Events Marketing and Management
Code: 43076 ECTS Credits: 9| Degree | Type | Year |
|---|---|---|
| Management and Organisation of Event Tourism | OB | 0 |
Contact
- Name:
- María José Aguar Martinez
- Email:
- mariajose.aguar@uab.cat
Teachers
- Pere Nicolás Plans
- Stefan Hemmen Almazor
- Vera Butkouskaya
- Santiago Tejedor Calvo
- Manel Vinyals Corney
- (External) Alba Espejo
- (External) Joan Massanés
- (External) Montserrat Peñarroya
- (External) Rosa Garriga
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
There are no prerequisites
Objectives and Contextualisation
1. Delve into the concepts and basic marketing tools applied to the organization of events
2. Analyze events as marketing and communication tools
3. Learn and apply the tools of economic management of events
4. Learn to prepare budgets, closing and balance of an event
5 Learn about civil liability coverage, contingencies and accidents related to the celebration of events
6. Analyze and learn about the role of sponsorship, the structure of a sponsorship plan and its legal considerations
7.- Learn the tools of analysis and application of the Return on Investment of an event
Competences
- Acquire teamwork and leadership capacities.
- Analyse and apply the leadership and communication skills needed to manage individuals and groups in one's charge, and those of organisational communication.
- Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
- Design and plan communication and marketing actions for an event, taking into account the vision of the company commissioning it.
- Manage the marketing of an event, taking into account the different methods for measuring return on investment in events.
- Plan and organise venues and management interventions on the basis of critical analysis and synthesis.
- Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
Learning Outcomes
- Acquire teamwork and leadership capacities.
- Apply basic marketing strategies when organising an event: segmentation, targeting, positioning, differentiation and innovation.
- Apply the tools of verbal and non-verbal communication.
- Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
- Create marketing and online action plans.
- Display leadership and managerial skills.
- Master the application of Return on Investment (ROI) and Return on Objectives (ROO) and the use of their respective measurement techniques.
- Master the techniques of sales communication.
- Pay attention to one's own communication traits (eye contact, voice, bearing, etc.) in the commercialisation of an event.
- Plan and organise venues and management interventions on the basis of critical analysis and synthesis.
- Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
- Work independently to deploy tools for attracting visitors and converting business contacts into clients.
Content
1.-Economic management I/II/III
2,.Emotional intelligence and management styles
3.-Events marketing techniques I/II
4.-ROI and ROO
5.-Secure events
6.-Digital marketing I/II/III
7.-Economic impact of events and analysis of business tourist demand
8.-Sponsorship marketing plans
9.-Events and corporate communication I
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Classroom | 36 | 1.44 | 2, 3, 6, 11, 5, 9 |
| Type: Supervised | |||
| Attendance events/activities classroom | 15 | 0.6 | 10, 7, 8, 11, 1 |
| Resolution directed activities | 35.5 | 1.42 | 2, 6, 8, 11, 4, 1 |
| Tutoring | 15.5 | 0.62 | 10, 3, 4, 9 |
| Type: Autonomous | |||
| Elaboration works | 90 | 3.6 | 10, 2, 8, 11, 4, 5 |
The teaching methodology combines teachers’ lectures with the discussion and resolution of practical cases with students. Moreover, there are discussion sessions on topics which have been presented.The module evaluation exercice aims to set the knowledge developed during the Module.
