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MODULE (COURSE) CODE: MBSP0429
Event Management
Semester B
Department of Marketing and Enterprise
1. Module Code: MBSP0301
2. Module Title: Event Management
3. Credit Points: 15
4. Level: M
5. Contact Details:
Module Leader:
Room:
Email address: Drop-in hours: Thursday: 14:00 - 15:00
Friday: 14:00 - 15:00
Lecture: Thursday: 16:00 - 17:00 M147 (5 lectures Friday 12:00 -13:00 N110)
Seminar: Thursday: 17:00 - 18:00 M147
6. Module Aims:
The aims of this module are to enable students to;
• advance the study of events, their development, operation, marketing and management and to better understand the changing external context in which they operate. In addition the module will aim to evaluate the complex issues involved in marketing and managing regional, national, and international events which may include music, folklore, art, sport, and business events (conferences or conventions).
7. Module Intended Learning Outcomes
Knowledge and Understanding
Successful students will typically have a knowledge and understanding of;
1. events and their marketing and management;
2. the complex relationships between event stakeholders and supporters and the interaction with other external businesses or organisations;
3. the current theoretical and practical options available to the manager and marketer of events, and typical patterns of management and marketing activities, and the need to manage change;
4. marketing approaches used in events management, including the development of markets and customer expectations,
5. and organising event marketing and management activities at regional, national and international level.
Skills and Attributes
Successful students will typically be able to;
Intellectual Skills
6. analyse and evaluate events management theory and relate this to practical events management and marketing issues, learning through reflection on case study examples and current practice;
7. demonstrate critical thinking and creativity in the evaluation of events management;;
8. display concern for ethics in business management by recognising ethical situations and evaluating the impact of events management decisions on economic, environmental, and socio-cultural factors.
Practical Skills
9. demonstrate problem solving skills through appropriate decision making techniques in events management problems, and the ability to identify and evaluate management and marketing options.#p#分页标题#e#
Transferable Skills
10. further develop communication skills, both orally and in writing, using a range of media.
8. Module Content:
The module is designed to develop an understanding of a range of contemporary themes involved in the staging of events. This module provides the learner with the opportunity to explore theory and practice involved in regional, national, and international events. Students will analyse the specific approaches to development, impact assessment, management, marketing mix manipulation, product design, and operational issues involved in the marketing and managing of events.
Students will demonstrate their understanding of the relationship between theory and practice in events management and their ability to communicate effectively in writing through producing a written assignment and orally through a presentation in a seminar. Case study analysis also allows students to demonstrate their originality in tackling and solving problems and to share experiences and good practice. A reading guide will be supplied and students are expected to read the essential texts as a minimum. Students should also read around the subject to identify current issues.
9. Weekly Programme
The following section provides an approximate week by week schedule of the lectures and seminars as well as the required reading in preparation for these.
9. (contd) Reading / Resource List
Essential Reading:
• Bowdin, G., Allen, J., O'Toole, W., Harris, R., & Donnell, M. (2006). Events Management (2nd ed.). Oxford, England: Elsevier / Butterworth Heinemann
• Tum, Julia Norton, Phillipa, and Wright, J.Nevan (2006) Management of Event Operations. Oxford, England, Elsevier-Butterworth-Heinemann.
• Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S., & McMahon-Beattie, U. (Eds.). (2004). Festival and Events Management: An International Arts and Culture Perspective. Oxford, England: Elsevier / Butterworth Heinemann.
Recommended Reading
• Allen, J. (2000). Event Planning. Mississauga, Ontario, Canada: John Wiley and Sons.
• Allen, J., O'Toole, W., Harris, R., & McDonnell, I. (2005). Festival and Special Event Management (3rd ed.). Milton, Queensland, Australia: John Wiley and Son.
• Allen, J., O'Toole, W., Harris, R., & McDonnell, I. (2002). Festival and Special Event Management (2nd ed.). Milton, Queensland, Australia: John Wiley and Son.
• Fenich, G. G. (2005). Meetings, Expositions, Events and Conventions: An Introduction to the Industry. Upper Saddle River, New Jersey, U.S.A.: Pearson Prentice Hall.http://www.ukassignment.org/Marketing/Strategic_Marketing_Management/
• Goldblatt, J. (2001) Special Events: Global Event Management in the 21st Century. New York: Wiley
• Long, P., & Robinson, M. (Eds.). (2004). Festivals and Tourism: Marketing, Management and Evaluation. Shone, A., & Parry, B. (2004). Successful Event Management: A Practical Handbook (2nd ed.). London, England: Thomson.#p#分页标题#e#
• Sunderland, England: Business Education Publishers.
• Mossberg, L. L. (Ed.). (2000). Evaluation of Events: Scandinavian Experiences. New York U.S.A.: Cognizant Communications.
• Skinner, B. E., & Rukavina, V. (2003). Event Sponsorship. Hoboken, New Jersey, U.S.A.: John Wiley and Sons.
• Swarbrooke, J. & Horner, S. (2001) Business Travel and Tourism. Oxford: Butterworth-Heinemann.
