None

Recommended Texts:
Bowdin G., Allen J., O'Toole W., Harris R., & McDonnell I., (2006) Events Management, 2nd Edition, Elsevier, London
Shone A., & Parry B., (2004) Successful Event Management. A Practical Handbook, 2nd Edition, Thomson, London
Van Der Wagen L., & Carlos B., (2005) Event Management For Tourism, Cultural, Business and Sporting Events, Pearson Education, New Jersey

Supporting Texts:
Rutherford Silvers J.,(2004) Professional Event Coordination, Wiley & Sons, New Jersey
Sonder M., (2004) Event Entertainment and Production, Wiley & Sons, New Jersey

Details:- 100% assignment: creating an event concept, incorporating a feasibility study. This will assess all Learning Outcomes.

The learning strategy for the module requires students to commit 150 learning hours (including assessment). Of this there will be 36 hours of class support and 114 hours of independent and self directed study. Lectures will provide students with a broad theoretical overview and the conceptual frameworks needed to generate ideas for events and to investigate their feasibility through the research process. Tutorial support activities and workshops (24 hours) will provide the opportunity for students to develop a range of analytical techniques to evaluate event concepts and their market potential.This will include individual and group activities, discussions and case study analysis.
A further 114 hours of independent study will require students to undertake preparatory reading and research on assigned material in order to participate in class both individually and as part of a group.

The purpose of this module is to examine the role, value and practice of marketing research in events marketing. Event managers undertake research to ascertain the purpose, goals and objectives of an event. The outcome of this research produces an event where each facet and component is interdependent but seamlessly merged by the event manager to produce a smooth operation based on needs, wants and expectations of the consumer.

Topics covered will be drawn from:
Scope and definition of research
Research design
Data Collection methods
The research process including identifying research needs, planning, organising and reporting research.
Data analysis and interpretation.

Research into event marketing will involve focusing on conceptualising events and assessing feasibility of alternatives. Students will focus on:

- Types & purpose, dimensions and elements of events
- Relationship between event managers and other stakeholders
- The impact of events on the community and environment (PEST factors)
- The role of sponsorship and the media in events
- Ethical issues

Students will also:
- Identify the needs of the target audience
(Application of the marketing research process)
- Review resources - financial & other
- Identify an appropriate venue
- Establish timing and duration of the event
- Review logistical requirements of the event
- Discuss the feasibility of event concepts; understand the interdependence of event elements to forecast gaps and discrepancies in an event plan (evaluate the event concept)