Course Outline GM 0608 EVENT MANAGEMENT

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Course Outline GM 0608 EVENT MANAGEMENT



1



Graduate School;

School of Business, Economics and Law

U
niversity of Gothenburg


March
-
April 2012

Responsible:
Prof.
Tommy D. Andersson

Lectures: Prof. Tommy D. Andersson, Prof
.

Harald Dolles


COURSE OUTLINE

Events are globally important in social and economic terms, are increasingly viewed as an essential
sector of tourism, and are crucial
in
destination

marketing. There are many
cities that target the
events sector
and many venues
where

events are produced.
Th
is course therefore provides a
comprehensive overview of
events management, covering
all types of event destinations,
venues

and operations
. Specific attention is paid to the
analysis,
management
and monitoring
of the
economic and tourism
benefits
of
the
events

sector
.


Learning Objectives:




Understand the nature and significance of events in the context of
destination
management

and tourism.



Analyse the scope and potential of the
events sector.



Application of

generic management and marketing
principl
es to the planning,
mo
n
itoring

and evaluation of events.



Appraisal of the relevant research
, case studies
and literature on event management
.


COURSE CONTENT


Each l
ecture is accompanied by powerpoint notes
, textbook chapters and
required readings.

A final

exam will be scheduled.


Study questions are provided for each lecture. They are based on the lecture notes (powerpoint
slides) and readings.

Course Outline GM 0608 EVENT MANAGEMENT



2

R
eadings are from the book E
vent Management and Event Tourism, second edition, by Donal
d
Getz.
Additional readin
gs are provided when appropriate.

The course

also build
s on

team

projects
that aim at synthesizing knowledge and understanding. The
group work’s progress should be
presented (power point presentations, max. 10 minutes per team)

at
the beginning of every fo
llowing lecture.

All team members are expected to contribute to those
presentations. A one page written summary
of the achievements should be provided to the lecturer
in hard
-
copy at least ahead of the presentation and a soft
-
copy to be send by email.



Ov
erview and Sequence:

Lecture 1: Introduction t
o Events, Event Management and
Event Tourism

Lecture 2:
Destination Planning for Event Tourism

Lecture 3:
Planning E
vents
;

Site Planning, Operations and Logistics

Lecture 4:
The Event Experience, Programming
and Quality Management

Lecture
5
:

Acquiring Resources and Financial Management

Lecture
6
: Marketing and Market Research; Communications

Lecture
7
: Evaluation and Impact Assessment



Course Outline GM 0608 EVENT MANAGEMENT



3

LECTURE 1:

INTRODUCTION TO
EVENTS,
EVENT MANAGEMENT AND EVENT
TOURISM

To
pics:

-

Event management and event studies

-

Concepts and definitions; typology of events

-

Careers and professionalism in the events field

-

Event management system model

Readings:

Chapter
s

1

and 2 of
Event Management

and Event Tourism

(2005)

Dolles, H. &
Söderman, S. (2008) Mega
-
Sporting Events in Asia: Impacts on Society, Business &
Management


An Introduction,
Asian Business & Management
, 7
(2):

1
-
16.


Getz, D., Andersson, T.D., Carlsen, J. (2010)

Festival management studies: developing a framework

and
priorities for comparative and cross
-
cultural research.
International Journal of Event and
Festival Management
Vol. 1(1) pp. 29
-
60


Reflection:

In
pairs
,
discuss
events that you have participated in
either as a volunteer, spectator or organiser.
What type
of event was it? When and where was it held? Was it well
-
organised? Were there any
problems associated with the event? Do you recall anything special about the event?

Overall, was
your experience of the event positive or negative
?

Study Questions:

1: D
efine
the main types of planned event (the typology) and key terms used in

describing events
(e.g.,
special event
;
mega, hallmark, cause
-
related and media events
)

2: What are the different ways of specializing in event management?

(refer to the model
:

“stu
dying
event management”).

3
:
How can the “event management system model” be used
by managers? (e.g., as an

“open
-
system

diagnostic tool”; r
efer to resources, inputs and

outputs, the environments

and environmental
scanning; re
fer to “stakeholder management”
).

4
: What are the major reasons why some events fail?


Team Project 1

Divide into small
teams
. Analyse the calendar
(s)

of events for the national capital city

(cities)

of
your county

(countries)

in 2010, 2011 and 2012. Construct a typology of events noting what type of
events (using the Getz 2005 typology of planned events) and the timing of the events. Based on this
analysis, select an event type and date for a hypothetical one
-
time event in yo
ur national capital
(in
one of the national capitals within your team)
in either 2011, 2012 or 2013.

