Course Outline GM 0608 EVENT MANAGEMENT Graduate School;
School of Business, Economics and Law
University of Gothenburg
May 2011
Responsible: Prof. Tommy D. Andersson
Lectures: Prof. Tommy D. Andersson, Prof. Harald Dolles, Lecturer Mia Larson, PhD
COURSE OUTLINE
Events are globally important in social and economic terms, are increasingly viewed as an essential
sector of tourism, and are crucial in destination marketing. There are many cities that target the
events sector and many venues where events are produced. This course therefore provides a
comprehensive overview of events management, covering all types of event destinations, venues
and operations. Specific attention is paid to the analysis, management and monitoring of the
economic and tourism benefits of the events sector.
Learning Objectives:

Understand the nature and significance of events in the context of destination
management and tourism.

Analyse the scope and potential of the events sector.

Application of generic management and marketing principles to the planning,
monitoring and evaluation of events.

Appraisal of the relevant research, case studies and literature on event management.
COURSE CONTENT
Each lecture is accompanied by powerpoint notes, textbook chapters and required readings.
A final exam will be scheduled.
Study questions are provided for each lecture. They are based on the lecture notes (powerpoint
slides) and readings.
1
Course Outline GM 0608 EVENT MANAGEMENT Readings are from the book Event Management and Event Tourism, second edition, by Donald
Getz. Additional readings are provided when appropriate.
The course also builds on team projects that aim at synthesizing knowledge and understanding. The
group work’s progress should be presented (power point presentations, max. 10 minutes per team) at
the beginning of every following lecture. All team members are expected to contribute to those
presentations. A one page written summary of the achievements should be provided to the lecturer
in hard-copy at least ahead of the presentation and a soft-copy to be send by email.
Overview and Sequence:
Lecture 1: Introduction to Events, Event Management and Event Tourism
Lecture 2: Planning Events; Site Planning, Operations and Logistics
Lecture 3: Destination Planning for Event Tourism
Lecture 4: The Event Experience, Programming and Quality Management
Lecture 5: Organization and Co-ordination; Human Resource Management; Volunteers
Lecture 6: Acquiring Resources and Financial Management
Lecture 7: Safety, Health, Risk Management and Security
Lecture 8: Marketing and Market Research; Communications
Lecture 9: Evaluation and Impact Assessment
Lecture 10: Cost Benefit Analysis of Events
Lecture 11: Event Studies
2
Course Outline GM 0608 EVENT MANAGEMENT LECTURE 1:
INTRODUCTION TO EVENTS, EVENT MANAGEMENT AND EVENT
TOURISM
Topics:
-
Event management and event studies
-
Concepts and definitions; typology of events
-
Careers and professionalism in the events field
-
Event management system model
Readings:
Chapters 1 and 2 of Event Management and Event Tourism (2005)
Dolles, H. & Söderman, S. (2008) Mega-Sporting Events in Asia: Impacts on Society, Business &
Management – An Introduction, Asian Business & Management, 7(2): 1-16.
Getz, D., Andersson, T.D. & Carlsen, J. (2010) Festival Management Studies: Developing a
Framework and Priorities for comparative and Cross-Cultural Research, International
Journal of Event and Festival Management, 1(1): 29-60.
Reflection:
In pairs, discuss events that you have participated in either as a volunteer, spectator or organiser.
What type of event was it? When and where was it held? Was it well-organised? Were there any
problems associated with the event? Do you recall anything special about the event? Overall, was
your experience of the event positive or negative?
Study Questions:
1: Define the main types of planned event (the typology) and key terms used in describing events
(e.g., special event; mega, hallmark, cause-related and media events)
2: What are the different ways of specializing in event management? (refer to the model: “studying
event management”).
3: How can the “event management system model” be used by managers? (e.g., as an “open-system
diagnostic tool”; refer to resources, inputs and outputs, the environments and environmental
scanning; refer to “stakeholder management”).
4: What are the major reasons why some events fail?
