EVENT EXPERIENCES

SHE Level 5
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MMN223831
Module Leader Jenny Flinn
School Glasgow School for Business and Society
Subject Tourism, Events and Sport
Trimesters
  • A (September start)
  • B (January start)

Pre-Requisite Knowledge

None

Summary of Content

This module provides students with a theoretical and practical understanding of the experiential aspect of events management. Reflecting a wider shift in global consumerism students will critically examine the ways in which experiential consumption can be used by both individuals and brands to provide differentiation and distinction. The module will be split into three core elements: firstly a theoretical underpinning will be provided focusing on the increasing cultural significance of experiential consumption. Following this an introduction to the creative process of experiential design will be given before students explore the practical application of these theories by working with a live client to design and pitch an event experience to meet set criteria.

Syllabus

Part One: Introduction to the Events Industry The Rise of Consumer Society and Experiential Consumption Events and Identity Engineering and Managing Experiences Part Two: Events as Creative Process Applying the Creative Process Event and Experience Design Part Three: Marketing Plan and Brand Building Creative Communication Operational Considerations

Learning Outcomes

On completion of this module the student should be able to:1. Critically evaluate the shifting nature of consumer society and critique the cultural significance of experiential consumption at an individual and organisational level2. Analyse and apply the creative process by proposing strategies and solutions that respond to specific demands for experiential products3. Manage the demands and requirements of a real life client 4. Reflect critically upon the process of experience design and its wider implications for international event managers

Teaching / Learning Strategy

The module wi ll be delivered in 36 lectures and seminars. In a ddition, 8 hours of tutor-led activities will be delivered using applied learning strategies. During the first part of the module a traditional lecture and seminar approach will be utilised in order to allow students to gain a theoretical understanding of the subject area. Students will be able to access relevant readings and support materials via GCU Learn. Where relevant case studies and guest speakers will be utilised. In addition to this a field trip/industry visit will be used to embed and enhance learning. During the second part of the module students will work on a live project with a supportive workshop approach being adopted. This will allow students to gain relevant practical skills and understand the process of managing client relations. The module will be assessed via two forms of assessment, a formative discussion board assessment will take place in the first half of the module where students will be asked to demonstrate their theoretical knowledge of experiential consumption. Here, students will submit a short essay in response to a question set by the module leader which they will relate a specific event of their choosing. Submissions will then be placed anonymously on a discussion board and each student will have to offer a critical response to the essay of another student. In the second half of the module students will be assessed on the practical application of these theories by working with a live client to design and pitch an event experience that meets the criteria that they negotiate with their client and the module leader. The pitch will take the format of a formal presentation supported by a relevant portfolio of materials. 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.

Indicative Reading

Due to the integrative nature of the module, there is no core text for this module. Essential reading gives a selection of core texts in the areas of experiential consumption, creativity and event design. Module tutors will recommend readings from the texts listed below, as well as from relevant journals and web sites. Students are also expected to undertake their own literature search relating to their assessments. Adair, J. (2007) The Art of Creative Thinking: how to be innovative and develop great ideas . London: Kogan Page. Berridge, G. (2007) Events Design and Experience . Oxford: Butterworth: Heinemann. Bruce. M. (2002) Design in business: strategic innovation through design . London: Financial Times. Fog, K. (2005) Storytelling: branding in practice . New York: Springer. Getz, D. (2007) Event Studies: theory, research and policy for planned events . Oxford: Butterworth: Heinemann. Matthews, D. (2008) Special Event Production: the process . Oxford: Butterworth Heinemann. Matthews, D. (2008) Special Event Production: the resources . Oxford: Butterworth Heinemann. Miles, S. (1998) Consumerism as a Way of Life . London: Sage. Milligan, A. (2002) Uncommon Practice: people who deliver a great brand experience . London: Financial Times. Pine, J P & Gilmore, J H (1999) The Experience Economy . Boston: Harvard University Press. Pratt, C. (2009) Creativity, innovation and the cultural economy . London: Routledge. Ritzer, G (1999) Enchanting a Disenchanted World. London: Routledge Ritzer, G (2001) Explorations in the sociology of consumption: fast food, credit cards and casinos . London: Sage Ritzer, G. (2004) The McDonaldisation of Society . London: Sage. Shaw, C. & Ivens, J. (2004) Building Great Customer Experiences . Oxford: Palgrave MacMillan. Smith, S. & Wheeler, J. (2002) Managing the Customer Experience: turning customers into advocates . London: Prentice Hall. Journals Event Management International Journal of Event and Festival Research Journal of Consumer Behaviour Journal of Marketing Communications Leisure Studies

Transferrable Skills

Critical thinking Analytical skills Problem solving Interactive and group skills C&IT Independent learning Communication skills Reflective practice

Module Structure

Activity Total Hours
Practicals (PT) 8.00
Seminars (FT) 24.00
Independent Learning (FT) 128.00
Assessment (PT) 28.00
Seminars (PT) 24.00
Lectures (FT) 12.00
Independent Learning (PT) 128.00
Assessment (FT) 28.00
Lectures (PT) 12.00
Practicals (FT) 8.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 30.00 45% 1500 words. Discussion Board Essay and Critique
Coursework 2 n/a 70.00 45% Pitch to Live Client including presentation and supporting portfolio of materials