Course Outline GM 0608 EVENT MANAGEMENT



4

LECTURE 2:

EVENT TOURISM


Topics:

-

Presentation of team project 1

-

The economic and tourism
-
related roles of events; goals

-

Destination planning, policy and
marketing for event tourism; strategies

-

Developing an event tourism portfolio

-

Bidding on events

-

Leveraging events; media management to promote the destination


Readings:

Chapter 5 of
Event Management and Event Tourism

(2005)

Getz, D., Andersson, T.D., Carl
sen, J. (2010)

Festival management studies: developing a framework

and priorities for comparative and cross
-
cultural research.
International Journal of Event and
Festival Management
Vol. 1(1) pp. 29
-
60




Team Project 2

Identify the current tourism trends

for the national capital city selected that will influence your
hypothetical event. Describe the main forms of tourism and the main tourism attractions of the
selected national capital city. Identify the peak, shoulder and low tourism seasons. Describe ho
w
your event can be linked to tourism and destination promotion.


Study Questions:

1:
Explain the 5 economic
and tourism
roles of events
; specify related goals and strategies for each.

2
:
Explain the destination event “portfolio” as an event tourism
planning and evaluation tool; why
are hallmark events more important than mega
-
events?

3: What are the key strategies for leveraging benefits from events? How is media management
related to event tourism?

4: Who bids on events and why? What is a typical bi
d process?




Course Outline GM 0608 EVENT MANAGEMENT



5

LECTURE 3:

PLANNING EVENTS; SIT
E PLANNING; OPERATIO
NS AND

LOGISTICS


Topics:

-

Presentation of team project 2

-

Project planning and scheduling

-

Business and strategic plans for vents

-

The operations plan

-

Green operations and sustainable events

-

Site planning (including festival places)

-

Logistics; traffic management


Readings:

Chapters 3 and 4 of
Event Management and Event Tourism

(2005)

Dolles, H. & Söderman, S. (2010)
Addressing Ecology and Sustainability in Mega
-
sporting Events:
The 2006 Footba
ll World Cup in Germany
,
Journal of Management & Organization
, 16(4):
587
-
600.


Team Project 3

Select a venue for your hypothetical event in your national capital city (in one of the national
capitals within your team) applying the site planning principles

of Getz 2007. Consider the type of
event and the most appropriate setting, location and site. Consider the “greening” of events,
especially outdoor events and minimising the potential impact on the environment of your event.


Study Questions:

1:
Explain

t
he
project
planning process for a one
-
time event.


2
: What special issues are likely to occur in event project planning (specifically “fast

tracking” and
“scope creep”)
? Di
scuss the implications.

3
: Describe how to conduct
a
“task analysis” and explain how

it links to scheduling and

costing.

4: Why should a business plan and strategic plan be prepared? What are their components?

5:
What are the main components of the “operations plan”?

6
: Define “logistics” and give examples from event management.

7
:

Describe how the major site planning principles can be applied to a festival place.

8:
What are the three R’s applied to “green events”?

Course Outline GM 0608 EVENT MANAGEMENT



6

LECTURE
4
:

THE EVENT EXPERIENCE, PROGRAMMING AND QUALITY
MANAGEMENT


Topics:

-

Presentation of team project 3

-

P
rogram pl
anning

and the portfolio concept

-

T
he elements of style

-

T
he program life cycle

-

P
rogram and service quality

-

Q
uality management


Read
ings:

Chapter 6

of
Event Management and Event Tourism

(2005)


Team Project 4

Plan a program for your event including elements
of style, experience and celebration. Generate
different ideas through brainstorming then screen, test and refine those ideas. Discuss how you will
man
a
ge the quality of the event and overall experience that you will provide.


Study Questions:

1
:
What
are
the main steps in “program

planning” for events?

2
:
Explain the programming portfolio concept and how the value of programs can be

determined.

3:
Define “elements of style”. Illustrate how they can be used in programming a specific

type of
event. What ele
ments of style are most associated with festivals?

4
: How is the life cycle model applied to events and to event programs?

5: How are program and service quality defined and measured?

6: Outline the process of quality management for events.

7
: For each of
the “service quality elements” give an example to show how events can

increase their
customers’ satisfaction.




Course Outline GM 0608 EVENT MANAGEMENT



7

LECTURE 5
:

ACQUIRING RESOURCES
AND FINANCIAL MANAGE
MENT


Topics:

-

Presentation of team project 4

-

W
hy and how to do a feasibility study

-

G
enerating revenue (client fees; grants; fund raising)

-

S
ponsorship

-

A
dmission fees; break
-
even analysis

-

M
erchandising and licensing

-

F
inancial management;
the budget


Readings:


Chapter 9

of
Event Management and Event Tourism

(2005)

Andersson, T. &

Getz D. (2007) Resource Dependency, Costs and Revenues of a Street Festival,
Tourism Economics,
13
(1): 143
-
162.


