Master of Management Studies (M.M.S) Events Management Syllabus - Mumbai University 2026

Course objectives

• 1 To introduce students to core concepts, planning methodologies, and strategic importance of event management.
• 2 To equip students with practical skills in organizing, managing, and executing events.
• 3 To develop analytical capabilities for budgeting, logistics, risk management, and vendor negotiations in events.
• 4 To foster understanding of promotional strategies, audience engagement, and post- event evaluation.
• 5 To cultivate insights into emerging trends, sustainability practices, and technology utilization in event management.

Course outcomes

• CO1: Understand the structure and scope of the event management industry.
• CO2: Apply the concepts learnt to Plan and design events aligned with client or organizational goals.
• CO3: Analyze the scheduling, logistics, risk mitigation and budgeting requirements for an event
• CO4: Evaluate integrated marketing communication strategies, and event execution including vendors and talent
• CO5: Plan an event and evaluate its success suing metrics and concepts learnt in the course

Unit 1 CO1 · 3 hours

Introduction to Event Management & Industry Overview - Scope, History, and Evolution of Event Management; Classifications: Corporate, Social, Cultural, Sports, MICE; Structure of the Event Industry: Organizers, Agencies, Clients, Vendors; Careers in Event Management

Unit 2 CO1, CO2 · 3 hours

Event Planning and Conceptualization Event Lifecycle & Process; Setting Objectives and Target Audience Identification; Theme and Content Development; Feasibility Analysis

Unit 3 CO2, CO3 · 3 hours

Budgeting & Financial Management Budget Components: Fixed & Variable Costs; Estimating Revenues and Break- Even Analysis; Cost Control, Contingency Funds, and Financial Reporting; Sponsor Engagement: ROI, Packages, and Negotiation

Unit 4 CO3, CO4 · 3 hours

Event Marketing and Communication Marketing Mix for Events (7Ps); Branding and Positioning of Events; Integrated Marketing Communication Plan; Media Planning: Traditional, Digital & social media.

Unit 5 CO3, CO4 · 3 hours

Venue Selection and Site Management Resource Allocation: Equipment, Catering, Décor; Technical Management: Lighting, AV, Stage Setup; Guest Management and Registration

Unit 6 CO3, CO4 · 3 hours

Vendor & Stakeholder Management Vendor Selection, Contracts, and Deliverables; Coordination with Sponsors, Clients, Artists, Government Bodies; Team Management: Roles, Timelines, and Briefings; Communication Matrix & Escalation Planning

Unit 7 CO4 · 3 hours

Legal, Ethical & Risk Management Permissions, Licenses, and Regulatory Compliance; Risk Identification and Mitigation Strategies; Insurance Policies and Liability; Ethical Codes: Data Privacy, Cultural Sensitivity

Unit 8 CO4 · 3 hours

Sustainability & Technology in Events Green Events: Sustainable Practices and Certifications; Waste Management, Carbon Footprint, Local Sourcing; Event Technology: AR/VR, AI, RFID, Event Apps; Managing Hybrid and Virtual Events

Unit 9 CO4, CO5 · 3 hours

Program Flow, Entertainment & Talent Management- Designing the Run of Show (ROS); Engaging Performers, Speakers, and Artists; Technical Riders, Hospitality, and Coordination; Time Management on Event Day

Unit 10 CO4, CO5 · 3 hours

Post-Event Activities- Evaluation: KPIs, ROO, ROI, Feedback Mechanisms; Post- Event Reporting and Closure

Textbooks

• 1 Event Management and Marketing: Theory, Practical Approaches and Planning by Dr. Anukrati Sharma and Dr. Shruti Arora
• 2 The Business of Events Management by John Beech, Robert Kaspar, et al.
• 3 The Art of Building Experiential Events: An Event Designer’s Almanac by Dr. Deepak Swaminathan

Reference Books

• 1 Events Management by Glenn Bowdin, Johnny Allen, William O’Toole, Rob Harris, Ian McDonnel
• 2 Successful Event Management: A Practical Handbook by Anton Shone & Bryn Parry
• 3 The Event Manager's Bible by D.G. Conway