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Management of Venues and Event Destinations

Faculty

Faculty of Business Management and Social Sciences

Version

Version 1 of 30.05.2025.

Module identifier

22C9024

Module level

Bachelor

Language of instruction

English

ECTS credit points and grading

5.0

Module frequency

only winter term

Duration

1 semester

 

 

Brief description

Event venues and destinations are the basic factors in the event market. There is a great variety of events ? but there are also a great number of different types of venues. This module clearly takes the perspective of venue management and the resulting strategic positioning of a venue which encompasses a decision-making process on how to adapt architectural, infrastructural, technical and service-oriented aspects into a strategic development plan to best serve current and future international events. Naturally, aspects like digitalization, sustainability and security represent key aspects in such a development. Additionally, KPI-based operational aspects and the specific role of a venue manager and their team in it play a key role in handling current events on a profitable base. This module presents the prevailing types of venues and explains the appropriate strategic and operational management concepts and tools. Additionally, this module takes an outlook into future challenges of venue management in an ever-growing dynamic international environment. 

Teaching and learning outcomes

This module consists of 8 parts: 

  1. Fundamentals & typologies of venues
  2. Evolving new forms of events and venues
  3. Strategic positioning & marketing of venues
  4. Operational management of venues
  5. Specific current & future challenges for venues
  6. Current and future responsibilities of a venue manager
  7. Inter-relation between venue and destination marketing
  8. Case studies referring to future developments of venues

Overall workload

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

Teaching and learning methods
Lecturer based learning
Workload hoursType of teachingMedia implementationConcretization
30LecturePresence or online-
15Learning in groups / Coaching of groupsPresence or online-
15Individual coachingPresence or online-
Lecturer independent learning
Workload hoursType of teachingMedia implementationConcretization
35Preparation/follow-up for course work-
25Exam preparation-
30OtherPreparation for work in small groups
Graded examination
  • Portfolio exam
Remark on the assessment methods

The portfolio examination consists of:

PFP1: a one-hour exam (50%) and a presentation (50%)
PFP2: a one-hour exam (50%) and a seminar paper with oral and written parts (R; 50%)
PFP3: a one-hour exam (40%) and a presentation (60%)

Exam duration and scope

Seminar paper: approx. 5-10 pages/ approx. 10 -15 minutes

Presentation: approx. 20 minutes

Written examination: in accordance with the valid study regulations

The requirements are specified in the relevant class.

Recommended prior knowledge

None

Knowledge Broadening

Students who successfully complete this module will have a broad understanding of event venues of different types, such as exhibition centres, congress centres, arenas/stadiums, performing arts centres and hybrid venues.

Knowledge deepening

Students who successfully complete this module will have an in-depth understanding of the current and strategic future challenges of a venue in a growing international complexity.

Knowledge Understanding

Students who successfully complete this module are able to develop strategic plans for managing a venue which enables them to work professionally in the event market as venue and/or destination marketing (project) managers.

Application and Transfer

Students are able to implement application-oriented strategies in the complex field of venue management and are able to find concrete solutions for operational tasks in the role of a venue manager and / or member of the venue management team.

Academic Innovation

Students are able to explain and justify the operationalisation of research-related findings in the broader field of venue management and to apply it to specific venues.

Communication and Cooperation

Students who successfully complete this module demonstrate broad communication and teamwork skills and learn how to effectively present in a scientifically based style to different stakeholders.

Academic Self-Conception / Professionalism

Students are able to develop their own professional self-image in a management position and are capable of recognising the general framework of acting professionally and justifying their decisions in a scientific and management area. 

Literature

Berners, P. (2018). The Practical Guide to Managing Event Venues. London: Routledge

Davis, S. (2002). Brand asset management: Driving profitable growth through your brands (2nd ed.). The Jossey-Bass business & management series. San Francisco: Jossey-Bass.

Dowson, R., & Bassett, D. (2018). Event planning and management: A practical handbook for PR and events professionals. PR in practice series. London, United Kingdom: Kogan Page.

Feliciani, C., Nishinari, K., Shimura, K. (2021).  Introduction to Crowd Management. Heidelberg: Springer Nature

Getz, D. (2005). Event management and event tourism (2. ed.). Elmsford, NY: Cognizant Communication Corporation.

Holzbaur, U., Jettinger, E., Knau?, B., Moser, R., & Zeller, M. (2010). Eventmanagement: dafabet888官网,大发dafa888 professionell zum Erfolg führen (4. Aufl.). s.l.: Springer-Verlag.

K?stle, T. (2012). Kompendium Event-Organisation. Wiesbaden: Gabler Verlag.

Kotler, P., & Armstrong, G. (2016). Principles of marketing (Sixteenth edition, global edition). always learning. 

Kotler, P., Keller, K. L., Brady, M., Goodman, M. R. V., & Hansen, T. (2019). Marketing management. 4th European Edition. United Kingdom: Pearson Education Ltd.  

Kavaratzis, Michalis (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands, in: Place Branding Vol. 1, 1, 58–73, Henry Stewart Publications 1744–070X (2004)

Kirchgeorg, Manfred; Giese, Wilhelm; Dornscheidt, Werner; Stoeck, Norbert (2006). Trade Show Management: Planning, Implementing and Controlling of Trade Shows, Conventions and Events. Wiesbaden (Germany)

Mahoney, K., Esckilsen, L. A., Jeralds, A. & Camp, S. (2015). Public Assembly Venue Management. 2nd edition. Dallas, TX: Brown Books Publishing Group.

Mc Grane, Myles T. (2020). Convention Center Management Using Business Analytics and Key Performance Indicators. Volume 1: Focusing on Fundamentals. Hampton, New Jersey: BEP

Mc Grane, Myles T. (2020). Convention Center Management Using Business Analytics and Key Performance Indicators. Volume II: Advanced Practices. Hampton, New Jersey: BEP

Ott, H. J., & Hubschneider, M. (2009). Kundenbindung: Mit einer Einführung ins Kundenbeziehungsmanagement. Freiburg: Haufe-Lexware GmbH & Co. KG. 

Porter, M. E. (2004). Competitive advantage: Creating and sustaining superior performance. New York: Free Press.

Rogers, T., & Davidson, R. (2016). Marketing destinations and venues for conferences, conventions and business events (Second edition). Events management series: Vol. 14. Abingdon, Oxon, New York, NY: Routledge.

Slack, N., Brandon-Jones, A., Burgess, N. (2022). Operations Management, 10th edition. London: Pearson Education.

Tidd, J., Bessant, J. (2020). Managing Innovation: Integrating Technological, Market and Organizational Change. 7th edition. Hoboken, New Jersey: Wiley.

Vahs, D. (2012). Organisation: Ein Lehr- und Managementbuch (8. überarb. Aufl.). Stuttgart: Sch?ffer-Poeschel.

Weuster, A. (2010). Unternehmensorganisation: Organisationsprojekte & Aufbaustrukturen (4. überarb. Auflage). München: Rainer Hampp Verlag.

Applicability in study programs

  • International Event Management Shanghai, B.A. (IEMS)

    • International Event Management Shanghai (IEMS), B.A.

    Person responsible for the module
    • Werner, Kim
    Teachers
    • Werner, Kim