Team Project 5

Identify revenue sources for your event, as well as the main fixed and variable costs associated with
the event. Identify the b
reak
-
even point for the event the break
-
even price of entry for the event. List
the potential benefits that you will offer sponsors. Provide a summary account of the event revenue
and expenditure.


Study Questions:

1:
What are the reasons for conducting an

event feasibility study? Outline the process.

2:
How is the budget a planning tool?

How is it linked to task analysis and scheduling?

3: How is “break
-
even analysis” used in event budgeting?

4: Discuss the merits of “free” admission versus alternative
admission fee structures.

5:
What benefits do events and corporations want from event sponsorships? What are the

major
risks, including “ambush marketing”?

6
: What are the main criteria used by potential sponsors to make a sponsorship decision?

7
: Outline
the “event sponsorship framework” including examples of

the different “platforms”
.


Course Outline GM 0608 EVENT MANAGEMENT



8

LECTURE 6
:

MARKETING, MARKET RE
SEARCH, AND COMMUNIC
ATIONS


Topics:

-

Presentation of team project
5

-

The
m
arketing
m
ix for
e
vents

-

Marketing
p
lanning and
m
easuring
d
emand

-

Motiv
ation
s for
a
ttending
e
vents
; tourists and residents


-

S
egmentation and
s
electing
t
arget
m
arkets
; benefits

-

Marketing
s
trategies

-

Market
r
esearch;

s
urveys

-

The
c
ommunications
m
ix

-

Sponsor
-
event fit

-

Packaging


R
eadings:

Chapters 11,

12,

13

of
Event Management and

Event Tourism

(2005)

Dolles, H. & Söderman, S. (2010) Sponsoring the Bejing Olympic Games


Patterns of Sponsor
Advertising,
Asia Pacific Journal of Marketing and Logistics
, 22
(1): 8
-
24.

Dolles, H.
& Söderman, S. (2018
)
Formula One in the US. Interview wi
th Joie Chitwood III
President and Chief Operating Officer Indianapolis Motor Speedway LLC,
International
Journal of Sports Marketing & Sponsorship
, 10
(1):

11
-
14.


Team

Project
6

Identify the marketing mix for your event. Plan your marketing and estimate
the likely demand,
penetration rate and market segments that you could target. Design a communication mix to
maximise exposure and attendance of your event.


Study Questions:

1
: What are the ma
rketing mix elements for events

(distinguish between “experient
ial” and
“facilitating components”
)
?

2
: How do you create a tourist orientation for events?
Why, and how, are the needs and

preferences
of tourists different from those of residents when attending events?

Course Outline GM 0608 EVENT MANAGEMENT



9

3
: In the “practical marketing and segmentation str
ategy” for events, why should the


marketer
distinguish between local and regional market areas and other markets?

4:
How are intrinsic and extrinsic motives different? Why are some people attracted for

generic
reasons and other for event
-
specific reason
s?


5:
What are the six main categories of segmentation and how are they applicable to event

marketing?

6
:
Discuss why packaging is vital for event tourism.

7
:
How do you use the “framewor
k

for targeted event packaging”?

develop a package.

8
:

What are the
main elements in the communications mix
?

9
: Why
and how
are visitor and market area surveys conducted?




LECTURE
7
:

EVALUATION AND IMPACT ASSESSMENT


Topics:

-

Presentation of team project
6

-

Evaluation
c
oncepts and
m
ethods

-

Economic
i
mpact
a
ssessment

-

How to

maximize the economic benefits of events

-

Costs and
b
enefits
e
valuation
; the distribution of costs and benefits



Readings:

Chapter 13

of
Event Management and Event Tourism

(2005)

Andersson, T., Armbrecht, J. & Lundberg, E. (2008) Impact of Mega
-
events on

the Economy,
Asian
Business & Management,

7(2): 163
-
179.


Team

Project
7

Estimate the economic benefits that will flow from your event for the city and compare those with
the estimated costs. Identify other intangible costs and benefits of your event and

place a value on
those. Determine whether the net benefits of your event are positive or negative.


Course Outline GM 0608 EVENT MANAGEMENT



10

Study Questions:

1
:
What evaluation methods are suitable for sponsors
hip

accountability, social and environmental
impacts, and for improving manageme
nt
effectiveness and efficiency?

2
:

On an event visitor survey, what are the crucial questions needed to assess economic

impacts?
Explain the “attribution problem”.

3
: What can be done to maximi
z
e economic benefits of events to the host community?

