XEM_UMM Event Managment

Moravian Business College Olomouc
winter 2017
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Zdeněk Silný (seminar tutor)
PhDr. Jan Závodný Pospíšil, Ph.D. (seminar tutor)
Guaranteed by
PhDr. Jan Závodný Pospíšil, Ph.D.
Moravian Business College Olomouc
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The purpose of this course is to enable the students to acquire a general knowledge about the "event management" and to become familiar with management techniques and strategies required for successful planning, promotion, implementation and evaluation of special events. Expected student outcomes: - to acquire an understanding of the role and purpose(s) of special events in the organizations, - to acquire an understanding of the techniques and strategies required to plan successful special events, - to acquire the knowledge and competencies required to promote, implement and conduct special events., - to acquire the knowledge and competencies required to assess the quality and success of special events.
Syllabus
  • 1. Principles of Event Management (project management, resources, activities, risk management, delegation, project selection, role of the Event Manager).
    2. Preparing a proposal (market research, establishing viability, capacities, costs and facilities, plans, timescales, contracts).
    Clarity - SWOT analysis - estimating attendance - media coverage - advertising - budget - special considerations - evaluating success.
    3. Crisis plan (crisis planning, prevention, preparation, provision, action phase, handling negative publicity, structuring the plan).
    4. Seeking sponsors (different types of sponsorship, definition, objectives, target market, budget, strategic development, implementation, evaluation).
    5. Organizing the event (purpose, venue, timing, guest list, invitations, food & drink, room dressing, equipment, guest of honor, speakers, media, photographers, podium, exhibition).
    6. Marketing tools (types of advertising, merchandising, give aways, competitions, promotions, website and text messaging).
    7. Media tools (media invitations, photo-calls, press releases, TV opportunities, radio interviews).
    8. Promotional tools (flyers, posters, invitations, website, newsletters, ezone, blogs, tweets).
    9. Evaluation (budget, cost of event, return on investment, media coverage, attendance, feedback).
    10. Revision, final exam.
Literature
    required literature
  • ŠEDIVÝ, Marek a Olga MENDLÍKOVÁ. Public relations, fundraising a lobbing: pro neziskové organizace. Praha: Grada, 2012. ISBN 978-80-247-4040-9. info
  • VAN DER WAGEN, Lynn. Events Management: For tourism, cultural, business and sporting events. Frenchs Forest: Pearson Australia, 2010. ISBN 978-14-425-3488-9. info
  • SVOBODA, Václav. Public relations moderně a účinně. Praha: Grada, 2009. ISBN 978-80-247-2866-7. info
  • ŠINDLER, Petr. Event marketing: jak využít emoce v marketingové komunikaci. Praha: Grada, 2003. ISBN 80-247-0646-6. info
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms winter 2018, summer 2019, winter 2019, summer 2020.
  • Enrolment Statistics (winter 2017, recent)
  • Permalink: https://is.mvso.cz/course/mvso/winter2017/XEM_UMM