Событийный менеджмент

2020/2021

Статус: Майнор

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 3, 4 модуль

Преподаватели: Кузьмина Ксения Алексеевна, Нургалеева Альбина Ринатовна

Язык: английский

Кредиты: 5

Контактные часы: 48

Full Syllabus Ask Question

Abstract

Today there is a demand of consumers for impressions; consumers aspire to get them from goods, services and events. The important task of forming a sustainable event is its commitment to creation of impressions, bright images, and associations of a consumer. Each stakeholder group of an event is examined to demonstrate difference in event experience; and event experience was examined from the perspectives of individuals, society, culture and corporate world.

Learning Objectives

to gain profound knowledge and better understanding of the event processes in the modern economy that is also featured as experience economy
to explore basic functions of events that encompass bringing high social value, creation of productive creative environment, revitalization of territory and its place branding

Expected Learning Outcomes

Student is able to use different sources of information, including electronic data bases, and also to survey and analyze core publications, related to the theme of research
Student analyzes a situation, suggests compares possible decisions, evaluates environmental factors and consequences.
Student can collaborate with the others in groups
Student uses different negotiation strategies and tactics in team communication, including class work and distance communication.
Student can conduct research projects in marketing, consumer behavior, choosing methods of research and evaluation of the results of the project
To develop the program of the event (festival), to be is ready to develop a business plan, promotion plan of the event; to understand communication strategies with the target audience group, to build networking partnerships with different groups of stakeholders
Student can develop the program of the event (festival), to be is ready to develop a business plan, promotion plan of the event; to understand communication strategies with the target audience group, to build networking partnerships with different groups of stakeholders
Student can conduct research projects in marketing, consumer behavior, choosing methods of research and evaluation of the results of the project.
Student uses different negotiation strategies and tactics in team communication, including class work and distance communication

Course Contents

Introduction to Event Management. Events as an art.
Introduction to event management. Concept and idea of an event. Classification of events: local events, city events, mega-events. The choice of place, time, partners. Time planning and budget. Event management as a new professional area.
Networking as a basis for the event management. Stakeholders of Event
Classification of main stakeholders. Cooperation and communication with the main stakeholders of an event. Tools to attract artists. Human resources management (stuff and volunteers): how to attract, retain and create a team.
Sources of funding, partners, security issues in Event Organization
Work with audience: long-term and short-term effects. Security issues. Sources of financial support and revenues: grants, crowdfunding, sponsorship, state contracts.
Marketing communication tools and Follow-up.
Image making and branding of an event. Offline and online instruments of event promotion. The role of event in territory and destination branding. The impact of events on socio-economic development of the territory and destination. Feedback and post-event period. Sustainability of events: social, economic and organizational aspects.

Assessment Elements

Individual work
essay submitted after each lecture on the basis of the visited event analysis
Lecture work (written tests during lectures)
Seminar work (consists of the group project presentation)
Each group consists of approximately 3-5 students and presents stages for the final project presentation (event creation).
Exam
Экзамен проводится в виде защиты проектов, организованных онлайн мероприятий, в MS Teams. К экзамену необходимо подключиться: за 15 минут до его начала. Компьютер студента должен удовлетворять требованиям: иметь устойчивое Интернет-соединение, хорошую связь, наличие микрофона и камеры, поддержку MS Teams. Для участия в экзамене студент обязан: поставить на аватар свою фотографию, явиться на экзамен согласно расписанию, при ответе включить камеру и микрофон. Во время экзамена студентам запрещено: выключать камеру и микрофон, пользоваться конспектами и подсказками. Во время экзамена студентам разрешено: задавать уточняющие вопросы преподавателю по выполнению задания. Кратковременным нарушением связи во время экзамена считается менее 1 минуты. Долговременным нарушением связи во время экзамена считается 1 минута и более. При долговременном нарушении связи студент не может продолжить участие в экзамене. Процедура пересдачи подразумевает использование усложнённых заданий.
Individual work
essay submitted after each lecture on the basis of the visited event analysis
Lecture work (written tests during lectures)
Seminar work (consists of the group project presentation)
Each group consists of approximately 3-5 students and presents stages for the final project presentation (event creation).
Exam
Экзамен проводится в виде защиты проектов, организованных онлайн мероприятий, в MS Teams. К экзамену необходимо подключиться: за 15 минут до его начала. Компьютер студента должен удовлетворять требованиям: иметь устойчивое Интернет-соединение, хорошую связь, наличие микрофона и камеры, поддержку MS Teams. Для участия в экзамене студент обязан: поставить на аватар свою фотографию, явиться на экзамен согласно расписанию, при ответе включить камеру и микрофон. Во время экзамена студентам запрещено: выключать камеру и микрофон, пользоваться конспектами и подсказками. Во время экзамена студентам разрешено: задавать уточняющие вопросы преподавателю по выполнению задания. Кратковременным нарушением связи во время экзамена считается менее 1 минуты. Долговременным нарушением связи во время экзамена считается 1 минута и более. При долговременном нарушении связи студент не может продолжить участие в экзамене. Процедура пересдачи подразумевает использование усложнённых заданий.

Interim Assessment

Interim assessment (4 module)
2) Remember 3 types of signs (perception), describe briefly the meaning of each of them. How do we learn? Can you remember different modes of learning? Why tourist is important for cultural heritage sites? Give definition to push and pull factors (1-2 examples for each)

Bibliography

Recommended Core Bibliography

Eventful cities : cultural management and urban revitalization: Cultural management and urban revitalization. (2010). Butterworth Heinemann. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsnar&AN=edsnar.oai.pure.buas.nl.publications.c7f9131b.80c1.4868.bf71.69d45766a017
Eventful cities: Cultural management and urban revitalization. (2010). Elsevier. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsnar&AN=edsnar.oai.tilburguniversity.edu.publications.0df43a07.06ed.41bc.901a.538437120bff

Recommended Additional Bibliography

Allen, J., O’Toole, W., Harris, R., & McDonnell, I. (2011). Festival & Special Event Management (Vol. Fifth edition). Milton, Qld: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1650493
Bassey Benjamin Esu. (2015). Conceptual Development in Festival Quality Management: Implications for Product Development and Marketing. International Journal of Academic Research in Business and Social Sciences, (1), 53. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.hur.ijarbs.v5y2015i1p53.64
Bassey, B. E. (2014). Conceptual Development in Festival Quality Management: Implications for Product Development and Marketing / brak. Zeszyty Naukowe Uniwersytetu Szczecińskiego. Scientific Journal. Service Management, 39. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbaz&AN=edsbaz.171318419

Course Syllabus