Event Management

• Comprehensive understanding of the principles, strategies, and practices of event management.
• Analysis of events as complex projects integrating communication, marketing, operations, finance, and strategic planning.
• Overview of the main segments of the events industry, including corporate events, conferences, exhibitions, festivals, sporting, political, community, and fundraising events.
• Examination of the event ecosystem and the roles of key stakeholders (organizers, sponsors, public authorities, suppliers, media, communities, and participants).
• Evaluation of how events contribute to organizational objectives, destination development, economic growth, and cultural promotion.
• Analysis of international case studies to assess managerial decisions, strategic choices, and operational outcomes.
• Application of the event planning process, including feasibility analysis, goal setting, budgeting, resource allocation, scheduling, and logistics.
• Use of project management techniques and decision-making tools for successful event delivery.
• Understanding of risk assessment, event governance, safety, security, and regulatory compliance.
• Exploration of emerging challenges such as sustainability, digital transformation, hybrid events, and crisis management.
• Introduction to the Participant Journey and the design of meaningful event experiences.
• Study of audience engagement, service quality, storytelling, and experiential marketing.
• Critical assessment of the economic, social, cultural, environmental, and political impacts of events.
• Development of sustainable, inclusive, and long-term value creation strategies.
• Team-based creation of an original event concept and professional implementation plan.
• Presentation and defense of project proposals, strengthening communication and management skills.
• Acquisition of transferable competencies applicable across industries where events play a strategic role.

• Understand the structure and strategic role of the events industry.
• Analyze stakeholder relationships in event planning and delivery.
• Design event concepts aligned with organizational and market objectives.
• Assess the feasibility and viability of event projects.
• Apply project management principles to event planning, execution, and evaluation.
• Develop budgets, resource plans, and operational strategies.
• Identify and manage event-related risks.
• Evaluate the economic, social, environmental, and political impacts of events.
• Design participant-centered event experiences.
• Create and present a professional event proposal integrating strategic, operational, and communication aspects.

In presence

The course adopts an interactive and practice-oriented learning approach, including:
•    Interactive lectures introducing theoretical concepts, frameworks, and industry practices.
•    Case study analyses of international business, cultural, sporting, political, and non-profit events.
•    Group discussions and collaborative learning activities.
•    In-class workshops focused on event planning, stakeholder analysis, budgeting, and risk assessment.
•    Project-based learning through the development of a complete event concept and implementation plan.
•    Group presentations and peer feedback sessions.
•    Applied exercises aimed at strengthening analytical, managerial, and communication skills.

• Written Examination (60%): Assessment of key theories, concepts, frameworks, and event management methodologies through a mix of question formats and case-based applications.
• Group Event Project & Presentation (40%): Development and presentation of a professional event proposal covering strategic, operational, financial, communication, and stakeholder management aspects.

Grading Breakdown

• Written Examination: 60%
• Group Event Project & Presentation: 40%