MBA Event Management & PR Syllabus 2012-13 & onwards - CPOP

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BHARATHIAR UNIVERSITY: COIMBATORE-641 046

MARKS

Total

Credits

2.2 MARKETING MANAGEMENT

2.3 HUMAN RESOURCE MANAGEMENT
SPECIAL EVENTS WEDDING PLANNING & LIVE
2.4
EVENTS
2.5 EVENT TEAM & CREW MANAGEMENT
2.6 EVENT RESOURCE MANAGEMENT
COMPUTER APPLICATIONS IN MANAGEMENT
2.7
USING SAP* - PRACTICAL
SEMESTER - III
3.1 BRAND MANAGEMENT
3.2 MANAGEMENT INFORMATION SYSTEM
3.3 EVENT MARKETING & SPONSORSHIP
EVENT COST ACCOUNTING & FINANCE
3.4
MANAGEMENT
3.5 EVENT HOSPITALITY, LAW & PERMISSIONS
3.6 EVENT RISK MANAGEMENT
SEMESTER - IV
4.1 MEDIA MANAGEMENT
4.2 SPECIAL EVENTS MICE & CORPORATE EVENTS
4.3 ADVANCE ASPECTS OF EVENT MANAGEMENT
4.4 PUBLIC RELATIONS
4.5 TOURISUM MARKETING
4.6 PROJECT& TRAINING REPORT VIVA & VOCA
TOTAL

CIA

SEMESTER I
1.1 MANAGEMENT PRINCIPLES AND PRACTICE
1.2 ORGANIZATIONAL BEHAVIOR
1.3 CORPORATE COMMUNICATION
1.4 INTRODUCTION TO EVENT MANAGEMENT & PR
1.5 EVENT MANAGEMENT PLANNING
1.6 EVENT PRODUCTION PROCESS
COMPUTER APPLICATIONS IN MANAGEMENT
1.7
USING SAP*
SEMESTER - II
ADVERTISING AND SALES PROMOTION
2.1

Dur. Hrs

Course Titles

Ins.Hrs /
Week

MBA In EVENT MANAGEMENT & PR (2012 2013)

(For the CPOP students admitted during the academic year 2012-13 & onwards)
SCHEME OF EXAMINATIONS CBCS Pattern

5
5
4
5
5
4

3
3
3
3
3
3

25
25
25
25
25
25

75
75
75
75
75
75

100
100
100
100
100
100

4
4
4
4
4
4

25

75

100

4
5

3
3

25
25

75
75

100
100

4
4

25

75

100

5
5

3
3

25
25

75
75

100
100

4
4

40

60

100

5
5
5

3
3
3

25
25
25

75
75
75

100
100
100

4
4
4

25

75

100

5
5

3
3

25
25

75
75

100
100

4
4

6
6
6
6
6
-

3
3
3
3
3
-

25
25
25
25
25
20
-

75
75
75
75
75
80
-

100
100
100
100
100
100
2500

4
4
4
4
4
4
100

MBA Event Management & PR Syllabus 2012-13 & onwards - CPOP

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1.1 MANAGEMENT PRINCIPLES AND PRACTICE

UNIT I
Management : Science, Theory and Practice - The Evolution of Management Thought and the
Patterns of Management Analysis - Management and Society : The External Environment, Social
Responsibility and Ethics - Global and Comparative Management - The Basis of Global
Management.
UNIT II
The Nature and Purpose of Planning - Objectives - Strategies, Policies and Planning Premises Decision Making - Global Planning.
UNIT III
The Nature of Organizing and Entrepreneuring - Organizational Structure Departmentation Line/Staff Authority and Decentralization - Effective Organizing and Organizational Culture Global Organizing.
UNIT IV
Co-ordination functions in Organisation - Human Factors and Motivation - Leadership Committees and group Decision Making - Communication - Global Leading.
UNIT V
The System and Process of Controlling - Control Techniques and Information Technology Productivity and Operations Management - Overall Control and toward the Future through
Preventive Control - Global Controlling and Global Challenges.
REFERENCES :
1. Koontz &Weirich, Essentials of Management, Tata McGraw Hill.
2. VSP Rao, V Hari Krishna Management: Text and Cases, Excel Books, I Edition, 2004
3. Stoner &Wankai, Management, PHI.
4. Robert Krcitner, Management, ATTBS.
5. Weirich& Koontz, Management - A Global perspective, McGraw Hill.
6. Helliregarl, Management, Thomson Learning, 2002.
7. Robbins.S.P., Fundamentals of Management, Pearson, 2003.

MBA Event Management & PR Syllabus 2012-13 & onwards - CPOP

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1.2 ORGANISATIONAL BEHAVIOUR

