Event Management and Sponsorship

Course Goals

After taking the exam, the student should:

• Understand how events and sponsorships are positioned in the wider field of corporate communication
• Know the basic elements essential for planning, managing and organizing an event and the differences between different types of events according to communication objectives
• Understand the event organization and management process
• Understand what sponsorship is and how it can be activated: its characteristics, territories of application and actors
• Be able to apply the acquired knowledge to develop an event project
• Be able to plan an event: strategy, management, organization, communication, budget, KPIs

Course Content

The course content will touch upon the following aspects:

• Definition and types of events: characteristics, genres, actors
• Types of events, for example: business to consumer (B2C), business to business (B2B), business to internal (B2I), conferences, roadshows, meetings
• Designing and managing an event: taking and analyzing a brief, defining the strategic objectives, making the creative proposal, planning, carrying out, defining and managing the budget, responsibilities, sustainability and environmental impact, communication and measurement
• Industry applications, such as: fashion and luxury, sport, automotive, celebrities and influencers, entertainment, educational, culture, digital events
• Sponsorships: definition, choice of values and territories, communication, legal aspects and activation plan.

Teaching Methods

To reach the knowledge and understanding learning objectives of the course, teaching methods include:

• Lectures
• Discussion of case histories
• Interactive class activities and discussions
• A group assignment

The course will use the IULM online community to share information and materials

Assessment

The exam will consist of a written test or multiple choice test, and a group assignment reserved to attending students only.

Group assignment:

• Carrying out the group assignment requires attending the lessons, during which details for conducting the assignment and group assistance are provided
• The group assignment is assessed on a scale from 0 to 10 points and contributes to the final grade.

The exam for attending students includes two components:

• The group project work, grades 0-10
• The written final exam that consists of 3 open-ended questions (8-point score each) in 1 hour.

Students’ grades will be formed by the results of the written exam plus the group assignment.