Organisation of Congresses and Events
Code: 101222Credits: 3
| Degree programme | Type | Course |
|---|---|---|
| Tourism | OP | 4 |
Contact lecturer
- Name :
- Albert Vancells Farraró
- Email :
- albert.vancells@uab.cat
Teaching staff
- Ruth Domènech Fuentesauco
Group languages
You can consult this information at the end of the document.
Prerequisites
No prior experience in event management is needed nor pre-requisites
Objectives
The Events Management subject is designed to provide an in-depth and practical understanding of event planning, organization, and management.
Throughout the course, students will gain the knowledge and skills necessary to conceive, design, and execute events with an innovative approach, considering both current trends and market demands.
The main objective of this course is to equip future professionals with strategic and creative tools to manage events that are not only successful but also create memorable experiences for attendees.
Key topics will include event conceptualization, vendor selection and management, logistics and production, budgeting, and event promotion in an increasingly interconnected digital environment.
Students will learn how to effectively allocate resources, manage event costs, and ensure that each event delivers the best value for the allocated budget, maximizing return on investment (ROI).
Additionally, sustainability will be a key focus, teaching students how to integrate eco-friendly practices and social responsibility into their event planning process, ensuring events are not only successful but also environmentally conscious.
Students will learn to leverage new technologies and social media as powerful tools for event promotion and engagement.
They will also develop a strong understanding of how to create events that prioritize sustainability, from minimizing waste and energy consumption to sourcing sustainable materials and promoting social inclusion.
Moreover, the course will emphasize leadership, negotiation, and teamwork skills, which are essential for effectively managing complex projects in today's rapidly evolving event industry.
Throughout the course, students will actively participate in real-world case studies, collaborative projects, and interactions with industry professionals, fostering a dynamic learning experience that is constantly evolving.
On completion of this course, students should understand:
- Conceptualize and design events creatively and strategically.
- Manage event logistics, production, and budgeting with a professional and sustainable approach.
- Apply digital tools for event management and promotion.
- Analyze and solve challenges related to event organization, including budget and sustainability management, in real-world settings.
Learning outcomes
- Develop a capacity for independent learning.
- Use communication techniques at all levels.
- Work in a team.
- Plan and manage activities on the basis of quality and sustainability.
- Have a business vision, pinpoint the customer's needs and pre-empt possible changes in the environment.
- Manage human resources in tourism organisations.
- Behave ethically and adapt to different intercultural contexts.
- Display a customer service orientation.
- Identify and apply the elements of public law (administrative law, tax law and tourism law) and private law that regulate certain tourism activities and entities.
- Apply the business concepts company related to tourism products and organisations in the different parts and activities of the sector.
- Develop the principles and criteria of sustainability and quality management in tourism and extend them to other activities.
- Identify and apply quality certification systems as a business strategy.
- Show initiative and an entrepreneurial approach in the case of departments, activities, functions and entities of other types, to improve tourism management.
- Propose creative alternative solutions to planning and management problems in departments, activities or services in new areas of the tourism sector and in special tourism entities and products.
Contents
Introduction to Event Management.
Preliminary steps to Plan an Event.
SMART Goals.
Types of Events.
MICE.
Purpose, scope and nature of an event.
Diversity & Multiculturalism.
The 4 key moments with the client.
Briefing.
Winning Proposal.
Negotiation.
Site Inspections.
Upselling & Crosselling.
BEO.
Planning.
Different tools for planning: VUCA, Chronogram, EDT.
How can AI help the event planners?
Transport and lodging for guest.
Audiovisual equipment.
Menus, catering and decorations.
Human Resources needs.
Sustainability Plan.
Marketing, Communication & Promotion.
Budget.
SWOT.
Health & Safety.
Legal basis.
Day of the event.
Problem solving.
Relationship with the client.
Follow up.
Evaluation results.
PNL.
Improvement Plan.
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Face to Face Tutoring | 5 | 0.2 | 3, 5, 7, 10, 13, 14 |
| Case Studies | 20 | 0.8 | 1, 4, 5, 7, 8, 10, 11, 12, 13, 14 |
| Theoretical Classes | 30 | 1.2 | 9, 10, 11, 12, 13, 14 |
| Event Planning, Execution and Attendance | 5 | 0.2 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
Theoretical and Practical Classes
Classes focused on teaching the basic concepts used in the event industry.
Students will work together with the professor on real cases in class and will analyze the needs to learn the expected skills and apply them correctly for future event management. They will put into practice what they have learned in theory.
Case Studies and Presentations
The class will be divided into groups, assigned by the professor, and various cases will be proposed for analysis, development, and presentation in class. The cases will relate to the event industry and focus on topics covered in class.
