The aim of the course is to deepen the theories and methods, processes and techniques of the 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, fund raising, 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 the 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 the 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, profit and non-profit organizations at local, national and international level;
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 - knowing how to write targeted texts for the various communication and promotional needs of the event.
- The course aims to allow the making judgements. In particular, develop capacity for:
1 - critical reading of the transformations and of 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.
BARBARA MAZZA Teacher profile
After a brief theoretical excursus on the evolution of management and communication principles and models, the course explores the sociological and cultural paradigms of conception, management and promotion of events.
The course includes the analysis of case studies and the experimentation of methods and techniques of event planning, also through the definition of the planning stages of communicative actions.
Students will have to demonstrate, through exercises and simulations, the ability to deal with planning situations, as well as crisis resolution and communication emergencies, the propensity to manage complexity and to take positions with obvious problems of problem solving. 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 re-elaborate the techniques and strategies learned, to demonstrate the autonomy and the capacity in the management communication processes, through the realization of projects focused on the organization of events.
Specifically, the course is organized into three complementary and inter-related modules:
1 - Theoretical approaches and case studies (50 hours): this module is organized into five sub-modules, each of about 10 hours. The first is of a theoretical nature aimed at providing basic knowledge on the fundamentals and evolution of the discipline; each of the other three is dedicated to a macro-phase of the Event Management: conception, planning, promotion, evaluation. These modules include lectures, testimonies and exercises in the classroom.
2 - The second module (16 hours) involves the development of more structured exercises on each macro-phase. For this reason, each lesson of the module is scheduled at the end of each of the modules dedicated to the phases of event management
3 - The third module (6 hours) provides for the setting up and implementation of a project work in which to experiment the knowledge learned.
PROGRAM FOR ATTENDING STUDENTS
1. Teaching material provided by the teacher
2. A text of your choice which will be indicated by the beginning of the semester;
3. Two articles on the management of events taken from texts and / or international scientific journals chosen by the student and to be agreed with the teacher.
4. Project work that will be defined in the classroom during the course.
PROGRAM FOR NON-ATTENDING STUDENTS
1.Argano L., Bollo A., Dalla Sega P., Organizzare eventi culturali. Ideazione, progettazione e gestione strategica del pubblico, Franco Angeli, Milano, 2017
2. Bonetti, E., Cercola, R., Izzo, F., & Masiello, B., Eventi e strategie di marketing territoriale: Gli attori, i processi e la creazione di valore. FrancoAngeli, 2017;
3. A text of your choice which will be indicated by the beginning of the semester.
4. Two articles on the management of events taken from texts and / or international scientific journals chosen by the student and to be agreed with the teacher.
Other texts may alternatively be communicated during the course.
SOME JOURNALS: For the selection of the articles, it is advisable to consult the most recent issues of the Journal: EVENT MANAGEMENT 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 Articles: 1. Blackman D., Benson A.M., Dickson T.J., Enabling event volunteer legacies: a knowledge management perspective Event Management, 2017 2. Buning, R. J., Gibson, H. J., The role of travel conditions in cycling tourism: implications for destination and event management. Journal of Sport & Tourism, 2016 3. Connell J., Page S.J., Meyer D., Visitor attractions and events Visitor attractions and events: Responding to seasonality, Tourism Management, 2015 4. Cope M.R., Flaherty J., Young K.D., Brown R.B., Olympic Boomtown: The Social Impacts of a One-Time Mega-Event in Utah's Heber Valley, Sociological Spectrum, 2015.(vale 2 saggi) 5. De Geus S., Richards G., Toepoel V., Conceptualisation and Operationalisation of Event and Festival Experiences: creation of an Event Experience Scale, Scandinavian Journal of Hospitality and Trourism, 2016 – (vale 2 saggi) 6. Getz D., Event Tourism: Definition, evolution and research, Tourism Management, 2007-25 (vale come due saggi) 7. Gration A., Raciti M., Gestz D., Anderrsson T.D., Resident Valuation of planned events: an event protfolio pilot study, Event Management, 2016 8. Kim W., Jun H.M., Walker M., Drane D., Evaluating the perceived social impacts of hosting large-scale sport Evaluating the perceived social impacts of hosting large, Tourism Management, 2015 9. Müller M., What makes an event a mega-event? Definitions and sizes, Leisure Studies, 2015 10. Nufer G., Event Marketing and Attitude Changes, Journal of International Business Research and Marketing, 2016 11. Smith A., Brown G., Assaker G., Olympic Experiences: The significance of place, Event Management, 2017 12. Werner K., Dikson G., Hyde K.F., Learning and knowledge transfer processes in a mega-events context: the case of the 2011 Rugby World Cup, Tourism Management, 2015 13. Winkelmann S., Dickenson N.P., Souchon A., Lee N., Michaelidou N., Event marketing and event sponsorship: Can too much of a ‘good’ thing harm the brand?, Loughborough University Institutional Repository, 2016. 14. Pappas, N. (2019). Crisis Management Communications for Popular Culture Events. Event Management. (vale 2 saggi)
To better address the contents of the course, students should have already acquired basic knowledge of communication and territorial marketing. However, given that the event management approaches have a multidisciplinary character, the course includes the provision of basic concepts in different fields. For the communication contents we recommend the deepening of one of the following manuals: 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 Wolf M., Gli effetti sociali dei media, Bompiani, Milano 1992 The following manuals are recommended for territorial marketing content: 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.
