Management of International Events (in English)
- Credits: 3
- Ending: Examination
- Range: 2C
- Semester: summer
- Year: 1
- Faculty of Commerce
Teachers
Included in study programs
Teaching results
Knowledge
Students will acquire an extensive knowledge base in the field of organizing events with an international scope. They will be able to specialize in individual types of events, from an economic as well as an organizational aspect. They will apply the acquired knowledge through a specific event project. The student will acquire knowledge in the field of principles of budgeting, cost and revenue calculation for commercial events with an emphasis on determining the selling price as well as defining the turning point.
Competencies
Based on the acquired knowledge, they will be competent to participate in the organization of international events at the manager level. Their competencies will be demonstrated in the event creation process, while they will be able to identify and establish cooperation with the necessary stakeholders and partners, participate in the economic creation of the event budget, effectively select sales distribution channels, as well as propose methods of marketing communication for the event in question, depending on whether it is B2B or B2C.
Skills
By completing the subject, students will improve their skills in the field of creative thinking when planning an event, an analytical approach to individual steps in the processes, and the ability to evaluate any necessary corrections. They will acquire these skills directly during the simulation of a semester project of an international event. When planning a foreign study stay aimed at visiting an international tourism trade fair, they apply the acquired practical skills from the creation of products in the tourism industry.
Indicative content
The subject of international event management deals with the differentiation of events from various aspects with a focus on different segments of the clientele. Emphasis is also placed on the financing of events, the participation of various stakeholders as well as the economic aspects of organizing events. It also emphasizes the event planning algorithm. It also deals with various risks and impacts of events with an international scope.
Support literature
Basic literature:
1. MALLEN, CH. – ADAMS, J. L. Event Management in Sport, Recreation, and Tourism: Theoretical and Practical Dimensions. United Kingdom: Taylor & Francis. 2024, 302 p. ISBN 9781003830474
Support literature:
2. BOWDIN, G. A. J. et al. Events Management. United Kingdom: Taylor & Francis, 2023, 852 p. ISBN 9781000904451
3. FRASCH, A. - GÁLL, J. - CHLPEK, S. The Presence of Selected Spas at the ITF Slovakiatour Tourism Fair. Current Trends in Spa, Hotel and Tourism: 11th International Scientific Conference: "Tourism in Times of Dynamic Changes in the Environment", Jelenia Góra 2023, 2023, 34-44.
4. HARMAN, J. - ZEMANOVÁ, L. 2022. Effect of MICE Tourism on Economic Growth in Selected European Countries. Proceedings of International Conference Economic and Societal Challenges of the European Economy: Conference Proceedings, September 13-15, 2022, Petrovice u Karviné, Czech Republic, pp.57-68.
5. ZIAKAS, V. – GETZ, D. 2023. Cases For Event Management and Event Tourism. Oxford: Goodfellow Publishers Limited, 198 p. ISBN 978-1-915097-35-4
Syllabus
1. International events, types of events broken down for holiday and MICE clientele. 2. Events divided into commercial and non-profit events. 3. Goal of the event, stakeholders - actors of the event on the supply side. 4. Algorithm for the preparation of an international event. The basic division of the organization of international events from a time point of view (before, during, after the event) with a breakdown into the categories of team, space, story, marketing, finance, content and visitors. 5. Participants' participation in the financing of the international event (entrance, participation fees). 6. Economic viability and profitability of the event. Event calculation with emphasis on event cost items. 7. Break-even point. External and internal risks. Critical points and their preventive elimination before the organization of the event. 8. Preparation and realization of the event in practice on the example of a specific event. 9. Target groups of events and communication strategy (offline/online) for individual target groups. Calculation of communication strategy, purchase of advertising space, online advertising, etc. Sponsorship in the process of event preparation. 10. Distribution of event tickets in terms of own sales channels as well as an intermediary. Event ticket sales stages. 11. MICE as a specific form of CR in the context of event organization. Economic benefits of MICE. Prerequisites for the development of MICE in V4 countries. 12. Specifics of congress and conference events. Seating and its possibilities in the practice of congress and conference events. Virtual events, webinars. 13. Convention bureau as a form of support and institutional provision of MICE. Functions, tasks, benefit in practice. Application in the conditions of selected capitals of European countries.
Requirements to complete the course
30 % semester project
20 % preparation and active participation on the study trip
50 % written exam
Student workload
Workload: 78 hours
Participation in seminars: 26 hours
Preparation for seminars, project processing: 20 hours
Participation in a foreign study trip aimed at visiting an international tourism fair: 12 hours
Exam preparation: 20 hours
Language whose command is required to complete the course
English
Date of approval: 11.03.2025
Date of the latest change: 27.03.2025