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This course introduces students to the importance of marketing and managing events in the successful development of tourist destinations. It highlights the various forces (macro and micro level, especially from a stakeholder perspective) that impact on events and provides students with an insight into the events planning, marketing, and management process. This course also addresses the financial and human resources aspects of events, and provides students with generic event marketing and management skills that can be applied to festivals, meetings and conventions, expositions and shows, and to sport competitions.
This course introduces students to the importance of marketing and managing events in the successful development of tourist destinations. It highlights the various forces (macro and micro level, especially from a stakeholder perspective) that impact on events and provides students with an insight into the events planning, marketing, and management process. This course also addresses the financial and human resources aspects of events, and provides students with generic event marketing and management skills that can be applied to festivals, meetings and conventions, expositions and shows, and to sporting events.Expected WorkloadLectures 24Lecture Preparation 24Case Study 30Applied Project 50Examination and Preparation 22Total 150
At the completion of the course, successful students will be able to:LO1: Discuss and evaluate various knowledge and concepts of events marketing and management LO2: Identify and discuss the event-related cultural (Māori, Pasifika and Post-Colonial Cultures) and social resources of Aotearoa LO3: Analyse and critique existing and proposed special events that are hosted in New ZealandLO4: Develop communication skills with the stakeholders in the tourism/hospitality and related industry in the area of events management LO5: Develop creative and analytical skills in designing and managing different types of l events LO6: Apply knowledge/concepts of events marketing and management to real world situations in individual and team-based workMKTG340 addresses the BCom learning goals in the following manner: LO1.1.1 Students can explain and/or apply theory, concepts, models or reasoning from their selected subject major to a problem/issue/context. LO2.1.1 Students can apply subject specific knowledge and tools to analyse, propose a solution to and/or address a given problem or issue. Innovative approaches and solutions are encouraged.LO2.1.5 Students can work effectively in a team in order to reach a common goal.LO3.1.1 Students can explain the influences of their own culture and identity when engaging with another culture.LO3.1.2 Students can explain the role of tangata whenua in society and in commerce and how te ao Māori (primarily perspectives, values and mana whenua) could be applied in their discipline, field of study or future work place and the reasons for their incorporation.LO4.1.1 Students have engaged with a business, not-for-profit organisation, government department, professional society, professional community or local community and have evaluated their experience. LO5.1.2 Students can identify, consider and debate perspectives, processes and impacts relating to the culture and identity of multiple stakeholders, drawing on theory and practice when considering issues in their discipline or field of study.The course and its assessments are designed to test learners’ understanding of various forces (macro and micro level, especially from a stakeholder perspective) that impact on events and skill development on the events planning, marketing, and management process. The cultural aspects of events are explicitly assessed
This course will provide students with an opportunity to develop the Graduate Attributes specified below:
Critically competent in a core academic discipline of their award
Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.
Employable, innovative and enterprising
Students will develop key skills and attributes sought by employers that can be used in a range of applications.
Biculturally competent and confident
Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.
Students must attend one activity from each section.
LECTURES ARE NOT RECORDED FOR THIS COURSE
Assessments in this course are designed to measure the extent to which a student is able to recognise and understand the components of an event, develop their skills of planning, marketing, and managing the activities related to hosting an event, and identify the cultural dimensions of events that must be managed to build community support for such events.Weightings and descriptions of the various pieces of assessment are as follows:Case Study 25% This case study will assess whether students understand important issues related to an event in the tourism and hospitality industry at global, national and local levels by examining and evaluating its components at these levels. Students are expected to demonstrate their understanding by analysing and critiquing the planning, marketing and managing of a selected event.Applied Group Project 35% The applied group project will involve groups of 4 to 5 students choosing an organisation in New Zealand to work with on event marketing and management matters, via planning, managing, and marketing an event for this organisation (e.g., Christchurch City Council event team runs the Asian food fair and Lantern Festival). The project will explicitly assess how well the cultural resources of the area/region are used, marketed and managed (Māori and Pasifika) for local events hosted in the Canterbury region as well as events hosted in New Zealand, via a format of group report and a 20-minute oral presentation supported by visual techniques.Final Exam 40%The final exam will be three hours long (closed book), and will require students to demonstrate their knowledge of the concepts discussed in class. The final exam covers material found in all assigned readings for the semester.GradingThe overall pass mark for this course is 50%.
Beech, John G;
The business of events management;
Pearson Education, 2014.
Reference books:Fenich, G. G. (2015). Planning and management of meetings, expositions, events, and conventions. Pearson High Ed.Hall, C. M. (1992). Hallmark tourist events: impacts, management and planning. Belhaven Press.Hudson, S. (2017). Marketing for tourism, hospitality & events: a global & digital approach. Sage Publications Limited.Page, S. J. & Connell, J. (Ed.) (2012). Routledge Handbook of Events. London: Routledge.Shank, M. D. & Lyberger, M. R. (2015). Sports marketing: a strategic perspective, 5th edition. Routledge.Other recommended readings (mainly academic journal articles) are available through the library and online, and are also noted online on LEARN during the course. It is essential that students consult LEARN regularly for information with respect to readings and tasks that are essential to passing the course. Students will also be expected to do their own literature research in addition to readings provided. In addition, extensive use will also be made of publication links, websites and streaming video.
Class RepresentativeA class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.Departmental Academic Policies The Department assumes that you have read this document.You should also read the General Course and Examination RegulationsDishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.
Domestic fee $822.00
International fee $3,688.00
* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.
For further information see
Management, Marketing and Entrepreneurship.