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MA Event Management PR removed 1 Syllabus Mumbai University by munotes
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3 AC – 23/2/2021
Item No. 9.3
UNIVERSITY OF MUMBAI
Proposed Syllabus for the course of
M.A. (Event Management & Public
Relations)
(Credit Based Semester and Grading System with
effect from the academic year 2017 -18)
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4
I/c. DIRECTOR
Sr. No. Heading Particulars
1 Title of the Course
O.6735 M.A.(EVENT MANAGEMENT & PUBLIC
RELATIONS)
2 Eligibility for Admission
O.6736 1. Graduate in any faculty
2. Students who have completed Post
Graduate Diploma in Event Management
& PR / Post Graduate Diploma in
Aspects of Media, Marketing & Events or
any other Post Graduate Diploma in
Management subject of 1 year or more
full time from any UGC approved
university may be admitted to
3rd semester of Master’s program.
3. Admissions on the basis of written
Test & Interview
3 Passing Marks
R. 9478 50% passing marks
4 Ordinances / Regulations ( if any)
5 No. of Years / Semesters
R. 9479 2 YEARS / 4 SEMESTERS
6 Level MASTER
7 Pattern SEMESTER
8 Status Revision
9 Intake Capacity From 180 to 300
10 To be implemented from Academic
Year From academic year 2017 -18
Date: Signature :
Dr. Shivram S. Garje, I/C. Director, Garware Institute of Career Education &
Development
AC. 23/2/2021
Item No. 9.3
UNIVERSITY OF MUMBAI
Syllabus for Approval
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5 UNIVERSITY OF MUMBAI
GARWARE INSTITUTE OF CAREER EDUCATION &
DEVELOPMENT
SYLLABUS RELATING TO THE
M.A. (EVENT MANAGEMENT & PUBLIC RELATIONS)
New course w.e.f. the academic year 2017 -2018.
PREAMBLE
Event Management is looked upon as a sunrise industry in the service sector. The word 'Event'
now needs to be redefined in view of the manifold growth of the various 'happenings' in the
commercial' as well as in the ‘non -commercial' world. Be it private happenings or public events,
everything now is done on 'big scale'. 'Image' is the key word today. This 'image' building
exercise today needs a professional manager, either an individual or an organization, depending
on the size of the exercise.
Secondly, the awesome growth of Event Management industry is due to the sudden spurt inLive
Entertainment Shows (domestic and international), corporate events (product launches, dealers
meet), various exhibitions, seminars, conferences, and carnivals, regional and national festivals.
It is in this light that event management has become one of the most strongly emerging careers
in India today. Event management is considered to be a fascinating and thrilling profession that
requires a lot of toil and energy. Industry experts see enormous job opportunities in this field.
The Master of Event Management & Public Relations (MEM) will help students to develop the
skills to design, plan, create, implement, manage, and market events. Students will examine the
scope of the events industry, learn how to manage events in a sustainable manner, and evaluate
event outcomes. MEM would empower one with Sharp vision, effective business acumen and an
unparalleled Event management skill set leading to a cherishing career.
OBJECTIVE
Course Objective
1. To provide intensive theoretical & practical knowledge of management
2. To provide an integrated perspective of management functioning along with a fair amount of exposure
to real life cases / technical know how.
3. To impart Understanding of the five stages of event management: research, design, planning,
coordination, and evaluation
4. To learn to how to manage time effectively, to manage human resources and volunteers
5. To have insight into hiring vendors, caterers, sound and light technicians, entertainment, and other
resources
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6 6. To be knowledgeable about risk-management procedures and tactics
7. To learn about the requirements for necessary contracts, permits, and licenses, and how to meet these
requirements
8. To understand budgeting, pricing, and accounting as they relate to event design
CAREER SCOPE
Career in Event Management has turned up as the most profitable opportunity with a number of
individuals and companies hosting and organizing events on a regular basis. These range from
the small time private events to large scale international events. Some of the broad verticals that
have been offering huge career opportunities are Social Events (Wedding Planning, Cultural
Festivals, Anniversary and Birthday Celebrations, Fund raising events, etc.), Corporate Events
(Meetings, Seminars, Conferences, Exhibitions, Awards functions, CSR activities, Employee
training & engagement programs, etc.), Marketing & Media (Product Launches, Promotional
activities, Road shows, shopping festivals, Experiential marketing activities, e tc.), Entertainment
Events (Movie launch & promotions, Live concert, Music Festivals, Fashion shows, Drama and
stage shows, etc.), Sports Events, Public Relations, Travel & Tourism, Hospitality & Logistics and
many others.
Event Managers today are being en trusted with various roles and designations. An indicative list
of functions that are offering high opportunities are as mentioned below:
Event Manager - An event manager is responsible for conceptualisation, planning, budgeting,
organising and execution of a successful event.
Production Head - The head is responsible for coordination among the departments and ensure
smooth execution.
Wedding Planner - He is conscientious for creating the worthwhile memories for all the wedding &
pre-wedding rituals.
Event Conference Architect -An Event Conference Architect is firmly focused on event
objectives and ROI and takes a holistic approach towards event management.
Event Digital Analytics Manager - An Event Digital Analytics Manager exploits his skills in
digital analytics thereby creating a niche for themselves.
Event Reporter - An Event Reporter has the ability to report live event with the help of social
media, influencing masses.
Event Sponsorship Manager - An Event Sponsorship Manager is dedicated to recruiting and
stewarding sponsors.
Event Tech Experts - Event Tech experts play a critical role in troubleshooting any tech
challenge that arise in event space
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7 Event Customer Experience Manager - A Customer Experience Manager cater to the needs of
attendees in order to give them an enjoyable experience with hopes that they will return to
future events.
Event Security & Safety Manager - The manager of event security takes on the role of ensuring
all guests, staff and volunteers are safe during the event and protected from potential threats.
Creative Event Director - A creative director can provide solutions to help bring an event to life!
They can create internal engagement campaigns, develop event branding, and focus on live
events and exhibitions, along with video, digital, print and marketing content.
Event Diversity Co -ordinator - An Event Diversity Coordinator works in a human resource type
ensuring that the staff are diverse and also panel and speaker line ups are representative of a
wide variety of backgrounds .
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8 Syllabus Details – M.A. (EVENT MANAGEMENT & PUBLIC RELATIONS)
Semester - 1 Subject
Code Core Subject Assessment Pattern Teaching Hours
Internal
Marks
(60) External
Marks
(40) Total
Marks
(100)
Theory
Hours
Practical
hours
Total
Hours
Total
Credits
1.1 Principles of
Management 60 40 100 60 - 60 4
1.2 Human Resource
Management 60 40 100 45 - 45 3
1.3 Business Economics 60 40 100 45 - 45 3
1.4 Introduction to
Event Management
& PR 60 40 100 60 - 60 4
1.5 Event Management
Planning 60 40 100 45 - 45 3
1.6 Event Production
Process 60 40 100 60 - 60 4
1.7 Professional
Industry
Engagement
(Practical Training) 100 - 100 - 120 120 4
Total 460 240 700 315 120 435 25
Semester - 2 Subject
Code Core Subject Assessment Pattern Teaching Hours
Internal
Marks
(60) External
Marks
(40) Total
Marks
(100)
Theory
Hours
Practical
hours
Total
Hours
Total
Credits
2.8 Event Marketing &
Sponsorship 60 40 100 45 - 45 3
2.9 Information
Communication
Technology (ICT) 60 40 100 60 - 60 4
2.10 Event Resource
Management 60 40 100 45 - 45 3
2.11 Event Team & Crew
Management 60 40 100 45 - 45 3
2.12 Event Cost
Accounting
&Finance
Management 60 40 100 60 - 60 4
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9
2.13 Special Events –
Wedding Planning
& Live Events 60 40 100 60 - 60 4
2.14 Professional
Industry
Engagement
(Practical Training) 100 - 100 - 120 120 4
Total 460 240 700 315 120 435 25 Semester - 3 Subject
Code Core Subject Assessment Pattern Teaching Hours
Internal
Marks
(60) External
(40) Total
Marks
(100) Theory
Hours Practical
hours Total
Hours Total
Credits
3.15 Media
Management 60 40 100 45 - 45 3
3.16 Public Relations 60 40 100 60 - 60 4
3.17 Event Hospitality &
Catering 60 40 100 60 - 60 4
3.18 Legal Aspects of
Event Management 60 40 100 45 - 45 3
3.19 E-Commerce &
Digital Marketing 60 40 100 45 - 45 3
3.20 Special Events -
Sports & Recreation
Services 60 40 100 45 - 45 3
3.21 Professional
Industry
Engagement
(Practical Training) 100 - 100 - 120 120 4
Total 460 240 700 300 120 420 24 Semester - 4 Subject
Code Core Subject Assessment Pattern Teaching Hours
Internal
Marks
(60) External
Marks
(40) Total
Marks
(100) Theory
Hours Practical
hours Total
Hours Total
Credits
4.22 Tourism Marketing 60 40 100 45 - 45 3
4.23 Business
Negotiation Skills 60 40 100 45 - 45 3
4.24 Experiential
Marketing &
Technology 60 40 100 60 - 60 4
4.25 Event Safety & Risk
Management 60 40 100 45 - 45 3
4.26 Entrepreneurship
Management 60 40 100 45 - 45 3
4.27 Special Events -
MICE & Corporate
Events 60 40 100 60 - 60 4
4.28 Final Project Report 100 - 100 - 120 120 4
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10 Total 460 240 700 300 120 420 24
Total 1840 960 2800 1230 480 1710 98
Structure of Internal Assessment - 60% = 60 marks
Sr.