Team Project 1
Divide into small teams. Analyse the calendar(s) of events for the national capital city (cities) of
your county (countries) in 2010, 2011 and 2012. Construct a typology of events noting what type of
events (using the Getz 2005 typology of planned events) and the timing of the events. Based on this
analysis, select an event type and date for a hypothetical one-time event in your national capital (in
one of the national capitals within your team) in either 2011, 2012 or 2013.
3
Course Outline GM 0608 EVENT MANAGEMENT LECTURE 2:
PLANNING EVENTS; SITE PLANNING; OPERATIONS AND LOGISTICS
Topics:
-
Presentation of team project 1
-
Project planning and scheduling
-
Business and strategic plans for vents
-
The operations plan
-
Green operations and sustainable events
-
Site planning (including festival places)
-
Logistics; traffic management
Readings:
Chapters 3 and 4 of Event Management and Event Tourism (2005)
Dolles, H. & Söderman, S. (2010) Addressing Ecology and Sustainability in Mega-sporting Events:
The 2006 Football World Cup in Germany, Journal of Management & Organization, 16(4):
587-600.
Team Project 2
Select a venue for your hypothetical event in your national capital city (in one of the national
capitals within your team) applying the site planning principles of Getz 2007. Consider the type of
event and the most appropriate setting, location and site. Consider the “greening” of events,
especially outdoor events and minimising the potential impact on the environment of your event.
Study Questions:
1: Explain the project planning process for a one-time event.
2: What special issues are likely to occur in event project planning (specifically “fast tracking” and
“scope creep”)? Discuss the implications.
3: Describe how to conduct a “task analysis” and explain how it links to scheduling and costing.
4: Why should a business plan and strategic plan be prepared? What are their components?
5: What are the main components of the “operations plan”?
6: Define “logistics” and give examples from event management.
7: Describe how the major site planning principles can be applied to a festival place.
8: What are the three R’s applied to “green events”?
4
Course Outline GM 0608 EVENT MANAGEMENT LECTURE 3:
EVENT TOURISM
Topics:
-
Presentation of team project 2
-
The economic and tourism-related roles of events; goals
-
Destination planning, policy and marketing for event tourism; strategies
-
Developing an event tourism portfolio
-
Bidding on events
-
Leveraging events; media management to promote the destination
Readings:
Chapter 5 of Event Management and Event Tourism (2005)
Getz, D., Andersson, T.D. & Carlsen, J. (2010) Festival Management Studies: Developing a
Framework and Priorities for comparative and Cross-Cultural Research, International
Journal of Event and Festival Management, 1(1): 29-60.
Team Project 3
Identify the current tourism trends for the national capital city selected that will influence your
hypothetical event. Describe the main forms of tourism and the main tourism attractions of the
selected national capital city. Identify the peak, shoulder and low tourism seasons. Describe how
your event can be linked to tourism and destination promotion.
Study Questions:
1: Explain the 5 economic and tourism roles of events; specify related goals and strategies for each.
2: Explain the destination event “portfolio” as an event tourism planning and evaluation tool; why
are hallmark events more important than mega-events?
3: What are the key strategies for leveraging benefits from events? How is media management
related to event tourism?
4: Who bids on events and why? What is a typical bid process?
5
Course Outline GM 0608 EVENT MANAGEMENT LECTURE 4:
THE EVENT EXPERIENCE, PROGRAMMING AND QUALITY
MANAGEMENT
Topics:
-
Presentation of team project 3
-
Program planning and the portfolio concept
-
The elements of style
-
The program life cycle
-
Program and service quality
-
Quality management
Readings:
Chapter 6 of Event Management and Event Tourism (2005)
Team Project 4
Plan a program for your event including elements of style, experience and celebration. Generate
different ideas through brainstorming then screen, test and refine those ideas. Discuss how you will
mange the quality of the event and overall experience that you will provide.
Study Questions:
1: What are the main steps in “program planning” for events?
2: Explain the programming portfolio concept and how the value of programs can be determined.
