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Event Experience Management

Учебный год
Обучение ведется на английском языке
Курс обязательный
Когда читается:
2-й курс, 1, 2 модуль


Программа дисциплины


Within the present course events are considered in the context of actual conditions of the experience economy. Today there is a demand of consumers for impressions; consumers aspire to get them from goods, services and events. The important task of forming a sustainable event is its commitment to creation of impressions, bright images, and associations of a consumer. The course conception includes also the analysis of events as drivers of economic and cultural development of territories, as tools for formation of its attractiveness for local community (eventful city, creative city), tourists (territorial brand formation) and environment for creative business opportunities.
Цель освоения дисциплины

Цель освоения дисциплины

  • To help students to gain knowledge and better understanding of the event processes in the modern economy that is also featured as experience economy.
Результаты освоения дисциплины

Результаты освоения дисциплины

  • Student has knowledge of main concepts, theories and specific tools applied in event management.
  • Student is able to analyze processes and phenomena related to event management.
  • Student is able to plan his individual activities in event managment.
  • Student has ability to apply categories and concepts in professional activity.
  • Student has ability to apply methods used for intellectual development and professional integrity.
  • Student is able to source documents and commenting literature as well as present interpretation verbally or in written.
  • Student analyzes a situation, suggests compares possible decisions, evaluates environmental factors and consequences.
  • Student can conduct research projects in event management.
  • Student can collaborate with the others in groups.
  • Student uses different negotiation strategies and tactics in team communication, including class work and distance communication.
  • Student is able to use different sources of information, including electronic data bases, and also to survey and analyze core publications, related to the theme of research.
Содержание учебной дисциплины

Содержание учебной дисциплины

  • Topic 1. Introduction to event management
    Event studies. Cultural tourism and event movement. Current trends of event organization in Russia and worldwide. Approaches to classification of events. Best and worst practices. Great event destinations.
  • Topic 2. Events, tourism and place branding
    Event boom and rise of tourism; events under conditions of experience economy. Creative city and events. events as a tool of place branding and the element of local and national brand. Economic impact and benefits (investment, tourism, work-force, city residence, commercial companies, politicians).
  • Topic 3. Project management - event production
    Event as a project. Projects within a event. How to make a good project? Lifecycle of a project. Project management tools. Project budget design. Monitoring and controlling. Staffing across a project lifecycle.
  • Topic 4. Interaction with stakeholders. Part I. People management: how to buy a talent?
    Event’s stakeholders: concept, approaches, classification. Artists management. Celebrities and creative participants of a event: how to buy a talent? Engaging, agreement development, payment. Staff management (hiring seasonal employees). Interaction with volunteers: peculiarities of engaging and working processes. Specificities of motivation for various types of personnel.
  • Topic 5. Interaction with stakeholders. Part II. Audience development
    Audience development: concept, modern approaches. Identification of own audience for a event. Audience and main goals of a event. From short-term to long term relationships with audience. Basic marketing tools of audience development. Getting feedback from audience: before, within and after a event. Feedback and further improvement: what to do with information? Best and worst practices in audience development.
  • Topic 6. Funding: how to get money? Financial sources and partners of event
    Financial sources for event organization. Legislative framework for Russian events. Peculiarities of financing in European countries. Management of participation in tender competition. Specificities of public financing. Participation in tender: concept of tender; types of tenders; conditions for participation; participants. Legislative framework of tender competition. Preparation of documents. Financing through international organization and foreign consulates. Types of appropriate events. Specificities of application procedure. Sponsors aid: search and receiving. Specificities of sponsorship packages. Own revenues of a event. Tickets distribution and other revenue items. Crowd funding: concept and practices. Tools for crowd funding.
  • Topic 7. Security issues in event organization
    Concept of security within event management: current approaches and challenges. Position of different stakeholders. Individual and communal security. Security agencies and public services.
  • Topic 8. Sustainability in event organization
    Green and sustainable events: assessment and reduction of ecological impact of a event. Main principles of sustainability. Vision of events in a sustainable society. Organizing a sustainable event: best practices from international experience.
  • Topic 9. Technology and legislative framework of event organization
    Interaction with public bodies. Legislative framework for event organization in St. Petersburg and selected regions of Russia. Practical issues: signing agreements, transportation and insurance of art objects.
  • Topic 10. Presentation of individual project
Элементы контроля

Элементы контроля

  • Homework (неблокирующий)
    The students’ individual and group homework presented at the seminars.
  • Project (неблокирующий)
    The individual project of a student’s own event presented in written in the form of essay and verbally at the class.
  • Class work (неблокирующий)
    The students’ individual and group work at the seminars in the form of case analysis, presentations, problems solving etc.
  • Exam (неблокирующий)
Промежуточная аттестация

Промежуточная аттестация

  • Промежуточная аттестация (2 модуль)
    0.2 * Class work + 0.3 * Exam + 0.2 * Homework + 0.3 * Project
Список литературы

Список литературы

Рекомендуемая основная литература

  • Dowson, R., & Bassett, D. (2018). Event Planning and Management : Principles, Planning and Practice (Vol. Second edition). London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1922109

Рекомендуемая дополнительная литература

  • European Commission, & Directorate-General for Research and Innovation. (2011). European arts festivals : Strengthening cultural diversity. https://doi.org/10.2777/48715
  • Yeoman, I. (2004). Festival and Events Management. Amsterdam: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=104742