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MRKT7016 - Event Management & Promotion

Title:Event Management & Promotion
Long Title:Event Management & Promotion
Module Code:MRKT7016
Duration:1 Semester
Credits: 5
NFQ Level:Intermediate
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2019/20 ( September 2019 )
Module Delivered in 3 programme(s)
Module Coordinator: Katie Power
Module Author: Conor Kelleher
Module Description: Events are a growing area of activity in both the profit and non-profit environment which contribute to a significant component of both marketing communications activity and social and entertainment provisions. This module looks at events from the planning phase right through to execution.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Demonstrate a knowledge and comprehension of the fundamental principles of events, event marketing and event sponsorship; in support of understanding the environments in which they are utilised.
LO2 Generate proposals for events, for both profit and not-for-profit clients, including an analysis of the range of event types and their objectives.
LO3 Present and appraise the varying forms of sponsorship across the events industry.
LO4 Describe and explain the links between events and the goals of stakeholders.
LO5 Design and present an event proposal, from setting out management and marketing objectives, to deciding appropriate metrics for post-event evaluation.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed

Module Content & Assessment

Indicative Content
Event Management
The variety of events and the purposes of each type - for profit, for entertainment, sporting, cultural, educational or social purposes, charity, for corporate or commercial purposes, lobbying.
Actors, Motives and Contributors
Event initiator, organiser (sporting, cultural, educational public good, commercial and corporate), content of events, acts, sporting events and competitions, sponsors, politicians, celebrities, public figures, media, photographers, journalists, reporters.
Events and Communication
The promotion of events versus promotion through events. Sponsorship of events - objectives and strategies. Activation / leveraging of the sponsorship.
The Event and its Environment
Initiators, participants, organisers, audience or delegates, press and media; Location and venue, transport, parking, accommodation, food and drink, communication and leisure facilities, timing, weather, permits and licences, public liability insurance.
Planning and Managing an Event
Analysis of key stakeholders; Event content; Publication and communication.
Post Event Harvesting and Follow up
Assessment of objectives; Metrics; Building of relationships; Post Event audit; Future plans.
Case Studies
Analysis of the use of events by both profit and not-for-profit organisations.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Presentation Pitch an event proposal, including also a written document to support your recommendations. 1,2,4,5 60.0 Week 10
Other In-class exam 2,3 40.0 Week 13
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Lecture 2.0 Every Week 2.00
Lecturer-Supervised Learning (Contact) Workshops on live cases 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Self-study 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Lecture 2.0 Every Week 2.00
Independent & Directed Learning (Non-contact) Self-study 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00

Module Resources

Recommended Book Resources
  • Beech, J., Kaiser, S. & Kaspar, R. 2014, The Business of Events Management, Pearson [ISBN: 0273758624]
Supplementary Book Resources
  • Goldblatt, J. 2014, Special Events: Creating and Sustaining a New World for Celebration, 7th Ed., Wiley [ISBN: 111862677X]
  • Getz, D. & Page, S. 2016, Event Studies: Theory, Research and Policy for Planned Events, 3 Ed., Chapters 6-10, Routledge [ISBN: 1136404791]
  • Bowdin, G., Allen, J., O'Toole, W, Harris, R. & McDonnell I. 2011, Events Management, 3rd Ed., Butterworth-Heinemann Great Britain [ISBN: 1856178188]
  • Van Der Wagen, L. & White, L. 2010, Event Management, 4th Ed., Pearson [ISBN: 1442538392]
  • Preston, C.A. 2012, Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, 2nd Ed., Wiley [ISBN: 8126524677]
This module does not have any article/paper resources
Other Resources
  • Journal: Journal of Marketing Events
  • Journal: International Journal of Event Management
  • Journal: Journal of Event Management
  • Journal: Journal of Attractions Management

Module Delivered in

Programme Code Programme Semester Delivery
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 5 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 5 Elective
CR_BMKTG_7 Bachelor of Business in Marketing 5 Elective

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