27765 Event Management

Subject level: Postgraduate

Handbook description

The subject deals with the strategic management process as it applies to events, and places heavy emphasis on selected aspects of operational planning, notably those associated with human resource management, administration/operations, and evaluation and research. Other aspects of operational planning, specifically those associated with marketing and finance, while briefly overviewed here, are taken up in later subjects devoted specifically to these areas. Matters associated with ethical and socially responsible business practices are also dealt with in this subject. A core focus of this subject is the development of skills and knowledge associated with the ability to critically assess events in terms of their current management practices.

Subject objectives/outcomes

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

1. Describe processes associated with the planning, management and operations of events.
2. Discuss the ethical and social responsibilities of event managers in relation to the various publics with which they deal.
3. Critically analyse case specific data relating to the management of specific events.

Contribution to graduate profile

Event Management is a core subject for students in the Master of Management in Event Management and an elective unit for students in other postgraduate courses in arts, sport and tourism. The subject deals with the strategic management process as it applies to events, and places heavy emphasis on selected aspects of operational planning, notably those associated with human resource management, administration/operations, and evaluation and research. Other aspects of operational planning, specifically those associated with marketing and finance, while briefly overviewed here, are taken up in later subjects devoted specifically to these areas. Matters associated with ethical and socially responsible business practices are also dealt with in this subject. A core focus of this unit is the development of skills and knowledge associated with the ability to critically assess events in terms of their current management practices.

Teaching and learning strategies

This subject involves a variety of teaching and learning activities, which may include lectures, workshops, industry presentations, problem-solving exercises, field visits and case studies. Content for this subject will be supported by UTSOnline.

Content

• Overview of the Strategic Event Management Process
• Event vision/mission/purpose statements and objectives
• Situation analysis for an event
• Strategic development options for events, and approaches to their evaluation
• Event organisational structures
• Operational plans: administration/operations; human resources; evaluation and research; marketing and finance
• Event project management techniques and practices
• Event management information systems
• Ethical and social responsibilities of event managers
• Case studies

Assessment

The assignment will be secure through a combination of continual revising of topics across semesters and multiple topic choice within each semester. Individuals are required to submit reference lists for their own work for each assessment task, which reduces the possibility for plagiarism. The examination will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. The examination involves randomised selection from a large item bank each semester, and the re-ordering of responses for questions that are re-used.

Recommended text(s)

Allen, J., O'Toole, W., McDonnell, I., & Harris, R. (2002), Festival and Special Event Management. Milton, Qld: John Wiley and Sons.

Indicative references

Allen, J., Harris, R., Jago, L. & Veal, A. (2000), Events Beyond 2000: Setting the Agenda – Proceedings of the Conference on Event Management, Evaluation, Research and Education. University of Technology, Sydney: Australian Centre for Event Management.

Arthur, D. & Andrew, J. (1996), 'Incorporating community involvement in the management of sporting mega-events: an Australian case study', Festival Management & Event Tourism, 4(1/2): 21-27.

Betteride, B. (1997), Event Management in Leisure and Tourism. London: Hodder & Stoughton.

Getz, D. (1997), Event Management & Event Tourism. Cognizant Communication Corporation, New York

Getz, D. & Frisby, W. (1998), 'Evaluating management effectiveness in community run festivals', Journal of Travel Research, 27(1): 22-27.