1.-In-person
- Teacher's lectures
- Resolution / discussion of exercises and cases with students, in groups or individually
- Discussions among students on previously read or explained topics
- Tutoring sessions
2.- Outside the classroom work with tutored sessions
- Case studies to work outside the classroom
- Preparation of module evaluation exercise
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Discussions-Forums | 40% | 6 | 0.24 | 8, 11, 4, 9 |
| Oral presentations | 10% | 7 | 0.28 | 10, 2, 3, 6, 5, 9, 1 |
| Written module evaluation test | 50% | 20 | 0.8 | 10, 2, 7, 12, 11, 4, 5 |
To successfully complete the Module, attendance is mandatory to at least 80% of the lectures
Continuous evaluation (attendance, graded observations): 25%
Graded coursework (individual or in-group): 25%
Written tests / module evaluation test: 50%
Bibliography
Caro, J. L.; Luque, A. y Zayas, B. (2015). Nuevas tecnologías para la interpretación y promoción de los recursos turísticos culturales. Pasos Revista de Turismo y Patrimonio cultural, 13(4), 931-945. Disponible en https://goo.gl/Bc7SCQ
Godin, Set (2011): La vaca púrpura. Gestión 2000. Barcelona
Dwyer, L., Forsyth, P. And Dwyer, W. (2010), “Tourism Economics and policy”, Ed. Channel View Publications
Event Marketing Institute y Freeman XP (2015). The Viral Impact of Events: Extending & Amplifying Reach via Social Media. Disponible en https://goo.gl/is32BM
Fluvià, M., Rigall, R. i Saló, A. (2008), “Protocol d’avaluació de l’impacte econòmic d’esdeveniments i institucions culturals”, Departament de Cultura, Generalitat de Catalunya
Handley, Ann: Everybody writes-To Guide to Creating Ridiculously Good Content (2014). New Jersey, Wiley
Hamso, Elling (2010). "La Metodología ROI de planificación y evaluación en reuniones y eventos." Los eventos: Funciones y tendencias. Bilbao: Estudios de Ocio. Deusto, 2010. 137-166. Impreso.
Kawsaki, Guy (2011): El arte de cautivar. Gestión 2000. Barcelona
Lenderman, Max (2008): Marketing experiencial: la revolución de las marcas. Esic. Madrid
Lenderman, M. (2008) Marketing Experiencial. La Revolución de las Marca. Madrid: Editorial ESIC.
Peñarroya, Montserrat (2020): Guía para crear tu plan de acción on line: 6 fáciles pasos para que tu
organización , por fin, crezca online… Barcelona, 3Isic
Peñarroya, Montserrat y Casas, Helena (2014): Com ser dels primers a Google sense pagar. Barcelona, UOC
Phillips, Jack J.,Myhill, M. y McDonough, James B.(2009) Proving the value of meetings and events. Birmingham, Ala.: ROI Institute, Inc., 2009. Impreso.
Phillips, Jack J., y Pulliam Phillips, P.(2008). Beyond learning objectives: develop measurable objectives that link to the bottom line. Birmingham, Ala.: ROI Institute, Inc., 2008.
Roberts, Kevin (2005): Lovemarks: el futuro más allá de las marcas. Empresa activa
Siskind, Barry (2007) Marketing de eventos: estrategias clave para ferias comerciales, presentaciones, conferencias y otros eventos Deusto. Barcelona.
Scolari, C. A. (2013). Narrativas transmedia. Cuando todos los medios cuentan. Barcelona: Deusto S.A. Ediciones.
Scolari, C. A. (2014). Narrativas transmedia: nuevas formas de comunicar en la era digital. Anuario AC/E de cultura digital, 71-81. Disponible en https://goo.gl/dovFgx
Scolari, C. A.; Fernández de Azcárate, S.; Garín, M. et al. (2012). Narrativas transmediáticas, convergencia audiovisual y nuevas estrategias de comunicación. Quaderns del CAC 38, 15(1), 79-89. Disponible en https://goo.gl/peYnDw
Vanneste, Maarten. Meeting architecture: a manifesto (2009). Turnhout: Meeting Support Institute, 2009. Impreso.
Villena López, Alejandro (2017) Eventos. Herramienta de comunicación y su valor en el Marketing. Sindéresis. Madrid
Software
Within the established calendar, 15 minutes of a class will be reserved for the students to complete the evaluation surveys
Groups and Languages
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (TE) Theory | 1 | Spanish | first semester | afternoon |