Course Title: Events Management
Course Description:
This course explores the principles and practices of events management,
covering various types of events such as conferences, festivals, corporate
events, and social gatherings. Students will gain an understanding of the
entire event planning process, from concept development and logistics to
execution and evaluation.
Learning Objectives:
By the end of the course, students should be able to:
1. Understand the fundamentals of events management and its role in
various industries.
2. Analyze the needs and expectations of diverse event stakeholders.
3. Develop effective event concepts and themes.
4. Create comprehensive event plans, including budgeting and logistics.
5. Utilize marketing and promotional strategies for event success.
6. Demonstrate leadership and communication skills essential for event
coordination.
7. Evaluate the success of events through post-event analysis and
feedback.
Topics Covered:
Module 1: Introduction to Events Management
Definition and scope of events management
Historical perspectives on events
Types of events and their purposes
Importance of events in various industries
1.1 Definition and Scope of Events Management
Definition of Events Management: Understanding the core concepts
and components involved in planning and executing events.
Scope and Evolution: Examining how the field has evolved, its current
scope, and the dynamic nature of events management.
1.2 Historical Perspectives on Events
Milestones in Events: Exploring significant events throughout history
and their impact on shaping the events management industry.
Evolution of Event Formats: Analyzing how event formats have
changed over time and the factors driving these changes.
1.3 Types of Events and Their Purposes
Categorizing Events: Differentiating between various types of events,
such as corporate events, social events, conferences, festivals, and
experiential events.
Event Objectives: Understanding the specific purposes and goals
associated with different types of events.
1.4 Importance of Events in Various Industries
Economic Impact: Assessing the economic contributions of events to
industries and local communities.
Social and Cultural Significance: Recognizing the role events play in
shaping cultural identities and fostering social connections.
Industry-Specific Examples: Examining how events contribute to the
success and growth of specific industries, such as tourism,
entertainment, and marketing.
Case Study Analysis: Explore historical events and analyze their organizational
and logistical aspects.
Written Reflection: Students write a reflective essay on the importance of events
in a chosen industry.
Module 2: Event Planning Process
Event planning phases and timelines
Needs assessment and stakeholder analysis
Concept development and theme creation
Budgeting and financial planning for events
2.1 Event Planning Phases and Timelines
Identification of Phases: Understanding the key stages in the event
planning process, including pre-event, on-site, and post-event phases.
Timelines and Milestones: Developing a timeline for each phase to
ensure efficient planning and execution.
2.2 Needs Assessment and Stakeholder Analysis
Needs Assessment: Conducting a thorough analysis to identify the
requirements and expectations of various stakeholders, including
clients, sponsors, and participants.
Stakeholder Mapping: Understanding the roles and influences of
different stakeholders in the event planning process.
2.3 Concept Development and Theme Creation
Creativity in Event Planning: Fostering creative thinking and innovation
in the development of event concepts.
Theme Selection: Exploring methods for selecting and integrating
themes that align with the event's objectives and target audience.
2.4 Budgeting and Financial Planning for Events
Budget Development: Creating comprehensive event budgets,
considering all potential expenses and revenue streams.
Financial Management: Understanding financial tools and strategies to
ensure effective budget control and resource allocation.
Case Studies: Analyze real-world event planning scenarios, identifying challenges
and solutions.
Group Project: Develop a mock event plan, including needs assessment,
stakeholder analysis, concept development, and budgeting.
Budget Simulation: Engage in a computer-based simulation to practice budgeting
skills in different event scenarios.
Module 3: Logistics and Operations
Venue selection and management
Catering and hospitality
Transportation and accommodation
Safety and security measures
3.1 Venue Selection and Management
Criteria for Venue Selection: Identifying key factors in choosing
appropriate event venues, considering size, location, accessibility, and
facilities.
Negotiation and Contracts: Understanding the negotiation process and
legal aspects involved in securing event venues.
3.2 Catering and Hospitality
Menu Planning: Exploring diverse catering options and planning menus
that align with the event theme and audience preferences.
Guest Experience: Understanding the role of hospitality in creating a
positive and memorable experience for event attendees.
3.3 Transportation and Accommodation
Transportation Logistics: Planning and coordinating transportation for
attendees, including considerations for local and international events.
Accommodation Management: Negotiating contracts with hotels,
ensuring sufficient room blocks, and addressing accommodation-
related needs.
3.4 Safety and Security Measures
Risk Assessment: Conducting thorough risk assessments to identify
potential hazards and security concerns.
Emergency Response Plans: Developing comprehensive plans to
address emergencies and ensure the safety of all event participants.
Crowd Management: Strategies for managing large crowds, including
crowd control measures and contingency planning.
Venue Scouting Exercise: Students research and present potential venues
for a hypothetical event, justifying their choices.
Catering and Hospitality Workshop: Collaborative activity to design a
sample event menu and hospitality plan.
Module 4: Marketing and Promotion
Target audience identification
Event branding and promotion strategies
Digital marketing and social media for events
Sponsorship and partnership development
4.1 Target Audience Identification
Market Segmentation: Understanding the importance of dividing
potential attendees into segments based on demographics, interests,
and behavior.
Persona Development: Creating detailed profiles of target audience
segments to guide marketing strategies.
4.2 Event Branding and Promotion Strategies
Branding Fundamentals: Defining the event brand, including logos,
colors, and key messaging.
