Program Marketing Management

Course Code Mktm 3032

Course Title: Event Management

Degree program BA in Marketing Management

Module Name Promotion and Brand Management

Module No.

Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor

Office Location:
E-mail:
Consultation Hours:
ECTS Credit 5

Contact hours Lecture Tutorial Lab/Practical Home study Total

(per week) 3 7 10

Lecture days, Hours

and Room:

Tutorial/Lab days &

Hours

Target Group: Marketing Management Students

Year/Semester Year III semester II

Status of the course Compulsory

Course description:
In today’s business world events of different nature are performed frequently. Some might be day
to day routines others are special occasions requiring dedicated resources and skilled and well-
educated marketers. This course is designed to familiarize students with the practices, concepts
and procedures of event management. The course introduces students with different types of events
and their peculiar features; it teaches students to make event feasibility analysis and how to comply
with legal requirements. Further, the course presents discussion about event marketing and
logistical and operation issues.
Learning outcomes:
At the end of the course students will be able to:

• Understand different types of event management

• Develop event concept and design

• Perform event feasibility and legal compliance analysis

• Develop effective event planning

• Conduct event staging by applying appropriate protocol

• Perform event operation, logistics, safety and security management

Chapter

1. Unit One: An Introduction to Event Management

1.1. Event – Definition, Need and Importance
1.2. Event Management
1.3. Event Management – Concept
1.4. Conceptualizing – Creating and Developing Events
1.5. Size of Events
1.6. Types of Events
1.7. Events Team
1.8. Event Team Management
1.9. Code of Ethic
2. Unit Two: Concept and Design of Events
2.1. Event Coordination
2.2. Developing an Event Concept
2.3. Evaluating the Event Concept
2.4. Major Consideration for Selecting an Event Venue
2.5. Event Design
2.6. Themed Events
2.7. Five-card Draw: Playing the Five Senses
2.8. Bells and Whistles: Amenities that make the Difference
3. Unit Three: Event Feasibility and Legal Compliance
3.1. Resources
3.2. The Approval Process
3.3. Key Questions
3.4. Feasibility: What to assess?
3.5. SWOT Analysis: Finding the Strengths, Weaknesses, Opportunities, and Threats
3.6. Organizing an Event: Selecting the Event
3.7. Legal Compliance
4. Unit Four: Marketing and Promotion of Events
4.1. Event Planning and Promotion
4.2. Event Planning Training and Internship
4.3. Event Marketing and Promotion
4.4. Five Ps of Event Marketing
4.5. Internal versus External Event Marketing
4.6. Sponsorship Needs Assessment
4.7. Internet Event Marketing
4.8. Publicity
4.9. Event Promotion
5. Unit Five: Planning for Event and Event Proposal
5.1. Event Planning
5.2. Tools for Event Planning
5.3. Strategic Event Planning
5.4. Role of Event Planner
5.5. Preparation for Event Proposal
5.6. Corporate Event Planning Ideas and Tips
5.7. Conference Planning
6. Unit Six: Protocol and Staging
6.1. Protocol and Event Management
6.2. Objectives of Protocol
6.3. Event Management Automation Protocol (EMAP)
6.4. Event Venue Selection
6.5. Organizing and Staging a Special Event
6.6. Essentials Staging/Venue Presentation

7. Unit Seven: Operation, Logistics, Safety and Security Management

7.1. Event Management: Operations and Logistics
7.2. Safety and Security Related to Events
7.3. Incident Reporting
7.4. Essential Features of a State-of-the-Art Event Management Systems
7.5. Environmental Health and Safety Issues

8. Unit Eight: Crowd Management

8.1. Crowd in Panic
8.2. Causes of Panic
8.3. Environmental Impact
8.4. Problematic Differences
8.5. Evacuation
8.6. Emergency Evacuation

9. Unit Nine: Monitor, Control and Evaluation

9.1. Monitoring and Controlling
9.1.1. Purpose
9.1.2. Objectives
9.1.3. Other Monitoring Information
9.2. Evaluating the Event
9.2.1. Completing the Event
9.2.2. Event Management Checklist
9.2.3. Coding

Methods of Conducting the Course

o Lectures
o Discussions
o Group and individual assignments
Method of Assessment

Assessment Methods

The assessment of the students will be made progressively through the semester based on continuous
evaluation of works. It will cover group and individual assignments, class participation, presentation of
seminars and projects or cases, mid exams and final examination

Assessment types Weight (%)

Group Project Work on

Event Preparation:
-Event planning
Assessment Methods:
-Implementing
30%
✓ Continuous Assessment (50%)
-Controlling & evaluation
✓ Final Exam. (50%)
-Reporting

Mid Exam 20%

Final Exam 50%

Total 100%

Reference Materials

• Judy Allen (2010) Event Planning and Etiquette: A Principles Approach to the Business
Special Event Management. Wiley
• Dowson and David Bassett (2018): Event Planning and Management. Kogan Page
• Sukhpreet Kaur (2010) EVENT MANAGEMENT.EXCEL BOOKS PRIVATE LIMITED