Event Planning for Business
INSTRUCTOR'S INFORMATION
Name: Rob Seitz
Office location: Adjunct’s Office, 16 W. 61st St., 10th Floor
Telephone: 914-393-6144
E-mail: robs@robseitz.com
Office hours: By appointment
COURSE INFORMATION
Term and date: 09/09/14 – 12/16/14
Course number and section: COMM 663 - M04 Seminar
Credits: 3
Meeting times: Tuesday, 9:35 am – 12:35 pm
Building and room number: 16 W. 61st St., Room 1026
Prerequisites and co-requisites: None
COURSE DESCRIPTION
Event Planning for Business is designed to give students hands-on experience in producing events from the
conceptual phase to implementation, review, and assessment. This course prepares students to become
event planners and to learn to work collaboratively in teams; develop programing and marketing strategies;
understand the importance of preparing a realistic budget and budget management, and work within specified
time frames.
Emphasis is placed on the importance of identifying the event’s objective, researching its feasibility and likely
outcome, and event design, planning, marketing, contingency planning, and outcome. This course is very
interactive and will require students to take concepts and ideas surrounding event planning and apply them to
at least one major event and two hypothetical events or one additional actual event, depending on the skills
set of the class, its organizational skills, ability to work as a team, scheduling, budgetary considerations and
other resources.
STUDENT LEARNING OUTCOMES
Upon successful completion of Event Planning for Business, students should be able to:
1. Describe and explain the roles and responsibilities of an event planner.
2. Identify and describe the procedures used for developing successful events that deliver the desired
outcome for their employer or client.
3. List and describe the elements that contribute to successful events.
4. Develop a concept, budget, organization and production schedule; choose and secure a venue based
on event requirements, and target audience; develop a marketing campaign using audienceappropriate promotional (including traditional and social media), and determine the need, availability
and feasibility of event-specific specialty items including but not limited to entertainment, guest
speakers, guest transportation, goody bags, security and other special needs.
5. Develop contingency plans for an event, addressing potential crises/risks.
6. Identify and secure appropriate sponsorships/underwriters for events.
7. Analyze and assess, through survey research methods, the outcomes of an event as related to the
event’s intended goals.
8. Develop leadership and organizational skills through working with others and through the overall event
planning process.
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NYIT Global Competencies:
Business professionals in the 21st century need to be prepared to work in a global environment. For an event
planner, this may include the need to understand, respond and adapt to different cultural mores without
compromising their values and professional standards of the event planning industry. The ability to identify the
interdependencies among cultures and to be able to collaborate and participate effectively in social and
business settings globally will enrich the student personally and professionally. Upon completion of the Events
Planning course, students should be able to:



Recognize that global issues are just that – Global. A successful meeting planner will be able to
identify international trends and points of view in order to present as many perspectives as possible
when planning any meeting or event that may have a multi-cultural audience.
Be prepared to work with and communicate effectively with people from different cultures and
countries who do not speak, read or write the event planner’s first language and whose standard
business and social practices may be quite different than their own.
Recognize the importance of teamwork including the need for a small number of team leaders and a
large number of team players – all equally important in producing flawless successful events.
Methods of Assessment
Students will be assessed and graded using a variety of methods including but not limited to written tests and
papers, in-class presentations, participation in event-planning projects, on-time weekly class attendance and
active participation in class discussions and the frequent “brainstorming” break-out sessions we will have for
planning events and progress reports. Students will work in teams to plan and produce at least one major
event by the end of the semester
Professionalism (class attendance & participation)
One quiz
Comprehensive Special Events Plans (2 parts)
Mid-term Project: Promote & develop audience for Career Services special event
Final Project: Plan, Promote & Produce one Final Event
5%
15%
20 & 25%
10%
25%
Comprehensive Special Events Plans (2 parts)
Part 1: Using a 23-Point Event Planning Checklist provided by the professor, students will research and write a
two-part plan for one special hypothetical event. The first part of the proposal should include “big picture” ideas
successfully planning, promoting, and producing the event. Each student will give an oral presentation of their
proposed event in front of the professor and classmates. A critique will follow, including questions from the
professor and fellow students.
The professor will have the final say as to whether or not the proposal can and should move on to phase two
or if a new and different event proposal will be required.
