Module Details
| Module Code: |
MRKT7016 |
| Title: |
Event Management & Promotion
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Long Title:
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Event Management & Promotion
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| NFQ Level: |
Intermediate |
| Valid From: |
Semester 1 - 2019/20 ( September 2019 ) |
| Field of Study: |
3420 - Marketing & Advertising
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| Module Description: |
Events are a growing area of activity in both the profit and non-profit environment which contribute to a significant component of both marketing communications activity and social and entertainment provisions. This module looks at events from the planning phase right through to execution.
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| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| # |
Learning Outcome Description |
| LO1 |
Demonstrate a knowledge and comprehension of the fundamental principles of events, event marketing and event sponsorship; in support of understanding the environments in which they are utilised. |
| LO2 |
Generate proposals for events, for both profit and not-for-profit clients, including an analysis of the range of event types and their objectives. |
| LO3 |
Present and appraise the varying forms of sponsorship across the events industry. |
| LO4 |
Describe and explain the links between events and the goals of stakeholders. |
| LO5 |
Design and present an event proposal, from setting out management and marketing objectives, to deciding appropriate metrics for post-event evaluation. |
| Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
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Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
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| No incompatible modules listed |
Co-requisite Modules
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| No Co-requisite modules listed |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
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| No requirements listed |
| Indicative Content |
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Event Management
The variety of events and the purposes of each type - for profit, for entertainment, sporting, cultural, educational or social purposes, charity, for corporate or commercial purposes, lobbying.
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Actors, Motives and Contributors
Event initiator, organiser (sporting, cultural, educational public good, commercial and corporate), content of events, acts, sporting events and competitions, sponsors, politicians, celebrities, public figures, media, photographers, journalists, reporters.
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Events and Communication
The promotion of events versus promotion through events. Sponsorship of events - objectives and strategies. Activation / leveraging of the sponsorship.
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The Event and its Environment
Initiators, participants, organisers, audience or delegates, press and media; Location and venue, transport, parking, accommodation, food and drink, communication and leisure facilities, timing, weather, permits and licences, public liability insurance.
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Planning and Managing an Event
Analysis of key stakeholders; Event content; Publication and communication.
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Post Event Harvesting and Follow up
Assessment of objectives; Metrics; Building of relationships; Post Event audit; Future plans.
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Case Studies
Analysis of the use of events by both profit and not-for-profit organisations.
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Module Content & Assessment
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| Assessment Breakdown | % |
|---|
| Coursework | 100.00% |
Assessments
| No End of Module Formal Examination |
| Reassessment Requirement |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
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The University reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
| Lecture |
Contact |
Lecture |
Every Week |
2.00 |
2 |
| Lecturer-Supervised Learning (Contact) |
Contact |
Workshops on live cases |
Every Week |
1.00 |
1 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Self-study |
Every Week |
4.00 |
4 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
3.00 |
| Workload: Part Time |
| Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
| Lecture |
Contact |
Lecture |
Every Week |
2.00 |
2 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Self-study |
Every Week |
5.00 |
5 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
2.00 |
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Module Resources
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| Recommended Book Resources |
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Beech, J., Kaiser, S. & Kaspar, R.. (2014), The Business of Events Management, Pearson, [ISBN: 0273758624].
| | Supplementary Book Resources |
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Goldblatt, J.. (2014), Special Events: Creating and Sustaining a New World for Celebration, 7th. Wiley, [ISBN: 111862677X].
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Getz, D. & Page, S.. (2016), Event Studies: Theory, Research and Policy for Planned Events, 3. Chapters 6-10, Routledge, [ISBN: 1136404791].
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Bowdin, G., Allen, J., O'Toole, W, Harris, R. & McDonnell I.. (2011), Events Management, 3rd. Butterworth-Heinemann, Great Britain, [ISBN: 1856178188].
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Van Der Wagen, L. & White, L.. (2010), Event Management, 4th. Pearson, [ISBN: 1442538392].
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Preston, C.A.. (2012), Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, 2nd. Wiley, [ISBN: 8126524677].
| | This module does not have any article/paper resources |
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| Other Resources |
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Journal, Journal of Marketing Events.
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Journal, International Journal of Event
Management.
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Journal, Journal of Event Management.
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Journal, Journal of Attractions Management.
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