No. Particulars Marks
1 One periodical
semester class test held in the given 20 Marks
2 Subject specific Term Work Module/assessment
modes – atleast two as decided by the department
in the beginning of the semester (like
Extension/field/experimental work, Short Quiz;
Objective test, lab practical, open book test etc and
written assignments, Case study, Projects, Posters
and exhibits etc for which the assessment is to be
based on class presentations wherever applicable)
to be selflessly assessed by the teacher/s
concerned 20 Marks
3 Active participation in routine class instructional
deliveries (and in practical work, tutorial, field work
etc as the case may be ) 10 Marks
4 Overall conduct as a responsible learner,
mannerism and articulation and exhibit of
leadership qualities in organizing related academic
activities 10 Marks
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PRACTICAL TRAINING CRITERIAS FOR EVALUATION
1. PERFORMANCE AT THE EVENT
Quality of work
Readiness to perform the tasks
Time management
Handling of emergencies and flexibility with spontaneous
occurrences
Attendance
2. ATTITUDE
Adaptability (ability to accept instructions and flexible)
Responsible
Professionalism
Ethics
3. SOFT SKILLS
Communication skills
Interaction with colleagues and supervisor
Interaction with the target audience
Public Relations
4. COOPERATION
Towards company & peer
Team work
Discipline
Responds positively to supervisor’s feedback
TOTAL MARKS
OVERALL COMMENTS ABOUT THE STUDENT'S
PERFORMANCE
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12 SUBJECT -WISE SYLLABUS
Subject
Code Subjects
SEMESTER I
1.1 PRINCIPLES OF MANAGEMENT
LEARNING OBJECTIVE
● To understand the management thought process.
UNIT I Management: Concept, Significance, Role & Skills, Levels of Management,
Concepts of Planning, Organizing, Staffing, Directing, Coordinating,
Reporting and Budgeting, Managerial Grid. Evolution of Management
thoughts, Contribution of F.W Taylor, Henri Fayol and Contingency
Approach.
UNIT II Planning: Meaning, Importance, Elements, Process, Limitations and MBO.
Decision Making : Meaning, Importance, Process, Techniques of Decision
Making.
UNIT I II Organizing: Concepts, Structure (Formal & Informal, Line & Staff and Matrix),
Meaning, Advantages and Limitations Departmentation: Meaning, Basis
and Significance
UNIT IV Role and Responsibilities of a Manager, Effective and Ineffective
Managerial styles , Difference between management and leadership ,
Strategic Management – Definition, classes of decisions, levels of decision,
Strategy, Role of different Strategists, Relevance of Strategic Management
and its benefits, Strategic Management in India
UNIT V Total Quality Management
REFERENCE BOOKS:
1. Principles and Practices of Management by DrKiranNerkar and Dr Vilas
Chopde
2. Principles of Management – Davar
3. Essentials of Management – Koontz &Weihrich
4. Strategic Management – V S P Rao& V Hari Krishna
5. The Leader Within – DreaZigarmi, Michael O’Connor, Ken Blenchard, Carl
Edeburn
6. Management – a competency building approach – HeilReigel / Jackson/ Slocum
7. Leadership – Rudolph Guliani
1.2 HUMAN RESOURCE MANAGEMENT
LEARNING OBJECTIVE
● To provide an insight to the dynamic event industry.
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UNIT I Introduction to HRM Definition, features, scope/Functions of HRM.
Evolution of HRM/ Trends in HRM Difference between HRM and PM
Challenges Before the HR Manager Role of the HR manager
Traits/Characteristics of the workforce, Personnel Philosophy Personnel
Manual Human Resource Planning: Definition of HRP Process of HRP
along with brief coverage of personnel demand and supply Forecasting
techniques Factors affecting HRP HRIS VRS, outsourcing,
pinkslip/termination/retrenchment/downsizing/ separation Contracting
and sub-contracting Promotions and transfers.
UNIT II Job analysis, Job Design and Job evaluation Job analysis - definition,
method of collecting job data, merits and demerits/ limitations Job design
definition, factors affecting job design , approaches to job design Job
evaluation - definition, methods of job evaluation, process of job
evaluation Recruitment, selection and Induction: Recruitment - Definition,
sources of recruitment, merits and demerits Selection - definition process
of selection, types of selectio n tests, types of interviews
Induction/orientation - definition, methods, process Placement Training
and Development Definition if training and development Methods of
training Managers Process/ Procedure of conducting training programs
How to evaluate effectiveness of training program Advantages of T & D
UNIT III Performance Appraisal – Definition, Methods of appraisal for managers –
traditional and modern, Process/procedure of conducting performance
appraisal, Advantages of performance appraisal, Limitations of
performance appraisal Compensation management, Definition of
compensation Components of salary/ salary slip Fringe benefits -
definition and types Performance linked incentives/incentives definition,
advantages and disadvantages. Career plann ing and Development,
Definition of career planning and career development Process /procedure
Career stages/career life cycle and how to handle personnel at each stage
Essentials to make career planning successful Career counselling
Employee Retention techniques Succession planning
UNIT IV Participative management, Definition of participative management, Levels
of participation, Trends in Participative management, Factors important
for effective participative management, Forms of participation,
Participation through quality circles, Empowered teams Industrial
relations, Definition of industrial relations, Features of industrial relations,
Importance of industrial relations, Approaches to industrial relations,
Parties to industrial relations, Trade Unions, Definition of a trade union,
Features of a trade union, Trade Union movement in India, Trends in TU.
REFERENCES:
1. Dipak Kumar Bhattacharya - Human Resource Management
2. Arun Monappa - Managing Human Resource .
3. C.B. Memoria -Personnel Management -
4. Armstrong, Michael & Baron Angela. (2005). Handbook of Strategic HRM (1st ed.).
New Delhi: Jaico Publishing House.
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14 5. Mello, Jeffrey A. (2007). Strategic Human Resource Management (2nd ed.). India:
Thomson South Western.
1.3 BUSINESS ECONOMICS
LEARNING OBJECTIVE
● To provide an insight to the dynamic event industry.
UNIT I Scope and Importance of Business Economics - basic tools - Opportunity
Cost principle - Incremental and Marginal Concepts. Basic economic
relations - functional relations: equations - Total, Average and Marginal
relations - use of Marginal analysis in decision making, The basics of
market demand, market supply and equilibrium price - shifts in the
demand and supply curves and equilibrium
UNIT II Demand Analysis - Demand Function - nature of demand curve under
different markets Meaning, significance, types and measurement of
elasticity of demand (Price, income cross and promotional) - relationship
between elasticity of demand and revenue concepts Demand estimation
and forecasting: Meaning and significance - methods of demand
estimation : survey and statistical methods (numerical illustrations on
trend analysis and simple linear regression)
UNIT III Supply and Production Decisions and Cost of Production
Production f unction: short run analysis with Law of Variable Proportions
Production function with two variable inputs - isoquants, ridge lines
and least cost combination of inputs - Long run production function and Laws of
Returns to Scale - expansion path - Economies and diseconomies of Scale.
