Programme Code Programme Title Delivery Certificate in Tourism and Event Mandatory. Event Management. Event Management

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1 6.5 Event Management Programme Code Programme Title Delivery TEM601 Certificate in Tourism and Event Mandatory Management Module Title (short) Module Title (full) Event Management Event Management Module Code EMGT601 NFQ Level 6 ECTS Credits 5 Module Co-ordinator Module Objective Philip Byers The aim of this module is to familiarise international learners with the theory, principles and practices of event management in the Irish business environment. Learning Outcomes On successful completion of this module learners should be able to: 1. Understand the special events environment, event origins and their growth and development. 2. Conduct a feasibility study for an event and prepare a proposal. 3. Prepare a detailed event plan 4. Analyse the risks of events 5. Plan and execute an event to specific objectives 6. Prepare a report outlining the successful achievement of the objectives Pre-requisite Learning 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 ISB module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s). No recommendations 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. Learners must have an English language level at least equivalent to Council of Europe Framework (CEF) B2 (corresponding IELTS level is 5.0) Co-requisites Tourism Marketing ( TOURMAR601) 41

2 Indicative Content Session 1. Introduction to Event Management: course overview, projects and assignments, definitions, categories and typographies of events, history and evolution of the events industry, events as catalysts of development Session 2. Session 3 & 4. Session 5. Session 6. Event Concepts and Feasibility: Event USP, attributes of special events vis-a-vis planning, characteristics of events, the decision making process and event feasibility, screening events, the 5 W s of event planning Management and Planning Considerations: Phases of planning strategy, positive and negative impacts of events, strategic planning, operational planning, administrative plans, 7 versus 14 stage planning models, mission statements, S.M.A.R.T objectives, characteristics of planned events Marketing an Event: The importance of marketing in the event context, why market the event, who are the targets, differing messages, methods of measurement Financial Implications of Events: The three phases of financial influence, definitions, over run factors, basic financial considerations, budgeting for events, revenue sources, cost centered accounting; special considerations, final accounts, cost control and reduction, profit and income maximisation Session 7. Event Logistics: Timelines daily and long term, on the day considerations, ticketing, queuing, command centers, duty manager styles, logistics checklist, equipment and facilities, venue issues, transport and arrival plan, the Zamboni principle, set-up and breakdown, HR, staffing issues, motivation Session 8. Session 9. Session 10. Event Risk Management and Controls: Elements of risk management; methods of assessing and managing risk; control systems and methods Event evaluation and reporting: Objective setting and evaluation; event stakeholders and their objectives; reasons for reporting Exam Preparation: Syllabus overview, learning objectives reviewed, exam technique, study methods 42

3 Assessment Breakdown Type Weighting Outcomes Addressed Assessment Date Course Work 40% (20+20) 2, 3 and 4 Week 5 & 9 Final Examination 60% All outcomes Week 13 Workload Type Description Frequency Lecture 2 X 1.5 hour lectures Weekly Case Based Learning Site visits and event visits Occasional Library Independent learning Self and tutor-directed reading of course material and recommended texts Self directed learning and revisions Average Weekly Contact Hours: 3 Average Weekly Learner Workload (including contact & non-contact hours): Ongoing Ongoing 9.5 Teaching and Learning Strategy Throughout the module, twice-weekly sessions each of one and a half hours - comprise a mixture of formal lecture input, small group discussion and interactive seminar tasks. This is greatly facilitated by the small class size at ISB. Tasks focus on mutual learning and reflection and all participants are expected to contribute. Various event management case studies, simulations and group activities lead students to learn from each other and through deduction and reflection as well as from the lecturer s presentations. Video materials, handouts and lecture notes are made available on the e learning portal to support student learning. Students are also directed to a multitude of independent learning opportunities including online databases, local and national media, case studies and websites. 43

4 Assessment Strategy Both formative and summative assessment is used in this module. The formative element will consist of a series of individual and group tasks aimed at tangibilising key elements of the teaching programme. These exercises will include case study analysis, group exercises, individual assessment/in-class projects and student responses to taught materials. In common with other group assignments throughout the programme, team exercises in this module will always involve a mix of nationalities, reinforcing the programme objective of giving learners experience of working collaboratively in multicultural business environments. Oral and written answers to previous exam questions are also used to allow students to form an appraisal of their learning. Feedback for individual and group exercises is provided immediately. Summative assessment is divided as follows: 1. Coursework: A group assignment as follows: a) A detailed group presentation of an event proposal in week 5 of the semester, and b) An individual proposal document in week 9 detailing the plan to run this event. This proposal will cover three main areas; - Pre Event Planning, Marketing & Sales of the Event and Event Execution. 2. Examination: One two-hour closed book written examination at the end of the semester which assesses achievement of all learning outcomes. Detailed feedback is provided on the group assignment to assist students in understanding how they have performed and how they might improve for both the individual assignment and the final examination. Appendix 7 provides a sample examination paper and marking scheme. Facilities and Resources All classrooms have full computer facilities including overhead projector, document camera, internet connection and speakers, which allow a wide range of media to be used in class. Students also have access to a dedicated IT room with PC s, internet and printing facilities, school-wide Wi-Fi, library, study area, e-learning portal and online databases. Finally students have regular and easy access to the lecturers on this module who can be contacted in person or through a school-specific address. 44

5 Reading Lists and Other Resources Bowdin, Allen, O'Toole, Harris, McDonnell; Events Management; 3rd Edition; Elsevier 2011 Allen, O'Toole, Harris, McDonnell; Festival & Special Event Management; Wiley; 5 th. Edition Joe Goldblatt; Special Events Events Leadership for a New World. CSEP; 4 th. Edition, Wiley 2005 Case studies of events, CD and videos of events and related activities, site and event visits 45