Faculty of Business: Leisure, Sport and Tourism
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Handbook description

This subject provides the skills and knowledge necessary for management positions within the area of event-based tourism. Particular emphasis is placed on conferences, festivals and special events. The subject describes the broad characteristics of the events sub-sector of the tourism industry, and discusses the roles played by events in the development of tourist destination regions. It examines the broad functions performed by events from the perspective of communities, organisers, participants and attendees and reviews the planning, marketing, organising and evaluation tasks associated with events.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Describe the characteristics of the events sub-sector of the tourism industry.
2. Identify the roles played by events in the development of tourist destination regions and the strategic approaches for development.
3. Articulate community, organiser, sponsor, participant and attendee perspectives on events, and discuss relevant trends in the field.
4. Apply the full range of tasks associated with planning, marketing, organising and evaluating an event.
5. Critically appraise events in terms of the approaches employed in their planning, marketing, organising and evaluation.

Contribution to graduate profile

This elective subject aims to allow students to develop specific skills and knowledge in the events sub-sector of the tourism industry. The subject is also of relevance to students who wish to pursue careers in any of the tourism industry sectors which interact closely with firms in the event field, such as inbound tour operators, national/state/regional/local tourism organisations, marketing departments of any organisations that use events as a promotional tool and resorts/hotels.

Teaching and learning strategies

Teaching and learning strategies include lectures, tutorial discussions based on prescribed reading and student presentations. Occasional guest lecturers are used to add currency. UTS Online is used as a medium of communication and feedback. Students chose an event at the beginning of the subject in which they contextualise all material presented.

Content

• Overview of the history of events in contemporary Australia; characteristics of the events 'industry'
• The causes of special events
• The human needs satisfied by special events
• The event management process
• Task identification and the establishment of organisational structures
• The marketing process and events: an overview; the event audience
• Pricing and revenue generation; sponsorship and grants; promotion; quality control and events; event evaluation; case studies in event management and marketing.

Assessment

Introductory Essay (Individual)	40%
This addresses objectives 1-3.
Tutorial assessment (10%) and discussion submission (10%) (Individual)	20%
This addresses objectives 2-5.
Event Management Proposal (Individual or Group)	40%
This addresses objectives 2-5.

Security of assessment is maintained by students choosing an event to contextualise and apply theories and principles of event management that are unique. Essay topics are revised each year and a statement of independent work is included on every assignment cover sheet.

Recommended text(s)

Allen, J., O'Toole, W., McDonnell, I. and Harris, R. (2002). Festival and Special Event Management, 2nd edition. Brisbane: John Wiley.