AMITY GLOBAL BUSINESS SCHOOL

Module Syllabus

Course BA (Hons) Tourism Management

Module Title Events and Conference Management

Module Syllabus no. (if any)
Year offered
Start date
End date
Module Description
Outline Content
No of teaching hours
Teaching Methods
Assessment Methods and
Weightages
Skills for Maximising Learning Reading and research
Outcomes
Dates of examinations, major
assessments and assignments
MOD003306
2015 / 2016
Feb 2015 / Sep 2015
Feb 2018 / Sep 2018
The module introduces the students to this key sector of
the tourism industry and will dedicate equal attention to
business and leisure events. The specific characteristics of
the Meetings, Incentive, Conference, Events sector (MICE)
will be discussed, including impacts for tourism
development, conference marketing, management of
meetings and conferences and trends in the industry.
Subsequently, the leisure events sector will be introduced
and the growing importance of event tourism will be
discussed. The module will examine the roles of both public
sector and corporate events management and will invite
the students to critically reflect on the use of events by local
and national governments as a development tool. The
sessions will have a practical approach, in order to equip
students with some of the skills required to design and
manage event. This will be achieved through the use of
case studies and by inviting a number of guest speakers
from the industry. However, the module will also provide a
solid theoretical basis, aimed at stimulating intellectual
reflection and analytical skills.
Part 1: Business Travel / Conference Management
- Introduction to Business Travel
- The Meetings, Incentive, Conference, Events sector
(MICE)
- Marketing in the MICE sector
- Venue Management
- Distribution and the role of Business Travel Agencies
- Trends in the MICE sector
Part 2: Sport and Cultural Event Management
- Introduction to Sport and Cultural Events
- Mega Events and their role in achieving wider objectives
- Small events and community participation
- Planning and project management
- Marketing sport and cultural events
- Management in practice: operational management and
Health and Safety issues
24 Hours
Lectures, tutorials, case-studies analysis, research journals
and group discussion.
Refer Module Guide as advised by the University
Refer to ARU website (www.https://e-vision.anglia.ac.uk)

FRM-007 Page 1 of 3 Version 1.0

 AMITY GLOBAL BUSINESS SCHOOL

Key Text Key Text (recommended to purchase):

Bowdin, Allen, O'Toole, Harris, McDonnell 2011 (3rd Ed),
Events Management. Oxford: Elsevier
Other:
Davidson, R. and Cope, B. (2003) Business travel: conferences,
incentive travel, exhibitions,
corporate hospitality and corporate travel. Harlow: Pearson.
Richards, G. and Palmer, R. (2010) Eventful Cities. Oxford:
Butterworth-Heinemann.
Picard, D. and Robinson, M. (eds) (2009) Festivals, Tourism and
Social Change. Clevedon:
Channel View.
Bowdin G, Getz D and U Wunsch (2010) Events Management
casebook. Oxford: ButterworthHeinemann Aitchison, C. and
Pritchard, A. (eds.) (2007) Festivals and Events: Culture and
Identity in Leisure, Sport and Tourism. Leisure Studies
Association.
Allen, J. et al (2008) Festival and Special Event Management
(4th edition). Chichester: John
Wiley.
Journals
Event Management
Festival Management and Event Tourism
International Journal of Arts Management
Journal of Convention and Event Tourism
Additional Remarks (if any)

Learning Outcomes (threshold standard)

Type On successful completion of this module the student will be
expected to be able to:
Knowledge and Examine the key characteristics of the Meetings, Incentive,
understanding Conference, Events sector (MICE);
Knowledge and Illustrate the range of existing leisure events, analyse their
understanding characteristics and their role in the development of tourism;
Intellectual, practical, Critically discuss the role of the public sector in managing,
affective and promoting and funding leisure events;
transferable skills
Intellectual, practical, Critically assess the range of operational and management tasks
affective and necessary in order to manage events successfully, including
transferable skills licensing, health and safety and risk management.

Lesson No. Learning Outcome

1 Introduction to Business Travel
The Meetings, Incentive, Conference, Events sector (MICE)
2 Marketing in the MICE sector
Venue Management
3 Distribution and the role of Business Travel Agencies
Trends in the MICE sector
4 Introduction to Sport and Cultural Events
Mega Events and their role in achieving wider objectives
5 Small events and community participation
6 Planning and project management
7 Marketing sport and cultural events
8 Management in practice: operational management and Health and Safety

FRM-007 Page 2 of 3 Version 1.0

 AMITY GLOBAL BUSINESS SCHOOL

issues

FRM-007 Page 3 of 3 Version 1.0