MKTG340-23S1 (C) Semester One 2023

Event Management and Marketing

15 points

Start Date: Monday, 20 February 2023
End Date: Sunday, 25 June 2023
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 5 March 2023
  • Without academic penalty (including no fee refund): Sunday, 14 May 2023


This course introduces students to the importance of marketing and managing events in the successful development of tourist destinations. It highlights the various forces (macro and micro level, especially from a stakeholder perspective) that impact on events and provides students with an insight into the events planning, marketing, and management process. This course also addresses the financial and human resources aspects of events, and provides students with generic event marketing and management skills that can be applied to festivals, meetings and conventions, expositions and shows, and to sport competitions.

The estimated workload breakdown for MKTG340 is:
Lectures 24
Lecture Preparation 24
Marketing Plan 20
Project + Field Work 50
Exam Preparation 30
Final Exam 2
Total 150 hours

Learning Outcomes

  • The specific objectives of the course are to:
  • LO1:  Discuss and evaluate various knowledge and concepts of events marketing and management
  • LO2:  Identify and discuss the event-related cultural (Māori, Pasifika and Post-Colonial Cultures) and social resources of Aotearoa
  • LO3: Analyse and critique existing and proposed special events that are hosted in New Zealand
  • LO4: Develop communication skills with the stakeholders in the tourism/hospitality and related industry in the area of events management
  • LO5: Develop creative and analytical skills in designing and managing different types of events
  • LO6: Apply knowledge/concepts of events marketing and management to real world situations in individual and team-based work.

    Learning Objectives, BCom
  • Students can explain and/or apply theory, concepts, models or reasoning from their selected subject major to a problem/issue/context.
  • Students can apply subject specific knowledge and tools to analyse, propose a solution to and/or address a given problem or issue.  Innovative approaches and solutions are encouraged.
  • Students can work effectively in a team in order to reach a common goal.
  • Students can explain the influences of their own culture and identity when engaging with another culture.
  • Students can explain the role of tangata whenua in society and in commerce and how te ao Māori (primarily perspectives, values and mana whenua) could be applied in their discipline, field of study or future work place and the reasons for their incorporation.
  • Students have engaged with a business, not-for-profit organisation, government department, professional society, professional community or local community and have evaluated their experience.
  • Students can identify, consider and debate perspectives, processes and impacts relating to the culture and identity of multiple stakeholders, drawing on theory and practice when considering issues in their discipline or field of study.

    The course and its assessments are designed to test learners’ understanding of various forces (macro and micro level, especially from a stakeholder perspective) that impact on events and skill development on the events planning, marketing, and management process. The cultural aspects of events are explicitly assessed.

    For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.
    • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Biculturally competent and confident

      Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.

      Engaged with the community

      Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


Timetable Note

Lectures for MKTG340 are recorded using the ECHO360 lecture recording system.

Course Coordinator / Lecturer

Chris Chen


Girish Prayag


Assessment Due Date Percentage  Description
Marketing Plan 28 Apr 2023 20% Friday 28 April by 11pm on Learn
Applied Group Project 40% Event Planning and Management
Final Examination 40% Final Examination

Marketing Plan (Individual Assignment) 20%  
This assessment will have students develop a standard marketing plan to deliver an event (more details will be provided in the lectures). Students will work individually on the marketing aspects of this event, and write a report. More details will be provided in the marketing plan briefing.

Applied Group Project 40%  
The applied group project this year will involve groups of several students (to be arranged by the lecturers) working to deliver an event (more details will be provided in the lectures). You will be involved in planning and executing an event for a client from the perspective that you are the event organizer. Each team will work on a designated task from a list of options for organising and marketing this event, and write up a group report. More details will be provided in the project briefing.

Final Exam 40%
The final exam will be two hours long (closed book), and will require students to demonstrate their knowledge of the concepts discussed in class. The final exam covers material found in all assigned readings for the semester.

To pass this course you must not only achieve a final grade of 50% or higher, but also achieve a weighted average grade of at least 45% across all invigilated assessments.

Assessment In Te Reo Māori
In recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use the Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following:

Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori

Textbooks / Resources

Required Texts

Beech, John G; The business of events management ; Pearson Education, 2014.

Reference books:
Fenich, G. G. (2015). Planning and management of meetings, expositions, events, and conventions. Pearson High Ed.
Hall, C. M. (1992). Hallmark tourist events: impacts, management and planning. Belhaven Press.
Hudson, S. (2017). Marketing for tourism, hospitality & events: a global & digital approach. Sage Publications Limited.
Page, S. J. & Connell, J. (Ed.) (2012). Routledge Handbook of Events. London: Routledge.
Shank, M. D. & Lyberger, M. R. (2015). Sports marketing: a strategic perspective, 5th edition. Routledge.

Other recommended readings (mainly academic journal articles) are available through the library and online, and are also noted online on LEARN during the course. It is essential that students consult LEARN regularly for information with respect to readings and tasks that are essential to passing the course. Students will also be expected to do their own literature research in addition to readings provided. In addition, extensive use will also be made of publication links, websites and streaming video.


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
A summary of Departmental academic policies on course grading, special considerations, etc. is available under: The Department assumes that you have read this document.

You should also read the following:
• UC Business School Student Handbook on the UC Business School Students Learn page
General Course and Examination Regulations

Dishonest Practice
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty.  All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.

IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.

Citations and referencing

Indicative Fees

Domestic fee $868.00

International fee $4,075.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

For further information see Management, Marketing and Tourism .

All MKTG340 Occurrences

  • MKTG340-23S1 (C) Semester One 2023