• Watt, D. C. (1998). Event Management in Leisure and Tourism. Harlow, England: Addison Wesley Longman.
Periodicals/Journals
*Annals of Tourism Research
*Cornell Hotel & Restaurant Administration Quart.
*Current Issues in Tourism
*Int. Journal of Contemporary Hosp. Management
*International Journal of Tourism Research
*Journal of Hospitality and Tourism Research
Journal of Hospitality Management
*Journal of Sustainable Tourism
*Journal of Travel and Tourism Marketing
*Journal of Travel Research
*Tourism Analysis
*Tourism Economics
*Tourism Management
Travel and Tourism Analyst
* Journals which are accepted by the United Kingdom Research Assessment Exercise
In addition, it is important to ‘read around’ the area and the material distributed in class. Other recommendations for books and other materials can be made in consultation with the module leader
10. (a) Assessment Details:
There are three types of assessment involved in this course:
Percentage of Total Mark
A. Group presentation (includes a 750 word report on your group work
which will appear on your group work webpage) 30%
B. Final Essay 70%
100%
Assessment Details
The assessment is made up of two pieces of coursework. These are:
1. Group Presentation (30%).
Groups will be composed of 3 individuals. The task will be to provide, through a 20 minute presentation, (not inclusive of questions) an in-depth analysis of one of the weekly lecture themes listed above. The element should be examined and specific international and domestic festivals and events used to illustrate the points in your analysis. Your analysis will incorporate theory (from the literature) in addition to practical examples. The presentation subject area must be agreed with the module leader beforehand.
Expectations for the presentation:
• Students are expected to give a professional presentation – to dress professionally, to make use of professional audio-visual aids (e.g. PowerPoint), to structure the presentation, and to make use of good communication skills.
• Individuals are also expected to hand in a handout of the slides utilised in their presentation.
• Individuals are expected to research this presentation using a variety of sources, remembering it is an academic assignment#p#分页标题#e#
• The presentation should include one slide to describe the allocation of tasks within the group
Marking criteria for the presentation:
The quality of content and argument (be analytical – not descriptive)
Planning and organisation
Language, body language and use of time
Support materials used (i.e. academic sources)
2. One Individual Written Essay (70%)
This comprises an essay of 2500 words in which the author creates a ‘ghost’ event brief of her or his choosing through all the stages as listed above in the weekly outline of the module. The significance of the event to contexts of national and international tourism should also be discussed. The essay must be informed by the theory as well as practice, and topics (i.e. the festival or event) must be agreed with the lecturer or seminar leader beforehand. This is an individual piece of work and two students must not create events which are too similar. It is due on the 1st of May at 12:00 and must be brought in paper form to the tutorial on the 30th of April.
Expectations for the essay:
• Reference List: Students must use academic as well as practical references for the essay. The number of references will not be stipulated, but as this is a Level 3 module, insufficient references (and thus a weaker argument) will be heavily penalised
• Essay Details: The assignment posed by the essay is deliberately broad to enable you to demonstrate analytical skills and the application of theoretical concepts. You will be assessed on the analytical (rather than descriptive) quality of your argument.
Marking criteria for the essays:
Did the student address the topic set?
Is the answer well written, well structured and well organised?
Is there considerable evidence of academic readings (books, journals)?
Does the student fully understand and explain key concepts and theories?
Does the student show an ability to analyse information when answering the question (argument and evaluation not just description)?
Is the paper referenced properly in the text and in the reference list?
Did the student follow submission instructions?
Essay Submission:
• The essays must be submitted electronically via StudyNet AND submitted to (to test papers for plagiarised materials). See full details on next page. The Essay needs to be submitted in person in the seminar on the 30th of March, and and StudyNet on the 1st of May by 12:00.
Marks for the module will be awarded for:
Demonstrating an in-depth knowledge and understanding of the subject
Evidence of wider reading around the subject area
Giving a professional presentation and making use of good communication skills#p#分页标题#e#
Presenting clear, logically structured and analytical essay which follows standard academic conventions.
Feedback from coursework assignments will be normally provided using the ‘Business School Assignment Assessment Form’ which will provide details of the strengths, weaknesses, grading rationale and points for improvement regarding your submitted work. In addition where possible the lecturer will endeavour to give you personal feedback on your work.
Coursework Submission Details
Two copies of the essay must be submitted:
The essay must be submitted in paper copy to the lecturer on the 30th of April, electronically via StudyNet, and submitted to to test papers for plagiarised materials on the 1st of May by 12:00. Instructions for this process are below. Passwords to follow.
Submit.ac.uk Instructions
Create User profiles:
1. Go to 2. Click “sign up” on top menu bar
3. Click enrol as a student
4. Under ‘create a user profile’ select ‘student’ as user type.
5. Enter Class ID:
6. Enter enrolment password:
7. Follow instructions on the screen to create your own personal login (herts email address) and password (Remember your password for later assignments)
Logging in and submitting work:
1. once you have created a user profile return to 3. enter your email address and password details and login
4. Click on : EVENTS 2008/2009 – then click on ‘submit’ then click on ‘submit’ next to the relevant essay (next to Festivals Essay 1 for the first essay, next to Festivals Essay 2 for the second essay, and next to Festivals Referral Coursework Essay for the Referral coursework).
