Trade Show Participation and Experience Management

22C9013

Bachelor

English

5.0

only winter term

1 semester

In this module students acquire knowledge and capabilities relating to the planning, organisation and executing trade fair participation in China and abroad.

The module consists of ten parts:

1. Introduction to trade fairs and exhibitions
2. Trade fairs as a marketing and sales instrument 
3. Selection criteria of trade fairs and processing registration
4. Budgeting & financing of trade fair participations
5. Evaluation methods
6. Concept, design & construction of the booth
7. Experience management and Invitations
8. Selection and training of the stand-crew
9. Match-making and lead-management
10. Project management summary for successful trade fair participations

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

• Portfolio exam

The portfolio examination consists of:

PFP1: a one-hour exam (60%) and a presentation (40%)
PFP2: a one-hour exam (60% and a seminar paper with oral and written parts (R; 40%)
PFP3: a one-hour exam (60%) and a orally presented case study (40%)

Written examination: in accordance with the valid study regulations

Presentation: approx. 20 minutes

Project report: approx. 10 pages

The requirements are specified in the relevant class.

none

Students who successfully complete this module are able to write concepts as well as implement and evaluate trade fair participations for national and international trade fair participations. 

Students who successfully complete this module have a basic knowledge about planning, organizing and executing stands for different stakeholders, e.g. different kinds of exhibitors, construction companies and/or agencies. They are familiar with the actors and stakeholders in the exhibition and trade show market.

Students who successfully complete this module are able to create experiences for different stakeholders at different forms of trade shows using relevant methods and tools.

Students who successfully complete this module can apply their theoretical knowledge to organize stands at different kinds of fairs and exhibitions, thereby catering for different needs and requirements. They can transfer knowledge related to customer experience management and apply this to the trade show and exhibition market. 

Students who have successfully completed this module can elaborate on recent research findings in the context of customer experience management related to trade shows and exhibitions and can transfer and apply them in practice. 

Students who successfully complete this module are able to communicate with trade fair organisers, design and stand construction companies, advertising, PR and event agencies. 

Students who have successfully completed this module can justify their actions and decisions with theoretical and methodological knowledge. They critically reflect on their actions in relation to social and (trade show) market expectations and consequences.

This module is particularly connected to the module Trade Fairs and Exhibition Management.

• International Event Management Shanghai (IEMS), B.A.

• Werner, Kim

• Juegel, Karla