Event Communication (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