Effective event marketers craft and deliver sports, entertainment and event experiences that appeal to and satisfy the desires of target audiences. Marketing decision making requires an understanding of target consumer mindsets and behavior - what motivates different segments of consumers to buy, their decision-making journey, and the way that they consume and share event experiences. This course examines the social, psychological, environmental, and cultural factors that influence consumer behavior in respect to events, and the implications for marketing strategy. Uniquely, students examine consumer behavior in the context of an actual event that they plan, market, and implement. Students evaluate the effect that marketing communications and the brand experience have on consumer attitudes towards a brand and brand purchase intent.