Module Description:

The Events Management module equips learners with comprehensive skills relevant to an events lifecycle from its planning to management in business, culture, entertainment or nonprofit sectors. Critical skills include event draughting, logistical planning, finance, sponsorship, marketing and relevant legal issues. There is an emphasis on theory application, whereby learners refine their organisational, creative and problem solving skill on real or simulated events. In this particular module, strategic innovation and sustainability are also emphasised, encouraging students to adopt a more innovative and responsible approach in their event planning. Analysis of real-life case studies and their contemporary counterparts exposes learners to the event management ecosystem’s most pressing issues and prospects and trends, enabling students to appreciate the challenges and the possibilities that exist therein. Upon completion, learners are empowered to work as useful members of professional event teams or entrepreneurs in the agile world of events (250 Hours).

Learning Outcomes:

Competences:

At the end of the module/unit the learner will have acquired the responsibility and autonomy to: 

  • Ensure the setting of realistic and feasible goals and objectives.
  • Carry out effective project management processes in events management.
  • Monitor the budget and budgeting requirements set for events.
  • Comply with health and safety regulations requirements.
  • Supervise risk management and contingency plans.
  • Collaborate with marketing team to create effective collateral material.

Knowledge:

At the end of the module/unit the learner will have been exposed to the following: 

  • Critically define ‘events’ and ‘sustainable events’ and the fundamental role that events place in society overall.
  • List and critically analyse the different types of events.
  • Recall and critically discuss the historical development of the events management industry.
  • Identify the classifications of events such as sports, festivals, niche, education, MICE, entertainment and business as well as the different scales such as national, mega-events, international, local, regional.
  • Critically analyse the stakeholders of events as well as the partnerships.
  • Reflect on and evaluate the possible impacts of events which can be of an environmental, economic, political or socio-cultural nature.
  • Critically identify the ethical issues which govern events and events management.
  • Recall the importance and applicability of project management to events management.
  • Recall and critically describe the project lifecycle, from planning, to implementation to control, monitoring and closure.
  • Recall the health and safety implications that need to be taken into consideration in events management planning and executing.

Skills:

Once completing the module, the learner will be able to: 

  • Illustrate thorough comprehension and acumen towards event management and highlight its interconnected and multidimensional nature.
  • Practice effective event management to ensure the success of an event within the tourism and hospitality industry.
  • Exhibit ability to effectively select, cater for, ensure accommodation and transport, security, entertainment and registration of an event.
  • Use budgeting and other financial tools to effectively prepare for an event.
  • Practice effective project management to ensure the effectiveness and success of an event from start to finish.
  • Use risk mitigation techniques as well as effective contingency plans.
  • Create a brief for marketing team for the effective preparation of marketing collateral to promote the event.

Core Topics and Subtopics :

Foundations of Event Management

  • What event management actually means in practice
  • How the profession grew and why events matter today
  • The main types of events — business, entertainment, sport, social, and political

Event Design and Planning

  • Dreaming up theme and shaping a clear concept
  • Finding the right venue and mapping functional layouts
  • Planning a budget and projecting next expenses
  • Identifying hazards early and crafting excellent backups

Event Marketing and Outreach

  • Developing a brand and implementing a marketing strategy
  • Leveraging social media, applications, and other technological tools
  • Obtaining sponsors and developing mutually beneficial partnerships
  • Identifying and engaging the active audience

Operations and Logistics

  • Coordinating deliveries, tech and other logistics
  • Running the show smoothly on the big day
  • Recruiting, training and looking after staff and volunteers
  • Managing safety, security and crowd flow

Reviewing and Measuring Success

  • Collecting feedback and writing the post-event report
  • Measuring results and checking return on investment
  • Embedding green practices and cutting waste
  • Looking at the lasting impact the event leaves behind

Technological Advancement in Events

  • Using purpose-built software to streamline work
  • Running fully virtual or hybrid gatherings
  • Using data to learn what guests like best
  • Including AR and VR to generate more engrossing experiences

Weekly Breakdown / Session Plan

Week 1: Fundamentals of Event Management

  • Session Goals: Understand the main types of events and the broad industry scene.
  • Learning Activities: Short lecture followed by a casual class discussion.
  • Recommended Readings: Allen, J. Event Planning, Ch. 1.

