This course is designed to assist event organizers in keeping up with the constantly changing consumer behavior and preferences in event marketing and promotion. By considering events as service products, the course provides an interdisciplinary framework to help understand (a) the impact of technology on marketing, (b) customer value, satisfaction, and retention, and (c) the bases for segmenting markets. At the individual level, the course explores consumer needs, motivations, personalities, perceptions, learning processes, and attitudes. Furthermore, at the societal level, it examines the role of families, cultural values, and subcultures in shaping consumer behavior. This course also covers consumer-related topics, including decision-making, diffusion of innovations, social responsibility, and research.