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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Event Management

Events are the ultimate form of experiential marketing. This course covers the A-to-Z of planning and executing successful events, from corporate conferences and product launches to music festivals and weddings. Students will learn the logistics of site selection, vendor negotiation, risk assessment, and the creative design required to create memorable experiences for attendees.

§ 01 By the end you can
  1. Master the 5 Cs of Event Management: Concept, Coordination, Control, Culmination, Closeout
  2. Create detailed Event Budgets and Critical Path schedules
  3. Navigate Vendor Management: Catering, AV, Security, and Decor
  4. Execute Marketing and Sponsorship strategies to drive attendance and revenue
  5. Understand Risk Management, Permits, and Crowd Control safety protocols
§ 02 Sixteen sessions

The whole semester.

  1. 01Introduction to the Event Industry (MICE)
  2. 02Event Conceptualization & Theme Design
  3. 03Budgeting & Financial Management
  4. 04Site Selection & Venue Analysis
  5. 05Project Management: Timeline & Critical Path
  6. 06Sponsorship & Fundraising
  7. 07Legal Issues: Permits, Insurance, & Liability
  8. 08 · MidtermMidterm Examination
  9. 09Vendor Contracts & Negotiation
  10. 10Food & Beverage (F&B) Operations
  11. 11Audio Visual (AV) & Lighting Logistics
  12. 12Risk Management & Crowd Safety
  13. 13Event Marketing & Ticket Sales
  14. 14On-Site Operations: The "Run of Show"
  15. 15Post-Event Analysis & Reporting
  16. 16Final Project: The Full Event Proposal

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Full Event Proposal

How it’s judged

Recommended reading
  1. Special Events: A New Generation and the Next Frontier by Joe Goldblatt
  2. Event Management for Dummies by Laura Capell
  3. Into the Heart of Meetings by Mike van der Vijver
  4. Risk Management for Meetings and Events by Julia Rutherford Silvers
  5. The Event Marketing Handbook by Allison Saget
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