27703 Event Management

Subject level: Undergraduate

Handbook description

This subject provides students with the skills and knowledge necessary for management positions within the area of special event management. Particular emphasis is placed on conferences, festivals, community special events, sporting events and promotional events. The subject describes the broad characteristics of special events 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, marketing departments of firms, 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. Identify the roles played by events in the development of tourist destination regions and the strategic approaches for development.
2. Describe the social, cultural and emotional needs that are satisfied by special events of all types.
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. Construct an effective management and marketing proposal for a special event.

Contribution to graduate profile

This elective subject aims to allow students to develop specific skills and knowledge in special event management. 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 professional conference organisers, 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 a special event for which they write a management proposal at the beginning of the subject and contextualise all material presented to that event.

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 of events; event evaluation
• Case studies in event management and marketing

Assessment

Assessment item 1: Tutorial assessment and discussion submission (Individual)

Assessment item 2: Event Management Proposal (Individual or Group)

Assessment item 3: Exam (Individual)