INTEGRATED COMMUNICATION AND EVENT MANAGEMENT

Course objectives

The aim of the course is to deepen the theories and methods, processes, and techniques of Event Management, as an essential foundation for managing the communication of an event for-profit and non-profit organizations. The course provides knowledge and skills to operate in all the organizational phases of an event: conception, planning, promotion, sponsoring, fundraising, monitoring, and evaluation, etc. In detail, the expected learning outcomes, consistent with the objectives indicated, intend: - provide a wealth of knowledge and understanding in the field of Event Communication Management by ensuring that the student arrives to possess: 1- knowledge of management and communication models that characterize Event Management (theories and methods); 2 - knowledge and skills necessary for carrying out planning of communication processes in the field of events for-profit and non-profit organizations; 3 - adequate knowledge for the analysis and measurement of the effectiveness of the event in terms of economic, organizational, and communicative returns, both offline and online (Customer Base Event Equity); 4 - adequate methodological knowledge aimed at developing tools for collecting and analyzing data regarding the needs and behavior of institutions, stakeholders, and users; 5 - knowledge and methodological and technical-operational skills for event communication planning; 6 - advanced knowledge and skills for the promotion and sponsorship and integrated communication campaigns; 7 - basic knowledge of marketing and promotion of the territory - In terms of applying knowledge and understanding, at the end of the course, students must: 1 - be able to organize, coordinate and manage operational staff and be able to negotiate and manage relationships with event commissions, public administration, and profit and non-profit organizations at local, national, and international levels; 2- to know how to conceive, design and manage integrated communication plans and campaigns; 3- possess appropriate methodological skills for managing internal and external communication flows; 4-possess the skills necessary for the use of digital communication technologies to communicate with the various potential and actual user targets; 5 - possess the skills for coordinating, organizing, and managing relationships and communication with stakeholders; 5 - know how to set up and manage sponsorship plans; 6 - know how to set up, read and interpret economic, logistical, structural, and communicative feasibility plans; 7 - be able to evaluate the effectiveness of the actions and make the related "adjustments" in progress and face the "unexpected events"; 8 - knowing how to manage the crisis management of an event; 9 - know how to manage the monitoring and evaluation phases and know how to package the related reports for stakeholders, sponsors, and the media; 10 - Know how to write targeted texts for the various communication and promotional needs of the event. - The course aims to allow the making of judgments. In particular, develop capacity for: 1 - critical reading of the transformations and the processes that define the context and the feasibility of an event; 2 - collection and evaluation of the information to be examined, evaluated, and monitored to estimate the feasibility and effectiveness levels of the actions envisaged and undertaken; 3 - formulate opinions on the effectiveness of management models and communication processes typical of the promotion of an event; 4 - estimate the effectiveness of marketing, advertising, and promotion actions to identify the most suitable processes, techniques, and instruments; 5- know how to make decisions for the implementation of integrated communication projects. - Among the main communication skills developed during the course are: 1 - to know how to communicate effectively, differentiating techniques and strategies by virtue of the different reference actors: management, human resources, potential and actual clients, stakeholders, institutions and government, etc.; 2 - know how to discuss problems and solutions, apply negotiation techniques and problem-solving; 3 - know how to present and promote the event; 4 - know how to package reporting; 5 - know how to listen to partners, competitors, and stakeholders to optimize the collaboration with the various stakeholders. - Finally, the course aims to contribute to developing the learning skills, especially for: 1 - develop a method of study and work through which to carry out research and in-depth analysis both for their own training and updating; 2 - have the ability to increase their knowledge, as a form of continuous updating; 3 - know how to consult bibliographic sources, both in Italian and in English, to update their skills; 4 - be able to identify the most advanced tools for measuring and evaluating the event, starting from the knowledge of the most current models and techniques; 5 - have the ability to refine the relational and negotiation techniques based on experience and comparison in the field. Through the study of case histories and the creation of a dedicated laboratory, students will be able to combine the acquisition of theoretical knowledge, with the experimentation of knowledge, methods, and techniques. They provide for the realization of projects, exercises, and comparisons in the classroom with witnesses.

