The Global Event Market
- Faculty
Faculty of Business Management and Social Sciences
- Version
Version 1 of 23.06.2025.
- Module identifier
22C9001
- Module level
Bachelor
- Language of instruction
English
- ECTS credit points and grading
5.0
- Module frequency
only winter term
- Duration
1 semester
- Brief description
This module is the first event related module in the IEMS-programme. It introduces the international event market and focuses on definitions, structures and the role of various stakeholders in the event market. It explains the functions and effects of events as special communication tools for organisations and companies in a changing global environment (megatrends).
This module concentrates on business events, such as trade fairs, congresses, corporate events and their respective organisers.
Furthermore, it explains the function and role of specialized event service suppliers, such as event agencies, event destinations and event venues and discusses the regional economic and non-economic effects of events on cities and regions.
As this module also lays the basis for the following lectures on management of events, it also discusses the business models of various stakeholders in the event market.
- Teaching and learning outcomes
This module consists of eight parts:
- The global event market: an introduction
- Megatrends and their impact on the event market
- Trade fairs and exhibitions
- World exhibitions
- Events of non-profit organisations: the meeting market
- The corporate event market
- Event destinations and event venues
- Regional event impacts
- Overall workload
The total workload for the module is 150 hours (see also "ECTS credit points and grading").
- Teaching and learning methods
Lecturer based learning Workload hours Type of teaching Media implementation Concretization 35 Lecture Presence or online - 25 Learning in groups / Coaching of groups Presence or online - Lecturer independent learning Workload hours Type of teaching Media implementation Concretization 35 Preparation/follow-up for course work - 40 Exam preparation - 15 Study of literature -
- Graded examination
- Portfolio exam
- Remark on the assessment methods
The portfolio examination consists of:
PFP1: a presentation (30%) and a one-hour exam (70%)
PFP2: a seminar paper with oral and written parts (R; 30%) and a one-hour exam (70%)
PFP3: a written project report (30%) and a one-hour exam (70%)
- Exam duration and scope
Written examination: in accordance with the valid study regulations
Presentation: approx. 10-15 minutes
Seminar paper: approx. 5-10 pages/ approx. 10 -15 minutes
Written project report: approx. 15-20 pages
The requirements are specified in the relevant class.
- Recommended prior knowledge
None
- Knowledge Broadening
Students who successfully complete this module
- understand the role of events as live-communication tools for society, science and business.
- can differentiate between various types of events, according to type, topic, organisers and target groups.
- Knowledge deepening
Students who successfully complete this module
- are able to use the special event related terminology in their argumentation.
- understand why cities and regions invest in event infrastructure.
- understand the special role of China in the international event market.
- Knowledge Understanding
Students who successfully complete this module
- can argue from the viewpoint of various stakeholders in the event market.
- can give an initial evaluation of events according to various KPIs.
- Application and Transfer
Students are able to collect, evaluate and interpret relevant information from various sources independently. They are able to develop and implement solutions according to their current knowledge and experience.
- Academic Innovation
As this lecture also deals with the consequences of megatrends such as digitalization, climate change (and corresponding sustainable actions), globalization or securing supply chains on the business models and strategies of the various stakeholders, the Chinese students gain an unusual and innovative insight into the international event market.
- Communication and Cooperation
Students who successfully complete this module gain further experience in the challenges and advantages of teamwork and group presentations (online and offline).
- Academic Self-Conception / Professionalism
As different and even opposing business models and practices are discussed on an international scale in the lecture (example: German business model of exhibition companies vs. the Anglo-American business model), students are encouraged to discuss their advantages and disadvantages in teams and can lay the foundation for their future independent decision-making.
Thus, they are able to recognise the general framework of acting professionally and justifying their decisions ethically responsibly.
- Literature
Allen, J., Harris, R., Jago, L., Tantrai, A., Jonson, P. & D'Arcy, E. (2020). Festival and Special Event Management (Essentials edition). Wiley.
Beech, J., Kaiser, S. & Kaspar, R. (2014). The Business of Events Management. Harlow, Pearson.
Fenich, G.G. (2014). Meetings, Expositions, Events and Conventions. An Introduction to the industry. Harlow, Essex, Pearson.
Schwägermann, H., Mayer, P. Ding, Y. (2016). Handbook Event Market China,
Berlin/Boston, de Gruyter.Werner, K., & Ding, Y. (2020). Events: Future, trends, perspectives. utb.
- Linkage to other modules
As this module is the first event related module, it will lay the basis for further event management modules in this programme.
As an introductory module, it touches on and raises questions, some of which can only be answered competently after studying other management modules of this programme.
- Applicability in study programs
- International Event Management Shanghai, B.A. (IEMS)
- International Event Management Shanghai (IEMS), B.A.
- Person responsible for the module
- Werner, Kim
- Teachers
- Schwägermann, Helmut
- Werner, Kim