Part 2: Following the initial presentation, each student will further develop and fine-tune their event proposal
based on feedback received to make the event as realistic and as feasible, as possible.
Each presentation should be professionally presented. A PowerPoint or comparable presentation is expected,
accompanied by a typewritten addendum providing specific details on the key components required to make
the event a success. The revised, second part of the event proposal should be a typewritten production and
promotional plan, and proposed budget and schedule. Accompanying illustrations, if needed, will be
permissible but the emphasis should be placed on answering any questions or objections received following
the in-class presentation. This part of the event proposal will not be presented to the class. It will be submitted
to the professor for evaluation & grading.
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Mid-term Project: STEAM Career Fair, Thursday, Oct. 30, 2014, Manhattan campus
http://www.nyit.edu/career_guide/career_fairs/
For the second year in a row, the Event Planning class has been asked to assist with the promotion of the
STEAM (Science, Technology, Engineering, Arts, Mathematics) Career Fair. This provides Event Planning
class students with an opportunity to get an introduction to event planning without having to be responsible for
all of the details that go into making an event successful, in this case, a college job fair that is beneficial for
both the employers in attendance and the students attending.
Our assignment will be primarily to help create awareness and develop an audience of students to encourage
attendance at the event. Based on our my class’ experience last year, a surprisingly large number of NYIT
students were unaware of not only the STEAM Career Fair but about the many services offered to NYIT by
Career Services.
From the start of the semester up until the actual day of the event, the Event Planning Class will be planning
one mini-event (October 28), plus developing and executing a promotional campaign to get students to
become aware of not only the fair but of Career Services’ many resources for helping a student best prepare
for internships and post-graduation employment. This assignment will involve all members of the class and be
undertaken as a team-based group project. Active involvement and participation by each student in some
aspect of the event will be required. Each student should assume a specific responsibility(s) within their team
in preparing the October 28th Mini Event proposal for our client (Career Services) and promotional plan for
reaching our target audience. The proposal should include, but not be limited to identifying and securing an
appropriate venue, itemizing equipment needed for the event, time schedule for preparing and executing major
tasks needed and to be finalized prior to the event, and budget
After the event, each student will write a report that reviews and evaluates the event based on the proposal’s
goals, including an overview of the event’s purpose and structure, what went according to the plan, what could
have been improved, and the role and responsibility of the student in the process. The report should be
typewritten, double spaced, and not exceed 10 pages in length.
COURSE MATERIALS & REQUIRED TEXTS:


A Curious Invitation, Suzette Field, (October 2012), Picador Press, ISBN-13: 978-1447209553
Selected event planning trade magazine articles, copied and bound ($25 for packet), selected
and assembled by professor.
Additional Recommended Texts:
 Event Planning: The Ultimate Guide To Successful Meetings, Corporate Events, Fundraising
Galas, Conferences, Conventions, Incentives and Other Special Events, Allen, J. (2009), Wiley;
2nd Edition, ISBN-13: 978-0-470-15574-5
 The Business of Event Planning, Allen, J. (2007), Wiley, ISBN-13: 978-0-470-83188-5
On-line Resources:


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SuccessfulMeetings.com
Mcmag.com
Other: Event Planner’s Toolkit*:
Scissors, stapler, clear plastic packing tape, duct tape, cell phone and laptop (or comparable), thumb
drive and other tech back-up duplicates, power cords for laptop and cell phone, four or more AA and AAA
batteries, clear monofilament wire, tape measure, various weights, thumbtacks/push pins, pad(s) of
paper, pens and sharpies, name tags, hole-punch, hammer, Phillips and flat-head screwdrivers, pliers,
rope, camera, large sturdy plastic garbage bags, paper towels, do-not-cross police emergency tape,
indoor and outdoor extension cord, three-prong adaptor, matches, candle(s), flashlight, Asian, European
and/or U.S. electrical outlet adaptors, bottled water, rubber gloves, metal strong box, raffle tickets.
Policy for make-up exams and missed or late assignments:
Make-up exams, assignments, and presentations are given at the instructor’s discretion, as is the format
of the make-up exam etc. Student must present official documentation of the legitimate reason for
missing an event, proposed event presentation, class activity associated with an event, special
assignment, or any other task determined by the professor and/or event team leader on the assigned
deadline. Dire illness, death in in the family, etc. can be documented with obituaries, funeral cards, and
official notes from healthcare providers.