UNIT I
OrganisationalBehaviour : History - evaluation, Challenges & opportunities, contributing
disciplines, management functions and relevance to OrganisationBehaviour. Personality Determinents, structure, behaviour, assessment, psycho-analytical social learning, job-fit, trait
theories.
UNIT II
Emotions and Emotional Intelligence as a managerial tool.Implications of EI on managers and their
performance.Attitudes - relationship with behaviour, sources, types, consistancy, work attitudes,
values - importance, sources, types, ethics and types of management ethics.Perception - Process,
Selection, Organisation Errors, Managerial implications of perception. Learning - classicial, operant
and social cognitive approaches. Implications of learning on managerial performance.
UNIT III
Stress - Nature, sources, Effects, influence of personality, managing stress. Conflict - Management,
Levels, Sources, bases, conflict resolution strategies, negotiation. Foundations of group behaviour :
linking teams and groups, Stages of development Influences on team effectiveness, team decision
making. Issues in Managing teams.
UNIT IV
Organisational change - Managing planned change. Resistance to change - Approaches to managing
organisational change - Organisational Development - values - interventions, change management.
Organisational politics - Political behaviour in organisation, Impression management, Self
monitoring. Organisational culture - Dynamics, role and types of culture and corporate culture,
ethical issues in organisational culture, creating and sustaining culture.
UNIT V
OrganisationalBehaviour responses to Global and Cultural diversity, challenges at international
level, Homogenity and hetrogenity of National cultures, Differences between countries, The
Challenges of work force diversity and managing diversity Cases.
REFERENCES :
1. Robbins.S. OrganisationalBehaviour, X edn., Prentice-Hall, India.
2. Hellinegal Slocum, Woodman, OrganisationalBehaviour, IX edn., Thomson learning.
3. Umasekaran, OrganisationalBehaviour, Tata McGraw Hill.
4. Robbins S.P., Concepts contrivances and applications, Prentice Hall.
5. Umasekaran, OrganisationalBehaviour.
6. Helliregal.et.al, OrganisationalBehaviour, Thomson Learning.
7. McShane&Glinow, OrganisationalBehaviour, Tata McGraw Hill.
8. Harris & Hartman, OrganisationalBehaviour, Jaico, 2003.

MBA Event Management & PR Syllabus 2012-13 & onwards - CPOP

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1.3 CORPORATE COMMUNICATION

UNIT I:
Communication basics Business Communication components Types formal communication
network Work team communication variables goal conflict resoulation non verbal
communication Cross cultural communication Business meetings Business Etiquette.
UNIT II:
Understanding Corporate Communication Employee Communication Managing Government
Relations Writing for Media and Media Relations
UNIT III:
Corporate Communication in Brand Promotion Financial Communication Crises
Communication.
UNIT IV:
Report writing: Characterizing & business reports Types and forms & reports Project proposals
collection of data tables constitution charts writing the report documenting the sources
proof reading.
UNIT V:
Business Presentation: Written and oral presentation work team presentation Delivering the
business presentation visual aids slides electronic presentation hand-outs delivering the
presentation career planning preparing Resume job applications preparation for a job
interview employment interviews follow-up.
REFERENCES :
1. Scot Ober, Contemporary business communication, fifth edition, biztantra.
2. Lesiler&Flat lay, Basic Business communication. Tata McGraw Hill.

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1.4 INTRODUCTION TO EVENT MANAGEMENT & PR

UNIT I
Why Event Management, Requirement of Event Manager, Analyzing the events, Scope of the
Event, Decision-makers, Technical Staff, Developing Record-Keeping Systems, Establishing
Policies & Procedures
UNIT II
Preparing a Planning Schedule, Organizing Tasks, Assigning Responsibility, and Communicating,
Using the Schedule Properly, The Budget, Overall Planning tips, Checklists, Expert Resources,
Computer Software Required.
UNIT III
Who are the people on the Event, Locating People, Clarifying Roles, Developing content
Guidelines, Participant Tips, Reference Checks, Requirement Forms, Introduction, Fees &
Honorariums, Expense Reimbursement, Travel Arrangements, Worksheets.
UNIT IV
Types of Events, Roles & Responsibilities of Event Management in Different Events, Scope of the
Work, Approach towards Events
UNIT V
Introduction to PR Concept, Nature, Importance, Steps, Limitations, Objectives Media Types
of Media, Media relations, Media Management PR strategy and planning identifying right PR
strategy, Brain Storming sessions, Event organization, writing for PR
REFERENCES :

1. Event Management: A Blooming Industry and an Eventful Careerby Devesh

Kishore, Ganga Sagar Singh - Har-anand Publications Pvt. Ltd. 2. Event Management by Swarup K. Goyal - Adhyayan Publisher - 2009
3. Event Management & Public Relations by Savita Mohan - Enkay Publishing House.

MBA Event Management & PR Syllabus 2012-13 & onwards - CPOP

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1.5 EVENT MANAGEMENT PLANNING

UNIT I
Understand event- type of events, reason and need for events, role ofevent Management Company.
Introduction to planning Meaning &Defining planning, Characteristicsof Good Planner, SWOT
Analysis, Five Ws
UNIT II
Understand Process Meaning, Need, And Benefits of a Process, Steps for Creating Process,
Planning event Determining the purpose of your event, Types of Events for Your Business,
What's the Goal of Your Event?, Understanding Your Event's Audience,
UNIT III
Events for Amping Up Marketing and Sales, Events to Start or Enhance Awareness, Events to
IncreaseProductivity, Crossover Events, Identifying the Scope and Size of theEvent, Social Versus
Business Aspects, Outlining Your Needs, Set yourEvent Vision, Assessment of information, Design
objectives for yourevents.
UNIT -IV
Event Planning Process, Creation of Concept Brain storming for concept, Creativity, Budgeting of
Event- The Budget's Purpose, BudgetLine Items, Other Costs to Consider, Angling for Income,
Drafting aBudget, Activating a Budget, Keeping a Budget on Track, The MasterPlan Creation of
Blue print, Event Calendar, Creation of Check list, EventFlow, Time Frames and Dead Lines.
UNIT - V
Staffing and Vendors, Logistic and Staging, Breaking Down the Event, Outsourcing Strategies,
Working with Vendors, Negotiating Tactics,Accountability and Responsibility.
REFERENCES :