Week 2: Classifying Events & Industry Movements

  • Session Goals: Sort events into categories and spot the latest industry trends.
  • Learning Activities: Guided case review and brief team presentation.
  • Recommended Readings: Bowdin, G. et al. Events Management, Ch. 2.

Week 3: Event Strategy & Objective Setting

  • Session Goals: Learn to set clear goals and craft a simple event plan.
  • Learning Activities: Hands-on SWOT exercise, then group strategy map.
  • Recommended Readings: Raj, R. et al. Events Management, Ch. 3.

Week 4: Financial Planning and Budget

  • Session Goals: Grasp core budgeting, cost tracking, and risk management.
  • Learning Activities: Simulated budget exercise with in-class debriefs.
  • Recommended Readings: Tum, J. et al. Financial Management in Events, Ch. 4.

Week 5: Event Marketing Approaches

  • Session Goals: Map audiences and plan effective promotional tactics.
  • Learning Activities: Team task: draft a basic marketing pitch for a sample event.
  • Recommended Readings: Bowdin, G. et al., Ch. 7.

Week 6: Managing Sponsors & Stakeholders

  • Session Goals: Spot, keep, and satisfy sponsors and other key partners.
  • Learning Activities: Role-play, then update a live stakeholder chart.
  • Recommended Readings: Masterman, G. Strategic Sports Event Management, Ch. 5.

Week 7: Operations & Logistics in Event Delivery

  • Session Goals: Examine the nuts-and-bolts of event planning—location, vendors, and schedules.
  • Learning Activities: Practical venue walkthrough.
  • Recommended Readings: Allen, J., Ch. 6.

Week 8: Legal & Risk Management in Events

  • Session Goals: Pinpoint legal risks and draft contingency plans.
  • Learning Activities: Case discussions and role-play scenarios.
  • Recommended Readings: Shone, A. & Parry, B. Successful Event Management, Ch. 8.

Week 9: Sustainable Event Practices

  • Session Goals: Look at green habits every planner can adopt.
  • Learning Activities: Hands-on green planning workshop.
  • Recommended Readings: Jones, M. Sustainable Event Management, Ch. 4.

Week 10: Digital Tools & Innovations

  • Session Goals: See how tech can transform guest experiences.
  • Learning Activities: Short demos, app tests, and group reflections.
  • Recommended Readings: Yeoman, I. et al. Festival and Event Management.

Week 11: Measuring Event Success

  • Session Goals: Explore ways to review impact and gather feedback.
  • Learning Activities: Build simple survey tools and talk analysis.
  • Recommended Readings: Bowdin, G. et al., Ch. 10.

Week 12: Final Presentations & Wrap-Up

  • Session Goals: Share project work and highlight course takeaways.
  • Learning Activities: Student presentations and open reflection.
  • Recommended Readings: Course summary handout.

Reading Materials

Primary Texts:

  • Author(s): "Events Management" by Glenn Bowdin and Team (Team)
  • Description: An all-in-one guide that walks you through every step of planning and running an event.
  • Author(s): "The Event Manager’s Bible" by D.G. Conway (Conway)
  • Description: A practical manual with easy-to-use templates, simple strategies, and field tales.
  • Author(s): Judy Allen’s "Event Planning: The Ultimate Guide"
  • Description: Offers guidance step-by-step from the first flicker of an idea to the follow-up examination.

Extra Reading Ideas:

  • Author(s): Peer-reviewed titles like Event Management, Tourism Management, or the International Journal of Event and Festival Management.
  • Description: Trade notes from Eventbrite and Meeting Professionals International (MPI) keep you plugged into current industry thinking.

Online Resources:

  • Author(s): Visit the Event Industry Council site at eventscouncil.org
  • Description: A hub of guidelines and certifications. Also check Meetings Net and Special Events Magazine for fresh trends and hands-on best practices.