module specification

LT5027 - Consulting for Conferences and Exhibitions (2018/19)

Module specification Module approved to run in 2018/19
Module title Consulting for Conferences and Exhibitions
Module level Intermediate (05)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
 
55 hours Assessment Preparation / Delivery
150 hours Guided independent study
81 hours Scheduled learning & teaching activities
14 hours Placement / study abroad
Assessment components
Type Weighting Qualifying mark Description
Coursework 20%   Poster presentation (5 minutes)
Coursework 40%   Individual report (2500 words)
Coursework 40%   Patchwork text (2500 words)
Running in 2018/19
Period Campus Day Time Module Leader
Year City Tuesday Morning

Module summary

This module seeks to equip students with theoretical knowledge and practical skills necessary to evaluate a range of events types in the exhibition and corporate sectors. It introduces experiential marketing and consumer behaviour theory in the context of event management and aims to enables students to apply their knowledge and consultancy skills in a real world events context. The module also seeks to provide students with an in-depth insight into how the conference industry works on both the supply and demand sides and develop students’ understanding of the organisational and managerial skills needed to create, design and operate conferences.

The first part of the module centres on a ‘live case study’ whereby students will conduct a consultancy project which will involve designing a small scale research project aimed at evaluating an event. Students will prepare and give a poster presentation of how they intend to research the event given in the case study and then write up their findings in an individual report.

The second part of the module will examine the role of organisers, venues, facilities and the range of activities, which take place before, during and after a conference. Analytical and evaluative skills will be needed in order to consider a range of patterns of supply and demand within the conference and events business and to review the operational and planning requirements.

Overall the module aims to encourage students confidence in the use of appropriate learning, analytical, discursive skills in business contexts.

Syllabus

SEMESTER 1:
1. The role of the event manager & the nature of consultancy LO1
• Developing client relationships/networking
• The consultancy project phases
• Research skills
2. Business Exhibitions LO2
Purpose of these events
Key stakeholders and their motivations
Revenue streams for organisers
Key trends
3. The Event Experience
• Experiential event theories
• Event design

4.  Experiential marketing management
• Market research for events
• Consumer behaviour theories and concepts
• Service quality

SEMESTER 2

1. Factors influencing conference patterns and demand
2. Strategies and policies adopted by conference organisers and venue suppliers in terms of management, operations and marketing. LO3
3. Sales and selling in conference management
• The formulation of conference packages, sponsorship packages, delegate plans (including delegate acquisition)
• the functions of conference and event organisers and co-ordinators.
4. Budgeting
• levels of financial viability of demand,
• projections of demand and competition.
5. Programme development
• finding and sourcing speakers
• speakers management (could include abstracts management and technology)
6. Feedback analysis and management including business development and growing your conference considering stakeholders’ feedback

Balance of independent study and scheduled teaching activity

The delivery of the module will combine lectures, seminars and tutorials with online activities. Sessions will consist of a mixture of theoretical input and problem based learning.  Learning activities will be supported by multimedia, including videos, self-administered questionnaires, student-centred discussions, peer evaluation of set tasks, guest speakers and virtual lectures.

This module has a strong industry practitioner and student-centred focus and is based on the model of action and experiential learning. From the outset students are expected to work both individually and collaboratively with each other, their tutors and industry professionals both face to face and in a variety of online fora. To support the work for the module assessment students will attend conferences and exhibitions and will be encouraged to volunteer at these events to help with and gain insight into the administration and on the day running of these events.
Throughout the module students are asked to reflect on what they have learnt and how their learning relates to the theory and practice of event management.

Weblearn will be used for the distribution of module material and it will also be used as an interactive mechanism between students and tutors, for example, to direct students to particular readings or to provide news about the module or the module content. It will also be used for the timely provision of personal feedback following formative and summative assessments.

Learning outcomes

On completion of this module students should be able to:

1. Based on an analysis of a given event context, design a small scale research project which uses appropriate data collection methods to investigate the event experience for a wide range of events [Assessed in A1].

2. Critically assess and evaluate business exhibitions and other types of events through the prism of experiential marketing theory [Assessed in A2].

3. Outline critically the supply and demand patterns within the conference sector, and discuss the implications of these for the strategic and operational management of a range of conferences [Assessed in A3].

Assessment strategy

The individual poster presentation will require students to prepare a poster detailing how they will carry out a small research project aimed at evaluating an event. The poster will be presented it in an informal setting to peers, academics and event managers. [Assesses LO1]

Assessment 2 will consist of an individual report in which students will apply relevant experiential marketing theories to analyse the findings of their research project aimed at evaluating an event. [Assesses LO2]

A Patchwork text is the means by which the Conference Management part of the module is assessed. This will be an iterative piece of work which comprising of several short written pieces that respond to different aspects of the module focussing on issues of direct relevance to conference management. [Assesses LO3]

Assessment tariff alignment: L5 (30 credits) max 6000 words

Poster Presentation 5 minutes (20%)
Individual report 2500 words (40%)
Patchwork text 2500 words (40%

Total 5000 words + 5 minutes

Bibliography

Textbooks:

Core texts:
Berridge G. (2007) Events Design & Experience, Oxford: Butterworth Heinemann.
Rogers, T. (2008) Conferences and Conventions: A Global Industry Butterworth Heinemann
Van Der Wagen, (2007) Event Management for tourism, business and sporting events Pearson

Recommended texts
PART 1 (Experiential Events Management)
Armstrong, G. & Kotler, P. (2009) Marketing an Introduction. 9th Ed. Upper Saddle River, N.J.: Pearson Prentice Hall.
Getz D. (2007) Event Studies, Oxford: Butterworth Heinemann.
Morgan, M., Lugosi, P. & Brent Ritchie, J. (eds.) (2010) The Tourism and Leisure Experience: Consumer and Managerial Perspectives, Bristol: Channel View Publications.
Malouf, L. (1999), Behind the Scenes at Special Events. New York: John Wiley & Sons
Nijs D (2003) Imagineering: Engineering for the Imagination in the Emotion Economy in Creating a Fascinating World. NHTV. Breda University
Pine J & Gilmore J (1999) The Experience Economy: Work is Theatre and Every Business is a Stage. HBS
Schiffman L. Kanuk L. Hansen L. (2012) Consumer Behaviour: A European Outlook. 2 Ed. Harlow. Pearson.

PART 2 (Conference Management)
Allen, J. (2008) Festival & Special Event Management, John Wiley & Sons
Davidson, R & Cope, B (2003) Business Travel, conferences, Incentive Travel, Exhibitions, Corporate Hospitality & Corporate Travel Pearson
Rogers, T. & Davidson, R (2006) Marketing Destinations & Venues: for conference, conventions and business events Butterworth Heinemann
Rogers, T. (2008) Conferences and conventions; a global industry A 21st Century Industry. Butterworth Heinemann
Tarlow, P (2002) Event management and safety
Shone, A. Parry, B (2010) Successful Event Management- a practical handbook, Thomson Learning

Other sources:
ABCPO (https://www.abpco.org/)
Conferences and Incentive Travel (http://www.citmagazine.com/)
Hotel Keeper and Caterer (http://www.caterersearch.com/)
Event Magazine (http://www.eventmagazine.co.uk)
Eventia  (http://www.eventia.org.uk/)
International Confex (http://www.international-confex.com/)