HRE413 Event ManagementIstanbul Okan UniversityDegree Programs Public Relations and AdvertisingGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Public Relations and Advertising
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General course introduction information

Course Code: HRE413
Course Name: Event Management
Course Semester: Spring
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: University Elective
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator : Dr.Öğr.Üyesi HAVVA PALACI
Course Lecturer(s): Dr.Öğr.Üyesi HAVVA PALACI
Assoc. Prof. NEZAHAT HANZADE URALMAN
Course Assistants:

Course Objective and Content

Course Objectives: The purpose of this course is to provide a conceptual overview and a systematic study of MICE programming, management, marketing, and practical application and fosters professionalism in MICE management, covering the knowledge base, theory, methodologies and ethics.
Course Content: Basic terms and concepts in MICE
The nature of MICE markets and demand for facilities
The impact of MICE on local and national communities
Improving the Destination’s image
Increase sales, Improve performance
Support the Local Community
New skills and knowledge, job creation, Infrastructure investment
Destination management
Local community
Association / Exhibitors
Convention Bureau/ Destination Management Organization (DMO)
Venue and Hotels
Travel agency
Participants
Meetings
Incentives
Conventions
Events/Exhibitions
The bidding process
Program development and design
Negotiating and best deal
Work with convention Bureau / PCOs
Selection processes; site, venue, accommodations
Setting Up
Welcome events and ceremony
Traffic strategy and solution
Effective site management
Safety and Risk Management
Assessing and Measuring event success
Customer satisfaction
Client service
Vendor relations
MICE Markets attractiveness
Segmentation, Targeting and Positioning Techniques
Basic Marketing Mix theory
Basic Marketing Mix theory for MICE industry
Consumer Buying Behavior models
Marketing channels
Marketing Plan Formulation
Use of budget preparation
Estimating Fixed and variable costs, Cash flow, Sponsorship and subsides
Ethical behavior practices in the MICE industry

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) Event concept, Event important in the classification factors and effectiveness types Event description and event types Several different definitions of the event activity types and important in classification. items will be unlocked one by one
2 - Skills
Cognitive - Practical
1) Benefits of strategic planning and how it can be improved Prepare event proposal Understanding Planning and Implementation in Event Management Learns how Assessment, Evaluation and Reporting takes place in Event Management The event practitioner is informed about scheduling and consulting fees in event management Learns how to manage media relations in event management Have knowledge about protocol in event management
3 - Competences
Communication and Social Competence
1) Communicates purposefully and effectively with all stakeholders involved in event planning, execution and reporting.
Learning Competence
1) Have basic information about event planning, execution and reporting and knows that they need to follow new developments. Follows the agenda for creative event planning
Field Specific Competence
1) ith the definition of the concept of protocol, the protocol its basic elements, the historical development of the protocol and the importance of the protocol in its effectiveness. makes it understandable The management of media relations in event management is in the execution of these relations. implementation of the methods used makes the effectiveness successful The event practitioner becomes successful in event planning by learning about timing and consulting fees in event management Pre-Event, Event During and After the Event Evaluation assessment, evaluation and reporting done by learning To learn how to plan and implement in Event Management
Competence to Work Independently and Take Responsibility
1) Can plan events Can communicate by identifying stakeholders according to the event type Can be independently involved in event planning Knows expectations and anticipates needs in events Can evaluate at the end of the event Can plan creative activities

