1. Evaluate the strategic management theory underpinning event planning
Knowledge and Understanding
Learning
Enquiry

2. Critically evaluate the use of technology in the event planning process
Analysis
Enquiry

3. Develop a comprehensive and detailed event plan
Knowledge and Understanding
Communication
Application

4. Analyse and apply generic evaluation theory and methods to event management and event tourism Problem Solving
Analysis
Application

5. Evaluate the impact of an event on stakeholders and the wider environment
Reflection
Communication

Element 1: Attendance at an event and evaluation of the impact of an event on stakeholders and the wider environment (Presentation - 10 minutes). Weighted at 10% (LO5).

Element 2: Individual written evaluation of the strategic management theory underpinning event planning and the use of technology in the event planning process (2000 words). Weighted at 60% (LO1 & LO2).

Element 3: Group presentation of a comprehensive and detailed event plan, analysing and applying evaluation theory and methods to event management. (15 minutes). Weighted at 30% (LO3 & LO4).

In this module you will be given the opportunity to apply the concepts and theory developed throughout the programme to the planning of an event, recognising the changing reality of the event environment and the challenges it presents to the event professional. An understanding of the wider environment is imperative, with heightened attendee expectations, globalisation, Corporate Social Responsibility, technology, greater focus on rate of return by funders and other stakeholders, and an increasingly competitive event marketplace. Event creation and planning is therefore a strategic and multi-layered responsibility requiring strategically focused, stakeholder-centric and reflective professionals

You will also examine the extent to which mainstream theory is being employed to develop event-specific theory, and to influence the core practices of event management and event tourism. You will explore the theory and methods to improve event management and event tourism, using mainstream management theories and methods, as well as examples from events literature and consider methods that can be used effectively in the real world.

Technology is integral to the event planning process, from initial planning stages right through to post event debriefing. With the events attendee now having greater access to knowledge and being more connected, technology has become crucial to the enhancement of the event experience. The module therefore will also explore how successful use of technology can enhance an event to maximise audience participation, increase revenue, cut costs and make it more personal, tangible and unforgettable, noting how the modern event must focus on engagement, connection, interaction and stimulation of participation in ways that have until now not been possible.

Drawing on generic evaluation theory and methods, event and tourism research and real-world experiences, you will use available concepts and tools to establish a comprehensive evaluation system and implement evaluation projects.

The learning strategy for full-time/part-time on-campus and other delivery modes requires students to commit to 150 learning hours (including assessments). Of this, there will be 36 hours of class/workshop support and 114 hours of independent and self-directed learning for students working alone or as part of a learning group.

There will be a formative assessment embedded within this module which will assess learning to date. This will consist of a student-led debate and an online quiz.

The tutor led sessions will tend to follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to perform set exercises/case study, etc., these will include the analysis, discussion and presentation of case-based work both individually and as part of a learning group. Students will be expected to obtain supplementary information from a number of sources as part of their preparation, as recommended by the tutor.

Evans, N. (2015) Strategic Management for Tourism, Hospitality and Events. Abingdon: Routledge.
Getz, D. (2018) Event Evaluation: Theory and Methods for Event Management and Tourism. Oxford: Goodfellow Publishers Ltd.

Martin, V. and Cazarré, L. (2016) Technology and Events: How to Create Engaging Events. Oxford: Goodfellow Publishers, Ltd.
O’Toole, W. (2010) Events Feasibility and Development: From Strategy to Operations. Oxford: Butterworth-Heinemann.

Sharples, L., Crowther, P., May, D. and Orefice, C. (2016) Strategic Event Creation. Oxford: Goodfellow Publishers Ltd.

VLE learning support material to be provided for independent /self-directed learning.

Module handbooks

Open Textbook Library

Selected contemporary problem/practice based case examples

This module will outline the who, what, where, when, why and how of event planning. Formulating an event business plan will help to communicate the strategic plan for taking the event forward. Throughout the module, this essential event tool will be developed to enable you to understand the importance of forming and communicating the vision, purpose and benefit of the event, as well as illustrating the event viability and sustainability. In addition you will gain knowledge of how to budget, plan resources and delivery, raise funding and measure event success.