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(3-0) Cr. 3. F.S.

Prereq: EVENT 171; (AESHM 340 or MKT 340)
Overview of sales marketing management in the event industry and highlights of the role of the professional event sales manager in the marketing process. As an event professional, students will identify best sales practices to develop their personal selling style, to build on their strengths, and to create a referral business that delivers results. Principles covered include evaluation of characteristics and skills necessary for success in sales; strategic planning; sales leadership; analyzing customers and markets; designing and developing the sales force; recognize the importance of relationship building; process management; and measurement, analysis, and knowledge management.