The business events sector is thriving, and is evidencing clear sustainability. It is estimated that the expenditure of the 104m delegates/visitors at business events (conferences, meetings, exhibitions and trade fairs etc) generates some £31.2bn of direct expenditure (BVEP, 2019). Whilst many global changes have impacted on the industry including political, legal, technological, the commercial environment still depends on human interaction, whether face to face or virtual.
This module will explore the many facets, ramifications and developments in the business events sector in recent times that have affected the design, development and metamorphosis of the form. It will present the arguments for and against face-to-face interaction for the future development of the sector.
Through the completion of this module students will:
- Investigate, analyse and evaluate the development of the business event sector
- Identify the many types of business events
- Discuss the impact of technological developments and alternative modes of contact available in the industry
- Critically analyse the socio-economic impact of the sector on the local national and international business environment
- Consider the project management issues around the design and planning of a corporate event for an identified client.
- Apply theories of business event management to a proposed live project or case study.
On successful completion of this module, a student will be able to:
- Discuss, analyse and evaluate the diverse range of business events.
- Evaluate the socio-economic impacts of business events.
- Analyse the impact of technological developments on the industry sector, and discuss potential future scenarios.
- Apply theory of business event management to a proposed live event project or case study, with consideration of effective event planning, design, development, marketing and branding.
Content of the module will include:-
- Learning about the many forms and functions events in the business events sector
- Investigation, analysis and evaluation of how the business event sector has developed through the support of organisations
- The impact of corporate events on branding, marketing, profile raising and incentivise
- Discussion of the impact of technological developments and alternative modes of contact available on the industry
- Consideration of the socio-economic importance and impact of the sector on the local national and international business environment
- Discussion of the challenges that will be faced to sustain the sector for the future and alternative future scenarios
- Engaging with theories of marketing and public relations with regards to the promotion and sales of business events.
- Application of theory and project management techniques to the design and development of a proposed live business event for an identified client.
On successful completion of this module, a student will have had opportunities to develop many employability skills, including communication, visual, verbal and written, group and teamwork, problem solving, leadership, project management, the understanding and use of technology in the corporate event sector
LEARNING AND TEACHING METHODS
Learning and teaching will include weekly lectures and seminars, dynamic and active learning methods, flipped and blended classroom techniques. Visits to venues and events such as trade fares, exhibitions, guest speakers from industry may be organised.
Engagement with event professionals from many sectors, as well as potential corporate clients, PR and marketing organisation, and suppliers may support the students’ learning and personal and professional development.
The project planning and design and application of theory and strategies for corporate event development may be included in classroom discussions. Problem solving for local, national and global ethical dilemmas will be discussed.
Assessment will comprise:
Component 1: A group project will involve the students engaging with a live project or case study at local, national or international level.
A report discussing the main theoretical aspects of the corporate event sector with reference to the impact of technology and the management of the event experience.
Formative assessment will take the form of multiple-choice online quizzes and open space forum discussions, student-led and peer-assessed with feedback to inform the summative assessment.