University of Technology Sydney

21939 Event Creation Workshop

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2020 is available in the Archives.

UTS: Business: Management
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.
Anti-requisite(s): 27727 Event Creation Workshop

Description

This subject examines the process of creating, developing and pitching an event concept. It deals with the nature of the creative process, responding to client briefs, pitching, identifying event objectives, site selection and design, the formation and leadership of creative teams, and the selection, sourcing and management of the creative elements of an event. The development and application of creative thinking skills are central to this subject, which culminates in the creation of an event concept proposal.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. reflect on the nature of creativity and the creative thinking process
2. critically analyse the role and importance of the event concept in achieving the goals and objectives of an event
3. examine the role of creative teams and suppliers in delivering the event concept
4. plan, develop and present a creative concept for an event

Contribution to the development of graduate attributes

This subject is aligned with the graduate attributes of business knowledge and concepts, critical thinking, creativity and analytical skills, and communication and interpersonal skills. The primary intent of this subject is to equip students with the skills and knowledge necessary to undertake key tasks associated with the process of identifying, developing and pitching creative concepts for events. A practical component of the course enables students to respond creatively to a brief for the conduct of an event and to work in teams to plan and pitch an event concept. As such, the skills and competencies gained in this subject provide a foundation for professional practice in the event management industry.

This subject also contributes to the development of following program learning objective(s) for the Master of Event Management courses:

  • Interact with colleagues and stakeholders to work effectively in teams and deliver agreed project outcomes (3.2)

Teaching and learning strategies

This subject involves a variety of teaching and learning activities, which may include lectures, case studies, collaborative group work, student presentations and invited guest speakers. Students should come to class prepared to actively participate in the learning process. Prior to each class, students are expected to read and reflect upon assigned materials including videos and reading material provided via the learning management system so that they are prepared to participate in class discussion and problem-solving exercises. Class time is designed to offer active learning experiences, where students can work collaboratively on tasks including problem-based scenarios and case study analyses. There will be opportunities for collaborative discussions of key concepts and case studies, as well as sharing of knowledge and experience with peers. In-class feedback on learning activities will be provided by the lecturer from week 2 onwards, allowing students the opportunity to gain early formative feedback.

Content (topics)

  • Creative processes and techniques
  • The event creation process
  • The event brief
  • Pitching and event proposals
  • Designing event experiences
  • Theming, design and programming
  • Managing creative teams
  • Case studies in event creation

Assessment

Assessment task 1: Critical Event Analysis

Objective(s):

This addresses subject learning objective(s):

1 and 2

Groupwork: Individual
Weight: 35%
Length:

2,000 words

Assessment task 2: Event pitch

Objective(s):

This addresses subject learning objective(s):

1, 2 and 4

Groupwork: Individual
Weight: 35%

Assessment task 3: Event Concept Proposal

Objective(s):

This addresses subject learning objective(s):

2, 3 and 4

Groupwork: Group, group assessed
Weight: 30%
Length:

Word Length: 3,000 words + references/images/plans/photos/sketches etc.

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

References

  • Allen, J., O’Toole, W., Harris, R. and McDonnell, I. 2011, Festival and Special Event Management (5th ed.), John Wiley and Sons Australia, Milton, Queensland.
  • Allen, J. and Harris, R. 2002, Regional Event Management Handbook, Australian Centre for Event Management, University of Technology, Sydney.
  • Allen, J. 2002, The business of event planning: behind-the-scenes secrets of successful special events,John Wiley and Sons Canada Ltd, Toronto.
  • Allen, J. 2000, Event planning: the ultimate guide to successful meetings, corporate events,fundraising galas, conferences, conventions, incentives, and other special events, John Wiley andSons Canada Ltd, Toronto.
  • Berridge, Graham 2007, Events Design and Experience, Butterworth-Heinemann, Oxford: Burlington,MA.
  • Crompton, J. L. & Mckay, S.L. 1997, ‘Motives of visitors attending festival events’, Annals of Tourism Research, vol.24, no.2, pp.425-439.
  • Getz, D. 2005, Event Management and Event Tourism, Cognizant Communications, Elmsford, NY.
  • Getz, D. 2007, Event Studies: Theory, Research and Policy for Planned Events, Butterworth-Heinemann, Oxford: Burlington, MA.
  • Mathews. D. 2008, Special Events Production: The Resources, Butterworth-Heinemann, Oxford.
  • Monroe, James C. 2006, Art of the Event, John Wiley, Hoboken, N.J.
  • Shone, A. with Parry, B. 2004, Successful Event Management, Thomson Learning, London.
  • Silvers, Julia Rutherford 2004, Professional Event Coordination, John Wiley and Sons, New Jersey USA.
  • Sonder, Mark 2004, Event Entertainment and Production, John Wiley and Sons, New Jersey USA.
  • Van Der Wagen, L. 2007, Human Resource Management for Events: Managing the event workforce, Elsevier Butterworth-Heinemann, Oxford.
  • Van Der Wagen, L. 2005, Event Management for Tourism, Cultural, Business and Sporting Events, Pearson Education, Frenchs Forest.
  • Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S. and McMahon-Beattie, U., 2004, Festival and Events Management: An international arts and culture perspective, Elsevier Butterworth- Heinemann, Oxford UK.

SELECTED INDUSTRY PUBLICATIONS

  • Festivals: The how-to of festivals and events - International Festivals and Events Association Magazine
  • Special Events Magazine (The International Publication for Special Event Professionals) also includes ISES news updates
  • Australian Leisure Management
  • mice.net
  • miceNZ.net
  • MICE Asia Pacific
  • The Quorum (Australia’s International Incentive and Convention Magazine)
  • CIM – Convention & Incentive Marketing
  • Special Events Magazine