THE UG LIVE EVENT PROJECT (EVENT PLANNING & MARKETING) - 2021/2

Module Overview

The major part of this module is devoted towards the planning and marketing of a live event. This task will require the students to work in teams with allocated roles and responsibilities. Students will go through the creative decision making process and then take ideas forward within formal feasibility study process and learn essential knowledge about the practical planning, documentation, organisational and technical considerations for the staging of a live event and in doing so gain a real depth of understanding of the stage by stage process of successful event management.

In Semester two students will be able to take the UG Live Event Project 2 which is the Event Delivery and Evaluation module in which student event teams deliver a live event and evaluate all key aspects of the business and operations management of the project.

Module provider

Hospitality, Tourism & Events Management

Module Leader

DELANEY Emma (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

MAN1102 Event Planning & Management

Module content

Indicative content includes:

Organisational structures and roles and responsibilities
Event creativity and design
Design concepts and visitor experience
Feasibility assessments
Project marketing planning
Planning and team management
Event. production and Human Resources
Venue selection
Sponsorship and gaining funding
Business development,
Financial forecasting and budgeting
Documentation
Meetings and communications management
Stakeholder management

Assessment pattern

Alternative Assessment

CW1 Individually create a 500 word Event Feasibility Study based on the template provided by the module leader for this document and brief the module leader on the proposed event.   CW2 Individually create a 500 word Event Marketing Plan for the proposed event using the template provided by the module leader for this document.   CW3 Individually create a 1500 word Event Management Plan for the proposed event using the template provided by the module leader for this document.   NB: The imaginary event concept will be the students own choice but this concept must be approved by the module leader first.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate The assessment strategy is designed to provide students with the opportunity to demonstrate both the theoretical and practical skills they have developed in the module.

Thus, the summative assessments for this module will consist of: the summative assessment for this module consists of three pieces of Group Work which are:

CW1 (Group) the Project Feasibility Study (PFS) which is an initial study of all key aspects as regards the event team structure and lines of reporting, the event concept, the design and theme, the demand and completion within the market, an initial overview of the event marketing, initial overview of resource requirements, areas of income, potential costs and desired profits. Finally students will assess areas of business and organisational risks. Weighting = 30%

CW2 (Group) the Project Marketing Plan (PMkP) which will document key elements of the marketing of the events from Situational Analysis, Segmentation and identification of target market, the Marketing Strategy, Pricing Strategy for Revenue Optimisation, application of the Marketing Mix, Marketing Communications and positioning of the offer within Marketing Channels. Weighting = 30%

CW3 (Group) the Event Management Plan (EMP) which documents all aspects of the planning for the event operations per se. Areas covered within the EMP include the Event Proposal, an overview of Production Management, an overview of the Event HR requirements, an overview of Costs, operational Method Statements, Production Schedules, Event Communications, Risk Management for operations , staff and visitors. Weighting = 40% Formative assessment Pitching event concepts and initial plans and budgets within Event Approval Panel meetings and being fully conversant as to pitching event concepts and articulating the details within plans during panel meeting discussions. Feedback During the development of the Project Feasibility Study each group will receive verbal feedback about their ideas and planning. The Project Feasibility Study will be formally marked and written feedback provided within the agreed time for such summative assessments. The Project Marketing Plan will be formally marked and written feedback provided within the agreed time for such summative assessments. The Event Management Plan will be formally marked and written feedback provided within the agreed time for such summative assessments. However, the Event management Plan is a working document that will continue to evolve in line with advancements in the planning up until the delivery of the event per se; hence there is a requirement that a final risk assessment be submitted no less than 48 hours prior to the event and once all final planning has been completed and reviewed. In weeks 4 or 5 the event feasibility studies will be formally submitted and also verbally presented to a panel of teaching staff and invited industry practitioners. This feedback can then be incorporated into the development of the Project Marketing Plan and the Event Management Plan prior to the submission of these document. The Project Marketing Plan will be submitted in weeks 7 or 8 and the Event Management Plan in weeks 9 or 10. Verbal feedback will continue via weekly workshops up until the end of the module

Formative feedback

Students receive feedback throughout the semester via face to face teaching which will support them to complete the assessments.

Module aims

• Develop students abilities to rapidly form meaningful working relationships so as to be able to effectively deliver all aspect of the event project
• Develop students’ abilities to conceive and design exciting and feasable creative event concepts
• Develop students’ abilities’ to document event proposals, marketing and management planning
• Develop students’ abilities to identify suitable resources, create feasible event budgets
• Develop students’ abilities to identify areas of income and generate revenues and create a profit from the event project
• Develop students abilities to develop excellent marketing strategies and plans
• Develop students’ abilities to comprehensively document the plans for the staging of the event and delivery of all aspects of the customers’ event experience

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to facilitate the development of students’ knowledge and skills in creating and marketing events and their understanding of business aims and intentions. The learning and teaching strategy is also designed to assist in the developments of student’s confidence and competence in working with others in order to achieve key targets. This module is taught as a 3 hour weekly workshop running for 11 weeks.


The learning and teaching methods include:

The learning and teaching methods are designed to encourage students to respond to formal presentations but also to take responsibility for their own learning. This module will consist of four weeks of front loaded teaching material in order to facilitate group organisation and cohesion. The remaining four teaching weeks and sessions will be used to provide weekly group progress meetings with each Event Team and all team members. Meetings will be run by the teaching staff and follow a weekly agenda of key topics pertinent to the stage of the event planning or the needs of the Event Team.
Of note will be the Event Approval Panel meetings within the module in which student Event Teams will present and ‘pitch’ their ideas to a panel comprising of academics and industry professionals.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN2168

Other information

NA

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2021/2 academic year.