Applied Event Management

Faculty of Business Management and Social Sciences

Version 13.0 of 10/26/2020

22B1274

Angewandtes Veranstaltungsmanagement

• Betriebswirtschaft und Management - WiSo (B.A.)
• Öffentliches Management (B.A.)
• Wirtschaftsrecht (Bachelor) (LL.B.)
• Internationale Betriebswirtschaft und Management (B.A.)

2

This module introduces students to the critical elements associated with the planning, design and execution of events (e. g. strategic, financial, quality, Marketing and risk planning). Students will apply their learning in practical projects.

Students gain theoretical and practical knowledge to plan, design and execute events whereby different types of events are covered (e. g., exhibitions and trade shows, meetings and conventions, corporate events or sport and leisure events). Next to the lectures (to acquire the theoretical foundations), the students gain practical experiences through cooperation with partners from the event industry. (e.g., event agencies, convention and exhibition centres, small and medium sized businesses, public institutions, etc.)

Knowledge Broadening
Students who successfully complete this module are familiar with the different stages of event organisation
(such as event design, strategic planning, event execution, event controlling and evaluation) and can apply important tools and methods from quality, risk and project management. They are able to develop creative event concepts that consider the needs and wishes of disparate target groups.
Knowledge Deepening
Students who successfully complete this module can apply event theories in a practical real-life context and know how to deal with various partners from the event industry. They can develop creative event concepts (or critical parts of full concepts). Depending on the project partners and event types this includes for example:

- Feasibility analyses
- Strategic planning (including event goals and objectives, target groups)
- Development of specific marketing plans and campaigns
- Handling event budgets
- Quality and risk management
Instrumental Skills and Competences
Students who successfully complete this module can determine and assess market conditions and other important requirements to develop coherent event concepts. They can use project management methods and apply them in different contexts and for different event types.
Communicative Skills and Competences
Students who successfully complete this module can demonstrate effective communication and team working skills.
Systemic Skills and Competences
Students who successfully complete this module know and apply important event terms. They can design special concepts for different forms of events with disparate target groups.

LecturesGroup workPresentationsPractical projects Case studies

“Principles of Event Management”

Werner, Kim

• Werner, Kim
• von Papen, Jost
• Große Ophoff, Markus
• Temme, Thomas

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Dinkel, M., Luppold, S., Schröer, C., Handbuch Messe-, Kongress- und Eventmanagement, Verlag Wissenschaft & Praxis, 2013

Eisermann, U., Winnen, L., & Wrobel, A. Praxisorientiertes Eventmanagement: Events erfolgreich planen, umsetzen und bewerten. Springer Verlag, 2014

Holzbaur, U., Jettinger, E., Knauß, B , Moser, R., Zeller, M., Eventmanagement: Veranstaltungen professionell zum Erfolg führen, Springer Verlag, 2010

Kästle, T., Kompendium Event-Organisation: Business- und Kulturveranstaltungen professionell planen und durchführen, Springer Gabler, 2012

Kirchgeorg, M., Dornscheidt, W.M., Giese, W., Stoeck, N., Handbuch Messemanagement: Planung, Durchführung und Kontrolle von Messen, Kongressen und Events, Gabler Verlag 2003

Klein, A. (Hrsg), Kompendium Kulturmanagement: Handbuch für Studium und Praxis, Vahlen Verlag, 2011

Schäfer-Mehdi, S., Eventmarketing: Kommunikationsstrategie, Konzeption und Umsetzung, Dramaturgie und Inszenierung, Cornelsen, 2012

Schreiber, M.-T., Kongresse, Tagungen und Events: Potenziale, Strategien und Trends der Veranstaltungswirtschaft, Oldenbourg Verlag, 2012

Portfolio exam

1 Term

Winter and Summer Term

German