4
: Why is
the distribution of costs and benefits an even more important issue than

es
timation of total
economic impacts?


LECTURE 10

COST BENEFIT ANALYSIS OF EVENTS


Topics

-

Presentation of team proje
ct 7

-

Economic evaluation research

-

The economic value
and consumer
surplus

-

Methods for measuring willingness
-
to
-
pay

-

The multiplier and the attribution problem

Readings

Andersson, T
., Armbrecht, J. & Lundberg, E.

(2008) Impact of M
ega
-
events on the E
conomy
,

Asian
Business & Management,

7
(2):

163
-
179.

Andersso
n, T. & Getz
D.

(2007) Resource Dependency, Costs and Revenues of a Street Festival
,

Tourism Economics,
13
(1):
143
-
162
.


Team Project Final Presentation

Present the hypotetical event of your team in its final outline to the class. Each group will have
25

minutes to profile the event, the venue, the program, event tourism, sponsorship and the
management, marketing and evaluation of the event.


Study Questions

1.
Give examples of important “tangible” and “intangible” costs and benefits linked to events.

2.
Discuss the value of an event in relation to financial impacts.

3. How is it possible to measure the
"true"
economic value?

4. Discuss when and why it is important to consider the opportunity cost.

Course Outline GM 0608 EVENT MANAGEMENT



11


FINAL GROUP PROJECT PRESENTATION


The slides used for pre
senting team project 10 should be send to the lecturer(s) involved ahead of
the presentation by email. There is no handout (summary) needed for this presentation.


BIBLIOGRAPHY

Periodicals
, e.g.

Event Management (formerly Festival Management and Event
Tourism)

Journal of Convention and Exhibition Management (Re
-
named recently as Convention and Event
Management)

International Journal of Sport Marketing and Sponsorship


Books
, e.g.

American Sport Education Program

(eds)(
19
96
)

Event Management for Sport Di
rectors. American
Sport Education Program
.

Champaign, Ill.: Human Kinetics.

Andersson, Tommy D. et al.

(
1999
)

The Impact of Mega Events
. Ostersund, Sweden
: ETOUR.

Crompton, John L.
(
1999
)

Measuring the economic impact of visitors to sports tournaments an
d
special events
.

Ashburn, Va.: Division of Professional Services, National Recreation and Park
Association.

Getz, Donald

(
2005
)

Event Management & Event Tourism
.
2
nd

ed
.

New York: Cognizant
.

Getz, Donald (
2007
)

Event
Studies. Theory, research and policy
for planned events
. Oxford:
Butterworth
-
Heinemann

Goldblatt, Joe Jeff,
and
McKibben, Carol F.

(eds)

in conjunction with the International Special
Events Society (ISES)
(
1996
)

The Dictionary of Event Management
.

New York:
Wiley
.

Goldblatt, Joe

Jeff

(
2002
)

Special Events
.

3
rd

ed. New York: Wiley.

Graham, S
tedman
, Goldblatt, J
oe
, and
Neirotti, Lisa

(
2001
)

The Ultimate Guide to Sports
Marketing
.

2
nd

ed
.

Chicago: Irwin.

McCabe, V
ivienne, Poole, Barry, Weeks, Paul, and Leiper Neil (
2000
)

Business and Management
of
Conventions
.

Brisbane: Wiley.

Allen, Johnny, McDonnell, Ian,

Allen, Johnny,
and
O'Toole, William
(2010)

Festival and Special
Event Management
.
4
th

ed. Brisbane: Wiley

Kent, Penny

(2006)

The Art of the Show: An Introduction to the Study of Exposition Man
agement
.

3
rd

ed.
Dallas: IAEM Foundation.

Mossberg, Lena
(ed.)
(
2000
)

Evaluation of Events: Scandinavian Experiences
.
New York:
Cognizant.

Course Outline GM 0608 EVENT MANAGEMENT



12

O’Toole, W
illiam
,
and

Mikolaitis
, P
hyllis (
2002
)

Corporate Event Project Management
.

New York:
Wiley.

Travel Industry
Association of America

(
1999
)

Profile of Travelers Who Attend Sports E
vents:
A
S
pec
ial Study B
ased on TravelScope.

Washington, D.C. : Travel Industry Association of
America

Shone, A
nton, and Parry, Bryn (2007)

Successful Event Management: A Practical
Handbook
.

2
nd

ed.

London: Continuum.

Skinner, B
ruce E.
, and Rukavina, V
ladimir

(
2003
)

Event Sponsorship
.
Hoboken, NJ
: Wiley
.

Tarlow, P
eter E. (
2002
)

Event Risk Management and Safety
. New York: Wiley.