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Regular version of the site
2019/2020

Event Management

Type: Minor
When: 3, 4 module
Instructors: Ksenia Kuzmina
Language: English
ECTS credits: 5

Course Syllabus

Abstract

Today there is a demand of consumers for impressions; consumers aspire to get them from goods, services and events. The important task of forming a sustainable event is its commitment to creation of impressions, bright images, and associations of a consumer. Each stakeholder group of an event is examined to demonstrate difference in event experience; and event experience was examined from the perspectives of individuals, society, culture and corporate world.
Learning Objectives

Learning Objectives

  • to gain profound knowledge and better understanding of the event processes in the modern economy that is also featured as experience economy
  • to explore basic functions of events that encompass bringing high social value, creation of productive creative environment, revitalization of territory and its place branding
Expected Learning Outcomes

Expected Learning Outcomes

  • Student is able to use different sources of information, including electronic data bases, and also to survey and analyze core publications, related to the theme of research
  • Student analyzes a situation, suggests compares possible decisions, evaluates environmental factors and consequences.
  • Student can collaborate with the others in groups
  • Student uses different negotiation strategies and tactics in team communication, including class work and distance communication.
  • Student can conduct research projects in marketing, consumer behavior, choosing methods of research and evaluation of the results of the project
  • To develop the program of the event (festival), to be is ready to develop a business plan, promotion plan of the event; to understand communication strategies with the target audience group, to build networking partnerships with different groups of stakeholders
  • Student can develop the program of the event (festival), to be is ready to develop a business plan, promotion plan of the event; to understand communication strategies with the target audience group, to build networking partnerships with different groups of stakeholders
  • Student can conduct research projects in marketing, consumer behavior, choosing methods of research and evaluation of the results of the project.
  • Student uses different negotiation strategies and tactics in team communication, including class work and distance communication
Course Contents

Course Contents

  • Introduction to Event Management. Events as an art.
    Introduction to event management. Concept and idea of an event. Classification of events: local events, city events, mega-events. The choice of place, time, partners. Time planning and budget. Event management as a new professional area.
  • Networking as a basis for the event management. Stakeholders of Event
    Classification of main stakeholders. Cooperation and communication with the main stakeholders of an event. Tools to attract artists. Human resources management (stuff and volunteers): how to attract, retain and create a team.
  • Sources of funding, partners, security issues in Event Organization
    Work with audience: long-term and short-term effects. Security issues. Sources of financial support and revenues: grants, crowdfunding, sponsorship, state contracts.
  • Marketing communication tools and Follow-up.
    Image making and branding of an event. Offline and online instruments of event promotion. The role of event in territory and destination branding. The impact of events on socio-economic development of the territory and destination. Feedback and post-event period. Sustainability of events: social, economic and organizational aspects.
Assessment Elements

Assessment Elements

  • non-blocking Individual work
    essay submitted after each lecture on the basis of the visited event analysis
  • non-blocking Lecture work (written tests during lectures)
  • non-blocking Seminar work (consists of the group project presentation)
    Each group consists of approximately 3-5 students and presents stages for the final project presentation (event creation).
  • non-blocking Exam
    Экзамен проводится в виде защиты проектов, организованных онлайн мероприятий, в MS Teams. К экзамену необходимо подключиться: за 15 минут до его начала. Компьютер студента должен удовлетворять требованиям: иметь устойчивое Интернет-соединение, хорошую связь, наличие микрофона и камеры, поддержку MS Teams. Для участия в экзамене студент обязан: поставить на аватар свою фотографию, явиться на экзамен согласно расписанию, при ответе включить камеру и микрофон. Во время экзамена студентам запрещено: выключать камеру и микрофон, пользоваться конспектами и подсказками. Во время экзамена студентам разрешено: задавать уточняющие вопросы преподавателю по выполнению задания. Кратковременным нарушением связи во время экзамена считается менее 1 минуты. Долговременным нарушением связи во время экзамена считается 1 минута и более. При долговременном нарушении связи студент не может продолжить участие в экзамене. Процедура пересдачи подразумевает использование усложнённых заданий.
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    2) Remember 3 types of signs (perception), describe briefly the meaning of each of them. How do we learn? Can you remember different modes of learning? Why tourist is important for cultural heritage sites? Give definition to push and pull factors (1-2 examples for each)
Bibliography

Bibliography

Recommended Core Bibliography

  • Eventful cities : cultural management and urban revitalization: Cultural management and urban revitalization. (2010). Butterworth Heinemann. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsnar&AN=edsnar.oai.pure.buas.nl.publications.c7f9131b.80c1.4868.bf71.69d45766a017
  • Eventful cities: Cultural management and urban revitalization. (2010). Elsevier. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsnar&AN=edsnar.oai.tilburguniversity.edu.publications.0df43a07.06ed.41bc.901a.538437120bff

Recommended Additional Bibliography

  • Allen, J., O’Toole, W., Harris, R., & McDonnell, I. (2011). Festival & Special Event Management (Vol. Fifth edition). Milton, Qld: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1650493
  • Bassey Benjamin Esu. (2015). Conceptual Development in Festival Quality Management: Implications for Product Development and Marketing. International Journal of Academic Research in Business and Social Sciences, (1), 53. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.hur.ijarbs.v5y2015i1p53.64
  • Bassey, B. E. (2014). Conceptual Development in Festival Quality Management: Implications for Product Development and Marketing / brak. Zeszyty Naukowe Uniwersytetu Szczecińskiego. Scientific Journal. Service Management, 39. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbaz&AN=edsbaz.171318419