COURSE DESCRIPTION EVM2102 Event Management Elective course

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1 COURSE DESCRIPTION EVM2102 Event Management Elective course 1. Degree Bachelor of Hotel Management Bachelor of Human Resource Management Bachelor of Innovation and Entrepreneurship Bachelor in Marketing and Brand Management Bachelor of Marketing and Sales Management Bachelor of PR and Communication Bachelor in Tourism (Spring 2014) Bachelor of Tourism Management (Spring 2015) 2. Semester Spring 3. Credits Course instructor Associate Professor Rune Bjerke 5. Contact hours 144 hours 6. Learning outcome Knowledge Based on the curriculum and project work, students will learn the process of planning, execution and evaluation of events within the sports industry, culture and tourism as well as internal events in business organizations. Further, students will learn about how the events can be used strategically in the internal brand building process by strengthening organizational culture. Also, the course will as well show how events can connect sport, culture and tourism. Skills The class will be made into an event organization, which will plan and conduct a real or fictitious event project. To be able to complete the process of planning, execution and evaluation of the events in practice it is required a range of skills that students should be trained for through event project tasks: 1. Planning: Analytical skills to understand the market and interest groups, understand what resources are required to achieve the given goals and how the human resources and other materials must be exploited and scheduled together with financial calculations and budgeting. Collaboration capabilities, the ability to work hard as well as the ability to communicate will be trained on and developed through real-life projects, which is about to plan and carry out actual events. Furthermore, student groups 1

2 build relationships with different interest groups in the process, which enforces sales and communication capabilities. The students will develop technical skills and oral presentation capability when presenting plans and solutions. 2. Execution: The students should command action oriented behavior, accountability, creativity, and taking initiatives. Students are trained in particular on these dimensions through the development of the project. 3. Evaluation: The students should be able to develop measurement tools and conduct evaluations of an event. General competency Students will gain competence in planning, facilitating, execution and evaluation of internal events in organizations or external events in connection with sports, culture or tourism. They will understand the strategic role of the events in the external or internal brand building process. 7. Course contents The topic will initially give an insight into the market and interest groups. Then the events/events will be set in conjunction with the internal and external brand building process. The course will provide insight into areas where events are used like in the sports industry, culture and tourism and how events may be used internally to strengthen organizational culture. Further, the course emphasizes the three phases of the event; namely planning, implementation and evaluation. The planning phase will start with the needs of the customer, their intention and available resources. This will lead into the development of the concept, budgeting process and progress plan. In this phase, the selection of location site and event organization important topics. Students should also be able to develop contracts with employer and sub-contractors. The topic will also contain a section about the sponsor funding and different types of other financing of events. The execution phase will focus on the importance of accurate preparations, appropriate organization, ability to lead under pressure with many unforeseen events, utilization of human resources, safety devices and the relationship to the environment. In the closing phase, the evaluation is a key issue. Summarized Event Management consists of the process planning, execution and evaluation and subjects like project management, HR, catering, financial management, communication, logistics, sponsorship, design and manufacturing. These topics will be reviewed and discussed in detail in addition to the introductory section about the strategic role of events as a part of the brand building process. 2

3 8. Method of instruction The course is completed with a combination of theory and practice through project work. Some lectures will be connected to the student project work and event plans. The course consists of lectures, project development and planning for a real (or fictitious) event. The projects provide students with opportunities to participate in an actual event after the final semester. Students, on a voluntary basis must be prepared to participate in a couple of trips for the planning and implementation of the events. 9. Industry related activities By transforming the class into an organization, different groups will be assigned to different functions in the event organization. It becomes necessary for the groups to contact and build relationships with event suppliers like transport companies, food companies and sponsors. 10. Assessment Home exam/event plan for a real or fictitious event, done in groups of 2-3 students. The home exam/event plan accounts for 30% of overall assessment. All aids allowed. The written, individual three (3) hour individual exam accounts for 30% of overall assessment. No help allowed. The written individual three (3) hour final exam accounts for 40% of overall assessment. No help allowed. 11. Course syllabus Books: Ferdinand, Nicole og Paul J. Kitchin Events Management. An International Approach. London: SAGE Publications Ltd. ISBN: Jones, Meegan Sustainable Event Management. 2. utg. London; New York: Routhledge. ISBN: Shone, Anton og Bryn Parry Successful Event Management. RR Donnelley: CENGAGE Learning. ISBN: Articles: Bono, Joyce E., Theresa M. Glomb, Winny Shen, Eugen Kim and Amanda J. Koch Building positive resources: Effects of positive events and positive reflection on work stress and health. Academy of Management Journal 56(6): Cornwell, T. Bettina State of the art and science in sponsorship-linked marketing. Journal of Advertising 37(3):