Event Planning through a Final Presentation
Students, working in teams of 2-3 people, will have to organize an event following all the steps explained in class. This will allow them to put into practice the content taught by the professor in the classroom.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Test | 20% | 2 | 0.08 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
| Case studies and presentations | 30% | 3 | 0.12 | 1, 2, 3, 5, 6, 7, 13, 14 |
| Participation and attendance | 10% | 2 | 0.08 | 1, 5, 6, 8, 10, 12 |
| Event Planning | 40% | 8 | 0.32 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
CONTINUOUS EVALUATION
All students who choose continuous evaluation must attend at least 80% of the classes and will organize an event as the final course presentation.
The continuous assessment system consists of the following requirements:
A) Attendance and participation in class (10%) – attendance to a minimum of 80% of the classes.
B) Winning Proposal (20%) – preparation of a winning proposal for your client with the aim of obtaining their approval and starting the organization of the event.
C) Course reflection activity (10%) – What students have learned and how they can apply it in their future.
D) Final presentation (40%) – Organizing an event. Attendance at the final project presentation session is mandatory for all students in order to pass the course.
E) Final exam (20%) – A test covering the basic concepts of the course.
IMPORTANT INFORMATION: Official ONLINE communication between the professor and students during the course will be conducted through MOODLE or the official UAB email.
In the event of a student committing any irregularity that may lead to a significant variation in the grade awarded to an assessment activity, the student will be given a zero for this activity, regardless of any disciplinary process that may take place. In the event of several irregularities in assessment activities of the same subject, the student will be given a zero as the final grade for this subject.
This subject allows the use of AI technologies exclusively for support tasks such as bibliographic or content-based searches, as deemed appropriate by the teacher.
The student must clearly (i) identify which parts have been generated using AI technology; (ii) specify the tools used; and (iii) include a critical reflection on how these have influenced the process and outcome of the activity.
Lack of transparency regarding the use of AI in the assessed activity will be considered academic dishonesty; the corresponding grade may be lowered, or the work may even be awarded a zero. In cases of greater infringement, more serious action may be taken.
SINGLE ASSESSMENT
This option is not available for this subject.
FINAL EXAM / RE-ASSESSMENT
- The re-sit exam is for students who:
- Did not pass continuous or global evaluation (minimum of 5), or
- Did not meet the 80% attendance requirement for continuous evaluation.
- The re-sit exam covers the whole subject and will be a test.
- The maximum score in the re-sit is 5 out of 10.
This exam will count as 100% of the course grade.
The date and time will be established by FUAB in the official course calendar.
NOT ASSESSABLE
The course grade will be considered NOT ASSESSABLE if the student attends less than half of the assessment activities and/or does not attend the final presentation session.
Bibliography
GUIDARA, W. (2022). Unreasonable Hospitality. Optimism Press.
HERNANDEZ, L. (2021). Customer Experience Guía Práctica. Kolima.
KAIROS, C. (2022). The Branding Method. Independently Published.
KOTLER, P. (2023). Marketing 6.0. Wiley John + Sons.
QUINN, Bernadette (2013) Key Concepts in Event Management. Publisher: Sage Publications Ltd
EDVI GRACIA, Ardani (2017) The Importance of the Venue Selection in an Event Organization Case Study: Special Event Organization Rencontre Alumni Enterprise 1 & 2. E-Journal of Tourism, Vol 4, Iss 1
Cheryl MALLEN and Lorne ADAMS (2013) Event management in sport, recreation and tourism: theoretical and practical dimensions. Publisher: Routledge
FENICH, George G. (2015) Planning and Management of Meetings, Expositions, Events and Conventions, Global Edition. eBook
GETZ, Donald (2018) Event Evaluation: Theory and Methods for Event Management and Tourism. eBook
LUNDERGER, Erik; AMBRECHT, John;ANDERSSON, Tommy D.; GETZ, Donald (2017) The Value of Events. eBook
Software
This subject allows the use of AI technologies exclusively for support tasks such as bibliographic or content-based searches, as deemed appropriate by the teacher.
The student must clearly (i) identify which parts have been generated using AI technology; (ii) specify the tools used; and (iii) include a critical reflection on how these have influenced the process and outcome of the activity.
Lack of transparency regarding the use of AI in the assessed activity will be considered academic dishonesty; the corresponding grade may be lowered, or the work may even be awarded a zero. In cases of greater infringement, more serious action may be taken.
Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE
| Type of teaching | Group | Language | Semester | Shift |
|---|---|---|---|---|
| (TE) Theory | 1 | English | second semester | morning-mixed |
| (TE) Theory | 2 | English | first semester | morning-mixed |