Management of Venues and Event Destinations
- Faculty
Faculty of Business Management and Social Sciences
- Version
Version 1 of 30.05.2025.
- Module identifier
22C9024
- Module level
Bachelor
- Language of instruction
English
- ECTS credit points and grading
5.0
- Module frequency
only winter term
- Duration
1 semester
- Brief description
Event venues and destinations are the basic factors in the event market. There is a great variety of events ‒ but there are also a great number of different types of venues. This module clearly takes the perspective of venue management and the resulting strategic positioning of a venue which encompasses a decision-making process on how to adapt architectural, infrastructural, technical and service-oriented aspects into a strategic development plan to best serve current and future international events. Naturally, aspects like digitalization, sustainability and security represent key aspects in such a development. Additionally, KPI-based operational aspects and the specific role of a venue manager and their team in it play a key role in handling current events on a profitable base. This module presents the prevailing types of venues and explains the appropriate strategic and operational management concepts and tools. Additionally, this module takes an outlook into future challenges of venue management in an ever-growing dynamic international environment.
- Teaching and learning outcomes
This module consists of 8 parts:
- Fundamentals & typologies of venues
- Evolving new forms of events and venues
- Strategic positioning & marketing of venues
- Operational management of venues
- Specific current & future challenges for venues
- Current and future responsibilities of a venue manager
- Inter-relation between venue and destination marketing
- Case studies referring to future developments of venues
- 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 30 Lecture Presence or online - 15 Learning in groups / Coaching of groups Presence or online - 15 Individual coaching Presence or online - Lecturer independent learning Workload hours Type of teaching Media implementation Concretization 35 Preparation/follow-up for course work - 25 Exam preparation - 30 Other Preparation for work in small groups
- Graded examination
- Portfolio exam
- Remark on the assessment methods
The portfolio examination consists of:
PFP1: a one-hour exam (50%) and a presentation (50%)
PFP2: a one-hour exam (50%) and a seminar paper with oral and written parts (R; 50%)
PFP3: a one-hour exam (40%) and a presentation (60%)
- Exam duration and scope
Seminar paper: approx. 5-10 pages/ approx. 10 -15 minutes
Presentation: approx. 20 minutes
Written examination: in accordance with the valid study regulations
The requirements are specified in the relevant class.
- Recommended prior knowledge
None
- Knowledge Broadening
Students who successfully complete this module will have a broad understanding of event venues of different types, such as exhibition centres, congress centres, arenas/stadiums, performing arts centres and hybrid venues.
- Knowledge deepening
Students who successfully complete this module will have an in-depth understanding of the current and strategic future challenges of a venue in a growing international complexity.
- Knowledge Understanding
Students who successfully complete this module are able to develop strategic plans for managing a venue which enables them to work professionally in the event market as venue and/or destination marketing (project) managers.
- Application and Transfer
Students are able to implement application-oriented strategies in the complex field of venue management and are able to find concrete solutions for operational tasks in the role of a venue manager and / or member of the venue management team.
- Academic Innovation
Students are able to explain and justify the operationalisation of research-related findings in the broader field of venue management and to apply it to specific venues.
- Communication and Cooperation
Students who successfully complete this module demonstrate broad communication and teamwork skills and learn how to effectively present in a scientifically based style to different stakeholders.
- Academic Self-Conception / Professionalism
Students are able to develop their own professional self-image in a management position and are capable of recognising the general framework of acting professionally and justifying their decisions in a scientific and management area.
- Literature
Berners, P. (2018). The Practical Guide to Managing Event Venues. London: Routledge
Davis, S. (2002). Brand asset management: Driving profitable growth through your brands (2nd ed.). The Jossey-Bass business & management series. San Francisco: Jossey-Bass.
Dowson, R., & Bassett, D. (2018). Event planning and management: A practical handbook for PR and events professionals. PR in practice series. London, United Kingdom: Kogan Page.
Feliciani, C., Nishinari, K., Shimura, K. (2021). Introduction to Crowd Management. Heidelberg: Springer Nature
Getz, D. (2005). Event management and event tourism (2. ed.). Elmsford, NY: Cognizant Communication Corporation.
Holzbaur, U., Jettinger, E., Knauß, B., Moser, R., & Zeller, M. (2010). Eventmanagement: Veranstaltungen professionell zum Erfolg führen (4. Aufl.). s.l.: Springer-Verlag.
Kästle, T. (2012). Kompendium Event-Organisation. Wiesbaden: Gabler Verlag.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (Sixteenth edition, global edition). always learning.
Kotler, P., Keller, K. L., Brady, M., Goodman, M. R. V., & Hansen, T. (2019). Marketing management. 4th European Edition. United Kingdom: Pearson Education Ltd.
Kavaratzis, Michalis (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands, in: Place Branding Vol. 1, 1, 58–73, Henry Stewart Publications 1744–070X (2004)
Kirchgeorg, Manfred; Giese, Wilhelm; Dornscheidt, Werner; Stoeck, Norbert (2006). Trade Show Management: Planning, Implementing and Controlling of Trade Shows, Conventions and Events. Wiesbaden (Germany)
Mahoney, K., Esckilsen, L. A., Jeralds, A. & Camp, S. (2015). Public Assembly Venue Management. 2nd edition. Dallas, TX: Brown Books Publishing Group.
Mc Grane, Myles T. (2020). Convention Center Management Using Business Analytics and Key Performance Indicators. Volume 1: Focusing on Fundamentals. Hampton, New Jersey: BEP
Mc Grane, Myles T. (2020). Convention Center Management Using Business Analytics and Key Performance Indicators. Volume II: Advanced Practices. Hampton, New Jersey: BEP
Ott, H. J., & Hubschneider, M. (2009). Kundenbindung: Mit einer Einführung ins Kundenbeziehungsmanagement. Freiburg: Haufe-Lexware GmbH & Co. KG.
Porter, M. E. (2004). Competitive advantage: Creating and sustaining superior performance. New York: Free Press.
Rogers, T., & Davidson, R. (2016). Marketing destinations and venues for conferences, conventions and business events (Second edition). Events management series: Vol. 14. Abingdon, Oxon, New York, NY: Routledge.
Slack, N., Brandon-Jones, A., Burgess, N. (2022). Operations Management, 10th edition. London: Pearson Education.
Tidd, J., Bessant, J. (2020). Managing Innovation: Integrating Technological, Market and Organizational Change. 7th edition. Hoboken, New Jersey: Wiley.
Vahs, D. (2012). Organisation: Ein Lehr- und Managementbuch (8. überarb. Aufl.). Stuttgart: Schäffer-Poeschel.
Weuster, A. (2010). Unternehmensorganisation: Organisationsprojekte & Aufbaustrukturen (4. überarb. Auflage). München: Rainer Hampp Verlag.
- Linkage to other modules
This module makes references to basic knowledge of “Principles of Marketing” and “Principles of Business Management” (both first semester), “Trade Fairs and Exhibitions Management” and “Trade Show Participation and Experience Management“ (both third semester), references to specific knowledge of “Event Design and Value Creation“ and “Event Marketing and New Media” (both fourth semester) and in its´ teaching direct references to “Conference, Convention and Meetings Management” and “Digitalisation and Technology in the Event Industry“ (both fifth semester).
- 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
- Werner, Kim