This module will examine in detail the concepts and principles of event management and their application to the organisation of events in the equine industry, including race days and racing festivals. Students will examine and discuss in detail every aspect of event planning. This will include idea generation/purpose of event, target audience, marketing/branding of the event, advertising /promoting the event, public relations, customer service, sponsorship, health & safety requirements, risk assessment, budget & cost control, event operations, logistics and time lines (monthly/weekly/day of event) and post event evaluation. The module will review the objectives and legal responsibilities of the event host and critically evaluate the role of all stakeholders and contractors from the event management perspective. The discussion and critical evaluation of all stages of event organisation and management is done in the context of current theory and best practice.
Students will learn about and have the opportunity to discuss current and/or topical issues relating to the planning and organisation of events with a number of practitioner experts who will join the class for a speaker series.