1. Start And Run Event planning business by Cindy lemaire Mardi foster-walker - SelfCounsel Press, 01-Sep-2004, ISBN - 1551803674, 9781551803678
2. Start Your Own Event Planning Business 3/E: Your Step-by-Step Guide to Success Entrepreneur Press (Author), Cheryl Kimball (Author) - Publication Date: June 13, 2011
3. Event Planning Ethics and Etiquette - Publisher: John Wiley & Son, Publication

MBA Event Management & PR Syllabus 2012-13 & onwards - CPOP

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1.6 EVENT PRODUCTION PROCESS

UNIT I
Producing a great show phases of staging an Event, Pre ProductionChecklist, Event Logestic
understand logstic, caterories of logestic, elementa oflogestic system, event site logestic, event shut
Down Site Selection , Layout and design.
UNIT II
Supply of Facilities Audiovisuals, Purpose of visual presentation, Visual sources, 53 mm slides,
Overhead projectors, Pre recorded videos, Live videos and IMAG, Computer generated Signal
Processing, Distribution Amplifiers, Scalers, Scan Converters, Switchers, Projection Equipment,
Slide Projectors, Overhead Projectors,
UNIT III
Visual Presenters, Video/Data Projectors, Display Equipment, Plain Screen, Monitors,
Video walls, LED Screens, Teleprompters, Other Unusual Surfaces, Multimedia Presentations,
Setting Goals and Content for the Show, Choosing Equipment and Personnel, Putting it Together,
Equipment Setup and Operation, Setup, Operation during the Event, Risk and Safety.
UNIT IV
Lightings objectives of event lightings - visibility, relevance,composition, mood Quality of lights
Intensity, distribution, color, direction, movement Lighting Instruments construction of
luminaires, typesand users of luminaires event lighting design conceptual design, practical
design,physical designSound
UNIT - V
Audio Systems Acoustic Theory and Its Application to the Event SpaceWhat Is Sound?Sound
Propagation and Its Relationship totheEvent SpaceUses of an Audio System, Audio for Speech,
Audio for Entertainment, Main Audio System Groups and Their Components, Input Group, Signal
Processing and Routing Group, Output Group
Signal Path and Equipment Locations in the Event Space, Signal Path, Equipment Locations, PreEvent Sound Check and System Operation duringtheEvent, Pre Event Sound Check, System
Operation during the Event, Risk and Safety
REFERENCES :

1. Event Entertainment and Production - Author: Mark Sonder, CSEP - Publisher: Wiley &
Sons, Inc. - ISBN: 0-471-26306-0
2. Special Event Production - Doug Matthews - ISBN: 978-0-7506-8523-8
3. The Complete Guide to Successful Event Planning - Shannon Kilkenny

MBA Event Management & PR Syllabus 2012-13 & onwards - CPOP

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2.1 ADVERTISING AND SALES PROMOTION

UNIT I
Advertisement Management- introduction- Marketing- marketing Communication- Marketing
Mix Strategies.Communication Process-Definition- Nature of Communication response
hierarchy.
UNIT II
Strategic advertising tool : Research process Common errors in research Advertising
Strategy Creative execution in Advertising client evaluation- cognitive process of
communication.
UNIT III
Regulation of advertising and promotion self regulation- creative execution on Radio , TV,
Online- Regulation governing sale promotions.
UNIT IV
Sales promotion product mix- Advantages limitations and negative effects of sales
promotion consumer sales promotion sales promotion evaluation.
UNIT V
Type and Techniques of sales promotion Effects of sales promotion on Brand Equity.
REFERENCES :

1. Advertising and Promotion Geroge E- Belch & Michael. A. Belch- Tate McGraw- Hill
Sixth Edition.
2. Promotion Management John J. Bunnelt- West Publishing Company.

MBA Event Management & PR Syllabus 2012-13 & onwards - CPOP

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2.2 MARKETING MANAGEMENT

UNIT I
Marketing Concepts and Tasks, Defining and delivering customer value and satisfaction - Value
chain - Delivery network, Marketing environment, Adapting marketing to new liberalized economy
- Digitalisation, Customisation, Changing marketing practices, e-business setting up websites;
Marketing Information System, Strategic marketing planning and organization.
UNIT II
Buyer Behaviour, Market Segmentation and Targeting, Positioning and differentiation
strategies, Product life cycle strategies, New product development, Product Mix and Product line
decisions, Branding and Packaging, Price setting - objectives, factors and methods, Price adapting
policies, Initiating and responding to price changes.
UNIT III
Marketing channel system - Functions and flows; Channel design, Channel management Selection, Training, Motivation and evaluation of channel members; Channel dynamics - VMS,
HMS, MMS; Market logistics decisions.
UNIT IV
Integrated marketing communication process and Mix; Advertising, Sales promotion and Public
relation decisions. Direct marketing - Growth, Benefits and Channels; Telemarketing; Sales force
objectives, structure, size and compensation.
UNIT V
Identifying and analysing competitors, Designing competitive strategies for leaders, challengers,
followers and nichers : Customer Relationship marketing - Customer database, Data warehousing
and mining. Attracting and retaining customers, Customerism in India, Controlling of marketing
efforts.Global Target market selection, standardization Vsadoptation, Product, Pricing, Distribution
and Promotional Policy.

