Events Organization and Management

The recommended basic knowledge will be related to raising students’ awareness of the importance of valuing components such as: planning, involvement and involvement of work teams, the importance of knowing how to specifically define the objectives of events, awareness of components related to event budgeting, as well as the fundamental role of good communication. Aspects related to the effectiveness of communication, as well as creativity, communication skills and evaluation of events are knowledge to be valued.

The classes will be theoretical and practical, combining expositive methodologies with the analysis and discussion of practical cases, the realization of practical works of application of knowledge and techniques (events organization) and the presentation and discussion of students’ projects in class.

Objectives

The main objectives and skills are for students to understand the importance of events in the context of the strategic functioning of organizations, at local, regional and global scale as well as to be able to plan events, both as instruments of the company’s communication policy and as marketing communication vehicles. The skills to be developed focus on the ability to plan, organize, implement, publicize and evaluate events that are linked to organizational objectives. Understanding management advice on good practices in promoting and organizing events, applying event organization practices and communication techniques in their dissemination are other specific objectives.

Regarding the skills to be acquired, the following are named:

Knowledge-knowledge skills

1) understand the importance of events in the context of the strategic functioning of organizations

2) understand the difference between events supporting institutional communication policy and support eventsto the marketing communication strategy

3) understand, manage and evaluate good event organization practices

4) know and use the concepts of Public Relations applied to planning, implementation and evaluation of events.

Know-how skills

1) know how to articulate event organization practices with organizational objectives

2) apply event organization practices

3) apply communication techniques in publicizing events

4) advise and advise management on good practices in promoting and organizing events.

At the end of the UC, it is expected that students will have acquired the objectives and skills previously stated in order to enrich their complementary academic, cultural and civic training.

The following topics are generic and are not limited during the classes, with room for the stimulation of other related topics.

I. Events in the organizational communication compound
1.1  Strategic importance: options and news trends
1.2  Articulation with organizational objectives: new stakeholders in strategic network
1.3  Typology of expected events/results: new paradigms

II. Event Planning Steps
2.1  Goals
2.2  Public
2.3  Planning: spaces, times, dates,
2.4  Allocation of human and technical resources
2.5  Budgeting and relationship with suppliers
2.6  Impact of Events
2.7  SMART Objectives

III. The Event Manager
3.1  Core Competencies
3.2  Technical Competencies
3.3  Communication Competencies
3.4  Main Functions and Responsibilities

IV. Event implementation
4.1  Operational support
4.2  Verification checklist
4.3  Corporate protocol
4.4  Contingency Management: Before, During and Post-Event
4.5  Event Communication and Marketing: New Technologies Applicable to Event Organisation

V. Event evaluation
5.1  The importance of stakeholder participation in the evaluation
5.2  The preparation of an evaluation report
5.3  Presentation of practical cases by the teacher

1. PERIODIC Assessment:

         1. One individual written test (50%);
         2. One group assignment carried out outside class hours (30%);
         3. Two group assignments carried out in class (20%).

The marks obtained in the different assessment components are rounded to one decimal place. Only the final mark is rounded to the nearest whole number.

2. Assessment BY FINAL EXAM:

         1. The minimum pass mark in the written examination is 10 marks.

Notes:

1. All assignments must be presented in class by all members of the group.
2. Written examinations are taken without consultation of any materials.
3. With the exception of group assignment presentations, no oral examinations will be conducted.

NAO