APG5566 - Strategic events management - 2019

12 points, SCA Band 1, 0.250 EFTSL

Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.



Organisational Unit

School of Languages, Literatures, Cultures and Linguistics

Chief examiner(s)

Dr Jeff Jarvis


Dr Jeff Jarvis

Not offered in 2019


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.


  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.


Within semester assessment: 100%

Workload requirements

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. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information