REFERENCES :
1. Marketing Management - Philip Kotler - Pearson Education/PHI 12th Edition, 2006.
2. Marketing Management - RajanSaxena - Tata McGraw Hill, 2002.
3. Marketing Management: Planning, Implementation and Control: Global Perspective Indian
Context VS Ramasamy& S. Namakumari - Macmilan India, 2007.
4. Marketing Management: A South Asian Perspective Philip Kotler and Kevin Lane Kotler,
Pearson Education, 11th Edition, 2007.
5. Marketing Management S.Jayachandran - TMH, 2003.

MBA Event Management & PR Syllabus 2012-13 & onwards - CPOP

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2.3 HUMAN RESOURCE MANAGEMENT

UNIT I :
Human Resource Function Human Resource Philosophy - Changing environments of HRM Strategic human resource management - Using HRM to attain competitive advantage - Trends in
HRM - Organisation of HR departments - Line and staff functions - Role of HR Managers.
UNIT II :
Recruitment & Placement Job analysis : Methods - IT and computerised skill inventory - Writing
job specification HR and the responsive organisation. Recruitment and selection process :
Employment planning and forecasting Building employee commitment : Promotion from within Sources, Developing and Using application forms IT and recruiting on the internet. Employee
Testing &selection : Selection process, basic testing concepts, types of test, work samples &
simulation, selection techniques, interview, common interviewing mistakes, Designing &
conducting the effective interview, small business applications, computer aided interview.
UNIT III :
Training & Development Orientation &Training : Orienting the employees, the training process,
need analysis, Training techniques, special purpose training, Training via the internet. Developing
Managers : Management Development - The responsive managers - On-the-job and off-the-job
Development techniques using HR to build a responsive organisation. Management Developments
and CD-Roms - Key factor for success. Performance appraisal : Methods - Problem and solutions
MBO approach - The appraisal interviews - Performance appraisal in practice. Managing careers :
Career planning and development - Managing promotions and transfers.
UNIT IV :
Compensation & Managing Quality Establishing Pay plans : Basics of compensation - factors
determining pay rate Current trends in compensation - Job evaluation - pricing managerial and
professional jobs - Computerised job evaluation. Pay for performance and Financial incentives :
Money and motivation - incentives for operations employees and executives - Organisation wide
incentive plans Practices in Indian organisations.
Benefits and services : Statutory benefits - non-statutory (voluntary) benefits Insurance benefits retirement benefits and other welfare measures to build employee commitment.
UNIT V :
Labour relations and employee security, Industrial relation and collective bargaining : Trade unions
- Collective bargaining - future of trade unionism. Discipline administration - grievances handling managing dismissals and separation.LabourWelfare : Importance & Implications of labour
legislations - Employee health Auditing HR functions, Future of HRM function.
REFERENCES :
1. Gary Dessler, "Human Resource Management", Seventh edition, Prentice-Hall of IndiaP.Ltd.,
Pearson.
2. H.JohnBernardin&JoyeeE.A.Russel, Human Resource Management - An experientialapproach,
4th Edition, McGraw-Hill International Edition., 2007
3. David A. DeCenzo& Stephen P.Robbins, Personnel/Human Resource Management, Thirdedition,
PHI/Pearson.
4. VSP Roa, Human Resource Management : Text and cases, First edition, Excel Books, NewDelhi
- 2000.
5. Dr. R.Venkatapathy&AssissiMenacheri, Industrial Relations &Labour Welfare,
AdithyaPublications, CBE, 2001.
6. Robert L.Gibson and Marianne H.Mitchell, Introduction to Counseling and Guidance,VI edition,
PHI, 2005.

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2.4SPECIAL EVENTS WEDDING PLANNING & LIVE EVENTS

UNIT I
About Wedding Industry, Why Wedding Planner Required, Job Responsibilities of Wedding
Planner, Skills required for wedding planner, Career as wedding Planner. Wedding arrangements,
budgeting.
UNIT II
Understanding Rituals and Customer, Understanding Wedding Flow, Creating Blue Print,
Designing Wedding Plan, Understanding entertainment requirements, Celebrity management in
wedding, Wedding work flow, Points to note down, Date & Time of Wedding ceremonies, Venue
address and venue nos,
UNIT III
Cost of Travelling, different modes of travelling, catering services checklist for wedding, wedding
checklist, creating paperwork according to wedding, Crew requirement for wedding, crew work
distribution, briefing of crew members, setting goals for crew heads, execution of the wedding flow,
final inspection of according to process.
UNIT IV
About Live Events, Live entertainment Show Industry, Understanding the requirement of live
shows, Planning Live Show, Job Responsibilities of Live Show Planner.
UNIT V
Live Show arrangements, budgeting, live Show Flow, Creating Blue Print, Designing Live Show
Plan, Understanding technical requirements, Celebrity management in Live Show.
REFERENCES :

1. Wedding Planning For Dummies, Second Edition by Marcy Blum

2. The Everything Wedding Organizer: Checklists, Charts, And Worksheets for Planning
the Perfect Day! (Everything: Weddings) by Shelly Hagen
3. The Ultimate Wedding Planner & Organizer by Alex Lluch
4. A Comprehensive Indian Wedding Planner - Sarbjit K. Gill (Author)
5. Professional Event Coordination (Wiley Desktop Editions) - Julia Rutherford
Silvers (Author)

