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.

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.

Events in the organizational communication compound

1.      strategic importance: options and news trends
2.      articulation with organizational objectives: new stakeholders in strategic network
3.      typology of expected events/results: new paradigms

Event Planning Steps

1.      goals
2.      public
3.      planning: spaces, times, dates,
4.      allocation of human and technical resources
5.      budgeting and relationship with suppliers
6.      risk in events: typologies

Event implementation

1.      operational support
2.      business protocol
3.      basic notions of relations with the media

Event evaluation

1.      the importance of stakeholder participation in the evaluation
2.      the preparation of an evaluation report
3.      presentation of practical cases by the teacher

NAO

Main bibliography:

Amaral, I. (2008). Image and Success. Protocol Guide for Companies. Lisbon: Verb.

Bobone, P. (2010). Eventology: science and arts of creating and managing events. Porto: Fernando Pessoa University. ISBN:
978-989-643-049-8.

Benoît, M. (2015). Territorial marketing: Enjeux et practices. Publisher: VUIBERT. ISBN-13: 978-2311401691.

Caetano, J. et al. (2018). Event management. Lisbon School. Challenges of globalization collection. ISBN: 978-972-592-516-4.

Montenegro, F. G., et al. (2019). Risk management in events in the 21st century: leadership, management, strategy, new technologies, terrorism, crime. Silabas & Challenges. ISBN: 978-989-8842-43-5.

Isidoro, A. M., et al. (2023). Event organization and management manual, 2nd ed. Lisbon: Sílabo Editions. ISBN: 978-989-561-278-9.

Monteiro, A, et al. (2022). People management in leisure, tourist entertainment & events. Coimbra: Editora d’Ideias. ISBN:
978-989-53653-0-2.

Additional bibliography:

Arnaud de B., Pedro D., et al. (2021). Mercator 25 Years – Marketing in the digital age (18th updated edition). Lisbon: D. Quixote Publications. ISBN: 9789722073486.

Ochôa, R. (2011). Event point: events, congresses, fairs, incentives, destinations. Porto: E.L. Comunicação.

Vieira, J. M. (2015). Events and Tourism – Planning and Organization. From theory to practice. Lisbon: Sílabo Editions.