20238 - COMMUNICATION EVENTS AND ENTERTAINMENT INDUSTRIES
CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - DES-ESS - EMIT - ACME
Department of Marketing
Course taught in English
Go to class group/s: 31
CLMG (6 credits - II sem. - OP | SECS-P/08) - M (6 credits - II sem. - OP | SECS-P/08) - IM (6 credits - II sem. - OP | SECS-P/08) - MM (6 credits - II sem. - OP | SECS-P/08) - AFC (6 credits - II sem. - OP | SECS-P/08) - CLAPI (6 credits - II sem. - OP | SECS-P/08) - CLEFIN-FINANCE (6 credits - II sem. - OP | SECS-P/08) - CLELI (6 credits - II sem. - OP | SECS-P/08) - DES-ESS (6 credits - II sem. - OP | SECS-P/08) - EMIT (6 credits - II sem. - OP | SECS-P/08)
Course Director:
DEBORAH CAROLINA RACCAGNI
DEBORAH CAROLINA RACCAGNI
Course Objectives
This course aims to provide conceptual models and instruments to manage effectively events to achieve communication goals through the application of advanced marketing techniques. We examine typical managerial decisions, from goal setting and targeting to creativity issues and evaluation of results. The course also deals with trade fair participations.
Besides a limited number of theoretical lectures, the course draws upon sessions supported by case studies, field projects, in-class exercises and participation by guest speakers from leading organizations in their respective fields.
Please note that this version of the course (6 credits) is focused on communication events and does not deal at all with entertainment industries, which are instead the subject of the 12-credit version of the course, open to ACME M.Sc. and selected international students only. For people attending the 6-credit version of the course, the course starts in Mid-February and continues, at the rhythm of 4 sessions per week, for 24 sessions (48 hours). The field project presentation is scheduled immediately after the spring break.
Course Content Summary
- Event industries: Actors and competencies
- Fundamental decisions: goal setting, targets, messages, budgeting
- The event management process (the company and the agency’s points of view)
- Event project and risk management
- Trade shows and other collective marketing events
- Measuring event results
Detailed Description of Assessment Methods
Attending students
The exam consists of a field project in small groups (60% of the total grade) and an individual written exam based on open questions (i.e. no multiple choice tests) covering the course’s textbook additional readings, instructors’ slides and guest speakers’ material (40% of the total grade).
The grade obtained on the field project remains valid for all exam sessions before August 2013. There is no oral integration.
Non attending students
The exam is written and is based on open questions (i.e. no multiple choice tests) covering the course textbooks.
There is no oral integration.
Textbooks
Attending students
- D. Rinallo, Event Marketing, EGEA, Milan, 2011 (selected chapters).
- Additional readings indicated by instructors at the beginning of the course.
Non attending students
- D. Rinallo, Event Marketing, EGEA, 2011 (entire book).
- J. Rutherford Silvers, Professional Event Coordination, Wiley, 2004 (entire book)
Last change 14/05/2012 12:27
Course Director:
DEBORAH CAROLINA RACCAGNI
DEBORAH CAROLINA RACCAGNI
Course Objectives
The course is structured in two modules of 6 credits (48 hours) each, which deal with, respectively, events as business communication instruments and entertainment industries. The first module, Communication Events, aims to provide participants with theoretical frameworks and operational logics for the design and management of events, which have been recently achieving an increasing relevance in firms’ communication practices. Management models and conditions of effectiveness are also dealt with. The second module, Entertainment Industries, intends to provide advanced conceptual instruments for the comprehension of entertainment as a guiding principle that permeates today’s consumer culture. Through the analysis of the main show business industries (theme parks, sport, movies) students understand how entertainment is managed and how consumers experience and use entertainment products, services and industries, and how such understanding may help companies from a wide range of industries (beyond entertainment in a strict sense) to create value for the customer.
Besides a limited number of theoretical lectures, the course draws upon sessions supported by case studies, students’ research, and participation by guest speakers.
Course Content Summary
- Communication Events
- Event industries: Actors and competencies
- Fundamental decisions: goal setting, targets, messages, budgeting
- The event management process
- Event project and risk management
- Trade shows and other collective marketing events
- Entertainment Industries
- Entertainment and Entertainment industries
- Audiences and fans
- Focus on specific entertainment industries (theme parks, sport, cinema)
Detailed Description of Assessment Methods
Attending students
The exam consists of two field projects in small groups (one for each module of the course, each representing 30% of the total grade) and an individual written exam covering the course's textbook, additional readings, instructor's slides and quest speakers' material (40% of the total grade).
The marks obtained on field projects remain valid for all exam sessions before August 2013. There is no oral integration.
Non attending students
The exam is written and based on open questions (i.e. no multiple choice tests) covering the course textbooks. There is no oral integration.
Textbooks
Attending students
-
D. Rinallo, Event Marketing, EGEA, Milan, 2011 (selected chapters).
-
Additional readings indicated by instructors at the beginning of the course.
Non attending students
-
D. Rinallo, Event Marketing, EGEA, 2011 (entire book).
-
J. Rutherford Silvers, Professional Event Coordination, Wiley, 2004 (entire book).
-
S. Sayre, Entertainment Marketing and Communication, Pearson/Prantice Hall, 2008 (entire book).
Last change 14/05/2012 12:03