Communication Events (20520)

Degree/study: Bachelor's Degree in Advertising and Public Relations 
Year: Third
Term: Third
Number of ECTS credits: 4 credits
Hours of studi dedication: 120 hours
Teaching language or languages: catalán
Teaching Staff: Mónika Jiménez

1. Presentation of the subject

Specific study and analysis of the public relations technique "events organization" in brand images or organizations consolidation and transmission. Case study aimed at analyzing creative strategy applied to events. The course combines theoretical sessions with practical sessions, where aspects related to event organization will be analyzed and put into practice.

 

2. Competences to be attained

Being able to have overview of the event organization and managing process, through the analysis of all the involved elements.

• Analyzing the importance of event organization in the communication process of any company or institution.

• Working with real cases and simulated situations, aimed at putting event tools management into practice.

 

3. Contents

 

Contents block 1: New corporative and/or institutional ways of communication.

Contextualization, evolution and current tendencies of event organization as a new way of communication within the business and/or institutional context.

Contents block 2: Event organization.

Event organization as a creation, consolidation and/or brand value diffusion tool.

The need for an Event Management Strategic Plan.

Direct and indirect audiences involved in the event organization as a communication strategy.

Creation, management and event execution strategic process.

Contents block 3: Event assessment tools

The need for applying post-event tools.

Impact assessment actions.

 

4. Assessment

• Individual exercises on the contents worked in class.

• A group project entailing a definitive event counter-brief.

• Project presentation in class.

It is not possible to get a pass in the subject if any of these parts is failed.

 

5. Bibliography and teaching resources

5.1. Basic bibliography

Allen, Judy (2002).  Event planning. The ultimate guide to successful meetings, corporate events, fundraising galas, conferences, conventions, incentives and other special events.  New York:  John Wiley & Sons, Inc.

Allen, Judy (2002).  The business of event planning. Behind-the-Scenes Secrets Of Successful Special Events. New York:  John Wiley & Sons, Inc.

Catherwood Dwight W. & Van Kirk Richard L (1992): The complete guide to special management. Ed. John Wiley & Sons. New York.

Hoyle, Leonard H (2002): Event Marketing. How to successfully promote events festivals, conventions and expositions. Ed. John Wiley & Sons. New York.

Jiménez, Mònika (2007). Manual de gestió d'esdeveniments. La construcció de la imatge de marca. Eumo Editorial. Col·lecció Media-TK. Barcelona 2007

Torrents, Raimond (2005). Eventos de empresa. El poder de la comunicación en vivo, Deusto. Barcelona 2005

 

5.2. Complementary bibliography

Avrich, Barry (1994). Event & Entertainment Marketing. A must guide for corporate event sponsors and entertainment enterpreneurs. Chicago: Probus Publishing.

Dowling, Grahame (2001). Creating Corporate Reputations. Identity, image and performance. New York: Oxford University Press.

Herrero Blanco, Paloma (2000): Gestión y organización de congresos.: Operativa, protocolo y ceremonial. Editorial Síntesis, Madrid

Fisher John G. (2002): Cómo organizar convenciones y congresos. Ediciones Gedisa. Colección Nuevos emprendedores.

Le Monnier, Fernando (2000). Márketing ferial. Cómo gestionar y rentabilizar la participación en salones feriales. Ediciones Gestión 2000. Barcelona.

Ismail Ahmed (2001). Congresos y cátering. Organización y ventas. Ediciones Paraninfo, Madrid.

6. Metodology

This is a theoretical and practical course that alternates contents explanations with assignments and practical cases to be developed in groups. 20 hours (out of the 40 total hours) will be dedicated to theoretical teaching through master classes. They will be alternated with practical sessions in IT classrooms, aimed at developing the counter-brief parts corresponding to the relevant phase explained in class.

 

7. Planning of activities

Sessions	CONTENTS	PRACTICE
1	Subject presentation + Professional profile	Brief presentation
2	Event Management Strategic Plan (EMSP)	Brainstorming Task organization and schedule
3	Event typology Agents involved in the process	Practical case analysis
4	Counter-brief	Writing a counter-brief
5	Threads	Thread definition
6	Suppliers (catering + location)	Supplier selection justification
7	Budget	Provided data budget exercise
8	EMSP approval	Writing an approval document
9	Crisis situations+ insurances+ competition	Critical assessment of the EMSP application to the proposed budget
10	Projects presentation	Projects presentation