Cost concepts: Accounting cost and economic cost, implicit and explicit cost, fixed and
variable cost - total, average and marginal cost - Cost Output Relationship in the Short
Run and Long Run (hypothetical numerical problems to be discussed), LAC and
Learning curve - Break even analysis (with business applications)
UNIT IV Market structure: Perfect competition and Monopoly and Pricing and
Output Decisions under Imperfect Competition . Short run and long run
equilibrium of a competitive firm and of industry - monopoly - short run
and long - run equilibrium of a firm under Monopoly Monopolistic
competition: Equilibrium of a firm under monopolistic competition,
debate over role of advertising (topics to be taught using case studies
from real life examples) Oligopolistic markets: key attributes of oligopoly -
Collusive and non collusive oligopoly market - Price rigidity - Cartels and
price leadership models (with practical examples)
UNIT V Pricing Practices - Cost oriented pricing methods: cost – plus (full cost)
pricing, marginal cost pricing, Mark -up pricing, discriminating pricing,
multiple – product pricing - transfer pricing (case studies on how pricing
methods are used in business world)
REFERENCE BOOKS
1. Mehta, P.L.: M anagerial Economics – Analysis, Problem and Cases (S. Chand &
Sons, N. Delhi, 2000)
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15 2. Hirchey .M., Managerial Economics, Thomson South western (2003)
3. Salvatore, D.: Managerial Economics in a global economy (Thomson South
Western Singapore, 2001)
4. Frank Robert.H, Bernanke. Ben S., Principles of Economics (Tata McGraw Hill
(ed.3)
5. Gregory Mankiw., Principles of Economics, Thomson South western (2002
reprint)
6. Samuelson &Nordhas.: Economics (Tata McGraw Hills, New Delhi, 2002)
7. Pal Sumitra, Managerial Economics cases and concepts (Macmillan, New
Delhi,2004)
1.4 INTRODUCTION TO EVENT MANAGEMENT & PR
LEARNING OBJECTIVE
● To provide an insight to the dynamic event industry.
UNIT I Defining & Understanding the Events, Need & Framework of Events,
Typology of Events, Historical Contexts and Precedents, Special
Characteristics of Events, Code of Ethics, Size & Scope of Events Market,
Determinants & Motivations, Requirement of Event Manager
UNIT II Event Objective, Structure of Demand for Events, Fragmentary Nature of
Event Business, Various Service Providers / Organizations / Stakeholders,
social, economic, political and developmental implications of running
events,
UNIT III Initial Planning, Visualisation, Monitoring the Budget, Critical Path,
Function sheets, Timings, Checklist, Getting everyone on board, assigning
tasks, deadlines, Site Selection, Location Requirements, Contracts,
Transportation, Guest Arrival, Registrations, Arrival checklist
UNIT IV Room Requirements, Staging, Audiovisual, Lighting, Venue and Event
Suppliers Checklist, Guest Demographics, The Guest List, Invitations, Food
& Beverages Considerations, Entertainment, Photographers,
Videographers, Staff, Work permits, Event Risk Assessment
UNIT V Public Relations – Overview, Strategy & Planning, Techniques, Journalism,
Blogs, Employee communications, Lobbying, Community Relations, Crisis
Communications, Five Step Writing Formula
REFERENCE BOOKS
1. Event Management: A Blooming Industry and an Eventful Careerby Devesh
Kishore, Ganga Sagar Singh - Har-anand Publications Pvt. Ltd. -
2. Event Management by Swarup K. Goyal - Adhyayan Publisher - 2009
3. Event Management & Public Relations by Savita Mohan - Enkay Publishing
House.
4. Successful Event Management - A Practical Handbook by Anton Shone, Bryn
Parry
5. Event Planning - The ultimate guide
6. Public Relations by S.J. Sebellin Ross
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16 1.5 EVENT MANAGEMENT PLANNING
LEARNING OBJECTIVE
● To develop the skills of the students for meticulously planning an event.
UNIT I Common Planning for most of the Events, Job of an Event Planner,
Defining Goals & Objectives, Financial Goals - ROI, Planning Session - High
level Goal Questions, Scheduling, Assigning Roles, Creating Checklists,
Outsourcing, Making a Budget, Streamlining Income and Expenses,
Sponsorship,
UNIT II Fixed Cost, Variable Cost, Additional Expenses, Indirect Costs, Break Even
Points, Accounting Styles, Great Event Planning, Corporate Social
Responsibility, Beyond Recycling, Green Venues & Locations, Participants
as Green Travellers, Planning for a Cause, Creating Partnership
UNIT III Planning Logistics, Selecting Dates & Time, Selecting Destination, Choosing
Site, Detailed list of the Requirements of Potential Site, Site Inspection,
Outd oor Site, Choosing Talent - Speaker, Lecturer, Instructor, Entertainer,
Signing a Contract, Room Design, Registration & Ticket Sales area, Internet
access & Wi-Fi, Technical Support
UNIT IV Gifts Planning, Know your Audience, Planning Food and Beverages,
Dealing with the Caterer, Alcohol Liability, Marketing & Promotion
Planning, Invitations, Website designing, Online Registrations, Role of
Social Media, Contracts, Covering your Assets, High Profile Guest Security,
Crowd Control, Data Security, Network Protection,
UNIT V Finalizing: Registration Confirmations, Speakers & Entertainers
Confirmations, Pre -vent meeting, Transportation needs, contact vendors
& suppliers, schedule volunteers, making badges. On the Day: Arrival,
Rehearsal, Check -in areas, On-Site Management, Contingency Plan, Wrap
up planning
REFERENCE BOOKS
1. Start And Run Event planning business by Cindy lemaire Mardi foster -walker -
Self-Counsel Press, 01-Sep-2004, ISBN - 1551803674, 9781551803678
2. Start Your Own Event Planning Business: Your Step -by-Step Guide to Success -
Entrepreneur Press (Author), Cheryl Kimball (Author) - Publication Date: June 13,
2011
3. Event Planning Ethics and Etiquette - Publisher: John Wiley & Son, Publication
4. The Complete Guide to Successful Event Planning by Shennon Kilkenny
1.6 EVENT PRODUCTION PROCESS
LEARNING OBJECTIVE
● To learn about the various basic fundamentals required to conceptualize the
events.
UNIT I Reasons for Events, Categories of Special Events, Meetings and
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17 Conferences, Expositions and Trade Shows, Celebrations, Ceremonies, and
Spectacles, The Players - Event Manager, Event Planner, Event
Coordinator, Event Producer, The Phases of Event Organization - The
Concept and Proposal Phase, The Marketing and Sales Phase, The
Coordination Phase, The Execution Phase, The Followup Phase
UNIT II Creativity – Process phases, Characteristics of a Creative person, External
Environment, Creative Techniques & Methods, Drafting a Production
Budget – Expense Spreadsheets, Expense Heads, Actual Expenses, Expense
Audit, Managing unplanned expense, Cash Flow management, Ways to
Earn Profits, Budget Layouts, Other considerations
UNIT III How to Act Professionally, Writing a winning Proposal - Content,
Packaging, Technology, Delivery, Business Ethics, Importance of a Team,
Organizing Production Team, Working in a Team, Resolving Conflicts,
Understanding Contracts, Resolving Disputes
UNIT IV Production Management, During the Event Coordination Phase, Site
Inspection and Venue Liaison, Site/Venue Layout, Production Schedules,
Running Orders, and Scripts, During the Event Execution Phase,
Supervising Event Setup, Running the Event, Supervising Event Strike,
Sample Event Requirements Form for Venue/Site, Practical Examples
UNIT V Event Risk Management, Compliances, Insurances, Site layout, Venue
Management, Capacity & Standard Set ups, Logistical Issues, Production
Schedules, Supervising Event Execution, Staff Coordination,
Communication equipments, Pre -Show, The Show and Post -Show , Follow
up – Team & Clients
REFERENCES:
1. Event Entertainment and Production - Author: Mark Sonder, CSEP - Publisher:
Wiley & Sons, Inc
2. Special Event Production - Doug Matthews
3. The Complete Guide to Successful Event Planning - Shannon Kilkenny
4. Event Planning & Management - Diwakar Sharma
5. Freelancers Guide to Corporate Event Design
1.7 PROFESSIONAL INDUSTRY ENGAGEMENT (PRACTICAL TRAINING)
Students will be exposed to the practical ground requirements of Event Management.
