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Course 2011-2012 a.y.

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:
DIEGO RINALLO

Classes: 31 (II sem.)
Instructors:
Class 31: DIEGO RINALLO


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
  • Measuring event results
  • Trade shows

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 (40% of the total grade). Students who do not attend classes regularly are not allowed to participate to the field project.
Non -  Attending students
The exam is written and will be based on open questions (no multiple choice questions) covering the course’s textbooks.


Textbooks

Attending students

  • D. RINALLO (ed.), Event Marketing, Milan, EGEA, 2011 (selected chapters).
  • Additional readings indicated by instructors at the beginning of the course.

Non attending students

  • D. RINALLO (ed.), Event Marketing, EGEA, 2011 (intero libro)
  • J. RUTHERFORD SILVERS, Professional Event Coordination, Wiley, 2004 (intero libro)
Last change 11/05/2011 16:22

ACME (12 credits - II sem. - OBS  |  SECS-P/08)
Course Director:
DIEGO RINALLO

Classes: 31 (II sem.)
Instructors:
Class 31: DIEGO RINALLO


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 draw upon sessions supported by case studies, students’ research, and participation by guests 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
    • Audience 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 (representing the remaining 40% of the total grade). Students who do not participate in both field projects cannot be considered as attendants. Students who do not attend classes regularly are not allowed to participate to field projects.
Non - Attending students
The exam is written and will be based on open questions (no multiple choice questions) covering the course’s textbooks.


Textbooks

Attending students

  • D. Rinallo (ed.), Event Marketing, EGEA, Milan, 2011 (selected chapters). Available from the EGEA bookshop in March.
  • Additional readings and documents as indicated in the syllabus, available from the course reserve page or learning space.

Non - Attending students

  • D. Rinallo (ed.), Event Marketing, EGEA, 2011 (entire book). (available from the EGEA bookshop in March)
  • J. Rutherford Silvers, Professional Event Coordination, second edition, Wiley, 2012 (entire book)
  • S. Sayre, Entertainment Marketing and Communication, Pearson/Prantice Hall, 2008 (entire book).
Last change 21/06/2011 09:48