Programme Details

Event Management is developed as a flexible programme consisting of five individual days. You can choose to follow one or more individual days or the full five day-package. 

Each day will focus on a specific topic, and combines the latest insights from research with practitioners' experiences and perspectives. We will focus on your day-to-day management challenges, and case work as well as hands-on exercises will build the bridge to the practical application.  

Read more about the topics and output of each day below:  

Day 1: Event Sponsorship Management

Tuesday October 1, 2019, University of Southern Denmark, Kolding Campus.

The financial performance of events is strongly dependent on the ability to acquire and set-up sustainable sponsorship relationships between the event and its’ sponsors. Therefore, it is key for event managers to understand drivers of successful sponsorship management and relevant steps for building a sustainable event brand.

This topic provides relevant knowledge on:

  • How to develop a strong event brand for sponsor acquisition
  • How different event sponsor segments can be identified and addressed in marketing
  • Which drivers affect event sponsorships success and how events should react to event sponsorship challenges
  • What are best practices for sustainable event sponsorship in practice
  • What are future chances and challenges in event sponsorships.
Schedule
10.00-10.30  Welcome and introduction 
By professor WSR Oliver Schnittka, Department of Sociology, Environmental and Business Economics, SDU
 10.30-12.00 Developing a strong event brand for sponsor acquisition
By Oliver Schnittka, SDU
This presentation including a Q&A-session introduces the key steps for sustainable management of event brands as basis for long-term sponsorship success.
 12.00-13.00 Case study: Identifying and addressing different event sponsor segments
This interactive group work reflecting participants’ own events aims to analyse different sponsor segments, their individual sponsorship needs, and strategies to fulfill these needs to create most value for events and sponsors. 
 13.00-13.45 Lunch and networking 
13.45-15.15  Drivers of event sponsorships success and reactions to event sponsorship challenges
By Oliver Schnittka, SDU
This presentation including a Q&A-session provides insights for event managers into key drivers of successful event sponsorships and promising ways of reacting to potential negative incidences during an event sponsorship, such as Ambush marketing, sponsorship terminations or negative event performance.
 15.15-16.15  An example for sustainable event sponsorship
By Maria Ydesen, Event and Sponsor Manager, FC Nordsjælland
This practitioner presentation will give insights into the active and sustainable management of sponsor-event-relationships as well as relevant Do’s and Don’ts.
 16.15-16.45  Coffee break 
16.45-17.45  Future chances and challenges in event sponsorships 
Discussion facilitated  by Oliver Schnittka, SDU
This group discussion will identify future chances and challenges for event managers based on real cases as well as current research findings.
17.45-18.00  Closing and feedback 
Day 2: Attracting Event Visitors
University of Southern Denmark, Kolding Campus.

Understanding the behavior and motivations of event visitors is crucial for event managers to increase participation at events, and hence event revenues and profits. Specifically, identifying different visitor needs and how to address these different visitor needs in strategic and operative marketing is a key question to answer. Especially in times of increasing competition in the event industry.

This topic provides relevant knowledge for you:

  • Understanding different types of event visitors, their individual needs and actual behavior
  • How to identify different event visitor segments for sustainable marketing and management actions
  • How to conduct event marketing towards different event visitor segments
  • What are best practices for sustainable event visitor attraction and event marketing
  • Future changes in event visitor behavior and the consequences for event marketing and management.
Schedule
10.00-10.30 Welcome and introduction
By associate professor Chris Horbel, Department of Sociology, Environmental and Business Economics, SDU
10.30-12.00 Understanding event visitors, their needs and behavior
By Chris Horbel, SDU
This presentation, including a Q&A-session, introduces the key motivations of event visitors, and their effects on the event performance as well as on other stakeholders’ interests (e.g. municipalities etc.).
12.00-13.00 Case study: Identifying different event visitor segments
This interactive group work reflecting participants’ own events aims to analyse different event visitor segments and their different event motivations, needs and behavior.
13.00-13.45 Lunch and networking
13.45-15.15 Event marketing towards different event visitor segments
By Chris Horbel, SDU
This presentation, including a Q&A-session, provides insights for event managers on how to address different event visitor needs with different marketing tools on a strategic and operative level.
15.15-16.15 An example for sustainable event visitor attraction and event marketing
Practitioner lecture: TBA
This practitioner presentation will give insights into the active and sustainable management of sponsor-event-relationships as well as relevant Do’s and Don’ts.
16.15-16.45 Coffee break
16.45-17.45 Future chances and challenges in event sponsorships
Discussion facilitated by Chris Horbel, SDU
This practitioner presentation will give insights into a sustainable way of attracting event visitors in the long-run as well as relevant Do’s and Don’ts.
17.45-18.00 Closing and feedback

Day 3: Event Social Media Strategies
University of Southern Denmark, Odense Campus.

Social media has created new forms of communication and had a profound impact on the manner communication is conducted.

It had a huge impact on transforming communication from information flows from firms and other organisations to customers into active participation in the form of communicating, joining, collaborating, sharing, socialising or learning within interactive and interdependent networks.

The day aims to contribute to a more thorough understanding about the real impact of social media by looking beyond the hype, and examining how event managers can develop effective and successful social media marketing strategies.