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2.6 EVENT TEAM & CREW MANAGEMENT

UNIT I
Research, The Event Management Process, Selecting the Appropriate Pre-Event Research Method,
Effective Presenting Your Pre-event Research Findings, The Five Ws, How to produce consistently
effective events, The SWOT analysis.
UNIT II
The Nature of Teams, A Brief History of Team Building, Management Commitment, Key Benefits
of Teams, Key Drawbacks, Types of Teams, Organizational policy-making Teams, Task Force or
cross-Functional Teams, Department Improvement Teams, Quality Circles, Self-Directed Work
Teams, The Basics of Team Functioning: Forming a Team, Getting Started on Team Building,
Determining Level of Authority, Authority Options, Establishing Team Membership, Determining
Optimal Team Size, Orienting New Members, Using Member Substitutions.
UNIT III
Selecting the Cause, Reach a Consensus with your committee, The Event should Fit the Cause:
coffee, Reception, Luncheon, Dinner or formal gala, Afternoon tea, Art show or auction, cocktail
lecture, craft workshop, how to seminar, community garage sale, sports event, Home or garden
tour, Decorate shows houses, Festival show, Marathon event, Raffle, celebrity roast, Bazaar,
concert, Phantom event, The Event Should Fit Your Organization, The Size Of Your Organization,
Community standards and Expectations, Establish How much you want raise, Defining Your Goals.
UNIT IV
Forming The Event Team - The core group should comprise the following positions, Committees
for Each Chairperson, Event chairperson, The Chair Should also, Event Checklist, Recheck before
Event, Charity Liaison Chair, your first order of business is to, Public Relations Chair, Mailing List
Chair, Donation/Sponsors Chair, Telephone Solicitation Chair, Decorating Chair,
Arrangement/Logistics chair, Some Important Tips on Drinks, Food &Drink Chair, Invitation
&Program Chair, Reservation chair, Volunteer Chair, Entertainment chair.
UNIT V
Plan, For a year- long Campaign or Major Event Mnth1, Mnth2, Mnth3, Mnth4, Mnth5, Mnth6,
One week before the Event, Day of The Event, Within 2 weeks After the Event, Midsize Event, Six
to Eight Weeks Before the Event, Four Week before THE Event, One week before the Event, Day
of the Event, Four Week before The Event, Sample Responsibility/ Status Report, Three weeks
before the Event, One week before The Event, Day of the Event, Sample Staging Guideline.
REFERENCES :
1. The Secrets of Successful Team Management - Michael A. West (Author)
2. Successful Team Management [Paperback] - Nicky Hayes (Author)
3. Crew Resource Management, Second Edition by Barbara G. Kanki, Robert L. Helmreich
and Jose Anca

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2.7 EVENT RESOURCE MANAGEMENT

UNIT I
Entertainment- Defining Entertainment, Form in Entertainment, Reasons for Entertainment, Content
in Entertainment, Staging Entertainment, Number of Performers or Acts, Scheduling and Timing,
Using the Event Space, Building the Show, Beginnings, Endings, and Segues
UNIT - II
Working with Performers Mindset, Creature Comforts, Unique Preparations and Performance
Needs, Communications, The Special Case: Celebrities, Risk and Safety
UNIT III
Dcor - Design Theory, Elements of Design, Principles of Design, Categories of dcor, Backdrops,
Themed Sets, Props, Fabrics and Soft Goods, Banners and Signs, Tension Fabric Structures, People
and Other Creatures As Decor, Floral Dcor, Inflatables, Other Unique Dcor, Setup Considerations
for Dcor - Prior to the Event and At the Event.
UNIT IV
Tenting - Why Use a Tent for a Special Event? - Types and Styles of Tents, Pole Tent, Pipe FrameSupported Tent, Box-Beam, Frame-Supported (Clear span) Tent, Tensile Tent or Structure,
Inflatable Tent, Fabrics, Determining the Correct Tent Size, Tent Accessories and Options, Tops,
Sidewalls, Gutters, Doors, Lighting, Liners, Flooring, Heating, Ventilation, and Air Conditioning,
Branding and Marketing, Setup Considerations - Site and Site Survey, Weather and Time of Day,
Installation, Tent Technology Today and in the Future - Size and Shape, Modularity and Portability,
Cross-Cultural Influences, Materials Technology, Risk and Safety.
UNIT - V
Miscellaneous Technical Resources - Electrical Power, Determining Electrical Service
Requirements, Electrical Distribution, Portable Power, Electrical Safety Considerations, Rigging
and Trussing - Overview, Rigging Equipment, Safety, Other Temporary Structures Scaffolding,
Bleachers, Fencing and Barriers, Sanitary Facilities.
REFERENCES :
1. Event Entertainment and Production - Author: Mark Sonder, CSEP - Publisher: Wiley &
Sons, Inc. - ISBN: 0-471-26306-0
2. Special Event Production - Doug Matthews - ISBN: 978-0-7506-8523-8
3. The Complete Guide to Successful Event Planning - Shannon Kilkenny
4. Human Resource Management for Events - Lynn Van der Wagen (Author)

