Insegnamento a.a. 2021-2022

20475 - EVENT AND MEGA EVENT MANAGEMENT AND CREATIVE INDUSTRIES

Department of Marketing

Course taught in English
Go to class group/s: 31
CLMG (6 credits - I sem. - OP  |  12 credits SECS-P/08) - M (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - ACME (6 credits - I sem. - OBS  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08) - GIO (6 credits - I sem. - OP  |  SECS-P/08) - DSBA (6 credits - I sem. - OP  |  SECS-P/08) - PPA (6 credits - I sem. - OP  |  SECS-P/08) - FIN (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
DEBORAH CAROLINA RACCAGNI

Classes: 31 (I sem.)
Instructors:
Class 31: DEBORAH CAROLINA RACCAGNI


Mission & Content Summary

MISSION

The course aims to provide participants with all the fundamental tools to understand the events’ world and develop the necessary skills to operate in this industry. After defining the concept of events and their classification, participants will be exposed to the topic of event project management – from event process to event masterplan. An in-depth analysis of the key issues related to the event management, such as those of people management and marketing & communication will be addressed in course. The program will also introduce sessions dedicated to frontier/emerging themes such as the role of technologies in the planning and management of events and those of sustainability. The course sees an alternation of examples and guest speakers’ speeches related to cross-industry events with a focus on the creative industries mixing sport events and no-sport event such as those related to entertainment, arts & culture, business & corporate.

CONTENT SUMMARY

  • Event industries
    • Actors and Competencies.
    • Creative and Entertainment industries (art, entertainment, sport, fashion/luxury, etc).
    • From Local to Major and Mega events.
  • Fundamental decisions in the event project management: the role of masterplan 
  • The event management process: from Ideation to Closing.
    • Event Concept Development
    • Event Planning
    • Event Governance
      Event Marketing
    • Measuring Event Results.
  • Event Stakeholders' experience 
  • Trends in the event industry

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Understand the event industries and the role covered by its relevant stakeholders; a deep knowledge about their competencies in event project management is also acquired.
  • Deal with the most fundamental decisions from event initiation to event closing. Students know the most relevant metrics for the measurement of event efficacy.
  • Recognize peculiarities related mega events and creative and entertainment industries are presented, introducing the role of audiences and fans.  

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Design events for different purposes, target and industries. Students are able to compute and discuss the most relevant KPI for the measurement of event results. They are able to assess the right balance between creativity and planning; reinforcing their ability  to work in team and communicate.

Teaching methods

  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Case studies /Incidents (traditional, online)
  • Group assignments

DETAILS

  • Guest Speaker's talk: introducing case studies and real life experiences.
  • Showcasing the different professions and competences required in the event industry.
  • Case studies: actively engaging students in figuring out the key principles by abstracting from the examples. This develops their skills in problem solving, data analysis, decision making in complex situations.
  • Group assignment allowing students to concretely deal with a real event project from design to implementation, under specific constraints determined by the industry, the brand and the budget.

Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x
  • Group assignment (report, exercise, presentation, project work etc.)
     x
  • Peer evaluation
     x

ATTENDING STUDENTS

Assessment methods are based on two elements: 1. Field project 50% and 2. Final exam 50%.

  1. The field project consists of developing an event based project. The project must involve several areas from target analysis, creative concept definition and event management planning. These areas are presented in detail at the launch of the competition along with the assessment criteria. This project is used to verify the ability of students to apply the knowledge developed during the course and assess the ability to complete an event and how to present it effectively. At their discretion, individual groups may request to integrate the faculty assessment with a peer evaluation (optional).
  2. The exam is held in written form. It is made up of several short contextualized open-ended questions, which must be disentangled by students, in addition to several open-ended and multiple-choice questions referring to the concepts, models and cases discussed in class. The short contextualized open-ended questions are used to assess the ability to apply the knowledge students learn during the course. The open-ended and multiple-choice questions are mainly aimed at verifying learning of the analytical and management abilities and their correct comprehension.

NOT ATTENDING STUDENTS

The assessment method for non-attending students is based on a final exam in written form. It is made up of several open-ended and multiple-choice questions referring to the concepts, models and cases contained in the textbooks and exam materials. The open-ended and multiple-choice questions are mainly aimed at verifying learning of the analytical and management abilities and their correct comprehension. The business cases are used to assess the ability to apply the knowledge students learned when studying the course material.


Teaching materials


ATTENDING STUDENTS

  • Bladen C., Kennell J., Abson E., Wilde N. (2017), Events Management: An Introduction. 2nd Edition, Routledge.(selected chapters).
  • Instrutors' slides. 
  • Additional readings and documents as indicated in the syllabus, available from the course reserve page or Bboard.

NOT ATTENDING STUDENTS

  • Bladen C., Kennell J., Abson E., Wilde N. (2017), Events Management: An Introduction. 2nd Edition, Routledge.
  • D. Rinallo (ed.), Event Marketing Egea, Bocconi University Press, 2017 (entire book)
Last change 25/08/2021 18:58