5. Your name should already appear – enter your paper title (any logical name will do)
6. Click ‘browse’ and find your essay paper file on your computer or disk and upload this file
7. Click submit.
10. (b) Referral Assessment
The referral assessment for this module consists of an essay of 3000 words addressing the following topic:
Critically analyse a real=life case study event of your choice in light of the themes covered in the course, and suggest improvements where possible.
Referral Essay Hand in Date: Monday 29th June 2008
Submission: Via StudyNet
Referral Essay Specifics:
• Reference List: Students must use a minimum of 15 references for the essay, the majority of which must be from academic texts or journals.
• Essay Details: The question posed by the essay is deliberately broad to enable you to demonstrate analytical skills and the application of theoretical concepts. You will be assessed on the analytical (rather than descriptive) quality of your argument.#p#分页标题#e#
The criteria for assessment and submission for the referral assessment are the same as that for the coursework essay, as detailed above.
10. (c) Intended Learning Outcomes Matrix (pre-numbered from Section 7 above).
Knowledge and Understanding
Skills and Attributes
1 2 3 4 5 1 2 3 4 5
Coursework Presentation
Coursework Essay
10. (d) Module Skills Matrix
11. (a) Assessment Feedback
Feedback from coursework assignments will be normally provided using the Business School Assignment Assessment Form' which will provide details of the strengths, weaknesses, grading rationale and points for improvement regarding your submitted work.
11. (b) UHBS reserves the right to use electronic means to identify plagiarism.
Remember, your assignment must be your own work.
Ask yourself,
• Have I cited all sources using Harvard referencing system?
• Have I listed in my bibliography/reference list all authors cited in-text?
• Have I put speech marks around quotations and cited the source.
• If I changed the sentence structure of any sources (paraphrased), have I cited that source?
• Is my discussion predominantly my own with my citations being used to justify my arguments?
Adapted from You must not copy from another student nor allow other students to read or have an electronic copy of your work.
All coursework submissions will be thoroughly inspected for evidence of plagiarism and collusion and any suspected instances will be immediately reported for investigation and action through the University’s academic conduct process. Plagiarism software e.g. Turnitin is routinely used by UH. See your Student Planner - Academic Misconduct, P120.
12. Grading details.
Grade A (70%+)
Answer demonstrates a thorough understanding of current concepts/issues, and includes analysis and application of relevant theories and models. The study will show thoroughness of research, independent thought and application, and will be well presented in terms of language, referencing and structure.
Grade B (60-69%)
Question answered in some depth with evidence of own reading beyond class material. Logical development of argument with a good understanding and assessment of key concepts, and the study will demonstrate understanding and application of the title. Well presented in terms of language, referencing and structure.
Grade C (50-59%)
Study will demonstrate an understanding and assessment of class material, and the key ideas and concepts required by the question. Some arguments and some evidence of own thought, but with some weaknesses in structure and assessment of theories and chosen area. Presentation will be moderate with few spelling and grammatical errors and a limited reference list.#p#分页标题#e#
Grade D (40-49%)
Study demonstrates a basic grasp of key theories and concepts with evidence of reading. Level of discussion will be basic with little evidence of independent thought and little coherent assessment. Limited referencing with some structural difficulties and language errors.
Grade E (35-39%)
Limited amount of key concepts and theories presented with little attempt at assessment. Some attempts to address the question but generally poorly structured with some irrelevancies. Insufficient reading using class or other academic materials.
Fail
Poorly structured and demonstrating little understanding and application of even class material. The answer is descriptive and lacks any attempt at demonstrating an understanding of key theories and concepts, or independent thought and application.
13. No pre and co requisites are required for this module
14. Note - All aspects of the module are potentially examinable.
The information given in this Module Guide is believed correct, but Faculty reserves the right, at its discretion, and for any reason, to make changes to the Guide without prior notice and in particular:
• To make changes to syllabuses and modules for reasons including meeting technological or academic developments or employer's requirements particularly in specialists options;
• Not to offer options, specialisms or elective modules within a programme of study where there is insufficient student demand.
15. Expectations of the University for students on taught programmes
In order to get the best from your studies and achieve your goals, the Business School expect you:
• to behave in an acceptable, respectful and considerate manner to fellow students, administrators and academic staff
• to realise that being a full time student is equivalent to having a full-time job requiring at least 35 hours per week self study in preparation for workshops, seminars, lectures and assessments
• to attend and participate in lectures, tutorials, workshops and other timetabled classes
• to be punctual in attending classes
• to turn off mobile 'phones prior to entering class
• to complete and hand in all assignments by the appropriate deadline
• to provide responsible feedback on your learning experience as requested
• to ensure you do not breach the University Regulations with regard to cheating, plagiarism and ethical issues
• to comply with any University and external regulations affecting your studies
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