This topic provides relevant knowledge for event managers:

  • Understand the specific characteristics of social media as a form of communication and its usefulness
  • How to perform social media marketing strategic planning
  • How to use the zones of social media as channels and vehicles to interact with customers
  • What to learn from best practice cases of event social media marketing
  • How to prepare the organisation for the future of social media marketing and lifting strategies to the next level.
Schedule
10.00-10.30 Welcome and introduction
By associate professor Chris Horbel, Department of Sociology, Environmental and Business Economics, SDU
10.30-12.00 Introduction to social media marketing
By Chris Horbel, SDU
This presentation, including a Q&A-session, introduces what social media are and how they are similar, yet different, from traditional media. It reviews the different zones of social media and discusses how event organisations can use social media in their marketing mix.
12.00-13.00 Case study: Events’ social media strategies
This interactive group work, reflecting participants’ own events, aims to analyse the strategies and mix of social media utilised by events as a form of communication with their target audiences.
13.00-13.45 Lunch and networking
13.45-15.15 How to get social media marketing to work
By Chris Horbel, SDU
This presentation, including a Q&A-session, introduces social media marketing strategic planning. It will provide insights into the different forms of customer interaction and engagement related to the zones of social media.
15.15-16.15 An example of event social media marketing
Practitioner lecture: TBA
This practitioner presentation will give insights into the benefits, challenges and pitfalls of social media marketing of events as well as relevant Do’s and Don’ts.
16.15-16.45 Coffee break
16.45-17.45 Where next for event social media marketing?
Discussion facilitated by Chris Horbel, SDU
This group discussion will identify how events could lift their social media marketing to the next level through a thorough understanding of both their customers’ needs and the potential provided through social media as a new way of interacting and engaging with customers.
17.45-18.00 Closing and feedback


Day 4: Event Project Management
University of Southern Denmark, Kolding Campus.

Events, by definition, are temporal phenomena, that have a beginning and an end. Even events that are organised on a regular basis cannot be replicated but will always be unique. Events can, thus, be seen as projects in order to generate a better understanding of the specific challenges of organising events.

The day aims to contribute to the understanding of important concepts, theories and methods within the project management discipline as well as enhance skills in analysing projects.

This topic provides relevant knowledge of:

  • Milestone planning
  • Stakeholder analysis and management
  • Organising the project
  • Project communication
  • Project monitoring.
Schedule
10.00-10.30 Welcome and introduction
By external lecturer Judith Parus, Department of Sociology, Environmental and Business Economics, SDU
10.30-12.00 Introduction to project management and the role of the project manager
By Judith Parus, SDU
This presentation, including a Q&A-session, introduces what a project is and why project management matters when organising an event. The session includes interactive group work.
12.00-13.00 Stakeholder management and analysis
By Judith Parus, SDU, and guest lecturer Susanne Regelov Plaehn, Head of international marketing and sales, Labinf Sistemi S.r.l. - Opera Erp Solution
This session will answer the questions: Why does stakeholder management matter, and how can we analyse and deal with them? Different strategies will be introduced and discussed.
13.00-13.45 Lunch and networking
13.45-14.45 Stakeholder management continued
By Judith Parus, SDU
14.45-16.15 Milestone planning
By Judith Parus, SDU
This session will answer the question: How can milestone planning improve efficiency and communication in your projects? Reflections on how to deal with the planning aspects will be presented and discussed.
16.15-16.45 Coffee break
16.45-17.15 Uncertainty
By Judith Parus, SDU
This session will look into do’s and don’ts when dealing with uncertainty – and how we can approach it.
17.15-17.45  How can project management improve the organisation of an event? 
Discussion facilitated by Judith Parus, SDU. Guest lecturer Susanne Regelov Plaehn will provide you with her best advice.
This group discussion will identify how events could benefit from applying key elements of project management.

17.45-18.00 Closing and feedback


Day 5: Event Performance Management
University of Southern Denmark, Kolding Campus.

Understanding the importance of a thorough analysis of the market environment and own market performance is a crucial element of the successful management of events. Event performance management helps an organisation to the effectiveness of marketing and increase revenues. It encompasses the planning process, performance measurement and establishment of predictive analytics.

The day aims to contribute to the understanding of the importance, challenges and methods of a thorough market and performance analysis.

This topic provides relevant knowledge for event managers with respect to:

  • Competitor and positioning analysis
  • The marketing research process
  • Data collection and sampling
  • Methods for analysing event data and predicting visitor behavior.
Schedule
10.00-10.30 Welcome and introduction
By professor WSR Arne Feddersen, Department of Sociology, Environmental and Business Economics, SDU
10.30-12.00 Introduction to market analysis and performance analysis
By Arne Feddersen, SDU
This presentation, including a Q&A-session, introduces what market and performance analysis is and how they are useful in the event market research process.
12.00-13.00 Case study: Collecting data for performance management
This interactive group work, reflecting participants’ own events, aims to analyse the data collection process utilised by events as a form of their performance measurement.
13.00-13.45 Lunch and networking
13.45-15.15 How to analyse event data and predicting visitor behavior
By associate professor Martin Meissner, Department of Sociology, Environmental and Business Economics, SDU
This presentation, including a Q&A-session, will provide insights into the importance and challenges of the market research process.
15.15-16.15 An example of event performance management
Practitioner lecture: TBA
This practitioner presentation will give insights into the benefits, challenges and pitfalls of event performance management as well as relevant Do’s and Don’ts.
16.15-16.45 Coffee break
16.45-17.45 How can performance management be used as a strategic resource?
Discussion facilitated by Arne Feddersen, SDU
This group discussion will identify how event performance management could increase the effectiveness of marketing activities through a thorough understanding of competitor and positioning analysis as well as the marketing research process.
17.45-18.00 Closing and feedback


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