Course 2013-2014 a.y.

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:
DEBORAH CAROLINA RACCAGNI

Course Objectives

This course 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. We examine typical managerial decisions, from goal setting and targeting to creativity issues and evaluation of results.

Furthermore, this course 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 understand how entertainment is managed and how consumers experience and use entertainment products, services and industries. Besides a limited number of theoretical lectures, the course draws upon sessions supported by case studies, field projects, in-class exercises and participation by guest speakers from leading organizations in their respective fields.

Course Content Summary

The course is divided into the following parts:

• Event industries: Actors and competencies
• Fundamental decisions: goal setting, targets, messages, budgeting
• The event management process (the company and the agency’s points of view)
• Measuring event results
• Entertainment and Entertainment industries (theme parks, sport, cinema)
• Audiences and fans

Detailed Description of Assessment Methods

Attending students
The evaluation consists of a field projects in small groups (one for each module of the course) and an individual written exam.

• The field project will represent 60% of the total mark.
• The individual written exam will represent the remaining 40% of the total mark and will be based on questions covering the course’s textbook, additional readings, instructors’ slides and guest speakers’ material. The marks obtained on field projects remain valid for the exam sessions of June and July 2014 only. Students who take the exam in later dates will be treated as non-attendants.
• There is no oral integration.

Non - Attending students
The evaluation is 100% based on written exam. The exam is written and will be based on open questions (no multiple choice questions) covering the course’s textbooks. There is no oral integration.

Textbooks

Attending students

• D. Rinallo (ed.), Event Marketing, EGEA, Milan, 2011 (selected chapters).
• 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).
• A. Lieberman, The Definitive Guide to Entertainment Marketing, Financial Times Prentice Hall, 2013

Exam textbooks & Online Articles (check availability at the Library)

Last change 21/06/2013 09:39