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Event Management

Module name (EN): Event Management
Degree programme: Cultural Management, Master, ASPO 01.04.2020
Module code: MAKM-311
Hours per semester week / Teaching method: 4S (4 hours per week)
ECTS credits: 6
Semester: 3
Mandatory course: no
Language of instruction:
Written composition, presentation

[updated 24.09.2020]
Exam recurrence:
The information regarding exam recurrence is found within the exam policy of the study programme (ASPO).
Applicability / Curricular relevance:
MAKM-311 Cultural Management, Master, ASPO 01.04.2020, semester 3, optional course
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Nicole Schwarz
Dozenten des Studiengangs

[updated 28.04.2020]
Learning outcomes:
After successfully completing this module, students will:
_        be able to apply highly relevant event management concepts and methods, such as process policy, as components in the marketing mix for event management
_        be able to cooperate and evaluate within the framework of project management (project focus/definition, planning, project structuring, prioritization/derivision of analyses, activity planning, implementation, success control)
_        have a theoretical understanding of the unique characteristics of event marketing
_        be able to recognize and evaluate correlations in event management
_        be able to apply basics from process management to the establishment of control processes
_        be able to apply the basics of motivation and teamwork
_        have improved their communication skills through interaction with third parties and group discussions
_        be able to use presentation techniques

[updated 24.09.2020]
Module content:
_        Developments and perspectives in event management
_        Event marketing
_        Approaches of modern consumption theory for events
_        Basics of event management
_        Strategic marketing of institutions in the event segment
_        Marketing mix instruments (product, price, communication and distribution policy) in a regional, national and international context
_        Approaches of modern consumption theory in event management
_        Special characteristics of event marketing
_        Strategic marketing of institutions in event marketing
_        Insights into the basics of event management in cultural organizations
_        Analysis and presentation of process and organizational structure issues in organizations active in event management

[updated 24.09.2020]
Teaching methods/Media:
_        Seminar
_        Case studies
_        Group work
_        Discussions with fellow students and third parties
_        Presentations and preparation of documentation/papers

[updated 24.09.2020]
Recommended or required reading:
Literature will be compiled according to the respective topic. In-depth literature research is required and is an integral part of the course.
Literature examples:
_        Bischof, R., Event-Marketing _ Emotionale Erlebniswelten schaffen, Zielgruppen nachhaltig binden, Berlin: Cornelsen, latest edition.
_        Opaschowski, H.W., Deutschland 2020. Wie wir morgen leben _ Prognosen der Wissenschaft, Wiesbaden: Springer VS, latest edition.
_        Opaschowski, H.W., Freizeitökonomie _ Marketing von Erlebniswelten, Opladen: Leske und Budrich, latest edition.
_        Opaschowski, H.W., Das gekaufte Paradies, Hamburg: Germa Press, latest edition.
_        Schulze, G., Die Erlebnisgesellschaft, Kultursoziologie der Gegenwart, Frankfurt: Campus Verlag, latest edition.
_        Steinecke, A. (Hrsg.),        Erlebnis- und Konsumwelten, München: Oldenbourg, latest edition.

[updated 24.09.2020]
[Thu Sep 29 14:25:01 CEST 2022, CKEY=keg, BKEY=kmm4, CID=MAKM-311, LANGUAGE=en, DATE=29.09.2022]