Corporate Events and Event Sponsoring

22C9019

Bachelor

English

5.0

only summer term

1 semester

Understanding how corporate events may support the communication of an organisation and the requirements on how to successfully implement and carry out an event. 

This module consists of eight parts:

1. Integration of corporate events into the marketing of a company
2. Development of an event concept (SWOT analysis, event objectives, target group, event strategy)
3. Application of project management (development of structure plans, organisation plans and time plans, development of budgets and financing plan)
4. Development and implementation of a marketing and communication concept, acquisition of sponsors, canvassing of visitors
5. Selection of the event location and event logistics
6. Implementation of the event
7. Event controlling (financial, organisational and communicative evaluation)
8. Aspects of green events

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 (70%) and a presentation (30%)
PFP2: a one-hour exam (60%) and a written project report (40%)
PFP3: a one-hour exam (60%) and a written case study (40%)

Written examination: in accordance with the valid study regulations

Presentation: approx. 15-20 minutes

Written project report: approx. 15-20 pages

Written case study: approx. 15 pages

The requirements are specified in the relevant class.

None

Students are able to understand how marketing events support the communication strategy of a company. Moreover, they are able to create concepts for corporate events of every kind and to organise, implement and evaluate them. In the case of events that are more complex, they are able to work independently on sub-projects. They are also able to integrate marketing events with other communication tools.

Students who successfully complete this module have deepened their basic knowledge about corporate events from previous event modules such as “The Global Event Market”.

Students who successfully complete this module are able to:

• collect, evaluate and interpret relevant information.
• deduct scientifically founded results and develop solutions according to the latest academic findings.
• implement application-oriented tasks and contribute to finding solutions for complex tasks as a member of a team.
• develop further learning processes independently.

Students who successfully complete this module have improved their problem solving abilities as part of a team as well as their presentation skills.

Students who successfully complete this module are able to:

• develop their own professional self-image.
• justify their own professional actions with theoretical and methodical knowledge.
• assess their own skills, reflect autonomous, factual creative freedom and decision-making independence and use these under guidance.
• recognise the general framework of acting professionally and justifying their decisions ethically responsibly.

This module is connected to:

• Principles of Business Management
• Principles of Marketing
• Strategic Management (incl. Business Game)
• Principles and Practices of Event Management
• The Global Event Market
• Event Design and Value Creation
• Management of Venues and Event Destinations
• Conference, Convention and Meetings Management

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

• Werner, Kim

• Temme, Thomas