The educational activities are organized as follows: - Frontal lessons aimed at the acquisition of knowledge and understanding and learning skills; - Individual and / or group exercises aimed at verifying the applying knowledge and understanding; - Analysis of cases and testimonies aimed at making judgments, and applying knowledge and understanding; - Group exercises aimed at making judgments, communication skills and applying knowledge and understanding; - Project work aimed at making judgments, communication skills, learning skills and applying knowledge and understanding.
The final evaluation is the result of a series of assessments aimed at verifying the different learning outcomes:
Mid-Term Evaluation: the exercises that make in the classroom during the module 1 provide for forms of self-assessment aimed at applying knowledge and understanding, collected in a portfolio.
On the other hand, each exercise in module 2 foresees an evaluation whose overall average is worth up to a maximum of 5 points. The goal is to verify the making judgments, applying knowledge and understanding and communication skills.
Specifically, the forms of self-assessment envisage a comparison with the results that takes place in the classroom, forms of peer evaluation, discussions and brainstorming.
The exercises, in which demonstrate to applying knowledge and understanding, provide a score broken down as follows:
A (5): evidence that is very good and thorough in most of the discussion or good, but with original ideas and in-depth analysis in some parts that also indicate to making judgments and learning skills.
B (3): evidence that results in the overall treatment quite good or with very good parts and others less in-depth;
C (2): evidence that is discreet in most of the treatment but little detailed in some parts, or with some good and other parts incomplete or undeveloped;
D (1): evidence that is predominantly generic in most of the treatment or incomplete or with insufficient answers in many parts;
E (0): proof that it is off topic and / or generic and incomplete in all its parts.
Evaluation of the project work: takes place at the end of the course, following an oral presentation and discussion. The awarded score is worth up to a maximum of 10 points, articulated in an equivalent way to what is expected for the exercises, but with the following value assignment: A (9-10) - B (6-8) - C (3-5 ) - D (2-4) - E (0-1)
The written exam with open answers provides a set of weighted questions compared to the expected learning outcomes. The awarded score is worth up to a maximum of 15 points, articulated in an equivalent way to what is expected for the exercises, but with the following attribution of value: A (14-15) - B (13-11) - C (7-10 ) - D (3-6) - E (0-2).
The final evaluation is given by the sum of the scores obtained from the different tests.
Students who do not attend and who therefore have no way to carry out the activities and the related tests in the classroom, only have access to a final written exam, more detailed than that foreseen for the students attending, but weighted on the different learning outcomes.
The evaluation, in this case, takes place in thirtieths as follows:
A (29-30): evidence considered to be very good because most of the answers are correct, adequately justified and thorough;
B (27-28): proof considered good because most of the answers are correct and, in most cases, also adequately detailed;
C (24-26): evidence considered discreet because most of the answers are correct, even if not always fully adequately detailed;
D (18-23): evidence deemed barely sufficient because most of the answers are generic, superficial or not entirely correct;
E (up to 17): proof not passed because most of the answers are insufficient, incomplete or incorrect.
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- Academic year: 2020/2021
- Curriculum: Curriculum unico
- Year: Second year
- Semester: First semester
- SSD: SPS/08
- CFU: 9
- Attività formative caratterizzanti
- Ambito disciplinare: Discipline sociali, informatiche e dei linguaggi
- Lecture (Hours): 72
- CFU: 9
- SSD: SPS/08