Insegnamento a.a. 2007-2008

Course Objectives

This elective workshop provides participants with conceptual instruments to run effective business communication events, which have recently achieved an increased relevance in firms communication activities. It is for example the case of marketing events, trade show participations, conventions for the sales force or human resources, public relations events for the media and opinion makers, road shows for financial investors. The workshop will also deals with event sponsorship, analyzed from the point of view of both the sponsoring company and the sponsored event.

Besides a limited number of theoretical lectures, the course draws upon sessions supported by case studies, field projects, and participation by guest speakers.

Course Content Summary

• Events and business communication
• The event management process
• Project management and risk management for events
• Event marketing and promotion
• Understanding participant experiences
• Specific typologies of events
• Consumer events, trade fairs, fashion shows, conventions, etc.
• Event Sponsorship
• The perspective of the sponsor
• The perspective of the sponsored event

Detailed Description of Assessment Methods

Attending students

The exam consist of two field projects in small groups and an individual written exam. Students who do not participate to both field projects cannot be considered as attendants. More precisely:

• Field projects - The two field projects represent 25% each of the total mark. The first project is about new event development on the basis of a firm's marketing needs. The second project is about event sponsorship.
• Individual written exam - This exam represents the remaining 50% of the total mark. The marks obtained on field projects  remains valid for all exam sessions before August 2008. After that date, students are treated as non attendants.

The marks of the two field projects and the individual written exam are averaged. To pass the exam, students must obtain a mark of at least 18. An insufficient final mark (i.e., lower than 18)  implies the repetition of the exam at the same conditions of non attendants.

Non attending students 

The exam is written

Textbooks

Attending students

• G. Berridge (2007), Events Design and Experience. Butterworth-Heinemann (selection of chapters).
• B. E. Skinner, V. Rukavina (2002), The Event Sponsorship. Wiley (selection of chapters).
• Readings indicated by instructors at course beginning.

Non attending students

• G. Berridge (2007), Events Design and Experience. Butterworth-Heinemann (all the book)
• B. E. Skinner, V. Rukavina (2002), The Event Sponsorship. Wiley (all the book).