Module Overview

Event Management/IMC 1

To provide students with a comprehensive understanding of all factors which contribute to the successful organisation of events.To equip students with the skills for designing and developing an event strategy.To provide students with the skills required to brand an event and to raise sponsorshipTo provide students with the skills required to put in place a targeted promotions plan.

Module Code

MNGT H3027

ECTS Credits


*Curricular information is subject to change

Section One

Introduction to event marketing: event typologies, event stakeholders and impact on society, Innovation and trends in event management

Section Two

Events as marketing tools: strengths and key advantages to marketers, strategic relevance of events.

Section Three

Planning for events: setting key objectives, venue assessment, risk assessment, critical path identification,event budgeting, Partnering with stakeholders.

Section Four

The relevance of corporate and brand identity to event management; the difference between corporate identity and corporate image; the elements of corporate identity; types of corporate identity; the steps involved in creating and implementing a brand identity for an event.

Section Five

Sponsorship - reasons for its growth; objective setting and sponsorship; types; how to persuade companies to sponsor an event; risks and returns; how sponsorship fits with other elements in the promotions mix.

Section Six

Other elements of the promotions mix that are used in event management such as sales promotions, PR and crisis management, social media marketing. Media planning for events using traditional and digital methods.

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100