20475 - EVENT AND MEGA EVENT MANAGEMENT AND CREATIVE INDUSTRIES
CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT
Department of Marketing
Course taught in English
Go to class group/s: 31
CLMG (6 credits - I sem. - OP | 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) - CLAPI (6 credits - I sem. - OP | SECS-P/08) - CLEFIN-FINANCE (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)
Course Director:
DEBORAH CAROLINA RACCAGNI
DEBORAH CAROLINA RACCAGNI
Course Objectives
The course aims to provide conceptual models and instruments to manage effectively events and mega 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.
Furthermore, this course intends to provide advanced conceptual instruments for the comprehension of creativity and entertainment as guiding principles that permeate today’s consumer culture. Through the analysis of events across areas of sport, leisure, design (set, lighting, multimedia, sound, theatre, dance, music, movies) students understand how creativity is managed and how consumers experience and use entertainment products, services and industries.
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.
Course Content Summary
The course is divided into the following parts:
- 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).
- Measuring event results.
- Mega Events Peculiarities.
- Creativity and Creativity industries.
- Audiences and fans.
Detailed Description of Assessment Methods
For attending students
The evaluation consists of a field projects in small groups (60% of the total mark) and an individual written exam based on questions covering the course’s textbook, additional readings, instructors’ slides and guest speakers’ material (40% of the total mark).
For non attending students
The evaluation is 100% based on written exam. The exam is written and will be based on open questions (no multiple choice questions) covering the course’s textbooks. There is no oral integration.
Textbooks
For attending students
- D. RINALLO (ed.), Event Marketing, EGEA, Milan, 2011 (selected chapters).
- Additional readings and documents as indicated in the syllabus, available from the course reserve page or learning space.
For non attending students
- D. RINALLO (ed.), Event Marketing, EGEA, 2011 (entire book).
- A. LIEBERMAN, The Definitive Guide to Entertainment Marketing, Financial Times, Prentice Hall, 2013.
Last change 20/06/2014 11:37