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2.7 COMPUTER APPLICATIONS IN MANAGEMENT USING

SAP* - PRACTICAL
Aim: To introduce the concepts of information technology and their application in management
decision making.
Components of a Computer - Hardware and Software Operations Systems Directories and File
properties.
MS OFFICE Introduction to WORD, EXCEL and POWERPOINT
WORD Creating a new document with templates & Wizard Creating own document
Opening/modifying a saved document converting files to and from other document formats
Using keyboard short-cuts & mouse Adding symbols & pictures to documents header and
footers Finding and replacing text spell check and Grammar check Formatting text paragraph formats - adjusting margins, line space character space Changing font type, size
Bullets and numbering Tables Adding, editing, deleting tables Working within tables
Adding, deleting, modifying rows and columns merging & splitting cells.
EXCEL Working with worksheets cells Entering, editing, moving, copying, cutting, pasting,
transforming data Inserting and deleting of cells, rows & columns Working with multiple
worksheets switching between worksheets moving, copying, inserting & deleting worksheets
Using formulas for quick Calculations Working & entering a Formula Formatting a worksheet
Creating and editing charts elements of an Excel Chart Selecting data to a chart Types of chart
chart wizard Formatting chart elements Editing a chart Printing charts.
POWERPOINT Creating new presentations Auto content wizard Using template Blank
presentation Opening existing presentations Adding, editing, deleting, copying , hiding slides
Presentations Applying new design Adding graphics Using headers and footers Animations
text Special effects to create transition slides Controlling the transition speed Adding sounds
to slides Using action buttons.
TALLY Introduction and Installation, Required Hardware, Preparation for installation of Tally
software, installation, Working in Tally: Opening new company, Safety of Accounts or Password,
Characteristics, Making Ledger Accounts, Writing voucher, voucher entry, Making different types
of vouchers, Correcting sundry debtors and sundry creditors accounts, Preparation of Trial Balance,
Books of Accounts, Cash Book, Bank Books, Ledger Accounts, Group summary, Sales Register
and Purchase Register, Journal Register, Statement of Accounts & Balance Sheet.
ERP &SAP : Introduction Need for ERP Advantages Major ERP Packages SAP: Features
ABAP: Logon to SAP Environment ABAP Dictionary Functions Objects Managing SAP
Application
Practicals: Simple problems to be done in WORD, EXCEL and POWERPOINT using all the
above mentioned topics.
REFERENCES :
OFFICE 2000 Complete BPB
Windows 98 Complete BPB
Windows 98 6 in one by Jane Calabria and Dorothy Burke PHI

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Using Microsoft Office 2000 by Ed, Bott PHI

Enterprise Resource planning (ERP): Text and case studies by Murthy, C S V, HPH
Teach yourself SAP in 24 hours by George Anderson; Danielle Larocca - Pearson Education

3.1 BRAND MANAGEMENT

UNIT I
Concept of a brand Evolution, perspectives, anatomy, types of brand names, brand name
associations, Brands Vs Products, Advantages of Brands to consumers & firms. Brand elements:
Components & choosing brand elements, Branding challenges & opportunities.
UNIT II
Brand positioning Basic concepts alternatives risks Brands & consumers Strategies for
positioning the brand for competitive advantage Points of parity Points of difference - Buying
decision perspectives on consumer behaviour, Building a strong brand Method & implications.
UNIT III
Brand Image, image dimensions, brand associations & image, Brand identity perspectives, levels,
and prisms. Managing Brand image stages functional, symbolic & experiential brands. Brand
Equity Sources of Equity. Brand Equity models, Brand audits. Brand Loyalty & cult brands.
UNIT IV
Leveraging Brands Brand extensions, extendibility, merits & demerits, Line extensions, line trap
Co-branding & Licensing Brands. Reinforcing and Revitalisation of Brands need, methods, Brand
Architecture product, line, range, umbrella & source endorsed brands. Brand Portfolio Management.
UNIT V
Brand valuation Methods of valuation, implications for buying & selling brands.Applications
Branding industrial products, services and Retailers Building Brands online.Indianisation of Foreign
brands & taking Indian brands global issues & challenges.
REFERENCE:
a. 1. Kevin Lane Keller, Strategic Brand Management, PHI/Pearson, New Delhi.
b. 2. Kapferer, Strategic Brand Management, Kogan Page, New Delhi.
c. 3. Harsh Varma, Brand Management, Excell Books, New Delhi.
d. 4. Majumdar, Product Management in India, PHI.
e. 5. Sengupta, Brand Positioning, Tata McGraw Hill.
f. 6. Rameshkumar, Managing Indian Brands, Vikas.
g. 7. Chandrasekar, Product Management, Himalaya.

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3.2 MANAGEMENT INFORMATION SYSTEM

