of Community Events (128p. PDF) - Lake Macquarie Council kit to help businesses and event co-ordinators maximise the economic advantages of events covers planning, promotion, sponsorship, evaluation, risk management and includes a facilitator's guide.
  • Marketing event outcomes: From tactical to strategic (Journal article) by Phil Crowther in International Journal of Event and Festival Management, Vol. 2 Iss: 1, 2011, pp.68-82.  Available to purchase from publisher's website.
  • Marketing planning for events (Chapter 9) in Festival and Special Event Management, 4th ed. 2008, pp.276-325,  Johnny Allen et al, John Wiley & Sons Australia.  Available for purchase from ACEM website.  Borrow from UTS Library.
  • Measuring event-brand congruence (Journal article) by Jan Drengner et al in Event Management, Vol.15, No.1, 2011 , pp.25-36.  Available to UTS staff and students via Library catalogue.  Or purchase article from IngentaConnect website.
  • Melbourne Fringe Festival: Integrated Marketing - A Festival Approach, 2004 - case study by Alicia Darvall for the Australia Council.
  • Miles ahead: marketing that works in regional Australia, 1998 (2.1mb. PDF) - A collection of over 40 innovative arts marketing case studies across regional Australia.  Download from Australia Council site.
  • Promotion: integrated marketing communication for events (Chapter 10) in Festival and Special Event Management, 4th ed. 2008, pp.326-343,  Johnny Allen et al, John Wiley & Sons Australia.  Available for purchase from ACEM website.  Borrow from UTS Library.
  • Reference model-based event management (Journal article) by Oliver Thomas, Bettina Hermes and Peter Loos in International Journal of Event Management Research, Vol.4, No.1, 2008.
  • The Relative Effectiveness of Special Events as a Promotional Tool: A Case Study (29p. PDF) - Ian McDonnell and Sally Gebhardt (Conference paper) in Events & Place Making (851p. PDF) - Proceedings of International Event Research Conference (Sydney, July 2002), pp.405-433.
  • Research: Eventview 2008: A Global Study (24p. PDF) - research paper into event marketing  from the Event Marketing Institute (EMI). 
  • The Role of Brand Equity in Helping to Evaluate the Contribution of Major Events by Ian Macfarlane and Leo Jago - Paper examining the understanding of the event contribution to the marketing of destinations, by developing a framework for assessing the brand equity effect .  Download from the Sustainable Tourism Online website. 
  • Successful Management and Achievements of a City Based Event as a Strategy for Destination Marketing: the case of Pusan International Film Festival (10p. PDF) -  Eunhee Seong (Conference paper 1907) in 'Re-eventing' the City/Town: Events as a Catalyst for Change - Proceedings of 4th International Event Research Conference (Melbourne, July 2007), pp.147-156.
  • Toward a model of brand creation for international large-scale sporting events (Journal article) in Journal of Sport Management, Vol.22, No.5, 2008, pp.526-549.  (Available to UTS staff and students via Library Catalogue.  Available to purchase from JSM website.)
  • Trade show and event marketing: Plan, promote and profit, 2005  - book by Ruth P. Stevens, available via UTS Library catalogue.