4 Cornwell, T. Bettina and Isabell Maignan An international review of sponsorship research. Journal of Advertising 27(1):1-21. Cornwell, T. Bettina, Clinton S. Weeks and Donald P. Roy Sponsorship-linked marketing: Opening the black box. Journal of Advertising 34(2): Filo, Kevin, Daniel C. Funk and Glen Hornby The Role of Web Site Content on Motive and Attitude Change for Sport Events. Journal of Sport Management 23(1): Garcia, Beatriz Enhancing Sport Marketing through Cultural and Arts Programs: Lessons from the Sydney 2000 Olympic Arts Festivals. Sport Management Review 4(2): Gwinner, Kevin P. and Gregg Bennett The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context. Journal of Sport Management 22(4): Gwinner, Kevin P. and John Eaton Building Brand Image Through Event Sponsorship: The Role of Image Transfer. Journal of Advertising 28(4): Mazodier, Marc and Dwight Merunka Achieving brand loyalty through sponsorship: the role of fit and selfcongruity. Journal of the Academy of Marketing Science 40(6): Olson, Erik L. and Hans Mathias Thjømøe Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising. Journal of the Academy of Marketing Science 37(4): Olson, Erik L. and Hans Mathias Thjømøe Explaining and articulating the fit construct in sponsorship. Journal of Advertising 40(1): Simmons, Carolyn J. and Karen L. Becker-Olsen Achieving Marketing Objectives Through Social Sponsorships. Journal of Marketing 70(4): Schulenkorf, Nico and Deborah Edwards Maximizing Positive Social Impacts: Strategies for Sustaining and Leveraging the Benefits of Intercommunity Sport Events in Divided Societies. Journal of Sport Management 26(5):

5 Speed, Richard and Peter Thompson Determinants of sports sponsorship response. Journal of the Academy of Marketing Science 28(2): Wohlfeil, Markus and Susan Whelan Consumer Motivations to Participate and in Event-Marketing Strategies. Journal of Marketing Management 22(5/6): Kompendium: EVM2102 Event Management : 1. Bibby, David N Sponsorship portfolio as brand image creation strategies: A commentary essay. Journal of Business Research 64(6): Cliffe, Simon J. and Judy Motion Building contemporary brands: a sponsorship-based strategy. Journal of Business Research 58(8): Cornwell, T. Bettina and Leonard V. Coote Corporate sponsorship of a cause: the role of identification in purchase intent. Journal of Business Research 58(3): Chien, P. Monica, Bettina T. Cornwell, Ravi Pappu Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research 64(2): Sirgy, M. Joseph, Dong-Jin Lee, J.S. Johar, John Tidwell Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research 61(10): Recommended reading Frawley, Stephen and Daryl Adair Managing the Olympics. New York: Palgrave Macmillan. ISBN: Alexandris, K., S. Douka, S. Bakaloumi og E. Tsasousi The influence of spectators' attitudes on sponsorship awareness: A study in three different leisure events. Managing Leisure 13(1):1-12. Apostolopoulou, Artemisia og Dimitra Papadimitriou Welcome home : Motivations and objectives of the 2004 grand national olympic sponsors. Sport Marketing Quarterly 13(4):

6 Bee, Colleen C. og Mark E. Havitz Exploring the relationship between involvement, fan attraction, psychological commitment and behavioural loyalty in a sports spectator context. International Journal of Sports Marketing and Sponsorship 11(2): Copeland, Robert, Wendy Frisby og Ronald E. McCarville Understanding the sport sponsorship process from a corporate perspective. Journal of Sport Management 10(1): Herrmann, Jean-Luc, Björn Walliser og Mathieu Kacha Consumer consideration of sponsor brands they do not remember: Taking a wider look at the memorisation effects of sponsorship. International Journal of Advertising 30(2): Jalleh, Geoffrey, Robert J. Donovan, Billie Giles-Corti og C. D Arcy J. Holman Sponsorship: Impact on brand awareness and brand attitude. Social Marketing Quarterly 8(1): Mallen, Cheryl, og Lorne J. Adams (red) Sport, recreation and tourism event management: Theoretical and practical dimensions. Oxford: Elsevier. ISBN: Papadimitriou, Dimitra and Artemisia Apostolopoulou Olympic sponsorship activation and the creation of competitive advantage. Journal of Promotion Management 15(1/2): Papadimitriou, Dimitra, Artemisia Apostolopoulou and Theofanis Dounis Event sponsorship as a value creating strategy for brands. Journal of Product & Brand Management 17(4): Pettersson, Robert og Donald Getz Event experiences in time and space: A study of visitors to the 2007 world alpine ski championships in Åre, Sweden. Scandinavian Journal of Hospitality and Tourism 9(2/3): Robertson, Martin og Phil Rogers Festivals cooperative stakeholders and the role of media: A case analysis of newspaper media. Scandinavian Journal of Hospitality and Tourism 9(2/3):

7 Tum, Julia, Philippa Norton og J. Nevan Wright Management of event operations. Amsterdam: Elsevier. ISBN: Stotlar, David K Sponsorship evaluation: Moving from theory to practice. Sport Marketing Quarterly 13(1): Söderman, Sten og Harald Dolles Strategic fit in international sponsorship: The case of the olympic games in Bejing International Journal of Sports Marketing & Sponsorship 9(2): Zdravkovic, Srdan og Brian D. Till Enhancing brand image via sponsorship. International Journal of Advertising 31(1):