module specification

This module is designed to develop an understanding of the organisational and managerial skills needed to create, design and operate conferences. 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

This module aims to provide students with an indepth insight into how the conference industry works on both the supply and demand sides. Students taking this module will examine how conferences are designed in a range of sectors and consider the importance of technology in conferecing experiences. Future trends will also be considered.

Specifically, the module will assist students in the development of the following skills:

1. Researching
2. Analysing data
3. Critical thinking and writing
4. Numeracy/quantitative
5. Self/time management including efficacy
6. Academic writing/literacy
7. Enterprise skills, including taking initiative, being creative, leadership, completing tasks and projects, taking calculated risks
8. Career management

• Factors influencing conference patterns, organisers’ choice of venue and alternative provision of facilities in a range of sectors including room size, layouts and break out rooms, AV and other technical requirements
• Strategies and policies adopted by conference organisers and venue suppliers in terms of management, operations and marketing.
• Sales and selling in conference management. The formulation of conference packages, sponsorship packages, delegate plans (including delegate acquisition) and the functions of conference and event organisers and co-ordinators.
• Budgeting, levels of financial viability of demand and trends in conferencing, projections of demand and competition.
• Programme development, finding and sourcing speakers, speakers management (could include abstracts management and technology)
• Management strategies as reactions to the changing environment, complexity and dynamism in the conference market.
• Feedback analysis and management including business development and growing your conference considering stakeholders’ feedback

This module will be delivered through 3-hour weekly workshops which will be enhanced with various additional activities during the course of the academic year.  Workshops 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. 

A strong industry practitioner and student-centred focus means that concepts of action and experiential learning will be emphasised. Students will be encouraged to attend conferences as volunteers to help with and gain insight into the administration and on the day running of conferences.

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.

On completion of the module students will be able to:

1. Assess supply and demand patterns and perspectives in the conference sector.
2. Evaluate strategic and operational issues, including diversity of venues andappropriate planning techniques
3. Determine the key planning considerations for a range of conferences
4. Evaluate administrative and operational procedures in relation to the marketing of conferences
5. Analyse the benefits of conference demand through the multiplier effect for hotels and conference destinations in general.

Students are required to write several short pieces that respond to different aspects of the module. For example a guest lecture, venue show round, conference website or visit to a conference. The Patchwork text will be an iterative piece of work, that is developed with their tutor and peers during the module. The tasks will respond to potential employers, in that it will reflect self-motivation, independence of thought, commitment and work effort as well as focussing on issues of direct relevance to conference management.

The recommended textbooks for this module are:

Shone, A. Parry, B (2010) Successful Event Management- a practical handbook, Thomson Learning
Rogers, T. (2008) Conferences and Conventions: A Global Industry Butterworth Heinemann
Van Der Wagen, (2007) Event Management for tourism, business and sporting events Pearson

Background Reading

Allen, J. (2008) Festival & Special Event Management, John Wiley & Sons
Bowdin, G. et al (2006) Event Management, Butterworth Heinemann
Davidson, R & Cope, B (2003) Business Travel, conferences, Incentive Travel, Exhibitions, Corporate Hospitality & Corporate Travel Pearson
Goldblatt, J. (2005) Special Events: Event leadership for a new world John Wiley & Sons
Mastermann, G. & Wood, E (2006) Innovative Marketing Communications: Strategies for the Events Industry Butterworth Heinemann
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
Allen, J et al (2006 2nd ed.) Festival and Special event Management Milton
Journals:
Conferences and Incentive Travel (http://www.citmagazine.com/)
Hotel Keeper and Caterer (http://www.caterersearch.com/)
Event Magazine (http://www.eventmagazine.co.uk)
Events :
Confex – Conference and events Exhibition 1st – 3rd March 2011
http://www.international-confex.com/
Chartered Institute of Marketing: http://www.cim.co.uk/resources/commschannels/digital.aspx
ESOMAR: www.esomar.nl
Advertising Age: http://adage.com/