Theoretical concepts shall be made more stronger by their involvement in the making
of Live Events in the Industry. Student needs to document their key learning made and
shall submit the same in the form of a report for all the Events they have participated.
SEMESTER - II
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18 2.8 EVENT MARKETING & SPONSORSHIP
LEARNING OBJECTIVE
● To gain insight on the importance of event marketing & sponsorship.
UNIT I Understanding Marketing of Events, Events as Marketing Strategies,
Intercommunications Context of the Modern Marketing, Events as a Marketing Tool,
Events within the Marketing Mix, Advantages of Events to the Brand Marketer,
Matching Event Traits with the personality of your company, Ways to Improve Event
Marketing Experi ences, Scope of Event Marketing Activities
UNIT II The Evolution of Event Marketing, Need for Event Marketing Strategy,
Strategies for Stakeholders, Internal Event Marketing, Event Strategy Formulation,
SWOT Analysis, The Why, Who, When, Where & What of Event Marketing, The Six P's
of Event Marketing,
UNIT III Perspective of the Event Sponsor, Event Sponsorship Practicalities, Sponsorship
in a Communication Context, Synergy between Sponsor & Event, Identifying Potential
Sponsors, In -Kind Sponsorship, Cause -Related Event Marketing - Focus on E -Event
Marketing, Technological Convergence, Web Page Requirements, Web Page
Involvement, Web Page Accessibility, Conceptualising Online Marketing, Web
Analytics, Innovation in Social Networks, Online Tactics, Onlin e Advertising, The
Breadth and Scope of Experiential Marketing
UNIT IV Aspects of Festival & Entertainment Events Marketing, Considerations for
Marketing First -Time Events, Stunts, Street Promotions, and Guerrilla Marketing, The
Celebrity Factor, Appraising Event Performance, Corporate Event Marketing, Social
Event Marketing, Future Trends in Event Marketing
REFERENCE BOOKS
1. The Event Marketing Handbook – Saget Allison – 2006
2. Event Marketing - The Wiley Event Management Series - Leonard H.
Hoyle
3. Event Marketing and Event Promotion Ideas - Eugene Loj
4. Event Marketing second edition by C.A. Preston
5. "Experiential Marketing: How to Get Customers to Sense, Feel, Think,
Act, R" Schmitt, Bernd H.
2.9 INFORMATION COMMUNICATION TECHNOLOGY (ICT)
UNIT I
Overview of the Basics of Excel , Working with Functions, Sorting and Filtering Data,
Working with Reports, Charts, Final Assignment
UNIT II
Creating Presentations - Presentation Software - Microsoft Power Point, Prezi
Creating a presentation with slides with a script. Presenting in different views, Inserting
Pictures, Videos, Creating animation effects, Slide Transitions, Timed Presentations.
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19 UNIT III
Using Design Tools I - Introduction to Basics of Photoshop
UNIT IV
Using Design Tools II - Introduction to Basics of Corel Draw
UNIT V
Using cloud services for maintaining data, spreadsheets and documents
2.10 EVENT RESOURCE MANAGEMENT
LEARNING OBJECTIVE
● To learn to manage various resources of an event.
UNIT I Types of Entertainment, Purpose for Entertainment, Content in Entertainment,
Analyzing Performance – Music, Dance, Theater and other athletic performances,
Working with the performers – Mindset, Amenities, Communications, The Special Case:
Celebrities,
UNIT II Setup Considerations for Décor – Prior to the Event and At the Event, Staging &
Seating needs, Knowing Rigging, Objectives of Event Lighting, Video & Projection,
Introduction to Audio, Types of Special Effects - Streamers, Confetti, Fog, Smoke,
Lasers, etc., Technological Terms - Audio Visual Services & Equipment’s Risk and Safety
UNIT III Tackling Basic Logistics for Large Events, Accommodating Home -Office Visits,
Banquet Room Set up, Hiring Caterers versus Self Catering, Learning Environment
Seating Options , Removing Distractions & Potential Hazards, Accommodating Guests
with Disabilities
UNIT IV Extending and Responding to Invitations, Protocol for Formal Invitations,
Unraveling the What -to-Wear Dilemma, Interpreting Business Dress & Formal Attire,
Creating Name Tags, Badges, and Security Passes, Basic Principles for Sporting Events.
Theater Etiquette and Auditorium Seating, Rock Concerts and Music in the Park, At -
Home Entertaining, Family Focused Events, Speaker Preparations, Gratitude &
Appreciation, Gifting & Lasting Memento, Gift Selection and Shopping Tips
REFERENCE BOOKS
1. Event Entertainment and Production - Author: Mark Sonder, CSEP - Publisher:
Wiley & Sons, Inc
2. Special Event Production - Doug Matthews
3. The Complete Guide to Successful Event Planning - Shannon Kilkenny
4. Human Resource Management for Events - Lynn Van der Wagen (Author)
2.11 EVENT TEAM & CREW MANAGEMENT
LEARNING OBJECTIVE
● To understand different teams working at events and how to manage them.
UNIT I Organisation Manager & the Team during the Event, Simplified Event
Structure, Organisational Effectiveness, Volunteer Staffing, Framework for an event
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20 organization's performance
UNIT II Volunteer Management, Factors influencing the number and type of staff,
Itemise your needs, Create job Descriptions, Paid Staff, Typical Event Organisation
Communication tool,
UNIT III Finding Staff, Job Description Form, Staffing an Event, Running the Event on
the Day, Organisation and Briefing of Staff on the day, Creating a Resume and Writing
the Cover Letter, Effective Interviewing, Interview Etiquette, After the Interview,
Designations
UNIT IV Workforce Employment Issues, Personnel Management, Circular Model of
Human Resource Management, Orient ation Sessions, Instructions, Manuals &
Handbooks, Training Programs, Scheduling & Assignments, Motivation, Recognition &
Retention
UNIT V Workforce Employment Issues, Personnel Management, Circular Model of
Human Resource Management, Orientation Sessions, Instructions, Manuals &
Handbooks, Training Programs, Scheduling & Assignments, Motivation, Recognition &
Retention
REFERENCE BOOKS
1. The Secrets of Successful Team Management - Michael A. West
(Author)
2. Successful Team Management [Paperback] - Nicky Hayes (Author)
3. Crew Resource Management, Second Edition by Barbara G. Kanki,
Robert L. Helmreich and Jose Anca
4. Successful Event Management - A Practical Handbook by Anton Shone,
Bryn Parry
5. The Complete Guide to Careers in Special Events by Gene
6. Special Events by Joe Goldblatt
7. Professional Event Coordination by Julia Rutherford Silvers
2.12 EVENT COST ACCOUNTING & FINANCE MANAGEMENT
LEARNING OBJECTIVE
● To familiarize the students with the basic cost, concepts, allocation and control
of various costs and methods of costing in an event industry.
UNIT I Meaning and Scope of Accounting, Objectives of accounting, Accounting
principles: Introductions to Concepts and conventions, Accounting in Computerized
Environment: Introduction, Features and application in various areas of Accounting,
Sources of Finance - Short Term/Long Term, Domestic / Foreign,
Equity/Borrowings/Mixed etc.
