SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N222429
Module Leader Jenny Flinn
School Glasgow School for Business and Society
Subject Tourism, Events and Sport
  • B (January start)

Pre-Requisite Knowledge


Summary of Content

In this module students will engage with both the process of event management planning, and the practice of staging a live event. In the first half of the module students will be taught the practical skills that they require in order to run a successful event. In the second half of the module students will engage in the process of planning and delivering a live event. The event must be targeted at a specific audience and be commercially viable. As such a huge range of opportunities are available in terms of the type of event which students may run each group will be required to propose and negotiate the specific event content and format with the module leader in order to ensure consistency in standards and quality across all events. In addition to staging a live event, students will be required to engage in a critical appraisal of the processes utilised in the development and delivery of the event, encouraging them to engage in the process of event evaluation.


Theorising Events Developing Event Concepts Event Feasibility Event Planning Programming Events Project Management for Events Sponsorship for Events Fundraising and Finance Risk Management for Events Safety and Security for Events Event Impacts -567 Event Evaluation

Learning Outcomes

On successful completion of this module, the student should be able to:o Research and propose viable event concepts that meet market demands;o Evaluate the risks associated with the production and consumption of events;o Demonstrate and apply the processes involved in event planning;o Deliver a commercially viable live event targeted at a specific audience;o Critically reflect upon the event management process.

Teaching / Learning Strategy

Key conceptual material pertaining to the planning, management and delivery of live events will be introduced through a series of formal lectures which will take place in the first trimester. The lectures will be supported by a series of seminars which will focus on the development of theoretical issues and application of theory into practical settings. During this time, students will gain an understanding of the process of event management whilst beginning to develop their own event concepts. Students will participate in a series of workshops which will provide dedicated time where they can develop their own event delivery plans with the support and guidance of module staff. Additionally, workshops will incorporate formative assessments such as table top exercises (e.g. major incident planning) and role play activities (e.g. resident liaison). As well as supporting students in the delivery of their own events this will allow them to develop an appreciation of the complexity and specialisation associated with running large scale events. Learning will be enhanced and contextualised by the use of industry speakers and live site visits as and when appropriate. Internationalisation: Although students will engage in the practice of managing and delivering a small scale local event the skills and knowledge that they gain throughout this module in relation to events management will be transferable to a wide variety of events settings at a local, national and international level. For example, the UK has an excellent reputation is terms of risk management and health and safety within events, thus the skills and knowledge which students gain in this area will be transferable at an international level. As well as gaining transferable skills, students will also study a range of different events throughout the module, many of which will be international in their size, scale and reach. PRME: The notion of creating and delivering sustainable events will be explored in this module. While students must deliver a commercially viable event they will be encouraged to donate a percentage of their profits to charity and must thus ensure that their event aligns with the purpose and agenda of the specific charity. Students will be encouraged to consider the notion of sustainability within their event design. In particular environmental sustainability is a currently a key consideration for the events industry, this is a topic that will be explored throughout the module. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.

Indicative Reading

-567 Books and articles: Allen, J. (2010) Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions and Other Special Events 2 nd Edition . Chichester: John Wiley & Sons. Allen, J. (2010) The Business of Event Planning: behind the scenes secrets of successful special events . Chichester: John Wiley & Sons. Becker, D. (2006) The Essential Legal Guide to Events: a practical handbook for events professionals and their advisors . Dynamic Publishing. Berridge, G. (2007) Events Design and Experience . Oxford: Butterworth: Heinemann. Bowdin, G.A., McDonnell, I., Allen, J. & O'Toole, W. (2010) Events Management (2 nd Edition). London: Butterworth Heinemann. EventScotland (2006) Events Management: a practical guide . Edinburgh: EventScotland. Ferdinand, N & Kitchin, P. (2012) Events Management: an international approach. London: SAGE. Getz, D. (2012) Event Studies: theory, research and policy for planned events. Second Edition . London: Elsevier. Getz, D. (1997) Event Management and Event Tourism . New York: Cognizant Communication. Goldblatt, J. (2013) Special Events - creating and sustaining a new world for celebration . Chichester: John Wiley & Sons. Hoyle, L.H. (2002) Event Marketing: how to successfully promote events, festivals, conventions and expositions . Chichester: John Wiley & Sons. HSE (1999) The Event Safety Guide . Norwich: HSE Books. Jackson, N. (2013) Promoting and Marketing Events . London: Routledge. Masterman, G. (2004) Strategic Sports Event Management: an international approach . London: Elsevier. -567 Matthews, D. (2008) Special Event Production: the process . Oxford: Butterworth Heinemann. Matthews, D. (2008) Special Event Production: the resources . Oxford: Butterworth Heinemann. -567 Monroe, J.C. & Goldblatt, J.J. (2005) Art of the Event: complete guide to special event design and de9cor . Chichester: John Wiley & Son. Raj, R., Walters, P. & Rashid, T. (2009) Events Management: an integrated and practical approach. London: SAGE. Shone, A. & Parry, B. (2013) Successful Event Management: a practical handbook. Fourth Edition . London: Continuum. Silvers, J. (2008) Risk Management for Meetings and Events . Oxford: Butterworth Heinnemann. -567 Sondor, M. (2004) Event Entertainment and Production . Chichester: John Wiley & Son. Van der Wagen, L. (2005) Event Management: for tourism, cultural, business and sporting events. London: Hospitality Press. Journals -567 Event Management International Journal of Event and Festival Research Managing Leisure Leisure Studies NNNNNNNNNNN -567 Online sources: www.embok.org <http://www.embok.org> www.eventscotland.org <http://www.eventscotland.org> www.eventimpacts.com <http://www.eventimpacts.com> www.hse.gov.uk <http://www.hse.gov.uk>

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: -360 o Communication and presentation skills o Interactive and group skills o Problem solving skills o Ability to self-appraise and reflect on practice o Ability to plan and manage learning o Entrepreneurial skills o Self-Confidence o Self-reliance o Awareness of strengths and weaknesses o Creativity & Innovation o Independence o Regard for others o Time Management o Commercial awareness o Leadership skills o Project management

Module Structure

Activity Total Hours
Independent Learning (FT) 128.00
Seminars (FT) 22.00
Tutorials (FT) 5.00
Practicals (FT) 6.00
Assessment (FT) 28.00
Lectures (FT) 11.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 1.00 10.00 35% Group presentation (10 mins), pitching event concept, Week 4
Coursework 2 1.00 60.00 35% Group report (5000 words) - event plan week 7
Coursework 3 1.00 30.00 35% Individual essay (1500 words), week 14