IOWA STATE UNIVERSITY

COLLEGE OF HUMAN SCIENCES

Apparel, Events, and Hospitality Management Department

HSP M 531/431 – Case Studies in Event Management

MacKay 119
Fall 2017
Mondays, 6:10pm – 9:00pm
3 Credits

CONTACT INFORMATION
Instructor: Dr. Eric D. Olson
Office: 6A MacKay Hall
Office Hours: By appointment
Phone: 515-294-0699
Email: [email protected]
Prereqs: Graduate level standing; senior/junior level undergraduate events management
student; permission of instructor
Instruction: Lecture

COURSE SPECIFICS
Department Mission Statement: Create, share, and apply knowledge to develop leaders for the event
management industry.

Catalog Description: This graduate course focuses on the operational and strategic challenges in the
event management industry through directed case studies, roundtable discussions, and industry-related
readings. Students will critically evaluate case studies related to event management in areas of event
strategy, financial management, event operations, stakeholder development, event design, marketing, and
other event topics.

AESHM Department Learning Outcomes: All graduates from the AESHM Department should be able
to demonstrate:
1. Communication: Communicate with clear purpose, workable organization and effective style in
written, oral, visual and electric formats without distracting errors in usage or convention.
2. Self-assessment/self-reflection: Consistently and realistically analyze and evaluate one’s own
knowledge, abilities and actions in comparison to professional standards and create action plans to
enhance personal and professional efficacy.
3. Critical thinking: Generate, acquire and evaluate information based on scientific evidence, creative
processes, and logical and ethical reasoning to make decisions and solve problems in one’s personal,
professional and community endeavors.
4. Ethics, diversity, & social responsibility: Articulate and demonstrate a clear concept of a just society in
which individuals and groups equitably share in societal benefits within a global community.

Class Learning Objectives:

1. After reading select cases in event management, students will be discuss key issues, analyze the context
of event management problem(s), suggest and evaluate alternatives available to an event manager, and
construct a clear recommendation based on an appropriate rationale for industry-related challenges.

1
2. After reading select cases in event management, students will be able to create an industry-related
proposal that analyzes an event management challenge, differentiates potential solutions, and generates a
clear recommendation for an event management challenge in a client-related context.

3. After reading select cases in event management, students will be able to demonstrate effective oral and
written communication skills.

TEXTBOOK & ARTICLES

Course packet includes a variety of case studies (please see below).

METHODS OF EVALUATION
Performance Evaluation: The final course grade is calculated from the combined course assessments:

Component Points Per Assessment Total Points

Assessment Number
Case Study Presentation 100 1 100
Simulation Reflection 50 1 50
Industry Project – Written 100 1 100
Industry Project - Presentation 50 1 50
Participation 50 2 100
Reflection Prep/Discussion Questions 20 8 160
Post Reflection 10 8 80
Final 100 1 100
Research Proposal (graduate level only) 100 1 100
Total Course Points 740/840

Grades will be distributed as follows:

A 93.00 – 100.00% C+ 77.00 – 79.99%
A- 90.00 – 92.99% C 73.00 – 76.99%
B+ 87.00 – 89.99% C- 70.00 – 72.99%
B 83.00 – 86.99% D+ 67.00 – 69.99%
B- 80.00 – 82.99% D 60.00 – 66.99%
F 59.99% or less

Note. Round-ups do not apply; no incompletes will be granted.

ASSESSMENT DEADLINES
All assessments must be submitted via Blackboard by the due date and time as announced. There will be
absolutely no late assessments accepted. Please plan accordingly by ensuring proper time management.

STATEMENTS
Academic Dishonesty
This class will follow Iowa State University’s policy on academic dishonesty. Anyone suspected of
academic dishonesty will be reported to the Dean of Students Office. The link below will take you to the
university’s policy: http://www.dso.iastate.edu/ja/academic/misconduct.html.

2
Disability Accommodation
Please address any special needs or special accommodations with me at the beginning of the semester or
as soon as you become aware of your needs. Those seeking accommodations based on disabilities must
obtain a Student Academic Accommodation Request (SAAR) form from the Disability Resources (DR)
office (515-294-7220). DR is located on the main floor of the Students Services Building, Room 1076.