Lesson Plan

Week Subject Related Preparation
1) Course Introduction EVENT CONCEPT AND TYPES Activity Concept Purpose of the Event Theme of the Event Venue of the Event Target Audience of the Event Financial Status Timing of the Event Event Stakeholders Reading the chapter of the book on the subject Reading lecture notes
1)
2) Event concept, Event important in the classification factors and effectiveness types Factors Influencing Activity Classification Frequency Size Geographical Concentration Subject Originality Planning Status Reading the chapter of the book on the subject Reading lecture notes
3) Recognize Destinations and Facilities Homework: assigned reading for next class session - Meetings, Expositions, Events & Conventions: An Introduction to the Industry by Fenich Ph.D., George G. (2011) Paperback Pearson
3) Planning in Event Management –I Planning Concept Main benefits of planning Matters to be considered in creating the proposal for the event Sample event plan preparation event schedule, budget demographic structure of the group dynamics, the client's goals, and the importance of the group's past activities and contribution to planning Reading the chapter of the book on the subject Reading lecture notes
4) Characteristics of Successful Event Planning Strategic Planning in Event Management Post-Event Evaluation; Reading the chapter of the book on the subject Reading lecture notes
5) PLANNING IN EVENT MANAGEMENT –II Event Offer Preparation of the Offer Airlines Companies • Travel Agencies • Catering Companies • Decoration Firms • Florists • Hotels • Printing and Designer Firms • Promotional Material Companies • Restaurants • Special Effects companies Reading the chapter of the book on the subject Reading lecture notes
5) Define Types of Events Homework: assigned reading for next class session - Meetings, Expositions, Events & Conventions: An Introduction to the Industry by Fenich Ph.D., George G. (2011) Paperback Pearson
6) Explain Management Process Before Events I Homework: assigned reading for next class session - Meetings, Expositions, Events & Conventions: An Introduction to the Industry by Fenich Ph.D., George G. (2011) Paperback Pearson
6) Form of Event Proposal Cover Letter* Details / Data • Event Proposal and Framework • Evaluation of the Event Venue * Visual Information • Transportation Requirements * Details / Data • (If there is accommodation) Hotel Information * Details / Data • Daily Programs * Visual Information • Calendar * Details / Data • Cost Table * Details / Data • Detailed Program Contents * Details / Data • Details List of Those Not Included in the Program * Details / Data • Program Options and Program Developers * Visual Information • Company Information * Details / Data • References * Details • Supporting Documentation * Details and Visual Information Reading the chapter of the book on the subject Reading lecture notes
7) MIDTERM EXAM
8) Preparation of details regarding the timetable of the overall program content Control questions and cross-check Reading the chapter of the book on the subject Reading lecture notes
8) Explain Management Process Before Events II Homework: assigned reading for next class session - Fenich, G. (2015). Meetings, Expositions, Events, and Conventions: An introduction to the industry. New Jersey: Pearson Prentice Hall.Kilkenny, Shannon (2013) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
9) Explain Management Process Before Events III Homework: assigned reading for next class session - Fenich, G. (2015). Meetings, Expositions, Events, and Conventions: An introduction to the industry. New Jersey: Pearson Prentice Hall.Kilkenny, Shannon (2013) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
10) Classify Markets of MICE Homework: assigned reading for next class session - Fenich, G. (2015). Meetings, Expositions, Events, and Conventions: An introduction to the industry. New Jersey: Pearson Prentice Hall.Kilkenny, Shannon (2013) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
11) Budgeting MICE Homework: assigned reading for next class session - Fenich, G. (2015). Meetings, Expositions, Events, and Conventions: An introduction to the industry. New Jersey: Pearson Prentice Hall.Kilkenny, Shannon (2013) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
12) Define Ethics in the MICE Industry Homework: assigned reading for next class session - Fenich, G. (2015). Meetings, Expositions, Events, and Conventions: An introduction to the industry. New Jersey: Pearson Prentice Hall.Kilkenny, Shannon (2013) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
13) Industrial trip Homework: assigned reading for next class session - Fenich, G. (2015). Meetings, Expositions, Events, and Conventions: An introduction to the industry. New Jersey: Pearson Prentice Hall.Kilkenny, Shannon (2013) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
14) Review of the Industrial Trip and Course Homework: assigned reading for next class session - Fenich, G. (2015). Meetings, Expositions, Events, and Conventions: An introduction to the industry. New Jersey: Pearson Prentice Hall.Kilkenny, Shannon (2013) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
15) Case presentation Discussion Homework: assigned reading for next class session - Fenich, G. (2015). Meetings, Expositions, Events, and Conventions: An introduction to the industry. New Jersey: Pearson Prentice Hall.Kilkenny, Shannon (2013) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
16) FINAL EXAM

Sources

Course Notes / Textbooks: Meetings, Expositions, Events & Conventions: An Introduction to the Industry
by Fenich Ph.D., George G. (2011) Paperback Pearson
References: • Fenich, G. (2015). Meetings, Expositions, Events, and Conventions: An introduction to the industry. New Jersey: Pearson Prentice Hall.
• Kilkenny, Shannon (2013) The Complete Guide to Successful Event Planning, Atlantic Pub. Group

Course-Program Learning Outcome Relationship

Learning Outcomes

1

2

3

4

5

6

Program Outcomes
1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Learning Activity and Teaching Methods

Lesson
Reading
Homework
Social Activities

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Oral Examination
Presentation
Peer Review

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 40
Final 1 % 60
total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Midterms 1 1 1
Final 1 1 1
Total Workload 44