3: Define “elements of style”. Illustrate how they can be used in programming a specific type of
event. What elements of style are most associated with festivals?
4: How is the life cycle model applied to events and to event programs?
5: How are program and service quality defined and measured?
6: Outline the process of quality management for events.
7: For each of the “service quality elements” give an example to show how events can increase their
customers’ satisfaction.
6
Course Outline GM 0608 EVENT MANAGEMENT LECTURE 5:
ORGANIZATION AND CO-ORDINATION; HUMAN RESOURCE
MANAGEMENT; VOLUNTEERS
Topics:
-
Presentation of team project 4
-
Perspectives on event organizations (Who does it, and why?)
-
Organizational structures for events
-
Organizational culture and the learning organization
-
Special human resource issues for Events
-
Volunteer motivation and management
Readings:
Chapters 7 and 8 of Event Management and Event Tourism (2005)
Larson, M. (2009) Joint Event Production in the Jungle, the Park, and the Garden: Metaphors of
Event Networks, Tourism Management, 30(3): 393-399.
Team Project 5
Propose an organisational structure for your event, Define the roles and responsibilities of staff and
volunteers in your event organisation. Develop a Human Resource Plan to recruit, manage and
motivate event volunteers needed before and during the event.
Study Questions:
1: Explain the fundamental differences in mandates and goals between the three generic types of
event organizations.
2: What is organizational culture and why is it an important consideration when setting up an event
organization?
3: What can be done to create a learning organization? Why is this important?
4: What are the main human resource management challenges facing events? Are they unique to
events?
5: Explain why people would volunteer for a particular type of event. How do you use this
knowledge to motivate them?
6: What is volunteer “burn-out” and how can it be prevented? And “rust-out”?
7
Course Outline GM 0608 EVENT MANAGEMENT LECTURE 6:
ACQUIRING RESOURCES AND FINANCIAL MANAGEMENT
Topics:
-
Presentation of team project 5
-
Why and how to do a feasibility study
-
Generating revenue (client fees; grants; fund raising)
-
Sponsorship
-
Admission fees; break-even analysis
-
Merchandising and licensing
-
Financial management; the budget
Readings:
Chapter 9 of Event Management and Event Tourism (2005)
Andersson, T. & Getz D. (2007) Resource Dependency, Costs and Revenues of a Street Festival,
Tourism Economics, 13(1): 143-162.
Team Project 6
Identify revenue sources for your event, as well as the main fixed and variable costs associated with
the event. Identify the break-even point for the event the break-even price of entry for the event. List
the potential benefits that you will offer sponsors. Provide a summary account of the event revenue
and expenditure.
Study Questions:
1: What are the reasons for conducting an event feasibility study? Outline the process.
2: How is the budget a planning tool? How is it linked to task analysis and scheduling?
3: How is “break-even analysis” used in event budgeting?
4: Discuss the merits of “free” admission versus alternative admission fee structures.
5: What benefits do events and corporations want from event sponsorships? What are the major
risks, including “ambush marketing”?
6: What are the main criteria used by potential sponsors to make a sponsorship decision?
7: Outline the “event sponsorship framework” including examples of the different “platforms”.
8
Course Outline GM 0608 EVENT MANAGEMENT LECTURE 7:
SAFETY, HEALTH, RISK MANAGEMENT AND SECURITY
Topics:
-
Presentation of team project 6
-
Special hazards and threats associated with events
-
The comprehensive health and safety plan
-
The comprehensive risk management plan
-
Alcohol risk management
-
Crowd management and control
Readings:
Chapter 10 of Event Management and Event Tourism (2005)
Team Project 7
Identify the main safety, health and security risks associated with the event. Develop strategies for
managing these risks in order of priority. Develop a Health and Safety plan that covers the main
forms of risks identified. Demonstrate that you have embraced the principles of CSR in your event.
Study Questions:
1: What unique risks are associated with events, for organizers, participants, sponsors, guests and
the general public?
