| Short Title: | Event Management/IMC 2 |
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| Full Title: | Event Management/IMC 2 |
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| Field of Study: | Marketing and advertising |
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| Module Author: | Patricia Medcalf |
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| Module Description: | Students will apply their learning from Event Management/IMC1 to a real life situation of planning, organising, implementing and evaluating and event. Students will be provided with the skills that will enable them to formulate a comprehensive, fully integrated marketing communications solution for the promotion of their event. |
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| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| LO1 |
Work as part of a team to plan, manage, run and evaluate an event. |
| LO2 |
Design a brand identity for an event. |
| LO3 |
Establish budget and schedule for an event. |
| LO4 |
Assess venues and the risks of running an event. |
| LO5 |
Devise and implement a strategy that will promote an event. |
| LO6 |
Evaluate their event based on objectives set. |
Module Content & Assessment
| Course Work |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Continuous Assessment |
Students will clarify and establish event objectives and will create, plan and implement a promotions plan. They will be assessed on the basis of things like media coverage, social media, promotional material, timing of promotions, sponsorship secured. |
2,5 |
20.00 |
n/a |
| Continuous Assessment |
Event planning/logistics - each group will be assessed on the basis of their ability to pre-plan their event and will take into account things like ticketing (timing and follow-up), media relations. Contingency plans will be evaluated, ability to coordinate all aspects on the day e.g. guest hospitality, tidy up, organisation of raffles. |
1,3,4 |
30.00 |
n/a |
| Continuous Assessment |
Event Implementation and evaluation – the groups will work together to run the event and will be evaluated through attendees feedback, Mystery shoppers, guests and peer feedback. |
1 |
30.00 |
n/a |
| Continuous Assessment |
After the event, students will answer a case study based on Event Implementation and Promotion. |
1,2,3,4,5 |
20.00 |
n/a |
| No End of Module Formal Examination |
TU Dublin – Tallaght Campus reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Class Based instruction |
4.00 |
Every Week |
4.00 |
| Tutorial |
Group supervision |
2.00 |
Every Week |
2.00 |
| Independent Learning |
Group meetings, planning and organising event |
4.00 |
Every Week |
4.00 |
| Total Weekly Learner Workload |
10.00 |
| Total Weekly Contact Hours |
6.00 |
| Workload: Part Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
No Description |
2.00 |
Every Week |
2.00 |
| Independent Learning |
No Description |
7.00 |
Every Week |
7.00 |
| Total Weekly Learner Workload |
9.00 |
| Total Weekly Contact Hours |
2.00 |
Module Resources| Required Book Resources |
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- Dowson R. & Basset,D. 2015, Event Planning and Management, 3ed Ed., Kogan Page
- Shone, A., Parry,B. 2013, Successful event Management, A practical handbook, 4th Ed., Cengage
- Smith, PR and Zook, ZE 2016, Marketing Communications, 6th Ed., Kogan Page London
| | Recommended Book Resources |
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- Lynn Van der Wagen, Lauren white 2010, Events management for tourism, Cultural, Business and Sporting events, 4th Ed., Pearson Australia [ISBN: 978-1-4425-3488-9]
- Preston CA. & Hayle L. 2012, Event marketing: How to successfully promote events, festivals ,conventions and expositions, 2ed Ed., Wiley
| | Required Article/Paper Resources |
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- The Irish Marketing Review, Journal of Marketing Communications, Sunday Times, Irish
| | Other Resources |
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- Website: Media Live
- Website: Public relations Institute of Ireland
- Library Database: WarcWarc
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Module Delivered in
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