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Course Syllabus Fall 2014
Class 1
September 9:
“Wonderful Weirdos Day”
“National Teddy Bear Day”
Lecture
Introduction to key
elements of Event
Planning including 23point Event Planning
checklist
Overview of different
types of Special Events
for Business
Identifying class
members’ individual
strengths and special
skills.
Embrace NYIT’s
international enrollment.
Discuss cultural similarities
and differences and
practices.
Class 2
September 16:
*Trail of Tears
Commemoration Day;
*Intl. Square Dancing
Month;
*National Piano Month
Lecture
Report on Prof.’s
meeting with Career
Services.
Continuation of
discussion &
explanation of Career
Planning Checklist.
Guest Speaker: Career
Services
Class Discussion
In class small group
brainstorming of ideas for
promoting FIRST event
(Oct. 28) in conjunction with
Career Services’ STEAM
Career Fair, October 30th
(Science; Technology;
Engineering; Architecture:
Math.)
What is “Plan B”?
Identifying class members’
individual strengths and
special skills. Embrace
NYIT’s international
enrollment.
Discuss cultural similarities,
differences and practices.
Establish teams; assign
individual responsibilities for
making STEAM event(s) a
success.
Class Discussion
Informal presentation to
guest speaker about initial
ideas for promotion. Q&A
with guest speaker. Make
note of her or his feedback!
Challenges presented to
the Event Planner.
Overcoming these
challenges with a strategy
that will realize Client’s
goals. Establishing a
Contingency Plan/Plan B
Fine-tuning or discarding
and starting over with new
ideas for promoting STEAM
5
Homework
Follow through on
tentative promotional
plans. What’s needed
to make these plans
feasible; what won’t
work and
Homework
Follow through on any
revisions needed to
proposed promotional
strategy and October
28th event
Class 3
September 23
National Day for Saudi
Arabia
Food for Thought:
OCTOBER Monthly
Observances:
*Bullying Prevention
Month
Lecture
Continuation of
discussion &
explanation of Career
Planning Checklist.
Discussion & feedback
on students STEAM
Career Fair promotional
ideas.
*Employee Ownership
Month
Class Discussion
Present team
suggestions for
promotional events &
opportunities leading up
to STEAM Career Fair
Oct. 30th and STEAM
mini-event Oct. 28th
Present ideas for the
October “National
Observance Month” of
your choice.
Homework
Research, identify,
confirm, brief, alert, etc.
classmates and professor
of accomplishments
and/or roadblocks or
objections to proposed
promotional initiatives,
including BUDGET and
other requirements for Oct.
28th mini event.
Read Ch. 1-5 of textbook,
“A Curious Invitation”
Research significance of
ONE of the “National
Month” observances listed
here. Draft a short
summary of your
understanding of the
observance you chose,
why it is celebrated, and
five or more ideas for a
HYPOTHETICAL event
that you would produce to
observe this month.
*Financial Planning Month
*National Arts &
Humanities Month
*International Strategic
Planning Month
* LGBT History Month
Can you tie-in to the
STEAM event?
Class 4
September 30
*Ask A Stupid Question
Day
*Blasphemy Day
*International Translation
Day
OCTOBER Monthly
Observances:
*Bullying Prevention Month
*Employee Ownership
Month
*Financial Planning Month
*National Arts &
Humanities Month
*International Strategic
Planning Month
* LGBT History Month
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Lecture
“Final” review of Event
Planning Checklist
Discussion of Mid-term
paper/exam: Making
your Birthday a National
or International Event
QUIZ – What we’ve
learned so far
Class Discussion
Present STEAM
promotion ideas to client
for final approval
2-part Mid-term and
deadlines discussion
and review
Homework discussion.
How to apply National
Observances to STEAM
Homework
Begin individual and
group production and
execution of STEAM
Career Fair promotions.
