Strategic Event Management
Niveau
first cycle, Bachelor
Learning outcomes of the courses/module
The participants:
• learn about the follow-up phase of event organization as well as the theoretical fundamentals of financial accounting and budgeting, event marketing, event evaluation, and event sustainability.
• are thus familiar with the processes and content of all three phases of event organization and can create comprehensive event concepts and apply integrated event management techniques and tools.
• are able to plan, prepare, implement and follow up events, in compliance with the specifications, conditions and budget.
• are familiar with the different areas of knowledge and tools related to event management and marketing.
• they are able to assess events and apply the findings in their own projects.
• have a critical approach to relevant concepts and tools and the ability to analyze, synthesize and apply information.
• learn about the follow-up phase of event organization as well as the theoretical fundamentals of financial accounting and budgeting, event marketing, event evaluation, and event sustainability.
• are thus familiar with the processes and content of all three phases of event organization and can create comprehensive event concepts and apply integrated event management techniques and tools.
• are able to plan, prepare, implement and follow up events, in compliance with the specifications, conditions and budget.
• are familiar with the different areas of knowledge and tools related to event management and marketing.
• they are able to assess events and apply the findings in their own projects.
• have a critical approach to relevant concepts and tools and the ability to analyze, synthesize and apply information.
Prerequisites for the course
not applicable
Course content
Financial accounting and budgeting: Preparation of budget and cash flow, break-even analysis
Marketing of events: Segmentation, target group approach, competitive analysis, positioning, marketing mix (9Ps), integrated marketing communication strategy
Follow-up phase of the event organization: Development of follow-up/postprocessing plans in the planning phase
Event evaluation: Purposes, subject matter, methods and phases of event evaluation
Sustainability: Definition of terms, three-pillar model of sustainable development, effects of events on the economy, society and the environment including effects on the infrastructure in the destination, influences on and evaluation methods of environmental, economic and social sustainability of events
Marketing of events: Segmentation, target group approach, competitive analysis, positioning, marketing mix (9Ps), integrated marketing communication strategy
Follow-up phase of the event organization: Development of follow-up/postprocessing plans in the planning phase
Event evaluation: Purposes, subject matter, methods and phases of event evaluation
Sustainability: Definition of terms, three-pillar model of sustainable development, effects of events on the economy, society and the environment including effects on the infrastructure in the destination, influences on and evaluation methods of environmental, economic and social sustainability of events
Recommended specialist literature
Getz, D. & Page, J. (2016). Event Studies: Theory, research and policy for planned events. 3rd ed. London: Taylor & Francis Ltd.
Reic, I. (2016). Events Marketing Management: A consumer perspective. London: Routledge.
Bowdin, G. A.J., Allen, J., O´Toole, W., Harris, R., & McDonnell, I. (2023). Events Management. Butterworth-Heinemann, Oxford.
Ziakas, V. (2021). Crisis Management and recovery for events: impacts and strategies. Oxford: Goodfellwo Publisher Limited
Reic, I. (2016). Events Marketing Management: A consumer perspective. London: Routledge.
Bowdin, G. A.J., Allen, J., O´Toole, W., Harris, R., & McDonnell, I. (2023). Events Management. Butterworth-Heinemann, Oxford.
Ziakas, V. (2021). Crisis Management and recovery for events: impacts and strategies. Oxford: Goodfellwo Publisher Limited
Assessment methods and criteria
Exam
Language
German
Number of ECTS credits awarded
3
Semester hours per week
Planned teaching and learning method
integrated course, case studies, discussion, group work, presentations
Semester/trimester in which the course/module is offered
2