UNIT II Accounting transactions: Accounting cycle, Journal, Journal proper, Opening
and closing entries, Relationshi p between journal & ledger: Rules regarding posting:
Trial balance: Subsidiary books (Purchase, Purchase Returns, Sales, Sales Returns &
cash book –Triple Column), Bank Reconciliation Statement. Introduction to Trading
Account, Profit and Loss Account and Balance Sheet. Introduction to Vertical Form of
Balance Sheet and Profit & Loss A/c-Trend Analysis, Comparative Statement &
Common Size
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21
UNIT III Introduction to Event Cost Accounting, Cost Accounting Terms, Objects,
Event Costs Classifications, Fixed Cost, Variable Cost, Opportunity Cost, Direct Cost,
Indirect Cost, Period Cost, Relevant Cost, Sunk Cost, Marginal Cost, etc., Cost
Ascertainment, Material Cost, Employee Cost, Direct Expenses, Overheads,
UNIT IV Making of a Cost Statement and Profit Calculations, Understanding
Contribution, Calculating Break Even Points and Target Income, Cost -Volume -Profit
Analysis, Sensitivity Analysis, B.E.P. Analysis as Applied to Event Management And
Tactical Decisions, Allocating Costs to an Event, Basis of Allocation, Allocating cost of
Support Departments, Cost Control, Direct & Indirect Variances, Event Based Costing,
Preparing the Budget
UNIT V Developing System to Track Expenses, List of Expense Categories, Bifurcating
Actual Expenses, Monitoring Expenses, Handling Contingencies & Unplanned Expenses,
Markup of Suppliers Cost, Hourly Fees, Budget Layout for Private and Large Public
Event, Other Financial Consideration, Angling for Income, Event Revenue Streams,
Using Sponsorship, Accounti ng Styles, Cash Accounting, Accrual Accounting, Event
Profit Centre,
REFERENCE BOOKS
1. Advanced Accountancy - R.L. Gupta and Radhaswamy
2. Management Accounting - Brown and Howard
3. Management Accounting - Khan and Jain
4. Management Accounting - S.N. Maheswari
5. Management Accounting - Antony and Recece 6. Management
Accounting - J.Batty
6. Cost Accounting Fundamentals: Essential Concepts and Examples (3rd
Edition) Steven M. Bragg (Author)
7. Cost Accounting and Management Essentials You… (Paperback)
by Vibrant Publishers, Kalpesh Ashar
8. Time -Driven Activity -Based Costing: A Simpler by Robert S.
Kaplan, Steven R. Anderson
9. Event Production - The Process
10. Successful Event Planning with companion, Shannon Kilkenny
2.13 SPECIAL EVENTS – WEDDING PLANNING & LIVE EVENTS
LEARNING OBJECTIVE
● To understand how to plan wedding & live events.
UNIT I About Wedding Industry, Why Wedding Planner Required, Job Responsibilities
of Wedding Planner, Skills required for wedding planner, Career as wedding Planner.
Wedding arrangements, budgeting.
UNIT II Understanding Rituals and Customer, Understanding Wedding Flow, Creating
Blue -Print, Designing Wedding Plan, Understanding entertainment requirements,
Celebrity management in wedding, Wedding work flow, Points to note down, Date &
Time of Wedding ceremonies, Venue address and venue no‘s,
UNIT III Cost of Travelling, different modes of travelling, catering services checklist for
wedding, wedding checklist, creating paperwork according to wedding, Crew
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22 requirement for wedding, crew work distribution, briefing of crew members, setting
goals for crew heads, execution of the wedding flow, final inspection of according to
process.
UNIT IV About Live Events, Live entertainment Show Industry, Understanding the
requirement of live shows, Planning Live Show, Job Responsibilities of Live Show
Planner. Live Show arrangements, budgeting, live Show Flow, Creating Blue -Print,
Designing Live Show Plan, Understanding technical requirements, Celebrity
management in Live Show. Live Show arrangements, budgeting, live Show Flow,
Creating Blue -Print, Designing Live Show Plan, Understandi ng technical requirements,
Celebrity management in Live Show.
REFERENCE BOOKS
1. Wedding Planning For Dummies, Second Edition by Marcy Blum
2. The Everything Wedding Organizer: Checklists, Charts, And Worksheets
for Planning the Perfect Day! (Everything: Weddings) by Shelly Hagen
3. The Ultimate Wedding Planner & Organizer by Alex Lluch
4. A Comprehensive Indian Wedding Planner - Sarbjit K. Gill (Author)
5. Professional Event Coordination (Wiley Desktop Editions) - Julia
Rutherford Silvers (Author)
2.14 PROFESSIONAL INDUSTRY ENGAGEMENT (PRACTICAL TRAINING)
LEARNING OBJECTIVE
Students will be exposed to the practical ground requirements of Event Management.
Theoretical concepts shall be made more stronger by their involvement in the making
of Live Event s in the Industry. Student needs to document their key learning made and
shall submit the same in the form of a report for all the Events they have participated.
SEMESTER III
3.15 MEDIA MANAGEMENT
LEARNING OBJECTIVE
● To understand how to manage media. This is crucial for events industry.
UNIT I Introduction – Media Business - Media Classification - Mass Media – Niche
Media -Addressable Media and Interactive Media -Media -Intrusiveness.
UNIT II Print -Media -Newspaper -Principles of Newspaper Business -Classified Ads,
Display Ad‘s Display Ad‘s – Coverage and Audience Measurement -Sales and Pricing -
magazines Directories.
UNIT III Broadcast Media -Radio -Television -out of Home Media -outdoor Advertising -
Cinema and Video – Non-Traditional Media.
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23
UNIT IV An overview of Media planning -problems of media planning –Developing
media plan - Market Analysis and Target - Interactive and Digital Media. Establishing
media objectives - Developing and Implementing –Evaluation and Follow up -
Computers in Media Planning - Characteristics of Media.
REFERENCE BOOKS
1. Principles of Advertising and IMC‖ – Tom Duncan -Tata McGraw -Hill-Second
Edition.
2. Advertising and Promotion‖ – an IMC Perspective – Kruti shah and Alan D‘souza -
Tata McGraw –Hill.
3. Mehra‖ - Newspaper Management.
4. Rucker and Williams‖ - Newspaper Organization and Management
3.16 PUBLIC RELATIONS
LEARNING OBJECTIVE
● To prepare students for effective & ethical public communication on behalf of
organisations.
● To help students acquire basic skills in the practical aspects of Media Relations &
Crisis Management.
● To equip students with basic skills to write & develop Press Release & other PR
communication.
● To design a PR campaign.
UNIT I Nature & Scope of PR - Stakeholders - Evolution of PR. With special focus on
India. PR, Propaganda, Public Opinion & Publicity. PR and Marketing PR & Advertising,
PR and Branding
UNIT II Objectives, Functions of PR, Skills needed to be a PR Professional. a. In -house
PR and PR Consultancy: Advantages & Disadvantages - Internal and External PR: With
focus on Corporate Communications, Corporate Image Management
UNIT III PR Tools: I. Media tools a. Press release b. Press conference c. Others II. Non -
Media a. Seminars b. Exhibitions / trade fairs c. Sponso rship d. Others III. Content
Development in PR a. Development of profile: Company / Individual b. Drafting a Pitch
note/ Proposal c. Writing for Social Media
UNIT IV New age PR: Digital PR (To be taught with contemporary cases). PR process
with emphasis on developing a PR campaign. Crisis communication - Preparing a crisis
plan - Handling crisis - Social responsibility & PR - Ethics in PR: Code of conduct
REFERENCE BOOKS
● Excellence in Public Relations and Communication Management - James E.
Grunig, David M. Dozier, William P. Ehling, Larissa A. Grunig, Fred C. Repper, Jon
White; Lawrence Erlbaum Associates.
● Crisis Communications: A Casebook Approach - Kathleen Fearn -Banks; Lawrence
Erlbaum Associates.
● Strategic Planning for Public Relations - Ronald D. Apr Smith; Lawrence Erlbaum
Associates.
● Corporate Public Relations: A New Historical Perspective - Marvin N. Olasky;
Lawrence Erlbaum Associates.
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24 ● Public Relations Writing: Principles in Practice - Donald Treadwell, Jill B.
Treadwell; Sage Publications.
● Media Writing: Print, Broadcast, and Public Relations - W. Richard Whitaker,
Janet E. Ramsey, Ronald D. Smith; Lawrence Erlbaum Associates.
● New media and public relations - Sandra C. Duhé; Peter Lang. ∙ Online Public
Relations - David Phillips, Philip Young; Kogan Page.
● Effective Public Relations - Scott Cutlip, Allen Center and Glen Broom; Pearson
Education.
● PR and Media Relations - Dr. G.C. Banik; Jaico Publishing House.
● Public Relations techniques that work - Jim Dunn; Crest Publishing House.
● Principles of Public Relations - C.S. Rayudu and K.R. Balan; Himalaya Publishers.
● Public Relations for your business - Frank Jefkins; Jaico Publishing House.
● The fall of advertising and the rise of PR - Al Ries, Laura Ries; Harper Collins.
● Public Relations : The profession and the practice - Dan Latimore, Otis Baskin,
Suzette Heiman, Elizabeth Toth; McGraw Hill
3.17 EVENT HOSPITALITY & CATERING
LEARNING OBJECTIVE
● To understand hospitality and catering for events.
UNIT I The World of Hospitality -The Travel and Tourism Industry in Perspective
Catering As An Event Management Tool, A Temporal Art, Location, Equipment, Utilities,
Time Constraints, Service Styles, and Event Service Styles & When to Use Them,
Logistical Considerations, Logistics laws for Effective Catered Events.
