Course Information Undergraduate prospectus

Conferences, Exhibitions and Corporate Events

Course summary

Course code: CATE1149
Level: 5
Credits: 30
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Pamela Zigomo



Students will gain a thorough understanding of conferences, exhibitions and corporate events and where they fit within the events industry. The characteristics of the different types of events, their difference objectives, audiences, and stakeholders will be examined. Students will also analyse how corporate events are structured to meet the wider marketing and communications of companies, using real-life examples.
The structure of conferences, exhibitions and corporate events are changing to meet the needs of a consumer market which wants information and personal interaction to be tailored to its needs. Students will develop an understanding, through practice, of how to programme an event to meet the varying needs of the participants and stakeholders.
Marketing conferences and exhibitions now relies upon information technology more than any other medium and the new marketing time frames and tools will be understood.
The different streams of funding for conferences and exhibitions will be analysed and as well as the role of sponsorship to make events financially viable within established financial planning models.

Learning outcomes

On completing this course successfully you will be able to:
Understand role of planning models and examples of good practice where events have been successfully managed.
Be able to conduct research into conference, exhibition and corporate management issues.
Have the ability to write an event management plan which includes event objectives, realisation, timetable, and a financial plan.
Manage relationships between the stakeholders in events.

Indicative content

Describe in detail the products / markets for conferences, exhibitions and corporate events;
Explain the characteristics of stakeholders and their objectives;
Identify and evaluate suitable venues for conferences and exhibitions including social events;
Create content structures and timetables for these events;
Analyse why live events/experiences engage and inspire both customers and employees;
Understand how 'experiential' learning works for corporate training and team-building;
Critically discuss public and trade exhibitions : their content and their visitors;
Explain the changing role of audio-visual technology in modern events;
Select appropriate catering provision for different events and consumer tastes;
Identify financial support from sponsors and exhibitors to make some events viable;
Critically discuss the conference and exhibitions marketing in a changing world of e-commerce;
Conduct financial planning, costing and budgeting exercises;
Explain and differentiate between the management activities at pre-event, delivery and post-event evaluation;
Identify "what¿s next" in conferences, exhibitions and corporate events, and the industry and management implications for such future innovations.

Teaching and learning activity

Lectures, tutorials and self-managed reading, research activities, field visits and speakers from industry;
Broad range of academic and other sources, including international case studies and examples;
An understanding of the drivers behind events being staged;
An ability to analyse the key factors for success within the events being studied;
Improved presentation of ideas within a written and verbal context;
Effective participation in tutorials and discussions and group leadership
Research topics and themes to create draft event programmes;
Create short lists of potential speakers and trainers for the events;
Create outline marketing plans for the events in question;
The ability to critically analyse and synthesise a wide range of academic and other sources;
The ability to present a professional piece of work appropriate to a client meeting;
Application of research skills in the preparation of assignments, presentations, note-taking and revision;
Further development of IT skills through the preparation of presentations and coursework;
Enhancement of presentation skills to peer groups;
Participation in class discussions and written assignments.

Scheduled teaching: 49 hours, 16% of the total. Comprises lectures - 23 hours, seminars -2 hours, tutorials -24 hours, other practical sessions - 5 hours.

Guided independent study: 251 hours, 84% of the total. Comprises independent coursework - 151 hours, other non-scheduled time - 100 hours.

Placement/year aboad - 0%.


25 minutes Presentation - 20%
2500 Word Group Report - 30%
3000 Word Individual Portfolio - 50%

Pass mark - 40%