Communication Events (20520)
Degree/study: Bachelor's Degree in Advertising and Public Relations
Year: Third-4th
Term: First
Number of ECTS credits: 4 credits
Hours of studi dedication: 120 hours
Teaching language or languages: catalán
Teaching Staff: Mónika Jiménez, Sara Vinyals
1. Presentation of the subject
Study and analysis of the technique of PR "event management" in the consolidation process of the brand or organization. Case studies in analyzing the creative strategy applied to the event. The course combines theory sessions with practical classes.
2. Competences to be attained
• Capacity overview of the process of organizing and managing events, through the analysis of all the factors involved.
• Ability to analyze the importance of organizing events in the communication process of any company or institution.
• Ability to work with real cases and simulated situations to implement management tools to organize events.
3. Contents
• Content Block 1: New ways of corporate and/or institutional communication
Context, development and trends in the organization of events such a new way of communication in the business and in the institutional environment.
· Content block 2: Events Organization
The event planning as a tool of creation and consolidation of the brand values
The need for a Strategic Event Management
Direct and indirect public involved in the organization of events such as
communication strategy
Strategic process of creating, managing and executing events
· Content block 3: Tools
Tools post-event
Impact assessment
4. Assessment
•
Individual exercises on the topics covered in class. 15% of the final qualification
• Final project. Presentation. 75% of the final qualification
• Class attendance. 10% of the final qualification
The course will not be passed if there are failed parts
To qualify for retake the course must have passed the final work, and the 50% of the individual practices delivered within the evaluation period (October to December) .
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 event management. Ed. John Wiley & Sons. New York
Hoyle, Leonard H (2002).: Event Marketing. How to successfuly 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
Allen J.: Event Planning. The Ultimate guide. Ed. Wiley. Ontario, 2000
Beauchenêne F.: Profession: Créateur d'événements. Ed.Studyrama. París 2005
Catherwood W. D., Van Kirk L. R: The complete guide to special event management. Ed. Wiley, Canada 1992
Claveu P.: Management de projets événementiels. Ed Presses Universitaires de Grenoble. Grenoble, 2005
Craven E. R.; Johnson L.: Meeting and event planning. Helpful Strategies and tactical tips for successful events -big or small. Col. The complete idiot's guide. New York 2006.
Delecourt N., Happe-Durieux L.: Comment organiser un événement. Editions du Puits fleuri. París 2005
Herrero Blanco, P.: Gestión y organización de congresos. Operativa, protocolo y ceremonial. Editorial Síntesis. Colección Gestión Turística. Madrid, 2000
Jaén G. F.: El negocio ferial. Privatizar, vender, rentabilizar. Ed. DicText. Barcelona, 1995
Le Monnier F.: Marketing ferial. Cómo gestionar y rentabilizar la participación en salones profesionales. Ed. Gestión 2000. Barcelona, 2000
Lenderman M. : Experience the message. How experiential Marketing is changing the brand world. Carrol & Graf. New York 2006
Mintzer R., Friedman S.: The everything fundraising book. Ed. Adams Media Corporation. Massachusets 2003.
Moran J.: How to start a home-based Event Planning business. Ed. Morris Books. The globe pequot press. Connecticut 2004
Moulin de Labarthète, A.: La communication événementielle. Les éditions Demos. París, 2005
Perkins W.: L'événementiel. Une communication sans limites...ou presque. Ed. Max Milo. Col. Histore d'être. Paris 2003
Salter B, Langford-wood N.: Organizar un acto con éxito en una semana. Ed. Gestión 2000. Barcelona, 2003.
5.3. Resources
The sessions are complemented by theoretical analysis and case studies with different material that students can access through the virtual classroom.
On the other hand, is also expected to attend the conferences organized by the EIBTM, one of the most important related to Events organization. Barcelona holds it annually in November.6. Metodology
Theoretical-practical alternative explanations on the matter with the completion of work and the development of case studies conducted in groups. Of the 40 hours that is the subject, 20 are devoted to teaching as a theoretical lecture, interspersed with practical sessions in computer classrooms. These sessions will be dedicated to the development of the final project.
7. Planning of activities
|
Sessions |
Contents |
Practices |
|
1 |
Presentation subject + Professional Profile |
event approach |
|
2 |
briefing presentation |
brainstorming |
|
3 |
PEGE |
Task Organization and Schedule |
|
4 |
Events |
Case Study Analysis |
|
5 |
Agents involved in the process |
contrabriefing development |
|
6 |
Contrabriefing |
Definition thread |
|
7 |
Storytelling |
Storytelling |
|
8 |
Suppliers (catering + spaces) |
supplier selection |
|
9 |
Budgets Aproval Crisis Com + insurance + |
Budget |
|
10 |
Projects presentation |
Projects presentation |