This subject introduces understandings about events as forms of public relations typologies and promotional models. These include strategic public relations and management processes, researching the event promotion environment, infrastructure, organisational and event promotion processes and funding. Students will analyse behaviours of event publics, audiences and participants, matching event opportunities with publics, and conceptualising events as service experiences. Students will develop strategies for developing event partnerships, funding and sponsorship relationships. These include managing the development of the event setting/venue, programming and personnel affecting the on-site event experience, and developing appropriate merchandising strategies for events.