Sport event management

This unit is under development and being used in a UCNISS course until end 2010.

This unit examines sports event management and special events management, within the broad field of sport as entertainment. Attention is given to event marketing and sponsorship strategies used in the promotion and financing of major events. Other areas of focus include event feasibility, site selection, event scheduling, event logistics, risk management and event evaluation.

Learning objectives

1. Understand the process of organising major sports events;
2. Have demonstrated a thorough understanding of the logistical details relevant to organising major sports events;
3. Be able to develop and implement a risk management plan;
4. Be able to effectively evaluate a major sports event.

Generic skills:

It is expected that students, in achieving the above learning outcomes, will also further their skills of:

1. Locating, identifying, collating, analysing, manipulating, evaluating, interpreting and presenting information and numerical data.
2. Identifying problems and analysing the main features of problems relevant to their professional field.
3. Working with others as part of a group.
4. Taking responsibility for carrying out tasks.
5. Acting responsibly, ethically, and with integrity in the context of their profession and their obligations to society
6. Having an understanding of how to apply their knowledge and abilities to many different contexts and fields.

Topics

Skills and Strategies for running event staff workshops

Event planning checklist

Bidding for an Event

Learning agreement for event management

Assessment

Media Launch 30%

The purpose of this assessment is for students to understand the importance of engaging the media to promote an event and allow them to experience a media launch

Each tutorial will be divided into groups of 4. Each group will conduct a media launch. Students within each group will take the responsibility for a specific component of running a mock media launch for an event during the tutorial. You will be graded on your ability to come up with an innovative and practical idea that will attract the media to your event, completion of required tasks, attention to detail and level of professionalism in delivery of the "product". At the end of your launch you must hand in a list of what each member of your group did to organise and stage your launch. In addition, each group is required to nominate a minimum of two representatives from their group who will attend and provide feedback on other media launches from their tutorial session. Failure to attend other media launches will result in the non-attending group losing 5 marks off their total final grade.

The media launch should include:

1. An innovative new concept
2. Engaging delivery
3. Seamless set up and attention to detail
4. The opportunity for general feedback from audience

Grading criteria

1. How well you demonstrate innovative and new concepts to attract media attention
2. Clear and concise verbal presenting of your concept
3. How well the concept was delivered (was it sold?) to the media
4. The overall set up and attention to detail
5. The group's ability to engage the media
6. General feedback from audience
7. Attendance at other media launches (if at least two members from your group do not attend the other scheduled launches on your day you will lose 5 marks)

Conference Style Poster 20%

Value: 20% Due: Week 10 on Wednesday 20 October at midday. Poster details: Minimum Poster size A1 and maximum is AO. This is done individually or in pairs.

Students are to compile and deliver, at the appropriate level and quality, a poster to be presented to an International Conference on Sport Event Management. The poster must focus upon an approved (by the Unit Convener) original piece of research or investigation informing the conference attendees on a selected aspect of sport event management. The poster should be eye-catching, informative, present original information or an innovative perspective, and add to the conference attendees’ understanding of event management. The poster may have as its subject a significant piece of event research based upon an event for which a wider group is to be responsible.

Grading Criteria The poster will:

1. Inform on the event and host organisation
2. Provide participant demographics
3. Engage the viewer
4. Clearly set out the purpose of the poster
5. Add to our understanding or consideration of event management.
6. Demonstrate depth of knowledge and understanding of research
7. Effectively use graphics and tables to produce an eye catching and engaging poster
8. Have an effective use of overall layout, including use of graphics, font size and overall design
9. Appropriately provide bibliography/references
10. Be presented with clear and appropriate use of writing style, spelling and grammar

Organisation & Operation of Sport event 50%

Value: 50%. Due: Weeks 12-14 or as agreed with the Unit Convener. A detailed plan of the event preparation and planned operation is handed in on the day of the event at 9am and an evaluation is handed in two days after the event at 9am.

The purpose of this assessment is to give students the opportunity to work in industry to gain field experience and practical knowledge of sport event management. Students will be expected to form, or work with, a sporting organisation of their choice to plan, organise, run and evaluate a sport event. Students are expected to work a minimum of 70 hours with the sport organisation, taking on a leadership role organising and staging an event. In addition, students are to develop and maintain a record of the process through to the evaluation stage. Students are expected to use their existing networks to arrange their placement. If for some reason they are unable to do this they may contact the lecturer for assistance. One group will be formed to coordinate the overall event programme (i.e. the programme of student-initiated events). All students will need to volunteer to play key roles in organising and running the event. You must keep a logbook of your experiences. You will need to complete a learning agreement, clearly identifying the organisation you are working with, their contact details and the name of your supervisor or event Coordinator. This organisational commitment is to be for a minimum of 70 hours.

Students may form their own organisation, with the approval of the Unit Convener, to plan and run an event. The group must nominate a supervisor from within the group or co-opt an outside person for this role. The event is to be held in the final three weeks of the semester but special circumstances will be considered for a group seeking to hold the event earlier than the due dates.

The group log book must include dates and times of meetings (and those present and decisions made), actions and preparation, details of tasks performed and be signed by the supervisor. The event must have equivalent participation by the group members. If students are experiencing problems with their events or group members it is essential they see the Unit Convener before the end of semester so that appropriate assistance may be given.

On the day of the event, the group is required to hand in a chapter for a book of Case Studies in Event Management (each person writing three pages, each of 500 words) that outlines their event management process including planning, the practical preparation for the day, the log book, discussion of key factors considered and implemented and gives the demographics of participants. The evaluation (800 words) is handed in within two days following the event. A detailed outline of the assignment and assessment criteria will be given to the class in Week Three. The actual event is assessed out of 25% and the chapter 25%.

Illustrative grading criteria An assessment guide will be handed out in class but the following is provided to indicate the range of criteria.

1. The log book is clear and shows each person’s participation, purposes of meetings and results.
2. Clear planning is evident.
3. Critical consideration of the key factors noted in lectures is apparent.
4. Marketing of the event is set out and well done.
5. The event is in an appropriate environment with activity appropriate for the participants.
6. Implementation of the event is well organised, enjoyable for participants, cognisant of safety and risk and reflects clear understandings of event management requirements.
7. There are clear participatory student roles.
8. The chapter is well-written, sequentially sound, informative, engages the reader and reflects best practice.
9. A clear and critically reflective evaluation is provided.

Workload

The amount of time you will need to spend on study in this unit will depend on a number of factors including your prior knowledge, learning skill level and learning style. Nevertheless, in planning your time commitments you should note that for a 3cp unit the total notional workload over the semester or term is assumed to be 150 hours. These hours include time spent in classes.

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