APG5566 Strategic events management
Faculty of Arts
APG5566 Strategic events management is a level 5, 12-credit-point, postgraduate unit from the Faculty of Arts. It isn't offered in 2023. It has no prerequisites.
- Credit points
- 12
- Offered in 2023
- Not offered
- Workload
- 288 hours
- per semester
This is the 2023 handbook entry. See the 2025 entry.
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Overview
The unit focuses the rise of the 'events industry' and the strategic impact it has on the broader tourism economies and marketing of destinations. The unit explores frameworks for understanding the history, nature, characteristics, business models, economics, marketing and strategic role of events. A specific focus is the growing use of sporting events in the context of driving destination branding and marketing.
The unit covers; the history, significance, impacts and role of mega events such as World Cup Football and the Olympics, music festivals, business events, cultural events, and national and local sporting events. Planning an events strategy for destinations, funding and sponsorship strategies, evaluating and researching the impacts of events, digital marketing of events. Infrastructure and venue management, sports franchise management, broadcast rights negotiations, corporate sponsorship of sporting teams.
Case studies will include amongst others the Australian Open Tennis, Melbourne Grand Prix and Cricket Australia.
Offerings in 2023
The 2023 handbook lists no offerings for APG5566.
Learning outcomes
When you finish this unit, you should be able to:
- 1
An overview of the strategic impact of both global, national and local events on tourism economies;
- 2
An understanding of event marketing and communication techniques and the implications of contemporary digital technologies;
- 3
An understanding of the management of event venues, the role of sponsorship, sporting franchise management and broadcast rights;
- 4
An understanding of event research techniques;
- 5
An understanding of how an events strategy can be developed within a broader destination marketing strategy.
Workload and teaching
Minimum total expected workload to achieve the learning outcomes for this unit is 288 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Common questions
What are the prerequisites for APG5566?
APG5566 has no prerequisites.
When is APG5566 offered?
APG5566 has no offerings listed in the 2023 handbook.
How much work is APG5566?
The handbook expects about 288 hours of study across the semester. No students have rated its difficulty yet.