Integrated Marketing Communications (IMC): Developing a cohesive
strategy that incorporates various promotional channels such as
advertising, public relations, and direct marketing.
4.3 Digital Marketing and Social Media for Events
Digital Marketing Tools: Utilizing online platforms, email marketing,
and search engine optimization for effective event promotion.
Social Media Strategies: Developing a social media plan, including
content creation, engagement strategies, and leveraging influencers.
4.4 Sponsorship and Partnership Development
Identifying Potential Sponsors: Conducting research to identify
organizations that align with the event's goals and values.
Proposal Development: Creating compelling sponsorship proposals and
negotiating agreements.
Building Partnerships: Exploring opportunities for collaborative
partnerships with local businesses, community organizations, and
other stakeholders.
Target Audience Analysis: Conduct a survey or focus group to gather
insights into the preferences and expectations of the target audience.
Branding Workshop: Develop a visual and messaging identity for a
hypothetical event, considering various promotional materials.
Social Media Campaign: Create and implement a social media campaign
for an upcoming event, tracking engagement metrics.
Sponsorship Pitch: Prepare and deliver a sponsorship pitch for a chosen
event, emphasizing the mutual benefits for the sponsor and the event.
Module 5: Leadership and Communication
Team building and management.
Effective communication strategies
Crisis management and problem-solving
Time management and multitasking
5.1 Team Building and Management
Team Dynamics: Understanding the stages of team development and
fostering a collaborative and inclusive team culture.
Roles and Responsibilities: Defining roles within the event team and
establishing clear expectations for each member.
5.2 Effective Communication Strategies
Communication Styles: Recognizing different communication styles
and adapting communication strategies for various stakeholders.
Conflict Resolution: Developing techniques for resolving conflicts within
the team and with external partners.
5.3 Crisis Management and Problem-Solving
Risk Identification: Identifying potential risks and challenges that may
arise during event planning and execution.
Crisis Response Plans: Developing proactive plans to address potential
crises and unexpected challenges.
Problem-Solving Techniques: Equipping students with problem-solving
skills to overcome obstacles and ensure successful event outcomes.
5.4 Time Management and Multitasking
Planning and Prioritization: Developing effective time management
skills for multitasking in the fast-paced environment of event planning.
Task Delegation: Understanding when and how to delegate tasks to
ensure efficiency and optimal use of resources.
Activities and Assessments:
1. Team Building Exercise: Engage in team-building activities to
strengthen collaboration and communication within the class.
2. Communication Workshop: Practice effective communication
techniques through role-playing scenarios commonly encountered in
event management.
3. Crisis Management Simulation: Participate in a simulated crisis
scenario, applying crisis response plans and problem-solving skills.
4. Time Management Case Study: Analyze a real-world case study to
identify effective time management strategies in event planning.
Module 6: Actual Event
6.1 Event Planning and Execution
Integration of Concepts: Apply knowledge from previous modules to
plan and execute an actual event.
Hands-On Experience: Gain practical experience in coordinating
various aspects of the event planning process.
***PROJECT PROPOSAL
*** Program
*** Invitation
*** Registration
*** Food and Venue
*** Participant Engagement
6.2 Post-Event Evaluation
On-Site Logistics: Implement on-site logistics and operations, including
venue setup, catering coordination, and participant engagement.
Problem Resolution: Develop the ability to address unforeseen
challenges and implement solutions in real-time.
Event Success Metrics: Evaluate the success of the event based on
pre-defined metrics and objectives.
Feedback Collection: Gather feedback from participants, sponsors,
and team members for continuous improvement.
Financial Reconciliation: Analyze the event budget against actual
expenses and revenue.
6.4 Documentation / Portfolio
Post-Event Report: Prepare a comprehensive report detailing the
planning process, on-site management, and post-event evaluation.
Assessment: Expected
Textbook:
"Events Management: An International Approach" by Glenn A. J. Bowdin et al.
-Goldblatt, J. (2014). "Special Events: The Roots and Wings of Celebration."
-Getz, D. (2012). "Event Studies: Theory, Research, and Policy for Planned
Events."
-Bladen, C., Kennell, J., Abson, E., Wilde, N., & Marvell, A. (2012). "Events
Management: An Introduction."
-O'Toole, W., & Mikolaitis, P. (2015). "Events Feasibility and Development:
From Strategy to Operations."
-Shone, A., & Parry, B. (2010). "Successful Event Management: A Practical
Handbook."
-Bowdin, G., Allen, J., O'Toole, W., Harris, R., & McDonnell, I. (2016). "Events
Management."
-Smith, A., & Bowdin, G. (2017). "Events and Sustainability."
-Neuhofer, B., Buhalis, D., & Ladkin, A. (2019). "Technology as a Catalyst of
Change: Enablers and Barriers of the Tourist Experience and their
Consequences."
-Mullins, L. J. (2013). "Management and Organisational Behaviour."
-Robbins, S. P., Coulter, M., & DeCenzo, D. A. (2017). "Fundamentals of
Management."
Recommended Readings:
"The Art of Event Planning: Pro Tips from an Industry Insider" by Judy
Allen
"Into the Heart of Meetings: Basic Principles of Meeting Design" by Eric
de Groot and Mike van der Vijver
