2022/2023
Событийный менеджмент
Статус:
Майнор
Кто читает:
Департамент менеджмента
Где читается:
Санкт-Петербургская школа экономики и менеджмента
Когда читается:
3, 4 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Язык:
английский
Кредиты:
5
Контактные часы:
60
Course Syllabus
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 uses different negotiation strategies and tactics in team communication, including class work and distance communication.
- 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 analyzes a situation, suggests compares possible decisions, evaluates environmental factors and consequences.
- Student can collaborate with the others in groups
- Student can conduct research projects in marketing, consumer behavior, choosing methods of research and evaluation of the results of the project
- Student can conduct research projects in marketing, consumer behavior, choosing methods of research and evaluation of the results of the project.
- 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 uses different negotiation strategies and tactics in team communication, including class work and distance communication
- 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
Course Contents
- Introduction to Event Management. Events as an art.
- Networking as a basis for the event management. Stakeholders of Event
- Sources of funding, partners, security issues in Event Organization
- Marketing communication tools and Follow-up.
Assessment Elements
- Individual workAs an individual work students should make SWOT or PEST analysis for a chosen event. Student will be provided with the worksheet to guide through the steps of analysis. The main idea of these papers is to analyze the event from the position of an organizer (and not a visitor). 1) SWOT analysis is aimed to highlight the main aspects of the visited event in the connection with discussed topics by lectures: creativity and uniqueness of an idea (try to compare with other events with related topic); the place, time and date (if the time and date are convenient and the place is comfortable for visitors); content of an event (try to reflect on services, stages presented); used resources (try to evaluate what resources are used); organizational structure and management style (try to find out the information on organizer). 2) PEST analysis os aimed to evaluate the external factors: threats and opportunities that might be impacting the event, as a result of your wider business environment. The result of these works is to propose the system of KPI’s for an event. How can be measured the success of the event?
- 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).
- ExamЭкзамен 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
- 2022/2023 4th module0.3 * Seminar work (consists of the group project presentation) + 0.3 * Individual work + 0.4 * Exam
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