UNIT I
Foundations of Information Systems: A framework for business users - Roles of Information
systems - System concepts - Organisation as a system - Components of Information Systems - IS
Activities - Types of IS.
UNIT II
IS for operations and decision making: Marketing IS, Manufacturing IS, Human Resource IS,
Accounting IS and Financial IS - Transaction Processing Systems- Information Reporting System Information for Strategic Advantage.
UNIT III
DSS and AI: DSS models and software: The decision making process - Structured, Semi Structured
and Unstrcutured problems; What if analysis, Sensitivity analysis, Goal-seeking Analysis and
Optimizing Analysis. Oberview of AI, Neural Networks, Fuzzy Logic Systems, Genetic Algorithms
- Expert Systems.
UNIT IV
Managing Information Technology: Managing Information Resources and technologies IS
architecture and management - Centralised, Decentralised and Distributed - EDI, Supply chain
management & Global Information technology Management.
UNIT V
Security and Ethical Challenges: IS controls - facility control and procedural control - Risks to
online operations - Denial of service, spoofing - Ethics for IS professional Societal challenges of
Information technology.
REFERENCES
1. James A O'Brien, "Management Information Systems", Tata McGraw Hill, Fourth Edition,1999.
2. Effy Oz, "Management Information Systems", Vikas Publishing House, Third Edition, 2002.
3. Kenneth C Laudon and Jane P Laudon, Management Information System, 9th Edition,
PHI, New Delhi, 2006.
4. Waman S Jawadekar , "Management Information System Text and cases", Third Editions,
Tata McGraw-Hill ,2007.
5. R.Srinivasan, Strategic Management, IInd edition, Prentice Hall of India, New Delhi.
6. M.Senthil, Management Information System, 2003.

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3.3 EVENT MARKETING & SPONSORSHIP

UNIT I
Introduction To Event Marketing -The Objectives Of Event Marketing, Advertising As A Part Of
Marketing. Brand Name, Product Design, Post-Self Support, Future Of Event Marketing -Event
Promotion, Tools Of Promotion, Advertising, Public Relations, Tips On Writing A New Release,
What Is A Media Kit, Direct Marketing, Word Of Mouth, Hospitality, Websites, The Promotion
Schedule, Planning A Promotion Campaign For An Event.
UNIT II
Expectations And GoalsEvent Marketing An Added Dimension, Event and the Marketing
Communications Environment, Social Responsibility towards society, Setting objectives to Direct
Event sponsorship, Setting strategies and Tactics, Strategic considerations, Dealing with Clutter,
Understanding and controlling fees, Creating your own event.
UNIT III
Marketing Of Events - The Need for Marketing, Consumer Expectations, Marketing Mix, Four Ps,
Elements, The Promotional mix, What should be the basis of Pricing, When should the Payment be
Made, How Should the Payment be Made, Promotion, Strategic Decision, Marketing Objectives,
The Promotional Mix, The Media Mix, The Role of the Promotional Mix.
UNIT IV
Future Of Event Marketing -Event Promotion, Tools of Promotion, Advertising, Public Relations,
Tips on writing a New Release, What is a Media kit, Direct Marketing, Word of Mouth, Hospitality,
Websites, The Promotion Schedule, Planning a Promotion Campaign for an Event.
UNIT V
Event Sponsorship Understand Sponsorship, Understand Event Organizer, Event Partners, Event
Associates, Event Sponsor, Importance of sponsorship for event organizer, for sponsor, Type of
Sponsorship, Making sponsorship database, making sponsorship proposal, Closing a sponsorship,
Research of sponsorship, Converting sponsorship into partnership.
REFERENCES

1. The Event Marketing Handbook Saget Allison 2006

2. Event Marketing - The Wiley Event Management Series - Leonard H. Hoyle
3. Event Marketing and Event Promotion Ideas - Eugene Loj

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3.4 EVENT COST ACCOUNTING & FINANCE MANAGEMENT

UNIT - I
Introduction to Event Cost Accounting, Objectives and scope of Event Cost Accounting, Event Cost
centres and Cost units, Event Cost classification, Profit measurement, Decision making and control,
Elements of Costing system, Cost Ascertainment, Material Cost, Employee Cost, Direct Expenses,
Overheads, Making of a Cost Statement and Profit Calculations.
UNIT - II
Event Costing - Fixed Cost & Variable Cost, Volume Profit Analysis, Break Even Point,
B.E.P.Analysis for Events, B.E.P. Analysis As Applied To Event Management And Tactical
Decisions.
UNIT - III
Budget And Events - Introduction, Making the Budget, dos, donts, Contingency,Monitoring the
budget, Budget Review, Budget Control & Variance.
UNIT IV
Income Categories for an Event, Expenses, Venue, Outdoor Venues, Indoorvenues, Budget for Sets,
Security, Sound & Lights, Generators, walkie talkie, Pyros,Advertising PR, Print, Hoardings,
Buses, Public Relations, Performers, Use Of CostCenters In Event Management, Event
Management Fees, Percentage of the totalevent cost, flat fees, package price.
UNIT V
Event Market Analysis, Technical Analysis, Financial Analysis, Key issuesin Project Analysis,
Project Appraisal, financial appraisal, Application for financial assistance, Ratio Analysis for
Events, Means of Financing, Profitability & Cash Flow, Managing Cash Flow In Events
Significance, types of Expenses, Accounting Pattern, Evaluation.
REFERENCES
1. Advanced Accountancy - R.L.Gupta and Radhaswamy
2. Management Accounting - Brown and Howard
3. Management Accounting - Khan and Jain
4. Management Accounting - S.N.Maheswari
5. Management Accounting - Antony and Recece
6. Management Accounting - J.Batty

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3.5 EVENT HOSPITALITY, LAW & PERMISSIONS