Harassment and Discrimination

Iowa State University strives to maintain our campus as a place of work and study for faculty, staff, and
students that is free of all forms of prohibited discrimination, and harassment based upon race, ethnicity,
sex (including sexual assault), pregnancy, color, religion, national origin, physical or mental disability,
age, marital status, sexual orientation, gender identity, genetic information, or status as a U.S. veteran.
Any student who has concerns about such behavior should contact the instructor, Student Assistance at
515-294-1020, or the Office of Equal Opportunity and Compliance at 515-294-7612.

Religious Accommodation
If an academic or work requirement conflicts with your religious practices and/or observances, you may
request reasonable accommodations. Your request must be in writing, and the instructor will review the
request. Accommodations for a change in due date must be made at least 7 days in advance.

Communication
In this class, the official mode of communication is through email. All communication between student
and instructor should be respectful and professional. Students are responsible for checking their email
regularly.

Schedule
The class scheduled may be modified at any time. All changes and notifications will be made through
Blackboard and announced in class.

Course Fee
The course fee will cover an event-related activity/field trip.

Recordings
This course relies heavily on peer to peer discussion regarding topics in event management. Thus, no
audio or video recordings or taking photographs of the class can be conducted, unless permission is
granted in advance by the instructor.

Violence Free University

At ISU, violence, threats or implied threats of violence, and intimidation (verbal or physical acts intended
to frighten or coerce) impede the goal of providing a safe environment and will not be tolerated. For more
information, refer tohttp://www.policy.iastate.edu/policy/violence.

Classroom or Grade Problems

If a student has a course related problem, she or he should discuss it with the course instructor first. If the
student is not satisfied, she or he should contact Dr. Susan W. Arendt, Professor in Hospitality
Management, 515-294-7575 to address the situation. For more information refer to
http://catalog.iastate.edu/academiclife/#appealofacademicgrievances.

3
 SCHEDULE

Date Course Topic Readings Assessments

8/21 Class Overview & Nagibin, Y. (1979). Nagibin,
Welcome Y. Winter Oak. Atlantic
Monthly.

8/28 Multi-disciplinary Getz, D. (2008). Event

Approach to Event tourism: Definition, evolution,
Management and research. Tourism
Management, 29.

9/4 Holiday
9/11 Special Events Young, C. A., Nelson, D., E., Discussion Questions
Risk Management & Nelson, K. S. (2015). Up, Reflection – 9/11 6:10pm
Event Strategy up, and away! Event planning
and production in Las Vegas. Post-Discussion Reflection –
Harvard Business School. 9/15 11:59pm

9/18 Mega-Events Gourville, J. T., & Bertini, M. Discussion Questions

Consumer Behavior (2011). The London 2012 Reflection – 9/18 6:10pm
Event Pricing Olympic Games. Harvard
Business School. Post-Discussion Reflection –
9/22 11:59pm
9/25 Event Product Life Elberse, A., Barlow, R., & Discussion Questions
Cycle, Event Portfolio, Wong, S. (2013). Marquee: Reflection – 9/25 6:10pm
Event Design, Event Reinventing the Business of
Vendors Nightlife. Harvard Business Post-Discussion Reflection –
School. *multimedia 9/29 11:59pm

10/2 Operations, Global Young, M. N., & Liu, D. Discussion Questions

Brands, Multi-Cultural (2014). Hong Kong Reflection – 10/2 6:10pm
Implications Disneyland. Harvard Business
School. Post-Discussion Reflection –
10/6 11:59pm
10/9 Sport Events, Event Anderson, E., & Kilibarda, V. Discussion Questions
Sponsorship, Market (2016). NASCAR: Leading a Reflection – 10/9 6:10pm
Research, Social marketing transformation in a
Media, Event Strategy time of crisis. Kellogg School Post-Discussion Reflection –
of Management, Northwestern 10/13 11:59pm
University.

10/16 Event Expansion, Fisher, G., & Goldman, M. Discussion Questions

Event Venturing, (2013). Beyond epic: Building Reflection – 10/16 6:10pm
Event Services the business beyond a single
event. Harvard Business Post-Discussion Reflection –
School. 10/20 11:59pm

4
10/23 Simulation Simulation Reflection –
10/28 11:59pm

10/30 Conference Planning, Makino, S., & Li, S. (2012). Discussion Questions
Crisis Management, AIB Nagoya Conference 2011: Reflection – 10/30 6:10pm
International After the March 11 earthquake
Attendees, Event and tsunami. Harvard Business Post-Discussion Reflection –
Decision Making School. 11/3 11:59pm

11/6 Customer Engagement, Dubois, D., InYoung, C., Discussion Questions

Online Content, Niessing, J., & Wee, J. (2017). Reflection – 11/6 6:10pm
Customer Journey, Co- AccorHotels and the
Creation of Value, Transformation: Enriching Post-Discussion Reflection –
Social Media Strategy Experiences through Content 11/10 11:59pm
Strategies along the Customer
Journey. INSEAD.

