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Course info
KMO / EMM
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Course description
Department/Unit / Abbreviation
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KMO
/
EMM
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Academic Year
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2023/2024
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Academic Year
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2023/2024
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Title
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Event Marketing Management
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Form of course completion
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Exam
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Form of course completion
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Exam
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Accredited / Credits
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Yes,
4
Cred.
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Type of completion
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Written
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Type of completion
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Written
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Time requirements
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Lecture
1
[Hours/Week]
Seminar
2
[Hours/Week]
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Course credit prior to examination
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Yes
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Course credit prior to examination
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Yes
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Included in study average
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YES
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Language of instruction
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Czech
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Occ/max
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Summer semester
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0 / -
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0 / -
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0 / -
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Included in study average
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YES
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Winter semester
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0 / -
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0 / -
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0 / -
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Repeated registration
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NO
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Repeated registration
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NO
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Timetable
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Yes
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Semester taught
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Summer semester
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Semester taught
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Summer semester
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Minimum (B + C) students
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not determined
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Optional course |
Yes
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Optional course
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Yes
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Language of instruction
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Czech
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Internship duration
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0
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No. of hours of on-premise lessons |
0
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Evaluation scale |
1|2|3|4 |
Periodicity |
každý rok
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Evaluation scale for credit before examination |
S|N |
Periodicita upřesnění |
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Fundamental theoretical course |
No
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Fundamental course |
No
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Fundamental theoretical course |
No
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Evaluation scale |
1|2|3|4 |
Evaluation scale for credit before examination |
S|N |
Substituted course
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None
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Preclusive courses
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N/A
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Prerequisite courses
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N/A
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Informally recommended courses
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N/A
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Courses depending on this Course
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N/A
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Histogram of students' grades over the years:
Graphic PNG
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XLS
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Course objectives:
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The aim of the course is to acquaint students with the preparation and realization phase of the event. The student will adopt the basic tasks of event marketing management, i.e. tasks in the preparation of various events, including the plan, budget and project management, evaluation of the event, and its closure.
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Requirements on student
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The student gains the credit by achieving a determined amount of points. These points are obtained by fulfilling various activities during lessons that reflect the content of lectures and the current situation. Activities may vary from oral to written form including presentations of outcomes. Activities are rated. To get the credit, at least 70 % of the maximum possible points must be acquired. Students are informed about the system of collecting points during the first lesson.
The regular deadline for submitting the last activity is the last day of instruction in the semester. In case of not reaching the 70% level of available points for activities, the student will receive special activities, only one remake of activity is possible, the deadline for submitting the remade activity is the end of the third week of the examination period of the semester.
The final examination form is written and at least 70 % of possible points must be collected. Classification of student's knowledge:
- unsatisfactory: 0-69 % of possible written test points
- good: 70-79 % of possible written test points
- very good: 80-89 % of possible written test points
- excellent: 90-100 % of possible written test points
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Content
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Theoretical introduction to event marketing, management
Basic typology of events
The process of planning and creating an event marketing strategy
Event as a project
Submission of an event to external suppliers
Event controlling
Risks associated with the event
Development tendencies and future perspective of event marketing
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Activities
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Fields of study
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Guarantors and lecturers
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Literature
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Basic:
Lattenberg, Vivien. (2010). Event, aneb, Úspěšná akce krok za krokem : příručka pro organizátory. Brno : Computer Press, Vyd. 1.
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Basic:
Ziakas, Vassilios. (2017). Event portfolio planning and management : a holistic approach.
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Basic:
Berners, Philip. (2019). The practical guide to managing event venues.
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Extending:
Cavicchi, Alessio; Santini, Cristina. (2017). Food and wine events in Europe : a stakeholder approach.
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Recommended:
Jackson, Nigel A.; Angliss, Katie. (2018). A practical guide to event promotion. , First published.
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Recommended:
Šindler, Petr. (2003). Event marketing : jak využít emoce v marketingové komunikaci. Praha : Grada Publishing, 1. vyd.
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Recommended:
Gerritsen, Dorothé; Olderen, Ronald van. (2014). Events as a strategic marketing tool.
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Recommended:
Robinson, Peter,; Wale, Debra. (2010). Events management.
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Recommended:
Karlíček, Miroslav. (2016). Marketingová komunikace : jak komunikovat na našem trhu. , 2., aktualizované a doplněné vydání.
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Recommended:
Wynn-Moylan, Peter. (2018). Risk and hazard management for festivals and events.
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Recommended:
Saget, Allison. (2012). The event marketing handbook : beyond logistics and planning. [S.l. : s.n.].
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Recommended:
Lundberg, Erik; Armbrecht, John,; Andersson, Tommy D.,; Getz, Donald. (2017). The value of events.
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On-line library catalogues
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Time requirements
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All forms of study
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Activities
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Time requirements for activity [h]
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Contact hours
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30
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Preparation for an examination (30-60)
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30
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Graduate study programme term essay (40-50)
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25
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Presentation preparation (report) (1-10)
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10
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E-learning [dáno e-learningovým kurzem]
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10
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Total
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105
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Prerequisites
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Knowledge - students are expected to possess the following knowledge before the course commences to finish it successfully: |
To have a general knowledge of the area of project management and budgeting. |
Skills - students are expected to possess the following skills before the course commences to finish it successfully: |
To be able to create a harmonogram.
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To be able to make basic calculation. |
To have basic skills in computer and presentation technology. |
Competences - students are expected to possess the following competences before the course commences to finish it successfully: |
N/A |
N/A |
N/A |
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Learning outcomes
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Knowledge - knowledge resulting from the course: |
To know the technic of preparation and management of events.
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To know the modern trends in event marketing and management. |
Skills - skills resulting from the course: |
To be able to plan the event.
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To be able to manage the event. |
To be able to apply new trends in event marketing and management. |
Competences - competences resulting from the course: |
N/A |
N/A |
N/A |
N/A |
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Assessment methods
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Knowledge - knowledge achieved by taking this course are verified by the following means: |
Written exam |
Portfolio |
Skills - skills achieved by taking this course are verified by the following means: |
Written exam |
Portfolio |
Competences - competence achieved by taking this course are verified by the following means: |
Written exam |
Portfolio |
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Teaching methods
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Knowledge - the following training methods are used to achieve the required knowledge: |
Lecture |
Practicum |
Field trip |
Textual studies |
Individual study |
Discussion |
Self-study of literature |
Skills - the following training methods are used to achieve the required skills: |
Lecture with visual aids |
Seminar |
Field trip |
Task-based study method |
Collaborative instruction |
Individual study |
Competences - the following training methods are used to achieve the required competences: |
Lecture |
Lecture with visual aids |
Field trip |
Self-study of literature |
Individual study |
Discussion |
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