This unit introduces students to the rationale for staging special events and festivals and the conceptualisation of events. The unit of study is designed to give students the knowledge and skills required to understand the planning processes, including bidding and sponsorship of events as well as the marketing and operational aspects and needs of running events. Students will also consider legal obligations associated with event management and will prepare and justify budgets, marketing and risk management plans.  Students will engage with the content through a range of activities associated with contemporary cases and issues. Activities will include peer learning, debates, discussions and online activities. Student learning will be guided and assessed through individual and group assignments, a group presentation and facilitated workshop and a test.

Unit details

Study level:
Credit points:
Unit code:


ACI1007 - Creativity and Innovation or

ACI1009 - Arts Industries: the Inside Story

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Examine potential markets, operations and management techniques, facilities and resources used for hosting special events;  
  2. Appraise and reflect on the importance of sponsorship, complex issues and problems that can be associated with sponsorship for events and the management of sponsorship before, during and after an event;  
  3. Work collaboratively in a team to prepare a plan for an event, including budgeting and operational aspects for the event recognising the different needs and priorities of stakeholders;  
  4. Prepare integrated marketing communication for an event with reference to the target markets and in the context of a broad and coherent body of knowledge related to special event management and operations;  
  5. Explain legal obligations and collaboratively present and justify a risk management plan for an event using appropriate communication tools;  
  6. Develop team-based solutions and approaches that recognise the role of culture, values and dispositions in achieving effective collaboration.  


Assessment type Description Grade
Assignment Assignment proposal 20%
Assignment Group Event plan (two parts) 40%
Test In-class test 20%
Presentation Group presentation of Event plan 20%

Required reading

Festival and Special Event Management 5th edn.
Allen, J., O'Toole, W., Harris, R., & McDonnell, I. 2010,
John Wiley & Sons, Brisbane, Australia

Where to next?

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