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Event management
Tran Tan Hoang Hau
[email protected]

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 Group work

• Group assignment and division: 6 groups

• Group member: 7 members/group, included 1 group leader
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• Group name: register on Moodle.

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Sit Together Discuss

Study Together
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 Overview
• This course provides the most basic knowledge about event management, the
importance of event management in marketing, social trends in the globalization,
the environment and some relevant marketing information.

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• Students will be able to analyse marketing situation to plan an event to support for
the whole MKT strategy of the organization.
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• Students will be able to organize a real event in which they have to apply all the
necessary knowledge and skills learned.

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 Objectives
Knowledge: Skills:
• Students can explain the importance of • Equipped skills to build a professional marketing
event management in marketing. plan/ event plan.
• Students can identify research process & • Effectively apply the management process of
model and variables; know how to design event activities: market research, social trends,
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scales in specific situation; how to
choose appropriate tools suitable to
social demand, aims and objective analysis,
budget control, ...
specific target markets/ industry
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plan Master
Autonomy andstyle
subtitle responsibility:
an event. • Be able to apply learned knowledge flexibly and
• Students can organize a real event with creatively in each practical situation at the unit.
different strategies and tools to promote • Have a clear sense of self-studying and actively
for a brand/product. absorbing knowledge; proactively explore, learn
and constantly develop yourself; be responsible
to successfully complete professional activities
within the scope of responsibility

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 Course Learning Outcomes
• Understand the basics knowledge of event management; apply specialized words
and terms in specialized business activities in marketing, event management,
promotion strategy and related issues.
• Choose from extensive reading comprehension materials to read on your own and

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improve your marketing & related reading comprehension skills; analyze the types of
questions in the reading comprehension passage to choose the appropriate answer.
• Synthesize the marketing strategies of the products and services of the business
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which will be applied on to
theedit
basisMaster subtitle
of satisfying style value of the brand
the expected
corresponding to the relevant marketing topic assigned.
• Present issues related to different strategies in event marketing planning
• Have ability to solve a number of real-life event marketing situations at the
organization/enterprise
• Have ability to work in teams/projects

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 Method of Instruction

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 Method of Learning
• Prepare your GROUP assignment, read the materials in advance, research reference
materials yourself...
• Do your assignment on Moodle, or exercises requested by your lecturer
• Classroom collaboration
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• ALWAYS ask your questions
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When
Who

Why
5W1H How

What
Where
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 Assessment Methods
Components Duration Assessment Forms Weight Schedule
Ongoing 8 weeks
- Group Assignments: students work in
assessment
groups to analyse some case studies by
reading documents, collecting information 20%

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and presenting.
- Group discussions with assigned topics.

Students propose some ideas to organize

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events edit Master subtitle
idea, poster, POSM,style
ads
20%
(Fanpage, Tiktok), layout kiosk)

Final project 7 weeks - Students do the final projects: 60% 14th, 15th
→ organize a real event as proposed
week
previously
→ promote for the event
→ be assessed based on the whole process

Total 100%

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 Textbooks and References
Publishin
No Author Titles of books Publisher
g year
Main textbooks
Event Management: for
Lynn Van Der
tourism, cultural, New Jersey: Prentice
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1 Wagen & Brenda
R. Carlos
2018
business, and sporting
events (5th ed.)
Hall

Reference booksClick to edit Master subtitle style

Event Marketing: How to
Successfully Promote
2 C. A. Preston 2012 Events, Festivals, New York: J. Wiley
Conventions, and
Expositions
Event management: An New Jersey: Prentice
3 Glenn McCartney 2015
ASIAN perspective Hall

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 Other materials
No Reference Website link Updating date
content
1 Marketing https://www.marketingprofs.com/articles/2 24/11/2023
019/42258/big-data-big-opportunity-

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2 Consumer https://www.ama.org/marketing-news 4/12/2023

3 Brand https://www.interbrand.com/best- 2/1/2024

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brands/best-global-brands/2019/interactive-
data/

4 Event data https://www.eventmanagerblog.com/ 02/01/2024

5 Event data https://blog.bizzabo.com/ 02/01/2024

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 Plans of the course
Week Content
1 Course Introduction & Group assignment
2 Chapter 1: Event Management Overview
3 Chapter 2: Aims/ Purposes/ Objectives

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4
5
Chapter 3: Event Planning Strategy
Chapter 4: Event Marketing
6 Click
Chapter 5: Eventto edit Master
proposal subtitle style
7 Chapter 6: Analyse cases – Success & Failure
8 Discuss ideas for final projects
9+10 Event proposal presentation
11+12 FINAL PROJECTS: Discussion – Report – Ongoing Assessment

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 Chapter 1: Event Management Overview
• Event concept - design
• Types of events
• Event team

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• Understand why itClick to edit
is important Master
to study eventsubtitle style
management
• Understand the concepts and interrelation of marketing communication tools used
in events.

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 Chapter 2: Aims/ Purposes/ Objectives
• Setting aims/ purposes/ objectives?
• The importance of stakeholders/contractors.
• Case analysis.

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• Identify and describe the importance and the unique features of EM to be able to
discuss business case studies in reality.

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 Chapter 3: Event Planning Strategy
• Venue/ Staging.
• Planning tools
• Budget control
• Supply chain management
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• Risk management

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• Identify and describe the importance and the unique features of EM to be able to
discuss business case studies in reality.

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 Chapter 4: Event Marketing
• What is Event MKT?
• Factors influence the process of event MKT.

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• Identify Event MKT and understand the importance and the unique features of
Event MKT.

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 Chapter 5: Event proposal
• Management responsibility.
• Impact.
• Branding/ Promoting

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• Have the ability to analyse situations and plan to organize a professional event to
archieve business goal.

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 Chapter 6: Analyse cases – Success &
Failure
• Introduce cases – types of events
• Analyse success - failure

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• Have the ability to analyse situations and plan to organize a professional event to
archieve business goal.

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Plan of real event

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 Ideas

DIY product – NEW!!

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None F&B
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None Clothes
None Copy Ideas

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 Timeline
Week Details
1 Group division
2 Product Ideas
3 Product idea and present to class

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4
5
Product idea and present to class
Send product idea to Moodle by Group leader (deadline wil be informed later)
Pre-marketing: fanpage, tiktok,… And design layout of kiosk (Assessment by
6-11 Click to edit Master subtitle style
Lecturer)
7 Design and printing poster (A3 size), and send to Moodle by Group leader
8 Photoshoot product (5 images), and make video clip (30s, 16:9)
9 Send 5 images and video clip 30s Moodle
(21-27/10)
10-11 Continue to communication and set up pre-order
12 Launching Event and Selling
(16/11) Report P&L
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 Rules

Logo: Product Logo

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Content FB,Click
Tiktok:
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submit to lecturer your Content Direction everyweek before post on social media (fb, tiktok)

Report P&L after finish event

Charity Fundraising: 1.000.000 VND/group

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 Click to edit Master title style
Thanks for your attention!
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