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Course 2010-2011 a.y.

20238 - COMMUNICATION EVENTS AND ENTERTAINMENT INDUSTRIES


CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - DES-ESS - EMIT - ACME
Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - II sem. - OP  |  SECS-P/08) - M (6 credits - II sem. - OP  |  SECS-P/08) - IM (6 credits - II sem. - OP  |  SECS-P/08) - MM (6 credits - II sem. - OP  |  SECS-P/08) - AFC (6 credits - II sem. - OP  |  SECS-P/08) - CLAPI (6 credits - II sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - II sem. - OP  |  SECS-P/08) - CLELI (6 credits - II sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - II sem. - OP  |  SECS-P/08) - EMIT (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
DIEGO RINALLO

Classes: 31 (II sem.)
Instructors:
Class 31: DIEGO RINALLO



Course Objectives

The course aims to provide participants with theoretical frameworks and operational logics for the design and management of communication events, which have been recently achieving an increasing relevance in firms’ communication practices. Management models and conditions of effectiveness are also dealt with. Besides a limited number of theoretical lectures, the course draws upon sessions supported by case studies, students’ research, and participation by guests speakers.

Please note that this version of the course (6 credits) is focused on communication events and does not deal with entertainment industries, which are instead the subject of the 12-credit version of the course, open to ACME M.Sc. students only.


Course Content Summary
  • Event industries: Actors and competencies
  • Fundamental decisions: goal setting, targets, messages, budgeting
  • The event management process
  • Event project and risk management
  • Trade shows and other collective marketing events

Detailed Description of Assessment Methods

Attending Students

  • The exam consists of a field project in small groups, which represents  60% of the total evaluation
  • An individual written exam on textbooks, readings, cases, guest speakers and instructors' slides, for the remaining 40%.

Non Attending Students

  • The exam is in written form and is about textbooks.

Textbooks

Attending students

  • D. Rinallo, Event Marketing, EGEA, Milan, 2011 (selected chapters). Available from the EGEA bookshop in March.
  • Additional readings and documents as indicated in the syllabus, available from the course reserve page or e-learning.

Non - Attending students

  • D. Rinallo, Event Marketing, EGEA, 2011 (entire book). Available from the EGEA bookshop in March.
  • J. Rutherford Silvers, Professional Event Coordination, Wiley, 2004 (entire book).
Exam textbooks & Online Articles (check availability at the Library)
Last change 07/05/2010 13:01

ACME (12 credits - II sem. - OBS  |  SECS-P/08)
Course Director:
DIEGO RINALLO

Classes: 31 (II sem.)
Instructors:
Class 31: DIEGO RINALLO



Course Objectives

The course is structured in two modules of 6 credits (48 hours) each, which will deal with, respectively, events as business communication instruments and entertainment industries. The first module, Communication Events, aims to provide participants with theoretical frameworks and operational logics for the design and management of events, which have been recently achieving an increasing relevance in firms’ communication practices. Management models and conditions of effectiveness are also dealt with. The second module, Entertainment Industries, intends to provide advanced conceptual instruments for the comprehension of entertainment as a guiding principle that permeates today’s consumer culture. Through the analysis of the main show business industries (theme parks, sport, movies) students will understand how entertainment is managed and how consumers experience and use entertainment products, services and industries, and how such understanding may help companies from a wide range of industries (beyond entertainment in a strict sense) to create value for the customer.

Besides a limited number of theoretical lectures, the course will draw upon sessions supported by case studies, students’ research, and participation by guests speakers.


Course Content Summary
  • Communication Events
    • Event industries: Actors and competencies
    • Fundamental decisions: goal setting, targets, messages, budgeting
    • The event management process
    • Event project and risk management
    • Trade shows and other collective marketing event
  • Entertainment Industries
    • The entertainment economy
    • Entertainment and consumer culture
    • Focus on specific entertainment industries (theme parks, sport, cinema)

Detailed Description of Assessment Methods

Attending students

  • The exam consists of two field project in small groups. Each field project represent 30% of the final evaluation;
  • An individual final exam, which represents the remaining 40%, will be about textbooks, readings, cases, guest speakers and instructors' slides.

 

Non - Attending students
The exam is written and will be based on open questions (no multiple choice) covering the course’s textbooks.


Textbooks
  Attending students
  • D. Rinallo (ed.), Event Marketing, EGEA, Milan, 2011 (selected chapters). Available from the EGEA bookshop in March.
  • Additional readings and documents as indicated in the syllabus, available from the course reserve page or learning space.

Non - Attending students

  • D. Rinallo (ed.), Event Marketing, EGEA, 2011 (entire book). (available from the EGEA bookshop in March)
  • J. Rutherford Silvers, Professional Event Coordination, Wiley, 2004 (entire book)
  • S. Sayre, Entertainment Marketing and Communication, Pearson/Prantice Hall, 2008.
Exam textbooks & Online Articles (check availability at the Library)
Last change 15/02/2011 17:25
 

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