UNIT II Catering Industry, Catering Segments, Questions Caterers need to ask, Types of
Catering, Creativity and the Caterer, The Seven Functions of Catering - Planning,
Execution of Tasks, Organising the Event, Equipments, Implementation, Controlling &
Risk Management, Beverage Management,
UNIT III Hospitality and Service, Spirit of Service, Lodging Sector, Hotel Operations and
Careers, Food and Beverage Sector, Restaurant Operations and Careers
UNIT IV The Cruise Sector, Cruise Operations, The Entertainment & Gaming Sector,
Conventions and Event Planning, The Peaceful Traveler
REFERENCES:
1. Event Studies - Theory, Research and Policy for Planned Events, 2nd Edition By
Donald Getz.
2. Event Correlation: What You Need to Know for It Operations Management by
Michael Johnson.
3. Hospitality Management: An Introduction 2nd Edition Tim Knowles
4. Professional Catering by Stephen B. Shiring
5. Services Marketing – S.M. Jha – Himalaya Publishing House.
6. Services Marketing – Ravishankar – Excel Books.
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25 3.18 LEGAL ASPECTS OF EVENT MANAGEMENT
LEARNING OBJECTIVE
● To expose the students to the objects & broad framework of legislative
enactments within which business operates.
UNIT I Introduction To Law & Contract Act - The Indian Contract Act, Acceptance,
Consideration, Essentials of a Valid contract, Free Consent, Coercion, Undue Influence,
Fraud, Misrepresentation, Mistake. Tax Tips In Events - Important terms, assessment
year, prev ious year, assessee, residence in India, important point with reference to
income from business, salaries, income tax slabs.
UNIT II Shops And Establishment Act - Important terms, apprentice, child, commercial
establishment, Establishment, registration of establishments.Service Tax For Event
Management Services And Related Services - Basic concepts, Meaning of Client,
Advertising, Valuation of Taxable Services, Scope of Taxable Service.
UNIT III Permissions req uired for holding an event, general details, police
permission, traffic police, ambulance, fire brigade, municipal corporation,
Indian Performing Rights Society (IPRS) 208, Phonographic Performing License
(PPL) Entertainment Tax, Permissions for Open Groun d Events, auditorium
show, some events attract entertainment tax, some don’t, general, the be Acts
of all these laws can be obtained from, Permissions/Law for using animals,
Approvals for Fire Usage, Insurance
UNIT IV Forming Your Own Event Company - Self Marketing your own event company,
Event Company set – up.
REFERENCES:
1. Event Studies - Theory, Research and Policy for Planned Events, 2nd Edition By
Donald Getz.
2. Event Correlation: What You Need to Know for It Operations Management by
Michael Johnson.
3. Hospitality Management: An Introduction 2nd Edition Tim Knowles
4. Professional Catering by Stephen B. Shiring
5. Services Marketing - S.M. Jha – Himalaya Publishing House.
6. Services Marketing – Ravishankar – Excel Books.
7. Indian Contract Act
8. Shop & Establishment Act
3.19 E-C OMMERCE & DIGITAL MARKETING
LEARNING OBJECTIVE
● To gain insight on the different channels of marketing events.
UNIT I Ecommerce - Meaning, Features of E -commerce, Categories of E -commerce,
Advantages & Limitations of E -Commerce, Traditional Commerce & E -Commerce • E -
commerce Environmental Factors: Economic, Technological, Legal , Cultural & Social •
Factors Responsible for Growth of E -Commerce, Issues in Implementing ECommerce,
Myths of E-Commerce • Impact of E-Commerce on Business, Ecommerc e in India •
Trends in E-Commerce in Various Sectors: Retail, Banking, Tourism, Government,
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26 Education • Meaning of M-Commerce, Benefits of M-Commerce, Trends in M-
Commerce
UNIT II E-Business: Meaning, Launching an E -Business, Different phases of Launching
an EBusiness • Important Concepts in E-Business: Data Warehouse, Customer
Relationship Management , Supply Chain Management, Enterprise Resource Planning •
Bricks and Clicks business models in E -Business: Brick and Mortar, Pure Online, Bricks
and Clicks, Advantages of Bricks & Clicks Business Model, Superiority of Bricks and
Clicks E -Business Applications: E -Procurement, E -Communication, E -Delivery, E -
Auction, E-Trading. • Electronic Data Interchange (EDI) in E-Business: Meaning of EDI,
Benefits of EDI, Drawbacks of EDI, Applications of EDI. • Website : Design and
Development of Website, Advantages of Website, Principles of Web Design, Life Cycle
Approach for Building a Website, Different Ways of Building a Website
UNIT III Issues Relating to Privacy and Security in E -Business • Electronic Payment
Systems: Features, Different Payment Systems :Debit Card, Credit Card ,Smart Card, E -
cash, E -Cheque, E -wallet, Electronic Fund Transfer. • Payment Gateway: Introduction,
Payment G ateway Process, Payment Gateway Types, Advantages and Disadvantages of
Payment Gateway. • Types of Transaction Security • E -Commerce Laws: Need for E -
Commerce laws, E -Commerce laws in India, Legal Issues in E -commerce in India, IT Act
2000
UNIT IV Introd uction to Digital Marketing, Advantages and Limitations of Digital
Marketing. • Various Activities of Digital Marketing: Search Engine Optimization,
Search Engine Marketing, Content Marketing & Content Influencer Marketing,
Campaign Marketing, Email Market ing, Display Advertising, Blog Marketing, Viral
Marketing, Podcasts & Vodcasts. • Digital Marketing on various Social Media platforms.
• Online Advertisement, Online Marketing Research, Online PR • Web Analytics •
Promoting Web Traffic • Latest developments and Strategies in Digital Marketing.
REFERENCE BOOKS:
1. D Nidhi ,E-Commerce Concepts and Applications, ,Edn 2011, International Book
house P.ltd
2. Bajaj Kamlesh K,E-Commerce - The cutting edge of Business
3. Whiteley David, E-Commerce Technologies and Apllications -2013
4. E-Business & E-Commerce Management 3rd Ed, Pearson Education
5. Kalokota & Robinson,E -Business 2.0 Road map for Success, Pearson Education
6. Elias M. Awad ,Electronic Commerce, 3rd Edition, Pearson Education
7. Erfan Turban et.al ,Electronic Commerce - A Managerial Perspective, Pearson
Education
8. R. Kalokota, Andrew V. Winston, Electronic Commerce - A Manger's Guide,
Pearson Education
9. Tripathi, E-Commerce, Jaico Publishing House, Mumbai, Edn. 2010.
3.20 SPECIAL EVENTS - SPORTS & RECREATION SERVICES
LEARNING OBJECTIVE
● To understand how the sports events are managed.
UNIT I Introduction to Sports Event Industry : Evolution of Sports Events; Variety of
Sports events; Role of Event organizations and sports event manager; Challenges of
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27 event management; Sports events vs. Non -sports events; Sports Tourism; Future
Trends in Event Management and Marketing
UNIT II Event Conceptualization and Planning Process: SWOT Analysis; Defining and
developing objectiv es for the event; Planning components – type of sport
requirements, concept and design, event flow, setting operational timelines, creating
Checklists, Logistics plans, safety and security planning; Selecting and soliciting host
City / Venues – understanding and managing expectations; Event planning process –
finding the right people, identify and analyze management tasks for Staff, Vendors and
Volunteers; Identify Sponsors and teaming up with them – understand event -sponsor
relationship and mana ging expectations, Designing sponsorship programme and
finalize the deal; Promotion planning – media partnerships, campaign for the event,
media coverage and media partners; Designing the execution of the event marketing
plan
UNIT III Event Management Commercials: Stages of Budgeting Process; Identifying
costs – Facility cost, Event operations cost, Marketing expenses, sponsor fulfillment
expenses, Guest Management and Hospitality expenses, event presentation expenses,
capital investment and amortizatio n, miscellaneous expenses; Cash Flow and
Management; Controlling costs and Contingency planning;; Identifying revenue
streams – Ticket Sales, Hospitality partnerships; Sponsorships and Advertising;
Merchandising and Barters; Broadcasting, tournament and pa rticipation fees, Media
partnerships; Grants and Donations, miscellaneous revenues
UNIT IV Implementation of Event Services and Logistics: Event Permits and licenses;
Event registration; Engaging community; Accommodating and managing guests, Event
Presentation – Production planning, scheduling rehearsals, Working with Broadcasters;
; Staff and Volunteer Management; Ticket Sales; Food and Beverage Operations; Waste
Management; Transportation services; Lighting; Vendor Relations; Facility operations;
Customer Service; Servicing media at event site; Media Center facilities; Awards
Ceremonies. Media Partnerships and leveraging media: Requirements of Media
Partners from organizers; Requirement of Organizers from Media Partners; Sports
celebrities; Broadca sting Rights; Promotion Mix – advertising, personal selling and
social media; Event Marketing; Media contracts, Connecting with media
REFERENCE:
1. Managing Sporting Events – Jerry Solomon (Human kinetics) - Human Kinetics
Publishers (Jan. 2002)
2. Managing Major Sports Events: Theory and Practice, By Milena M. Parent,
Sharon Smith -Swan - Routledge (26 Nov. 2012
3.21 PROFESSIONAL INDUSTRY ENGAGEMENT (PRACTICAL TRAINING)
Students will be exposed to the practical ground requirements of Event Management.
