78710 - Management of Cultural Events (LM)

Academic Year 2021/2022

  • Docente: Maria Gentile
  • Credits: 9
  • SSD: SECS-P/07
  • Language: English
  • Teaching Mode: Traditional lectures
  • Campus: Bologna
  • Corso: Second cycle degree programme (LM) in Language, Society and Communication (cod. 8874)

Learning outcomes

The student has a general knowledge of the meeting industry. In particular s/he knows the aspects related to the economic value, the marketing techniques applied to the meeting market and the modalities of the approach to the demand, as to satisfy its needs and requests. S/he knows how to apply the main methodologies and instruments to the planning and organization of meetings and events, with special reference to the medical sciences association meetings market.

Course contents

The course aims to provide students an overview of the meeting industry, as well as the basic elements for the acquisition and the organization of a meeting, with particular reference to the association market.

The topics that will be covered include:

- Meetings and events industry: value, characteristics, jobs, trends and current scenario following Covid-19
- Requirements and conditions of success
- Supply chain: venues, main suppliers, quality standards
- Meeting planners: different companies and services
- Marketing strategies: how to promote a venue or destination, bidding process for the acquisition of international association meetings

- Convention bureau: role and main activites
- Segmentation by initiator: main markets, characteristics, needs, approach and management
- Different kind of events: characteristics, purposes and formats
- Main steps and techniques for planning, communicating and organizing an event

- Green meetings.


Handouts of the topics covered by the teacher will be provided and will be made available to students online before the beginning of the course, as well as a list of reference texts.

Teaching methods

The course foresees lectures planned in the second term. Frequency is not mandatory but strongly recommended.

Assessment methods

The exam is oral and the programme is the same for attending and non-attending students.

Teaching tools

Handouts of the topics covered by the teacher during lessons will be made available to students online (Virtuale platform).

Office hours

See the website of Maria Gentile


Quality education Responsible consumption and production

This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.