module specification

The module forms a comprehensive introductory study of the events industry looking both at working practices and academic theory related to festivals, concerts, sporting events, exhibitions, and many other forms of public and private gatherings.
 

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The module provides an introduction to the events industry. It considers the nature of events as a type of product within the business, leisure and tourism sectors and the market for different types of events. Specific aims are:

1. To introduce the concept of events and their role in business, leisure and tourism.

2. To classify the range of events and their particular characteristics.

3. To identify the determinants of demand for different types of events and analyse trends in the market.

4. To examine the significance of events from a number of perspectives: economic, socio-cultural, political and environmental.

5. To introduce the concept of the events management system.

The principal graduate attribute focused on in this module is A3.

1. Meaning and importance of events; role in society and in the business, leisure and tourism environment.

2. Historical development and current trends in the events industry.

3. Characteristics of events; factors that contribute to success; specialness/uniqueness of events; theming.

4. Typology of events - community, business, sports, arts, popular entertainment, hallmark and mega events and festivals.

5. Event organisers/stakeholders; their motivations/objectives; working with the community; event tourism.

6. Socio-cultural perspectives on events - celebration, tradition, ritual, symbolism, popular culture, identity, image, authenticity.

7. Economic rationales for events.

8. Political and environmental perspectives on events.

9. Introduction to the events management system.

The module consists of 150 student learning hours initially comprising:-

Staff/student contact: 45 hours.
Directed learning: 65 hours.
Self managed learning: 40 hours.

The formal staff/student contact will consist of a series of sessions which will be made up from tutor input, seminar discussion, tutorials, workshops and guided working.

The directed learning will primarily be used to prepare for seminar, tutorial and workshop sessions.

On successful completion of this module students will be able to:

1. identify and appraise the main characteristics of, and trends in, the events industry;

2. describe the various types of events and understand their role in the business, leisure and tourism environment;

3. explain the significance of events from a range of social science perspectives; (A3)

4. identify the components of the events management system and make preliminary judgements about the impact on events of the global, national and local context; (A3)

5. recognise that events take place within specific social and cultural settings and appreciate the implications of this for planning and management. (A3)

This module is assessed by a group presentation (worth 30%) and by an individual essay (worth 70%).

The group project will involve the students in presenting research on a particular aspect of the events industry. This will require them to analyse the nature of, market for and trends in a particular type of event (for example conferences, sports events, festivals) Students will write up this project as an individual report which will discuss the event type in more detail in terms of the historical development of the sector, the purpose, characteristics, market and context (political, economic, socio-cultural, business/strategy) for the event, and an assessment of the potential benefits and problems.

Essential:

Getz, D. (2005) Event Management and Event Tourism. Cognizant Communication Corporation.

Bowdin, G. et al (2006) Events Management. Butterworth-Heinman, Oxford.

Background:

Arts Council of England (1997) Arts Stats: A Digest of Arts and Cultural Statistics 1987-1996 (prepared by Evans, G. & White, J. UNL CELTS

Badmin, P., Coombs, P. & Rayner, G. (1992) Leisure Operational Management: Vol. 1 Facilities. 2nd edition. Longman.

Davidson, R. & Maitland, R. (1997) Tourism Destinations. London: Hodder and Stoughton.
Getz, D. (1995) >Special Events= in Medlik, S. Managing Tourism. Butterworth Heinemann.

Goldblatt, J.J. (1997) Special Events: Best Practices in Modern Event management. London: Van Nostrand Reinhold.

Law, C. (1993) Urban Tourism: Attracting Visitors to Large Cities. Mansell.

Marketscape (1997) New Leisure Markets: Entertainment and the Arts.

Passingham, S. (199?) Organising Local Events

Ryan, C. (Ed.) (1997) The Tourist Experience. London: Cassell.

Swarbrooke, J. (1995) The Development and Management of Visitor Attractions. Butterworth- Heinemann.

Torkildsen, G. (1992) Leisure and Recreation Management. London: Spon.

Walsh-Heron, J. & Stevens, T. (1990) The Management of Visitor Attractions and Events. Prentice-Hall.

Useful websites
Arts Council - www.artscouncil.org.uk
Charity Commission - www.charity-commission.gov.uk
Department of Culture, Media and Sport - www.culture.gov.uk
Key Note - www.keynote.co.uk
Mintel Reports - reports.mintel.com
Music Week - www.musicweek.com
Sport England – www.sportengland.org
The London 2012 Olympics - www.london2012.com
This Day in Music.com - www.thisdayinmusic.com