Channel 1
BARBARA MAZZA Lecturers' profile

Program - Frequency - Exams

Course program
After a brief theoretical excursus on the evolution of management and communication principles and models, the course delves into the sociological and cultural paradigms of event planning, management and promotion. The course includes the analysis of case studies and the experimentation of event planning methods and techniques, also through the definition of the design phases of integrated communication actions. Students will have to demonstrate, through exercises and simulations, the ability to deal with planning situations, as well as resolve crises and communication emergencies, the propensity to manage complexity and to take positions with clear problem solving implications. The analysis of concrete cases and the application of knowledge to specific operational situations through the design of communication processes is functional to verify the ability to understand and rework the techniques and strategies learned, to demonstrate autonomy and ability in the management of communication processes, through the creation of projects focused on the organization of events. Specifically, the course is organized into two complementary and intersecting modules: 1 – Theoretical approaches and case studies: aimed at providing basic knowledge on the foundations and evolution of the discipline; on event management. These modules include lectures, testimonies and classroom exercises. 2 - setting up and creating a project work in which to test the knowledge learned or a case portfolio in which to insert the insights from the comparative analysis of case studies.
Prerequisites
To best deal with the contents of the course, it is best for the student to have already acquired basic communication knowledge. In any case, the course suggests reference theses to acquire the necessary basic knowledge: Livolsi M., Manuale di Sociologia della comunicazione, Laterza, Roma-Bari, 2007  McQuail D., Sociologia dei media, Il Mulino, Bologna, 2007  Morcellini M., Comunicazione e media, Egea, Milano 2013  Volli U., Il nuovo libro della comunicazione. Che cosa significa comunicare: idee, tecnologie, strumenti, modelli, Il Saggiatore, Milano, 2010 Caroli, M. G. (2014). Il marketing per la gestione competitiva del territorio: modelli e strategie per attrarre (e far rimanere) nel territorio persone, imprese e grandi investimenti (pp. 14-266). FRANCO ANGELI EDITORE. Trio, O. (2014). Strumenti e percorsi di marketing aziendale e del territorio. FrancoAngeli, Milano. Gigliuto, L. (2015). Come promuovere la città. Strumenti e azioni efficaci di marketing del territorio. FrancoAngeli.
Books
PROGRAM FOR ATTENDING STUDENTS 1. Mazza, B. (2024). Event Communication. Theory and methods for event management and tourism. Goodfellowship. 2. Creation of a project work that will be defined in the classroom during the course. PROGRAM FOR NON-ATTENDING STUDENTS 1. Mazza, B. (2024). Event Communication. Theory and methods for event management and tourism. Goodfellowship. 2. Two articles on the topics of event management taken from international scientific texts and/or journals chosen by the student and to be agreed with the teacher. SOME JOURNALS THAT CAN BE CONSULTED TO SEARCH FOR RECENTLY PUBLISHED ESSAYS: To choose articles, we recommend consulting the most recent issues of the magazine: EVENT MANAGEMENT or, alternatively, one of the following: - International Journal of Contemporary Hospitality Management - Journal of Hospitality and Tourism Management - Journal of Sport & Tourism, - Journal of Tourism Research & Hospitality Leisure Studies - Public Relations Review
Frequency
For attended students, participation in all activities that give rise to bonuses and rewards such as exercises, tutorials, project work, etc. is mandatory.
Exam mode
The final judgment is the result of a series of assessments aimed at verifying the different learning outcomes: Ongoing evaluation: the exercises that will be carried out in the classroom include forms of evaluation aimed at verifying the ability to understand and give rise to the attribution of a reward of up to a maximum of 5 points. The evaluation of the project work and/or case portfolio: takes place at the end of the course, following a presentation and oral discussion. The score awarded is worth up to a maximum of 10 points, divided in an equivalent manner to that foreseen for the exercises, but with the following attribution of value: A (9-10) – B (6-8) – C (3-5 ) – D (2-4) - E(0-1) The written test with open answers includes a set of questions weighted with respect to the expected learning outcomes. The score awarded is worth up to a maximum of 20 points. A (19-20): test considered very good because most of the answers are correct, adequately justified and in-depth; B (17-18): test considered good because the majority of the answers are correct and, in most cases, also adequately in-depth; C (14-16): test considered fair because most of the answers are correct, even if not always adequately detailed; D (8-13): test considered barely sufficient because most of the answers are generic, superficial or not entirely correct; E (up to 7): test failed because most of the answers were insufficient, incomplete or incorrect. The final evaluation is given by the sum of the scores obtained from the different tests. Students who do not attend and who, therefore, do not have the opportunity to carry out the activities and related tests in the classroom, only have access to a final written test, more complex than that provided for attending students, but still weighted on the different learning outcomes of teaching. The evaluation, in this case, takes place out of thirtieths as follows: A (29-30): test considered very good because most of the answers are correct, adequately justified and in-depth; B (27-28): test considered good because the majority of the answers are correct and, in most cases, also adequately in-depth; C (24-26): test considered fair because most of the answers are correct, even if not always completely adequately detailed; D (18-23): test considered barely sufficient because most of the answers are generic, superficial or not entirely correct; E (up to 17): test failed because most of the answers were insufficient, incomplete or incorrect.
Lesson mode
The teaching activities are organized as follows: - Face-to-face and/or distance lessons aimed at acquiring knowledge and the ability to learn; - Individual and/or group exercises aimed at verifying understanding; - Analysis of cases and testimonies aimed at developing independent judgment and application skills; - Group exercises aimed at developing independent judgement, application skills and communication skills; - Setting up and verifying the progress of group work aimed at developing independent judgement, communication skills, application skills and learning ability.
NICCOLO' PICCIONI Lecturers' profile
  • Lesson code10612044
  • Academic year2024/2025
  • CourseOrganization and Marketing for Corporate Communication
  • CurriculumComunicazione integrata e data analysis
  • Year2nd year
  • Semester1st semester
  • SSDSPS/08
  • CFU9
  • Subject areaDiscipline della comunicazione pubblica e d'impresa