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2021/2022

Events Marketing and Management

Code: 43076 ECTS Credits: 9
Degree Type Year Semester
4313799 Management and Organisation of Event Tourism OB 0 1
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.

Contact

Name:
María José Aguar Martínez
Email:
MariaJose.Aguar@uab.cat

Use of Languages

Principal working language:
spanish (spa)

Other comments on languages

Se valorará la introducción de alguna sesión en inglés de interés para el Máster

Prerequisites

There are no prerequisites

Objectives and Contextualisation

1. Delve into the concepts and basic marketing tools applied to the organization of events

2. Analyze events as marketing and communication tools

3. Learn and apply the tools of economic management of events

4. Learn to prepare budgets, closing and balance of an event

5 Learn about civil liability coverage, contingencies and accidents related to the celebration of events

6. Analyze and learn about the role of sponsorship, the structure of a sponsorship plan and its legal considerations

7.- Learn the tools of analysis and application of the Return on Investment of  an event

 
 

Competences

  • Acquire teamwork and leadership capacities.
  • Analyse and apply the leadership and communication skills needed to manage individuals and groups in one's charge, and those of organisational communication.
  • Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
  • Design and plan communication and marketing actions for an event, taking into account the vision of the company commissioning it.
  • Manage the marketing of an event, taking into account the different methods for measuring return on investment in events.
  • Plan and organise venues and management interventions on the basis of critical analysis and synthesis.
  • Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.

Learning Outcomes

  1. Acquire teamwork and leadership capacities.
  2. Apply basic marketing strategies when organising an event: segmentation, targeting, positioning, differentiation and innovation.
  3. Apply the tools of verbal and non-verbal communication.
  4. Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
  5. Create marketing and online action plans.
  6. Display leadership and managerial skills.
  7. Master the application of Return on Investment (ROI) and Return on Objectives (ROO) and the use of their respective measurement techniques.
  8. Master the techniques of sales communication.
  9. Pay attention to one's own communication traits (eye contact, voice, bearing, etc.) in the commercialisation of an event.
  10. Plan and organise venues and management interventions on the basis of critical analysis and synthesis.
  11. Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
  12. Work independently to deploy tools for attracting visitors and converting business contacts into clients.

Content

1. Economic management I / II / III

2. Marketing techniques for events I / II

3. ROI and ROO

4. Insurance

5. Digital marketing I / II

6. Economic impact of events and analysis of the demand of business tourism

7. Sponsorship marketing plan I / II

8. Events and corporate communication
 
 

Methodology

The teaching methodology combines teachers’ lectures with the discussion and resolution of practical cases with students. Moreover, there are discussion sessions on topics which have been presented.The module evaluation exercice aims to set the knowledge developed during the Module.

1.-In-person

  • Teacher's lectures
  • Resolution / discussion of exercises and cases with students, in groups or individually
  • Discussions among students on previously read or explained topics
  • Tutoring sessions

2.- Outside the classroom work with tutored sessions

  • Case studies to work outside the classroom
  • Preparation of module evaluation exercise

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Activities

Title Hours ECTS Learning Outcomes
Type: Directed      
Classroom 36 1.44 2, 3, 6, 11, 5, 9
Type: Supervised      
Attendance events/activities classroom 15 0.6 10, 8, 7, 11, 1
Resolution directed activities 35.5 1.42 2, 6, 8, 11, 4, 1
Tutoring 15.5 0.62 10, 3, 4, 9
Type: Autonomous      
Elaboration works 90 3.6 10, 2, 8, 11, 4, 5

Assessment

To successfully complete the Module, attendance is mandatory to at least 80% of the lectures

Continuous evaluation (attendance, graded observations): 25%

Graded coursework (individual or in-group): 25%

Written tests / module evaluation test: 50%

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Discussions-Forums 40% 6 0.24 8, 11, 4, 9
Oral presentations 10% 7 0.28 10, 2, 3, 6, 5, 9, 1
Written module evaluation test 50% 20 0.8 10, 2, 7, 12, 11, 4, 5

Bibliography

Godin, Set (2011): La vaca púrpura. Gestión 2000. Barcelona

Kawsaki, Guy (2011): El arte de cautivar. Gestión 2000. Barcelona

Lenderman, Max (2008): Marketing experiencial: la revolución de las marcas. Esic. Madrid

Roberts, Kevin (2005): Lovemarks: el futuro más allá de las marcas. Empresa activa

Siskind, Barry (2007) Marketing de eventos: estrategias clave para ferias comerciales, presentaciones, conferencias y otros eventos Deusto. Barcelona.

Villena López, Alejandro (2017) Eventos. Herramienta de comunicación y su valor en el Marketing. Sindéresis. Madrid

Caro, J. L.; Luque, A. y Zayas, B. (2015). Nuevas tecnologías para la interpretación y promoción de los recursos turísticos culturales. Pasos Revista de Turismo y Patrimonio cultural, 13(4), 931-945. Disponible en https://goo.gl/Bc7SCQ

Event Marketing Institute y Freeman XP (2015). The Viral Impact of Events: Extending & Amplifying Reach via Social Media. Disponible en https://goo.gl/is32BM

Decret 112/2010, de 31 d’agost, pel qual s’aprova el Reglament d’espectacles públics i activitats recreatives

Dwyer, L., Forsyth, P. And Dwyer, W. (2010), “Tourism Economics and policy”, Ed. Channel View Publications

Fluvià, M., Rigall, R. i Saló, A. (2008), “Protocol d’avaluació de l’impacte econòmic d’esdeveniments i institucions culturals”, Departament de Cultura, Generalitat de Catalunya

Hamso, Elling (2010). "La Metodología ROI de planificación y evaluación en reuniones y eventos." Los eventos: funciones y tendencias. Bilbao: Estudios de Ocio. Deusto, 2010. 137-166. Impreso.

Ley 50/1980, de 8 de octubre, de Contrato de Seguro.

Llei11/2009, del 6 de juliol, de regulació administrativa dels espectacles públics i les activitats recreatives.

Lenderman, M. (2008) Marketing Experiencial. La Revolución de las Marca. Madrid: Editorial ESIC.

Phillips, Jack J., Myhill, M. y McDonough, James B.(2009) Proving the value of meetings and events. Birmingham, Ala.: ROI Institute, Inc., 2009. Impreso.

Phillips, Jack J., y Pulliam Phillips, P.(2008). Beyond learning objectives: develop measurable objectives that link to the bottom line. Birmingham, Ala.: ROI Institute, Inc., 2008.

Reece, W.S. The economics of tourism, 2010

Scolari, C. A. (2013). Narrativas transmedia. Cuando todos los medios cuentan. Barcelona: Deusto S.A. Ediciones.

Scolari, C. A. (2014). Narrativas transmedia: nuevas formas de comunicar en la era digital. Anuario AC/E de cultura digital, 71-81. Disponible en https://goo.gl/dovFgx

Scolari, C. A.; Fernández de Azcárate, S.; Garín, M. et al. (2012). Narrativas transmediáticas, convergencia audiovisual y nuevas estrategias de comunicación. Quaderns del CAC 38, 15(1), 79-89. Disponible en https://goo.gl/peYnDw

Vanneste, Maarten. Meeting architecture: a manifesto (2009). Turnhout: Meeting Support Institute, 2009. Impreso.

Software

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