Theoretical concepts shall be made more stronger by their involvement in the making
of Live Events in the Industry. Student needs to document their key learning made and
shall submit the same in the form of a report for all the Events they have participated
Page 28
28 SEMESTER IV
4.22 TOURISM MARKETING
LEARNING OBJECTIVE
● To understand how the tourism marketing takes place in context of events.
UNIT I Basic concepts of Tourism services - Tourism marketing - meaning – components
of Tourism product – Users of Tourism services – Behavioural profile of users -
UNIT II Product planning and Development –Tour Planning & Costing - market
segmentation for Tourism – Bases - Growth of Tourism services in India. – Problems
and prospects of tourism services. -Latest trend in domestic and international Tourism
products - Global overview
UNIT III Marketing Information system for Tourism – Tourist organization – marketing
mix – product mix formulation of marketing mix for the Tourist organizatio n. Tourism
product - Features - designing a package Tour -Brand Decisions launching new product
UNIT IV Promotion mix for Tourism product - price mix – place mix – channel
distribution - people – Travel Agents - guides - channel distribution - people - Travel
agents - Guides - Airline services - Travel Service - Seven Cs of Travel Service Marketing -
(Marketing Challenges for services) – Railway Services Marketing – Factors influencing
passenger fares and freight rates.
REFERENCE BOOKS
1. Services Marketing - S.M. Jha – Himalaya Publishing House.
2. Services Marketing – Ravishankar – Excel Books.
4.23 BUSINESS NEGOTIATION SKILLS
LEARNING OBJECTIVE
● To understand skills of negotiation in context of the business of events.
UNIT I Types of Negotiations in Business - business to business, with distributors,
customers, vendors - in marketing, operations, HR, finance etc, bankers & equity funds,
employees, future employees, etc. Understanding the Dynamics of Cooperative and
Competitive Interaction in Negotiation
UNIT II Defining negotiations - difference between lose - lose, lose - win, win - lose,
win - win. Setting a context for win-win for both parties
UNIT III Preparing for a negotiation - Researching the opposite party, defining BATNA -
best alternative to a negotiated agreement, ZOPA - zone of possible agreement,
defining multiple variables in a negotiation, defining needs and wants, benefits &
value, setting the opening price, ideal price and walk away price
UNIT IV Communicating value to the other party. Ways to justify price. Handling tactics
with counter -tactics - how to understand and respond to tactics like "good cop bad
cop", personal attacks, asking for more, trade -offs, tapering discounts, reluctant seller
reluctant buyer etc.
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29
REFERENCE
1. Power Negotiating by Roger Dawson
2. Rules of Negotiation (Bencher Family #1) by Inara Scott
3. Bargaining for Advantage: Negotiation Strategies for Reasonable People by G. Richard
Shell
4. Essentials of Negotiation by Roy J. Lewicki, Bruce Barry, David M. Saunders
4.24 EXPERIENTIAL MARKETING & TECHNOLOGY
LEARNING OBJECTIVE
● To gain an insight into the world of experiential marketing and gain exposure to
the latest technology used for events.
UNIT I Experiential Marketing : The differentiator - The Experience as the Brand -
Experiential Marketing Frameworks - Experiential Marketing Campaigns - Developing
Experiential Marketing Campaigns - Reaching the Target Audience - Measuring
Campaign Effectiveness - The Consumer Experience - Marketing the Event - Activations
UNIT II Online PUBLIC RELATIONS - Social Media Landscape - Internet as a Media -
Online PR building blocks - Social Media and PR strategy - Online Influences on present
PR practices -
UNIT III Innovative uses of Technology in Events - Wearables - RFID - Personalisation
and a Transition Towards Platforms - Mobile Payments - Ticketing & Registration
Software - API Integrations - Social Media
UNIT IV Personalised Experience - Passive Attendee to Active Participant - Live
Streaming - Wearable Technology - VR & AR Technology - Display Technology - Robots
& Drones - 3D Printing - Kiosks - Virtual Events - Hybrid Events - Event Apps -
Crowdsourcing content - Data Collection - Data and User Privacy
REFERENCE
1. The Complete Idiots Guide to Meeting & Event Planning
2. The Complete Guide to Succesful Event Planning
3. Experiential Marketing - A practical Guide to Brand experiences - Shaz Smilansky
Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and
Expositions (The Wiley Event Management Series)
4.25 EVENT SAFETY & RISK MANAGEMENT
LEARNING OBJECTIVE:
● To give brief introduction of different types of risk.
● To help students understand how to manage different types of Risk in the Events
Industry.
UNIT I Event Safety & Planning - Creating an accessible event and a risk management
plan - Venue stability -Creating an accessible event - risk management - emergency
management -Medical first aid & public health considerations
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30 UNIT II Operational considerations - public building approvals - management of
alcohol - drug related issues - reducing impact on the surroundings - amenities
UNIT III Review of Crowd Disasters - Planning for Crowd Management strategy &
arrangements - Execution of Plan - Role of Media - Role of Science & Technology
UNIT IV Legal Provisions - Capacity Building - Roles & Responsibilities of Important
stake holders - Outline for Crowd management plan for event & venues.
REFERENCE
1. Event Safety risk assessment & event management plan - The District Council of
Elliston
2. Guidelines for concerts, events and organised gatherings - Government of
Western Australia - Department of Health
3. Managing Crowd at Events & Venues of Mass Gathering - National Disaster
Management Authority of India
4.26 ENTREPRENEURSHIP MANAGEMENT
LEARNING OBJECTIVE:
● To expose students to the entrepreneurial cultural and industrial growth so as to
prepare them to set up and manage their own company.
UNIT I Meaning of Entrepreneurship - characteristics, functions a nd types of
entrepreneurship - Entrepreneur - Role of entrepreneurship in economic development.
Factors affecting entrepreneur growth - economic –non-economic. Entrepreneurship
Development programmes - need - objectives – phases - evaluation. Institutional
support to entrepreneurs.
UNIT II 1. Leadership – Meaning, Traits and Motives of an Effective Leader, Styles of
Leadership.
2. Theories – Trait Theory, Behavioural Theory, Path Goal Theory.
3. Transactional v/s Transformational leaders.
4. Strategic leaders – meaning, qualities .
5. Charismatic Leaders – meaning of charisma, Qualities, characteristics, types
of charismatic leaders (socialized, personalized, office -holder, personal, divine)
UNIT III 1. Great leaders, their style, activities and skills (Ratan Tata, Narayan Murthy,
Dhirubhai Ambani, Bill Gates, Mark Zuckerberg, Donald Trump)
2. Characteristics of creative leaders and organization methods to enhance
creativity (Andrew Dubrein).
3. Contemporary issues in leadership – Leadership roles, team leadership,
mentoring, self leadership, online leadership, finding and creating effective leader.
UNIT IV Project Management: Meaning of project - concepts - categories - project life
cycle phases - characteristics of a project – project manager - role and responsibilities
of project manager. - Project identification - selection - project formulation – contents
of a project report - planning commission guidelines for formulating a project -
specimen of a project report. - Source of finance for a project - Institutional finance
supporting projects project evaluation - objectives - types - methods.
