Jos A.

(Tony) Santana International School of Hospitality & Culinary Arts

Syllabus

CODIFICACION:

HMEV 406

TITULO DEL CURSO:

Special Events Management

COURSE DESCRIPTION
This course is a step by step guide to planning a fundraising special event. The course
will foster teamwork and will allow students to apply their acquired knowledge through
assignments and projects. It will use the Internet, among other research tools; email and
Blackboard as means of communication and MS Word, Power Point, Excel, and web
development applications for papers and projects.
FECHA DE ENVIO A REGISTRADURIA_______________________
FIRMA DEL DECANO_______________________________________

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2011 Derechos reservados. Sistema Universitario Ana G. Mndez

UNIVERSIDAD DEL ESTE

JOSE A (TONY) SANTANA

INTERNATIONAL SCHOOL OF HOSPITALITY
AND CULINARY ARTS

COURSE SYLLABUS

COURSE CODE:

HMEV 406

COURSE TITLE:

SPECIAL EVENTS MANAGEMENT

COURSE LEVEL:

COURSE OF THE CONCENTRATION COMPONENT

REQUIREMENTS:

HMEV 302, HMNG 370

DURATION:

ONE SEMESTER

CREDITS:

3 CREDIT HOURS

Year: 2012

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2011 Derechos reservados. Sistema Universitario Ana G. Mndez

Page 2 of 9

Universidad del Este

Jos A. (Tony) Santana
International School of Hospitality and Culinary Arts

CODE

HMEV 406

TITLE

SPECIAL EVENTS MANAGEMENT

COURSE DESCRIPTION
This course is a step by step guide to planning a fundraising special event. The course will foster
teamwork and will allow students to apply their acquired knowledge through assignments and
projects. It will use the Internet, among other research tools; email and Blackboard as means of
communication and MS Word, Power Point, Excel, and web development applications for papers
and projects.
COURSE JUSTIFICATION
This course is an advanced course that intends to expose students to each step of the planning of
a fundraising special event. It will prepare students to design, market, and manage all logistical
aspects of a fundraising special event.
PROGRAM OBJECTIVES
1. To provide students with strong leadership, operational, managerial, guest service,
interpersonal and technical skills necessary in todays diverse hospitality organizations.
2. To produce graduates who are articulate critical thinkers that possesses good business
sense and entrepreneurial determination.
3. To increase the students hospitality management knowledge to foster the development of
innovative, self-reliant, and driven professionals.
4. To fulfill the hospitality and tourism markets needs for experienced, morally-just and
socially responsible individuals who will make significant contributions to organizations.
5. To develop professionals with the capability to understand and evaluate the effects of
technological advances in the field of hospitality and tourism, and the ability to apply
innovative techniques that respond to global economic development.
6. To foster students awareness, appreciation and understanding of research themes in the
field of hospitality and tourism.
7. To develop professionals with diverse experiential learning opportunities that help fulfill
market needs and support the evolution of hospitality and tourism organizations.

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COURSE OBJECTIVES
1. Identify the different events that fall under the Special Events umbrella
2. Develop a strategic plan for a fundraising special event (mission, goals, objectives, image,
feasibility, requirements)
3. Design an event budget
4. Select a site based on events needs
5. Design an event marketing and sponsorship campaign
6. Design and manage an event registration website
7. Develop materials to promote the event and manage its image (logo, press release, ad,
flyer)
8. Evaluate all logistical elements including the selection of contracted services, risk
management, onsite management, and post-event activities
9. Explain the process of evaluating a special event
COURSE CONTENT:
1. Special Events
1.0 Definition of Special Event
1.0.1 Types of special events
1.1 Fundraising events
1.1.1. The strategy behind fundraising
2. Special Event Strategic Plan
2.0 Mission, goals, and SMART objectives
2.1 Determine Event Feasibility
2.1.1. Identify event requirements
2.1.2. Identify and research the target market
2.1.3. Research other similar events and dates
2.1.4. Understand how the macro environment affects the achievement of goals &
objectives
2.1.5. Identify financial considerations
2.1.6. Identify stakeholders, their involvement, and support
2.2 Develop event theme
2.2.1 Select colors
2.2.2 Select look and feel
2.2.3 Develop logo design guidelines
2.3 Financial Considerations
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2.3.1 Identify revenue sources and expenses

2.3.2 Develop a budget
2.3.3 Develop financial goals
2.3.4 Establish pricing
2.3.5 Establish cash handling procedures and payment management
2.4 Event Evaluation
2.4.1 Measure Return on Investment (ROI)
2.4.2 Design survey
2.4.3 Survey tabulation
2.4.4 Evaluation report
3

Professionalism & Ethical behavior

3.1 Ethics
3.2 The importance of image, leadership, and teamwork
3.3 Stress and time management

Site Selection
4.1 Determine site specifications
4.2 Request for Proposal
4.3 Contract negotiation
4.4 Insurance, licenses and permits

Event Marketing
5.1 Sponsorship
5.1.1 Sponsorship strategy
5.1.2 Design sponsorship proposal and cover letter
5.1.3 Develop a sponsors database
5.2 Marketing & Public Relations
5.2.1 Design a strategy to market event
5.2.2 Understand advertising, public relations, and promotion options
5.2.3 Understand the power of online marketing
5.2.4 Event website design
5.2.5 Development of marketing materials (content and design parameters)
5.2.6 Online registration
5.2.7 Design flyers and print advertisements
5.2.8 Media plan
5.2.9 Press release

