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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.The estimated workload breakdown for MKTG340S1 is: Lectures 24Lecture Preparation 24Assignment 20Project + Field Work 50Exam Preparation 30Final Exam 2Total 150 hours
The specific objectives of the course are 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 work.Graduate AttributesThis course will provide students with an opportunity to develop the Graduate Attributes specified below: Critically competent in a core academic discipline of their awardEmployable, innovative and enterprisingBiculturally competent and confidentEngaged with communityGlobally awareLearning Objectives, BComStudents can explain and/or apply theory, concepts, models or reasoning from their selected subject major to a problem/issue/context.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.Students can work effectively in a team in order to reach a common goal.Students can explain the influences of their own culture and identity when engaging with another culture.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.Students have engaged with a business, not-for-profit organisation, government department, professional society, professional community or local community and have evaluated their experience. 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.
Engaged with the community
Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.
Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.
Please note that the timetable has not been finalised.
Scheduled days and times will be confirmed, following review, on 5th November.
Students must attend one activity from each section.
Lectures for MKTG340-21S1 are recorded using the ECHO360 lecture recording system.
Applied Group Project 40% The applied group project this year will involve groups of 4 to 5 students working with the UCE (University of Canterbury Centre for Entrepreneurship) to deliver the “Marketing Smackdown” event to be held on the 15th, 19th and 20th of March. You will be involved in planning and executing the event for a corporate client who is NZ’s leading Medical Courier. Each team will work on a designated task from a list of options for organising and marketing this event, and write up a group report. More details is provided in the project briefing. Reflective Assignment 20% Each student will work as a volunteer on one of the three days of the Marketing Smackdown event. Following the involvement in this field work, each individual student is required to write up a piece of reflective summary, relating their experience in the event to a topic covered in the class. More details will be provided in class.Final Exam 40%The final exam will be two hours long (closed book), and will require students to demonstrate their knowledge of the concepts discussed in class in the last 5 weeks of lectures. The final exam covers material found in all assigned readings for the semester.
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 PoliciesA summary of Departmental academic policies on course grading, special considerations, etc. is available under: https://www.canterbury.ac.nz/business/departments/. The Department assumes that you have read this document. You should also read the following:• UC Business School Student Handbook on the UC Business School Students Learn page https://learn.canterbury.ac.nz/course/view.php?id=7744• General Course and Examination Regulations http://www.canterbury.ac.nz/regulations/general/general_regs_enrolment_courses.shtmlDishonest 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.Citations and referencing
Domestic fee $845.00
International fee $3,975.00
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see
Management, Marketing and Entrepreneurship