2: Describe the main elements in a health and safety plan. Include a discussion of how site capacity
is important and how it can be determined.
3: Define “risk management” for event managers. Give examples of the special risks for events.
4: Outline a risk management plan including generic strategies for dealing with risks.
5: What are the main principles of alcohol risk management? What related training is needed for
staff and volunteers?
6: Distinguish between crowd management and crowd control. Give examples .
9
Course Outline GM 0608 EVENT MANAGEMENT LECTURE 8:
MARKETING, MARKET RESEARCH, AND COMMUNICATIONS
Topics:
-
Presentation of team project 7
-
The marketing mix for events
-
Marketing planning and measuring demand
-
Motivations for attending events; tourists and residents
-
Segmentation and selecting target markets; benefits
-
Marketing strategies
-
Market research; surveys
-
The communications mix
-
Sponsor-event fit
-
Packaging
Readings:
Chapters 11, 12, 13 of Event Management and Event Tourism (2005)
Dolles, H. & Söderman, S. (2010) Sponsoring the Bejing Olympic Games – Patterns of Sponsor
Advertising, Asia Pacific Journal of Marketing and Logistics, 22(1): 8-24.
Dolles, H. & Söderman, S. (2018) Formula One in the US. Interview with Joie Chitwood III
President and Chief Operating Officer Indianapolis Motor Speedway LLC, International
Journal of Sports Marketing & Sponsorship, 10(1): 11-14.
Team Project 8
Identify the marketing mix for your event. Plan your marketing and estimate the likely demand,
penetration rate and market segments that you could target. Design a communication mix to
maximise exposure and attendance of your event.
Study Questions:
1: What are the marketing mix elements for events (distinguish between “experiential” and
“facilitating components”)?
2: How do you create a tourist orientation for events? Why, and how, are the needs and preferences
of tourists different from those of residents when attending events?
10
Course Outline GM 0608 EVENT MANAGEMENT 3: In the “practical marketing and segmentation strategy” for events, why should the marketer
distinguish between local and regional market areas and other markets?
4: How are intrinsic and extrinsic motives different? Why are some people attracted for generic
reasons and other for event-specific reasons?
5: What are the six main categories of segmentation and how are they applicable to event
marketing?
6: Discuss why packaging is vital for event tourism.
7: How do you use the “framework for targeted event packaging”? develop a package.
8: What are the main elements in the communications mix?
9: Why and how are visitor and market area surveys conducted?
LECTURE 9:
EVALUATION AND IMPACT ASSESSMENT
Topics:
-
Presentation of team project 8
-
Evaluation concepts and methods
-
Economic impact assessment
-
How to maximize the economic benefits of events
-
Costs and benefits evaluation; the distribution of costs and benefits
Readings:
Chapter 13 of Event Management and Event Tourism (2005)
Andersson, T., Armbrecht, J. & Lundberg, E. (2008) Impact of Mega-events on the Economy, Asian
Business & Management, 7(2): 163-179.
Team Project 9
Estimate the economic benefits that will flow from your event for the city and compare those with
the estimated costs. Identify other intangible costs and benefits of your event and place a value on
those. Determine whether the net benefits of your event are positive or negative.
11
Course Outline GM 0608 EVENT MANAGEMENT Study Questions:
1: What evaluation methods are suitable for sponsorship accountability, social and environmental
impacts, and for improving management effectiveness and efficiency?
2: On an event visitor survey, what are the crucial questions needed to assess economic impacts?
Explain the “attribution problem”.
3: What can be done to maximize economic benefits of events to the host community?
4: Why is the distribution of costs and benefits an even more important issue than estimation of total
economic impacts?
LECTURE 10
COST BENEFIT ANALYSIS OF EVENTS
Topics
-
Presentation of team project 9
-
Economic evaluation research
-
The economic value and consumer surplus
-
Methods for measuring willingness-to-pay
-
The multiplier and the attribution problem
Readings
Andersson, T., Armbrecht, J. & Lundberg, E. (2008) Impact of Mega-events on the Economy, Asian
Business & Management, 7(2): 163-179.
