Module: BMA5112-20 Festival and Events Management

Level: 5

Credit Value: 20

Module Tutor: Rose Hiron-Grimes

Module Tutor Contact Details: r.hiron-grimes@bathspa.ac.uk

1. Brief description and aims of module:

This module aims to develop your understanding of the key principles and practices of managing festivals and events as well as assessing their impacts on economy, society, culture and the environment. Festivals and Events Management focuses on the events industry which is an important, dynamic and growing part of the leisure and tourism industry, and as a result, the larger economy.

Each year, an increasing number and variety of events occur throughout the United Kingdom creating what might be termed the ‘events industry’ contributing some £60bn in the process (MPI: 2013). They provide an important source of wealth, giving an important boost to economies, generating revenue and employment. Being a major contributor to GDP in many countries, festivals and events have become popular vehicles for economic development and urban regeneration, as well as contributing to and reflecting wider changes in society and culture. 

As distinct forms of economic and business activity, events are marked by a number of distinctive management processes, characteristics and challenges. Though the benefits are often well documented, event management is often problematic as organisers attempt to balance perceived benefits against a range of impacts, and must think strategically, engage in planning and project management and be aware of the regulatory frameworks in which they operate.

In this module you will be able to demonstrate the following Graduate Attributes:

• Employable: equipped with the skills necessary to flourish in the global workplace, able to work in, and lead, teams;

• Able to understand and manage complexity, diversity and change;

• Creative thinkers, doers and makers;

• Ethically aware: prepared for citizenship in a local, national and global context.

2.Outline syllabus

The syllabus is designed to provide you with an understanding ab initio of festivals and events and the growing ‘events industry’. You will engage with key theories, conceptual frameworks within the paradigms of learning such as internationalization, sustainability and employability. The module syllabus draws upon international case studies and sustainability practices / management techniques.  The module content includes collaboration with external stakeholders, guest speakers and industry experts, drawing on practical experience developing your employability skills.

The syllabus includes: An overview of the Festival and Events Industry; Festivals and events in popular culture; Themes, theory, concepts and the economics of festivals and events; Impacts, sustainability and Impact Management; Stakeholder Management; Issues in Health and Safety; Site and Production Management; Project and Operations Management; Marketing and public relations; festivals, events and the law; working with sponsors / Sponsorship Management; Festival and Event creation / Creativity Management; Strategic planning for events.

3.Teaching and learning activities

You are introduced to key festival and events management concepts, themes and approaches along with a variety of planning tools and methods.  Content is delivered via a 2 hour lecture. Lectures will introduce key learning themes, concepts and frameworks.  A 2 two hour seminar will develop themes further, engage students in individual tasks and group working activities. Seminars will also provide the opportunity for sessions from guest / industry speakers.

Fieldwork will also be an important element of event evaluation and analysis whereby visits will be structured around key tasks, problem solving and identification of solutions in practice. Where appropriate, learning sessions will use a variety of ICT such as web based research, analysis of social media material and project planning tools. Project management will be introduced through ICT training sessions with applications such as MS Project.

Employability skills will be developed throughout the learning process and students will have the opportunity to gain practical insights into event management, scenario planning, creativity and project management, team working, and presentation skills.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Event Risk and Impact Assessment Report (2000 words)

• % Weighting: 40%

Assessment Item 2:

• Assessment Type: Course Work

• Description: Event Proposal presentation (15 minute Poster and ICT based presentation)

• % Weighting: 60%