11/13 Field Trip

11/20 Holiday

11/27 Consultations

12/4 Presentations Industry project &

presentation slides due 12/4
6:10pm
12/11 Final Final Exam - TBD

5
 HSP M 531/431 – Case Studies in Event Management
September 11, 2017

Topics: Event Management, off-premise catering, meeting and trade-show management, event crisis
management

Reading: Young, C. A., Nelson, D., & Nelson, K. S. (2015). Up, up, & away! Event planning and
production in Las Vegas.

Discussion Questions:
1. Should Nelson have been surprised by the problems that happened?

2. Using the EMBOK model, in which processes, phases, core values, and knowledge domains did Nelson
make mistakes?

3. What type of risks did DNP face in producing the Up, Up, & Away event? Could they have been
predicted and planned for? What is the difference between a risk and a crisis?

4. In the learning phase of event (and event crisis) management, one improves or changes current
practices for future events. What do you think Nelson should learn from this experience of managing the
Up, Up, & Away event for Forum Tires that he can use in the future? What changes should he make for
managing events in the future?

5. What three alternatives for dealing with the crisis (while taking into consideration Forum Tires’
original goals for the event) could you develop? What are the pros and cons of each one?

6. Which stakeholders should you include in making your decision about which alternative to implement?
For example, should you tell Chloe Beard and/or David Oakley of Forum Tires? Should you solicit input
from Tracy Richards? Anyone else?

Post-Discussion Question
1. What would be your recommendation for solving the major risk management challenge in this case
study?

6
 HSP M 531/431 – Case Studies in Event Management
September 18, 2017

Topics: Mega events, event pricing, consumer behavior

Reading: Gourville, J. T., & Bertini, M. (2011). The London 2012 Olympic Games. Harvard Business
School.

Discussion Questions:
1. What are the tradeoffs that Williamson faces?

2. How might pricing strategies vary by sport?

3. What are the characteristics of a good pricing strategy?

4. If you could, what would you recommend to Williamson and the LOCOG?

5. On what dimensions does he need to optimize? Why? Which are less important?

6. Does it matter that the London Olympics is a one-time event? Why or why not?

Post-Discussion Question:

1. What would be your final recommendation(s) for setting prices for the London 2012 Olympic Games?

7
 HSP M 531/431 – Case Studies in Event Management
September 25, 2017

Topics: Event Product Life Cycle, Event Portfolio, Event Design, Event Vendors

Reading: Elberse, A., Barlow, R., & Wong, S. (2013). Marquee: Reinventing the Business of Nightlife.
Harvard Business School.

*multimedia with various videos

Discussion Questions:
1. If you were Strauss and Tepperberg, would you have approached the renovation of Marquee New York
the way they did, modeling it after Marquee Las Vegas? Why or why not? What, if anything, would you
have done differently?

2. What explains Marquee Las Vegas’s success? What are the key challenges in running that venue? And
will exporting this approach to New York work?

3. How would you characterize the market for DJs? What is the source of the power of the superstars in
this market? Can Strauss and Tepperberg do anything to control their rising fees?

4. How does the new Marquee fit TAO Group’s overall portfolio?

Post-Discussion Question

1. What should be Strauss & Tepperberg’s strategy for the Marquee brand in the next few years?

8
 HSP M 531/431 – Case Studies in Event Management
October 2, 2017

Topics: Operations, Global Brands, Multi-Cultural Implications

Reading: Young, M. N., & Liu, D. (2007). Hong Kong Disneyland. Harvard Business School.

Discussion Questions:
1. Hong Kong Disneyland had mechanisms in place to adapt to local Hong Kong culture, yet these means
appeared to be ineffective. Why? What areas, in terms of cultural adaption, still need further
improvement? Using Brannen’s concept of recontextualizing strategic assets, do you think Disney’s
strategic assets are an advantageous position or a disadvantages position in the Chinese cultural context?

2. Some international guests often do not know norms of international behavior when traveling abroad,
which creates a special problem for Hong Kong Disneyland. What can Hong Kong Disneyland do about
this problem?