Page 31
31 REFERENCE BOOKS
1. Entrepreneurial Development : S.S.Khanka
2. Entrepreneurial Development : C.B.Gupta& N.P. Srinivasan
3. Project Management : S.Choudhury
4. Project Management : Denis Lock
5. Stephen P. Robbins, Timothy A. Judge (Author) - Organizational behaviour (15th
Edition), Prentice Hall Publication.
6. Niraj Kumar - Organisational Behaviour: A New Looks (Concept, Theory & Cases),
Himalaya Publishing House
7. Strategic Leadership – Sahu & Bharati – Excel Books
8. Peter I. Dowling & Denice E. (2006). International HRM (1st ed.). New Delhi
9. French Wendell, Bell Cecil and Vohra Veena. (2004).
10. Organization Development, Behavioral Science Interventions for Organization
Improvement. (6th ed.)
4.27 SPECIAL EVENTS - MICE & CORPORATE EVENTS
LEARNING OBJECTIVE:
● To learn about MICE & corporate event industry.
UNIT I Special events – what are special events? Reasons for special events?
Categories of special events, The players in special events, Tips for producing special
events. MICE – Meaning, Industry, Important statistics, India as MICE Destination, MICE
Services, Types of MICE Services India offers
UNIT II Exhibition Management –Exhibitions Indu stry, requirement of exhibitions, Job
Responsibilities of exhibition organizer, exhibition arrangements, exhibition budgeting,
Understanding exhibition Customer, Understanding exhibition Flow, exhibition safety,
Creating Blue Print, Designing exhibition Plan, Understanding entertainment
requirements, Celebrity management in exhibition.
UNIT III Conference Management – About conference management Industry, Planning
conference, Job Responsibilities of conference management company, congruence
arrangements, budgeting, Live Show Flow, Creating Blue Print, Designing conference
Plan, Understanding technical requirements.
UNIT IV Corporate Events – Corporate Events, planning corporate event, Job
Responsibilities of corporate event organizer, arrangements, budgeting, Understanding
Customer, Understanding Flow, safety, Creating Blue Print, Designing Plan,
Understanding entertainment requirements, Celebrity management in corporate
events, Understanding need of entertainment in corporate events.
REFERENCE BOOK S
1. Festival and Special Event Management - by Johnny Allen, William O'toole,
Robert Harris
2. Event Management: A Professional and Developmental Approach by Dimitri
Tassiopoulos
3. Planning & Managing a Corporate Event. by Karen Lindsey - by Karen Lindsey
4. Meetings, Expositions, Events & Conventions - 3rd Edition - George Fenich - Mar
2011
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32 4.28 FINAL PROJECT
Each student needs to submit a project on the Topic allotted to them by their Mentor.
Project Topics shall be related to the one of few types or segment of Events. Student
shall be mentored to come -up with unique ideas / concept for an event. They shall be
made to undertake brainstorm session to explore the various ideas generated and shall
be logically driven to selecting a viable and feasible idea considering multiple
constraints. Further to it a detailed report shall be prepared to highlight the various
stages of delivering successful event.
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33 UNIVERSITY OF MUMBAI’S
GARWARE INSTITUTE OF CAREER EDUCATION & DEVELOPMENT
Ordinances, Regulations and Syllabus Relating to
MASTER OF MANAGEMENT STUDIES
(EVENT MANAGEMENT & PUBLIC RELATIONS) MMS(EM&PR)
R. 9478 – A Standard of Passing :-
1) The minimum percentage required for passing will be 50% in each paper (Internal & External).
R.9478 -B PASSING STANDARD AND PERFORMANCE GRADING :
The PERFORMANCE GRADING of the learners shall be on the ten point scale be adopted
uniformly for all courses.
MARKS
GRADE POINTS
GRADE
75 TO 100 7.5 TO 10.0 O
65 TO 74 6.5 TO 7.49 A
60 TO 64 6.0 TO 6.49 B
55 TO 59 5.5 TO 5.99 C
50 TO 54 5.0 TO 5.49 D
0 TO 49 0.0 TO 4.99 F (FAILS)
The performance grading shall be based on the aggregate performance of Internal Assessment
and Semester End Examination.
The Semester Grade Point Average (SGPA) will be calculated in the following manner:
SGPA = CG / C for a semester, where C is Credit Point and G is Grade Point for the Course/
Subject.
The Cumulative Grade Point Average (CGPA) will be calculated in the following manner :
CGPA = CG / C for all semesters taken together.
R. 9478 – C PASSING STANDARD FOR ALL COURSES :
Passing 50% in each subject /Course combined Progressive Evaluation (PE)/Internal Evaluation
and Semester -End/Final Evaluation (FE) examination taken together. i.e. (Internal plus External
Examination)
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34
R.9478 - D
A. Carry forward of marks in case of learner who fails in the Internal Assessments and/ or
Semester -end examination in one or more subjects (whichever component the learner
has failed although passing is on total marks).
B. A learner who PASSES in the Internal Examination but FAILS in the Semester -end
Examination of the Course shall reappear for the Semester -End Examination of that
Course. However his/her marks of internal examinations sha ll be carried over and he/she
shall be entitled for grade obtained by him/her on passing.
C. A learner who PASSES in the Semester -end Examination but FAILS in the Internal
Assessment of the course shall reappear for the Internal Examination of that Course.
However his/her marks of Semester -End Examination shall be carried over and he/she
shall be entitled for grade obtained by him/her on passing
R. 9478 -E ALLOWED TO KEEP TERMS (ATKT)
A. A learner shall be allowed to keep term for Semester II irrespective of number of
heads/courses of failure in the Semester I.
B. A learner shall be allowed to keep term for Semester III wherever applicable if he/she
passes each of Semester I and Semester II.
OR
C. A learner shall be allowed to keep term for Semester III wherever applicable irrespective
of number of heads/courses of failure in the Semester I & Semester II.
D. A learner shall be allowed to keep term for Semester IV wherever applicable if he/she
passes each of Semester I, Semester II and Semester III.
OR
E. A learner shall be allowed to keep term for Semester IV wherever applicable irrespective
of number of heads/courses of failure in the Semester I, Semester II, and Semester III
F. A learner shall be allowed to keep term for Semester V wherever applicable if he/she
passes each of Semester I, Semester II, Semester III and Semester IV.
OR
G. A learner shall be allowed to keep term for Semester V wherever applicable irrespective
of number of heads/courses of failure in the Semester I, Semester II, Semester III, and
Semester IV.
H. The result of Semester VI wherever applicable OR final semester shall be kept in
abeyance until the learner passes each of Semester I, Semester II, Semester III, Semester
IV , Semester V wherever applicable.
OR
I. A learner shall be allowed to keep term for Semester VI wherever applicable irrespective
of number of heads/courses of failure in the Semester I, Semester II, Semester III,
Semester IV and Semester V.
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35
I/c. DIRECTOR
(Appendix ‘B’)
New ordinances 6735 & 673 6 relating to the
MA (Event Management & Public Relations)
i) Necessity of starting these courses: - The University of Mumbai’s Garware Institute of Career
Education & Development plans to introduce two years Full time Master Degree Course M A (Event
Management & Public Relations). Event Management is looked upon as a sunrise industry in the
service sector. Event M anagement has gained importance due to the sudden spurt in Live
Entertainment shows (domestic and international), corporate events, exhibitions, seminars,
conferences, regional and national festivals. The MA(EM&PR) course will help students to develop the
skill to design, plan, create, implement, manage and market events.
ii) Whether UGC has recommended to start the said courses: - UGC encourages the incorporation of
skill oriented and value added courses to develop skilled manpower.
iii) Whether all the courses have commenced from the academic year 20 17-18: - Yes, it would be
commencing from the Academic year 201 7-18.
iv) The Courses started by the University are self -financed, whether adequate number of eligible
permanent Faculties are available? – Yes, this course is self -financed. The expert visiting faculty
from industries come to teach this course.
v) To give details re garding duration of the course and is it possible to compress the course? : - The
duration of the course in Two years (Four Semester). It cannot be further compressed.
vi) The intake capacity of each course and no. of admissions given in the current academi c year
(2017 -18): - The intake capacity of this course 300 students each batch and admitted students 87.
vii) Opportunities of Employability / Employment available after undertaking these courses: - The
students completing this course have amends scope in na tional and international market. They are in
demand for big events like exhibitions, seminars, conferences, events etc.