Learning Objectives (1 of 2) 1. 2. 3. Explain the role of experiential marketing as a vehicle for building relationships with customers. Explain the importance of event marketing and sponsorships in contemporary marketing. Differentiate among the various forms of event sponsorships. Evaluate the roles of event marketing and sponsorships in the marketing communications mix. Assess the criteria that a marketing executive considers before participating in event marketing and sponsorships. 4. 5