3. Identify two issues challenging Hong Kong Disneyland’s current operations and propose corresponding
solutions.

Post-Discussion Question:
1. How can experience gained from running Hong Kong Disneyland help Disney’s intended expansion
into the China market?

2. What are the implications for event managers for planning an event for an international audience?

9
 HSP M 531/431 – Case Studies in Event Management
October 9, 2017

Topics: Event Sponsorship, Market Research, Social Media, Event Strategy

Reading: Anderson, E., & Kilibarda, V. (2016). NASCAR: Leading a marketing transformation in a time
of crisis. Kellogg School of Management, Northwestern University.

Discussion Questions:
1. How has the inter-generational model of NASCAR been threatened by the growing number of single-
family households. Is this something specific to NASCAR or a more general trend?

2. The case discussed three potential consumer segments that NASCAR is considering as the next-
generation fan: Hispanics, kids, and Generation Y. Describe the pros and cons of pursuing each segment.
Which segment should be the highest priority? Be sure to use content from the focus group videos as part
of your analysis and recommendation.

3. What is the root cause behind NASCAR’s recent disappointment with how Turner has managed
NASCAR digital rights? Cite specific examples to illustrate your point.

4. Identify at least two different ways that NASCAR can resolve these problems and make a
recommendation on the preferred outcome.

5. Why has NASCAR failed to develop stars who are highly engaged and valued by consumers? How
should NASCAR overcome these challenges?

6. Why are some fans disappointed in the NASCAR event experience? What specific steps would you
recommend to improve the fan experience? Be sure to cite specific examples from the focus group videos
as part of your analysis and recommendations.

Post-Discussion Question:
1. What is your recommendation and justification for NASCAR’s target market in 2017?

10
 HSP M 531/431 – Case Studies in Event Management
October 16, 2017

Topics: Event Expansion, Event Venturing, Event Services

Reading: Fisher, G., & Goldman, M. (2013). Beyond epic: Building the business beyond a single event.
Harvard Business School.

Discussion Questions:
1. How has Vermaak been effective in launching and growing the Absa Cape Epic Mountain Bike Race?
Identify and describe the critical success factors underlying the creation and development of this event.

2. Describe the business model for the Absa Cape Epic. How might Vermaak use this business model
canvas to move his business forward? What are the key success factors for the Cape Epic business model?
That is, what do Vermaak and the team need to do to ensure they are successful going forward? What are
the business model’s weaknesses or vulnerabilities?

3. Describe the key tensions and challenges confronting Vermaak and the Absa Cape Epic team as they
wrap up the ninth running of the event. What important issues contribute to these tensions and challenges?

4. What are the most attractive options for overcoming the challenges faced by Vermaak and his team?
How should they evaluate their options? Describe and evaluate the various options available.

Post Discussion Question

1. Ultimately, what should Vermaak do? Make a recommendation, justify your recommendation, and map
out a plan for implementing that recommendation.

11
 HSP M 531/431 – Case Studies in Event Management
October 30, 2017

Topics: Festival Management, Non Profit Operations, Human Resource Management

Reading: Makino, S., & Li, S. (2012). AIB Nagoya Conference 2011: After the March 11 Earthquake
and Tsunami. Harvard Business School.

Discussion Questions:
1. What challenges did Yamada face?

2. Who were the stakeholders, and how did their priorities affect the decisions about the conference?

3. Under what circumstances would your decision differ from your answer to Question 2?

4. What have we learned from organizing an international event during a global crisis?

5. In what other crisis situations could we apply the same decision-making process/principles that we
have learned in the case?

Post-Discussion Question:
1. Ultimately, what would you have done in terms of the conference dates if you were Yamada and what
would be your justification?

12
 HSP M 531/431 – Case Studies in Event Management
November 6, 2017

Topics: Customer Engagement, Online Content, Customer Journey, Co-Creation of Value, Social Media
Strategy

Reading: Dubois, D., InYoung, C., Niessing, J., & Wee, J. (2017). AccorHotels and the Transformation:
Enriching Experiences through Content Strategies along the Customer Journey. INSEAD.

Discussion Questions:
1. What are the different type(s) of online content affecting the customer journey?

2. What kinds of motives drive people to create online content?

3. What does the typical customer journey look like in the event industry?

4. How can each type of online content affect value creation on the customer journey?

Post-Discussion Question
1. As online reviews and social media platforms increase, what are some tactics event managers can use
to monitor and respond to feedback from events? How can this data be used to improve event operations?

13