module specification

LT4057 - Event Planning and Management (2019/20)

Module specification Module approved to run in 2019/20
Module title Event Planning and Management
Module level Certificate (04)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
20 hours Assessment Preparation / Delivery
80 hours Guided independent study
40 hours Scheduled learning & teaching activities
10 hours Placement / study abroad
Assessment components
Type Weighting Qualifying mark Description
Coursework 50%   Individual business/marketing plan, 2500 words.
Coursework 50%   Individual reflective academic essay, 2500 words.
Running in 2019/20
Period Campus Day Time Module Leader
Spring semester North Wednesday Morning

Module summary

Events Planning and Management will help students to develop their knowledge and understanding of the processes involved in event planning and management, through academic reading, case studies and practical experience. The module will also offers students the opportunity to either-or, work, run, plan, organise and hold an event, if possible in a sector of their choice (e.g. student union activities, university student ambassador, music, business, arts, cultural, and the like).

Aims of the module:
1. To equip students with the knowledge and skills necessary to research, plan, design and implement a wide range of event types in a diverse range of settings.
2. To develop student knowledge/ability to apply key events management (and marketing) principles and theories in real world professional industry contexts - in particular through either-or, work, plan, run/organise a live event.
3. To provide students with the opportunity to gain both academic and hands-on experience in the research, planning/design and delivery of events.
4. To enable students to develop their knowledge and practice relevant competencies in a real life events management environment.


Understanding key management concepts and market segments - particularly relevant with events; Developing SMART objectives; hierarchical structures; and the like. LO1

Managing people; managing budgets; carrying out risk assessments; understanding legal obligations; logistics; methods of critical analysis and reflection, and the rest. LO2

Balance of independent study and scheduled teaching activity

The module will be delivered via a combination of workshops, seminars, tutorials, online activities, group work, peer learning, and the like. Sessions will consist of a mixture of theoretical input and problem based learning.  The aim is to support learning activities with the use of modern technology, such as videos, discussion boards, in-class student-centred discussions, peer collaboration, guest speakers, and so forth.

Learning and teaching on the module could be organised in the form of 2 hours workshop and 1 hour seminar every week.

Lectures will aim to introduce the students to the relevant models and theories that will aid them when the opportunity occur to apply this knowledge by holding a real event.  The tutors will aspire to act as lecturers, mentors, supervisors and facilitators.  Industry professionals (internal or external) could also possible serve as guest lecturers/mentors, supervisors and facilitators.

Participation in real events will provide students with applicable experience with the view to enhance their employability and possibly references from relevant industry professionals. This will also be an opportunity for students to reflective on their experience of attending/running an event.

As well, the module will aim to offer the opportunity to apply the relevant theories both in the classroom and within the context of real events. Potentially, where relevant to the syllabus, guest speakers or other activities, such as industry related activities, student self-directed learning or student selected topic, etc., will also be deployed.

Weekly teaching will be supported with the online intranet (WebLearn), not only in terms of sharing of relevant materials, but also in terms of incorporating different online activities that students are required to complete, either in preparation for or in follow-up of the session. This could include both individual and collaborative exercises.

Students are expected to actively participate in all sessions and to come to sessions prepared, which will entail a certain amount of guided and self-guided independent study at home/library, both including hard copy and online resources. Indicative key reading material and guidance will be provided to help students plan their studies, but students are also expected to conduct additional research, to supplement their reading with relevant topics and material or their choice.

Learning outcomes

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

1. Understand how to develop an event concept based on their knowledge/understanding of the relevant management/marketing principals (e.g. the market segments in various sectors, establish clear aims, objectives, benchmarks and milestones, etc.) founded (but not exclusively) in relevant academic related literature, by preparing high quality business documentation required for the planning and implementation of a real event [Assessed in A1].