Plan one per week
between now and
October 28th “mini
event”
Class 5
Lecture
Guest Speaker:
Crisis Management and
Event Planning
Class Discussion
Homework
Q&A with guest speaker
on “what ifs” for upcoming
STEAM promotions
Read Chapters 6 – 10 of
“A Curious Invitation”
Press Release writing
Update on STEAM
audience development
initiative Week 1 of 4
Class 6
October 14
Lecture
Class Discussion
Media Relations
Brainstorming and
discussion of Final Event
National Be Bald & Be
Free Day
Two months to Final
Exam/Final Event: Plan
Now/Plan Big!
Class 7
October 21
Lecture
Guest Speaker:
October 7
National Frappe Day
National Reptile
Awareness Day
Class 8
October 28
Q&A about Mid-term
National Candy Day
Class 10
November 11
Homework
Securing Sponsors and
Building a Budget: Part 1.
Lecture
Class Special Event:
Class Discussion
Pre-event Checklist
Homework
Finalize Mid-Term/
Part 1
Lecture
Mid-term Part 1:
In-class, individual
presentations
Class Discussion
Post-event Analysis
Homework
Lecture
Discussion on Mid-term
papers and their return.
Class Discussion
Student Leadership
Experience
Leadership Skills and
the Event Planner
Final Event
brainstorming/discussion
Feedback on student
presentations
Veterans Day
Mickey Mouse’s
Birthday
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Lecture
Review: Budget
Planning, Securing
Sponsorships &
Audience Development
Final promotional/
audience development
outreach for STEAM minievent
Based on feedback,
prepare Mid-term Part 2
(final) proposal for Nov. 11
submission
Homework
Research articles on
Leaders/Leadership and a
major event associated
with that person. How was
the event executed?
Fine-tune final event plans
with other classmates
(including cross-class
involvement)
Catch up Day
Class 11
November 18
Homework
Begin research on
Birthday National
Celebration” Mid-term
paper/presentation
Class Discussion
Final preparation for
Oct. 28th STEAM Career
Fair.
Promoting Awareness of
STEAM Career Fair
Class 9
November 4
1-2 page Press Release
about one of the events
written about in “A Curious
Invitation”. Include your
spin and ideas for planning
and promoting one of the
fictitious parties written up
by the author
Class Discussion
Group Presentation on
Final Event Dec. 16
Developing “To-Do List” for
December 16th
Homework
Work with
partners/groups on
details for Final Event
Class 12
November 25
International Day for the
Elimination of Violence
Against Women
DECEMBER Monthly
Observances:
*World AIDS Month
*National Drunk &
Drugged Driving (3D)
Prevention Month
*National Write a
Business Plan Month
Safe Toys & Gifts Month
Take a New Year’s
Resolution ot Stop
Smoking
Universal Human Rights
Month
Tolerance Week
Human Rights Week
Chanukah: Dec. 16-24
Christmas, Dec. 25
Class 13
December 2
Lecture
Guest Speaker:
Technology Tools &
Trends in Event
Planning
Class Discussion
Q&A with guest speaker
Discussion of Event
Planning Checklist as it
applies to Final Event
Review: Press Release
writing, media relations,
and promotional tools in
general
Review of Event
Planning Checklist, as it
applies to final event
Lecture
Guest Speaker:
Career Opportunities for
Event Planners
(tentative)
Homework
Research one
technology application
of your choice used by
the Event Planning
industry. Write a short
(two to three pages) of
how the technology has
evolved, its main
players, and main
industry applications.
Write a press release
(no more than two
pages) on the use of
this technology, either
as a new product launch
or an example of how
one trade show or other
event successfully
deployed the
technology.
Class Discussion
Q & A With Guest
Speaker
Presentation on
Semester Activities
Homework
Final preparation and
review of Event
Planning Checklist for
Class Final Special
Event
Final Review for Final
Class Special Event
Class 14
December 9
Lecture
Final Semester Review
and Catch up
Class Discussion
Final Semester Review
and Catch up
Homework
Final planning and last
minutes details for next
week’s Final Special
Event
Lecture
Class Final Special
Event
Class Discussion
Homework
Human Rights Week:
Dec. 10-17
Class 15
December 16
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NYIT Institutional Policies
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Be on time and do not miss more than three classes without a valid written excuse. Being late three times is
equivalent to one absence. Being absent more than three times, without a valid written excuse, are grounds for
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It is the student’s responsibility to inform the instructor of his/her intention to withdraw from a course. If a student has
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