Andersson, T. & Getz D. (2007) Resource Dependency, Costs and Revenues of a Street Festival,
Tourism Economics, 13(1): 143-162.
Team Project 10
Present the hypotetical event of your team in its final outline to the class. Each group will have 25
minutes to profile the event, the venue, the program, event tourism, sponsorship and the
management, marketing and evaluation of the event.
Study Questions
1. Give examples of important “tangible” and “intangible” costs and benefits linked to events.
2. Discuss the value of an event in relation to financial impacts.
12
Course Outline GM 0608 EVENT MANAGEMENT 3. How is it possible to measure the "true" economic value?
4. Discuss when and why it is important to consider the opportunity cost.
LECTURE 11:
EVENT STUDIES
Topics
-
Presentation of team project 10
-
What are event studies?
-
Major themes and core phenomenon
-
Developing the body of knowledge
Readings
Geetz, D. (2007) Event Studies. Theory, research and policy for planned events (Chapter 1)
No Study Questions
Final preparation for examinations
The slides used for presenting team project 10 should be send to the lecturer(s) involved ahead of
the presentation by email. There is no handout (summary) needed for this presentation.
BIBLIOGRAPHY
Periodicals, e.g.
Event Management (formerly Festival Management and Event Tourism)
Journal of Convention and Exhibition Management (Re-named recently as Convention and Event
Management)
International Journal of Sport Marketing and Sponsorship
13
Course Outline GM 0608 EVENT MANAGEMENT Books, e.g.
American Sport Education Program (eds)(1996) Event Management for Sport Directors. American
Sport Education Program. Champaign, Ill.: Human Kinetics.
Andersson, Tommy D. et al. (1999) The Impact of Mega Events. Ostersund, Sweden: ETOUR.
Crompton, John L. (1999) Measuring the economic impact of visitors to sports tournaments and
special events. Ashburn, Va.: Division of Professional Services, National Recreation and Park
Association.
Getz, Donald (2005) Event Management & Event Tourism. 2nd ed. New York: Cognizant.
Getz, Donald (2007) Event Studies. Theory, research and policy for planned events. Oxford:
Butterworth-Heinemann
Goldblatt, Joe Jeff, and McKibben, Carol F. (eds) in conjunction with the International Special
Events Society (ISES)(1996) The Dictionary of Event Management. New York: Wiley.
Goldblatt, Joe Jeff (2002) Special Events. 3rd ed. New York: Wiley.
Graham, Stedman, Goldblatt, Joe, and Neirotti, Lisa (2001) The Ultimate Guide to Sports
Marketing. 2nd ed. Chicago: Irwin.
McCabe, Vivienne, Poole, Barry, Weeks, Paul, and Leiper Neil (2000) Business and Management of
Conventions. Brisbane: Wiley.
Allen, Johnny, McDonnell, Ian, Allen, Johnny, and O'Toole, William (2010) Festival and Special
Event Management. 4th ed. Brisbane: Wiley
Kent, Penny (2006) The Art of the Show: An Introduction to the Study of Exposition Management.
3rd ed. Dallas: IAEM Foundation.
Mossberg, Lena (ed.)(2000) Evaluation of Events: Scandinavian Experiences. New York:
Cognizant.
O’Toole, William, and Mikolaitis, Phyllis (2002) Corporate Event Project Management. New York:
Wiley.
Travel Industry Association of America (1999) Profile of Travelers Who Attend Sports Events: A
Special Study Based on TravelScope. Washington, D.C. : Travel Industry Association of
America
Shone, Anton, and Parry, Bryn (2007) Successful Event Management: A Practical Handbook. 2nd
ed. London: Continuum.
Skinner, Bruce E., and Rukavina, Vladimir (2003) Event Sponsorship. Hoboken, NJ: Wiley.
Tarlow, Peter E. (2002) Event Risk Management and Safety. New York: Wiley.
14