2. Understand and critical reflect, on various elements of a successful event - including, but not limited to management, marketing, logistics, HR, legal, health and safety, financial (working with budgets) etc. requirements - via the participation and reflection/reporting (potentially contributing to the development and implementation) of the logistical plan/experience (and potentially the implementation) of a real event [Assessed in A2]. CVXZ\

Assessment strategy

Assessment 1 will consist of a 2500 words, individual event business/marketing plan that will demonstrate students’ knowledge and understanding of the relevant management/marketing principals. Students will need to clearly demonstrate that they understand how to develop an event concept based on their knowledge of the relevant management and marketing principles found (but not exclusively) in academic literature [LO1].

Assessment 2 will consist of a 2500 words academic essay.
A critically reflection/reporting on the elements that make up a successful event. This will follow the students’ participation/attendance in a real event [LO2].



Core Texts:
• Allen. J. (2002) The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events, John Wiley and Sons.
• Dowson, R. and Bassett, D. (2015) Event Planning and Management: A Practical Handbook for PR and Events Professionals, Kogan Page Limited.
• Atrill, P. and‎ McLaney, E. (2017) Accounting and Finance for Non-Specialists, 10th ed., Pearson Education Ltd.
• Kotler, P.T. and Keller, K.L. (2016) Marketing Management, 15th ed., Pearson.

Other Texts:
• Armstrong, G. and Kotler, P. (2009) Marketing an Introduction, 9th ed., Upper Saddle River, N.J.: Pearson Prentice Hall.
• Berridge G. (2007) Events Design and Experience, Oxford: Butterworth Heinemann.
• Brassington, F. and Pettitt, S. (2003) Principles of Marketing, London: Financial Times/Prentice Hall
• Du Gay, P. (ed) (1997) Production of Culture/Cultures of Production, London: Sage Publications
• Evans, M.J., Moutinho, L. and Van Raaij, W.F. (1996) Applied Consumer Behaviour, London: Addison-Wesley.
• Getz, D. (2007) Event Studies, Oxford: Butterworth Heinemann.
• Lancaster, G. and Massingham, L. (1999) The Essentials of Marketing, Prentice Hall.
• Malouf, L. (1999), Behind the Scenes at Special Events. New York: John Wiley and Sons.
• Maylor, H. (2010) Project Management. 4th Ed. Harlow: Financial Times Prentice Hall.
• Morgan, M., Lugosi, P. and Brent Ritchie, J. (eds.) (2010) The Tourism and Leisure Experience: Consumer and Managerial Perspectives, Bristol: Channel View Publications.
• Mullins, L.J. (2010) Management and Organisational Behaviour, 9th ed., Harlow: Financial Times Prentice Hall.
• Nijs, D. (2003) Imagineering: Engineering for the Imagination in the Emotion Economy in Creating a Fascinating World, NHTV, Breda University.
• Pine, J. and Gilmore, J. (1999) The Experience Economy: Work is Theatre and Every Business is a Stage. HBS.
• Pizzey, A. (1998) Finance and Accounting for non-specialist students. London: Financial Times Pitman.
• Verhaar, J. and Eshel, I. (2010) Project Management: A Professional Approach to Events 2nd ed., The Hague: Eleven International Publishing.

• Event Management
• International Journal of Event and Festival Management
• Cultural Planning and Management
• International Journal of Hospitality and Event Management
• International Journal of Event Management Research
• Journal of Travel and Tourism Marketing
• Journal of Town and City Management
• City Marketing and Branding
• The London Journal: A Review of Metropolitan Society Past and Present
• Urban Design
• Urban Studies
• Journal of Convention and Event Tourism

• Project Management Today:
• Project Management Institute:                
• Association for PM:
• Association of Event Organisers:
• Eventia:
• Financial Times:
• The Guardian:
• The Association for Events Management Education (AEME):
• The Association of British Professional Conference Organisers Limited (ABPCO):
• Association of Event Venues:
• The Association of British Professional Conference Organisers Limited (ABPCO):