Updated on 30072018

Revised on 04032019
The Hang Seng University of Hong Kong
Module Outline

School/Department: Physical Education Unit

Module Code & Title: PE1001 Event Management in Sports
Credit Units: 3 Year: 1-4
QF Level1 (2-6): 5 Hours: 45 hours
Major2 [] (mapping with relevant PILO)
3
Module Classification: Minor []
Business Core4 []
(Multiple options are
Business Elective5 [Please refer to programme information of relevant programme]
acceptable, please “ ” the
box where appropriate) Common Core Curriculum6 (mapping with relevant learning outcomes)
Chinese English Information Technology Quantitative Methods
General Education7 [Cluster ( 1/ 2/ 3/ 4)] GEN1000
Chinese ( Cantonese/ Putonghua) Chinese English
Medium of Assessment
English Others (please specify):
Instruction8: Language:
Others (please specify): __________ __________
Lecture (__3__hours/week) Laboratory (____hours/week) Tutorial (____hours/week)
Mode(s) of Delivery:
standard class size: standard class size: standard class size:

MOOC (if applicable): Learning Mode __________ hours Online learning plus _________ hours Face-to-face teaching

Prerequisites9: Nil

Exclusions10: Nil

This module provides an insight into the strategic management of sports events of
different sizes and types. Through the process of proposing, planning, reviewing and
Module Description:
evaluating an actual event, it will allow students to experience the planning and delivery
of a real-life sports event with local and international considerations.
Weighting
Upon completion of this module, students should be able to:
(if applicable)
a. Acquire the concept of sports event organization and the impact 10%
to the society.
b. Illustrate the bidding process, financial planning and revenue in 25%
Module Intended sports events.
Learning Outcomes
c. Apply a constructive critique to alternative marketing approaches 25%
(MILO):
and uses of sponsorships in organizing sports events.
d. Analyze the event planning process involved in staging an event. 25%
e. Apply the integrated communication process in the event 15%
planning and management.
Total: 100%
Notes:
1. QF Level is determined in accordance with the Generic Level Descriptors (GLD)
2. Major: A core/elective module for any Major/Concentration/Stream of Study
3. Minor: A core/elective module for any Minor Study
4. Business Core: A business core module for any Major/Concentration/Stream of Study
5. Business Elective: A business elective module for any Major/Concentration/Stream of Study
6. Common Core Curriculum: A CCC module that has been approved by the Common Core Curriculum
Committee
7. General Education: Cluster 1 – Humanities Cluster 2 – Social Sciences
Cluster 3 – Science and Technology Cluster 4 – Moral Reasoning
8. The official Medium of Instruction is English, unless otherwise approved by Academic Board
9. Prerequisites: Prior knowledge in these modules are required for taking the existing module
10. Exclusions: Any modules which are mutually exclusive from the existing module in a course of study
11. All modules will be regarded as Free Elective except those excluded modules
12. Pedagogical Methods: Lecture, Tutorial, Guest speaker, Internship, Case study, Field study, Role playing,
Company visit, Student presentation, e-learning / Computer software application, Project, Independent study,
Simulation game, Service learning, Exercise and problem, Others (please specify)
 Module Intended
Learning Outcomes
Total
(MILO):
a b c d e
1. Introduction
1.1 The sports event industry
1.2 The nature and structure of
local and international sports
events
2. Determinants of sports events
2.1 Sports events planning
determinants
2.2 Financial determinants
2.3 Marketing determinants
3. Sports events planning elements
3.1 The sports event planning
process
3.2 Impacts and legacies
3.3 Event implementation
3.4 Evaluation
Module Content:
3.5 Risk management and risk
assessment
3.6 Contingency planning
4. Financial determinants of sports
event
4.1 Financial planning and
control
4.2 Event revenue maximization
4.3 The bidding process
5. Marketing of sports events
5.1 Marketing planning and
implementation
5.2 Innovative communications
5.3 Sports event sponsorship
6. Practical activities
6.1 On-site visit of sports events
1. Lecture
Pedagogical 2. Site visit
Methods12: 3. Guest speakers
4. Group Project and student presentation
1. Class participation 10%
2. Assignment / Self-Reflection Report 30%
Assessment
Methods: 3. Group project and presentation 30%
4. Written Examination 30%
25 25 25% 15%
Weighting: 10% 100%
% %
 Textbooks:
1. Allen, J., OToole, W., Harris, R., & McDonnell, I. (2011). Festival and special
event management. Milton, Qld.: Wiley.

2. Bladen, C. (2012). Events management: An introduction. New York: Routledge.

3. Dowson, R., & Bassett, D. (2015). Event planning and management: A practical
handbook for pr and events professionals. S.L.: Kogan Page.

4. Fetchko, M. J., Roy, D. P., & Clow, K. E. (2016). Sports marketing. London:
Routledge.
Texts &
References:
5. Greenwell, T. C., Danzey-Bussell, L. A., & Shonk, D. J. (2014). Managing sport
events. Leeds: Human Kinetics. *
*recommended
textbook(s)
6. Masterman, G. (2007). Strategic sports event management: An international
approach. Amsterdam: Elsevier Butterworth-Heinemann.

7. Masterman, G. (2014). Strategic sports event management. London: Routledge. *

8. Shone, A., & Parry, B. (2004). Successful event management: A practical

handbook. London: Thomson Learning.

Reference materials:
1.
2.
1.
Other Information 2.
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