78710 - Management of Cultural Events (LM)

Course Unit Page

  • Teacher Maria Gentile

  • Credits 9

  • SSD SECS-P/07

  • Teaching Mode Traditional lectures

  • Language English

  • Campus of Bologna

  • Degree Programme Second cycle degree programme (LM) in Language, Society and Communication (cod. 8874)

  • Course Timetable from Feb 12, 2024 to May 15, 2024


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

Quality education Industry, innovation and infrastructure Responsible consumption and production

Academic Year 2023/2024

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 meetings and events 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:

- The meetings and events industry: value, characteristics, jobs, trends and current scenario

- The supply chain: venues, main suppliers, requirements and conditions for success

- MICE destination marketing organisations: Convention bureau and Convention and Visitors Bureau: role and main activities

- Destination marketing strategies: how to promote a venue or a MICE destination, bidding process for the acquisition of international association meetings

- Meeting planners: different organizing companies and services

- Market segmentation by initiator: main clients, 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