Productivity Tools
6.1 Mail merge
6.2 Database management

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6.3 Room setup design

7

Event Design
7.1 Logistical considerations
7.1.1 Room setups
7.1.2 Equipment rental
7.1.3 Contract services
7.1.4 Food & Beverage
7.1.5 Communication with stakeholders (attendees, vendors, client, speakers,
volunteers)
7.1.6 Volunteers recruitment and training
7.1.7 Onsite Management
7.1.8 Meeting Specifications Guide
7.1.9 Post-event activities and follow up
7.2 Program Design
7.2.1 Determine program contents
7.2.2 Speakers and performers
7.2.3 Structure and sequence program components

TEACHING STRATEGIES AND LEARNING ASSESSMENT:

1. Suggested Teaching Strategies:
1.1
1.2
1.3
1.4

Application of knowledge through the development of materials (i.e.

Sponsorship proposal, sponsors database, registration website, marketing
materials, etc.)
Guest speakers
Hands-on workshops
Cooperative research and brainstorming

2. Suggested Assessment Strategies

2.1
2.2
2.3
2.4

Written assignments
Rubrics for oral presentations
In-class discussions
Portfolio

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2011 Derechos reservados. Sistema Universitario Ana G. Mndez

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STUDENT EVALUATION
Grading Scale:
90% - 100%
80% - 89%
70% - 79%
60% - 69%
Below 60%

=A
=B
=C
=D
=F

Suggested Method of Evaluation:

Assignments
Event strategic plan
- Goals and objectives
- Target market
- Theme/look and feel
Event Budget
Press release
Marketing Strategies
Function Sheets/Run Down
Evaluation Survey

30%

Sponsorship Plan
Proposal
Proposal Cover Letter
Sponsors database

25%

Online registration website

25%

Portfolio

20%

SUGGESTED TEXTBOOK
Black Tie Optional: A Complete Special Events Resource for Nonprofit Organizations
Harry A. Freedman, Karen Feldman
Wiley, 2nd Edition (2007)
ISBN: 978-0-471-70333-4
BIBLIOGRAPHY:
Books:
Library Call Number: Book Information:
Requested
Requested
Requested

Joe Goldblatt. Special Events: A New Generation and the Next Frontier.
Wiley, 6th edition (2010)
Gail S. Bower. How to Jump-start Your Sponsorship Strategy in Tough
Times. Bower & Co. Consulting LLC, 1st edition (2009)
Tom Ahern. How to Write Fundraising Materials That Raise More Money:
The Art, the Science, the Secrets. Emerson & Church Publishers (2007)

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2011 Derechos reservados. Sistema Universitario Ana G. Mndez

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Requested
Requested
GT3405 .E94 2006

Mal Warwik. Fundraising When Money Is Tight: A Strategic and Practical

Guide to Surviving Tough Times and Thriving in the Future. Jossey-Bass, 1st
edition (2009)
Patricia Martin. Made Possible By: Succeeding with Sponsorship. JosseyBass, 1st edition (2008)
Glenn Bowdin. Events Management. Butterworth-Heinemann, 3rd revised
edition (2010)

Websites:
http://nonprofit.about.com/od/fundraising/Fundraising_Tips_and_Tools.htm - Fundraising
Essentials
http://www.fundraiserhelp.com - Fundraising Help
http://www.childrenslearningcenters.org/Gala%20Planning%20Kit.pdf - Gala Planning Kit
http://www.golfregistrations.com/golf_tournament_planning/index.cfm - Golf Tournament Planning
Resources
http://www.greypebbles.com/articles_logo_design_guidelines.html - Logo Design Guidelines
http://www.zohocreator.com - Online Registration Forms
http://www.specialevents.com - Special Events
http://www.webnode.com - Web Content Editor
Periodicals and Journals:
Berridge, G. (2010). Event pitching: The role of design and creativity. International Journal of
Hospitality Management, 29(2), 208-215. doi:10.1016/j.ijhm.2009.10.016
de Grosbois, D. (2009). Assessing the Socio-Cultural Impact of Special Events: Frameworks,
Methods, and Challenges. Journal of Tourism Challenges & Trends, 2(2), 39-52
Knaub-Hardy, K. (2009). Cultural Museums are Hot Spots for Special Events. Tourist Attractions &
Parks, 39(6), 94-97
Nassar, N., & Talaat, N. (2009). Motivations of Young Volunteers in Special Events. Tourismos,
4(1), 135-152
Successful Meetings. (2005). Planning Special Events. Successful Meetings, 5442-48.
IMPORTANT NOTES:
Students receiving Vocational Rehabilitation services, who present evidence, should communicate
with his/her professor at the beginning of the semester to arrange for reasonable accommodations
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Page 8 of 9

and the necessary assistance equipment, conforming to the Retention and Development Assistant
Vice-chancellors recommendations. Also those students with special needs, who require any type
of assistance and accommodation, should communicate with his/her professor.
Plagiarism:
Students must observe those academic practices geared to avoid documents and written work.
The Manual of Academic and Administrative Norms (April, 2004), in its Chapter XII, Article 35,
defines this concept and the procedures to follow in those cases were evidence exists about this
practice.

Universidad del Este

2011 Derechos reservados. Sistema Universitario Ana G. Mndez