UNIT - I
The World of Hospitality -The Travel and Tourism Industry in Perspective Catering As An Event
Management Tool, A Temporal Art, Location, Equipment, Utilities, Time Constraints, Service
Styles, and Event Service Styles & When to Use Them, Logistical Considerations, Logistics laws for
Effective Catered Events.
UNIT - II
Catering Ideas, The living Buffet, The Human Buffet Table, Old Black Magic, Dessert Parade,
Incredible Edible Centerpiece, ice cold logo, selecting the best caterer, Catering Coordination.
UNIT - III
Introduction To Law & Contract Act - The Indian Contract Act, Acceptance, Consideration,
Essentials of a Valid contract, Free Consent, coercion, undue influence, fraud, misrepresentation,
mistake. Tax Tips In Events - Important terms, assessment year, previous year, assesse, residence in
India, important point with reference to income from business, salaries, income tax slabs.
UNIT - IV
Shops And Establishment Act - Important terms, apprentice, child, commercial establishment,
Establishment, registration of establishments.Sevice Tax For Event Management Services And
Related Services - Basic concepts, Meaning of Client, Advertising, Valuation of Taxable Services,
Scope of Taxable Service.
UNIT - V
Permissions required for holding an event, general details, police permission, traffic police,
ambulance, fire brigade, municipal corporation, Indian Performing Rights Society (IPRS) 208,
Phonographic Performing License (PPL) Entertainment Tax, Permissions for Open Ground Events,
auditorium show, some events attract entertainment tax, some dont, general, the be Acts of all
these laws can be obtained from. Forming Your Own Event Company - Self Marketing your own
event company, Event Company set up.
REFERENCES

1. Event Studies - Theory, Research and Policy for Planned Events, 2nd Edition By Donald
Getz.
2. Event Correlation: What You Need to Know for It Operations Managementby Michael
Johnson.
3. Hospitality Management: An Introduction 2nd Edition Tim Knowles ISBN13:
9780582312715

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3.6 EVENT RISK MANAGEMENT

UNIT I
Introduction To Risk Management, The Critical Elements Of Risk Management For Events,
Research And Discuss Contemporary Trends In The Use Of Risk Management At Events Design
And Develop Systems And Procedures That Minimise Risk For Events.
UNIT II

Legal Risks, Physical Risks, Financial Risks, Moral And Ethical Risks, Objective Of Risk
Management, A Risk Management Programme, Key Elements Of A Risk Management Programme.
UNIT III

Risk Management Policy Statement and Objectives, Risk Identification, Assessment and Control,
Implementation, Specific Risk Management for Event Managers, Risk Management and Event
Planning, What Risks Do Event Management Organisations Face, What is meant by risk
management
UNIT IV

What Are Some Benefits Of Good Risk Management, The Risk Management Process, Scope Of
Application, Risk Identification, Defining The Risk, What Is At Risk, What Will The
Consequences, Ways To Help Identify Risks, Risk Evaluation, Quantitative, Semi-Quantitative, Is
The Risk Acceptable Or Unacceptable.
UNIT IV

Risk Treatment, Avoid The Risk, Reduce The Risk, Transfer The Risk, Finance The Risk, Retain
The Risk, When Should Risk Management Be Applied, How Should Risk Management Be Applied,
Risk And Safety Audits, What Is An Audit, What Can An Audit Tell Us, What Are The Benefits Of
An Audit, How Does The Process Work, Risk Audit For Event ManagementOrganisations.
REFERENCES

1. Special Event Security Planning & Management - by Branch Walton, Don Philpott
2. Event Risk Management and Safety - by Peter E. Tarlow, Joe Goldblatt, Joe Goldblatt
3. Event Risk Management and Safety - Peter E. Tarlow (Author)

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4.1 MEDIA MANAGEMENT

UNIT I
Introduction Media Business-Media Classification- Mass Media Niche Media-Addressable Media
and Interactive Media-Media-Intrusiveness.
UNIT II
Print-Media-Newspaper-Principles of Newspaper Business-Classified Ads, Display Ads Display Ads
Coverage and Audience Measurement-Sales and Pricing-magazines Directories.
UNIT III
Broad cast Media-Radio-Television-out of Home Media-our door Advertising-Cinema and VideoNon-Traditional Media.
UNIT IV
An overview of Media planning-problems of media planning Developing media plan-Market
Analysis and Target- Interactive and Digital Media.
UNIT V
Establishing media objectives-Developing and Implementing Evaluation and Follow up-Computers in
Media Planning- Characteristics of Media.
REFERENCES

1.
Principles of Advertising and IMC Tom Duncan-Tata McGraw-Hill-Second Edition.
2.
Advertising and Promotion an IMC Perspective Kruti shah and Alan Dsouza Tata McGraw Hill.
3.
Mehra- Newspaper Management.
4.
Rucker and Williams- Newspaper Organization and Management.

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4.2 SPECIAL EVENTS MICE & CORPORATE EVENTS

UNIT I
Special events what are special events? Reasons for special events? Categories of special events,
The players in special events, Tips for producing special events.
UNIT II
MICE Meaning, Industry, Important statistics, India as MICE Destination, MICE Services, Types
of MICE Services India offers
UNIT III
Exhibition Management Exhibitions Industry, requirement of exhibitions, Job Responsibilities of
exhibition organizer, exhibition arrangements, exhibition budgeting, Understanding exhibition
Customer, Understanding exhibition Flow, exhibition safety, Creating Blue Print, Designing
exhibition Plan, Understanding entertainment requirements, Celebrity management in exhibition.
UNIT IV
Conference Management About conference management Industry, Planning conference, Job
Responsibilities of conference management company, congruence arrangements, budgeting, Live
Show Flow, Creating Blue Print, Designing conference Plan, Understanding technical requirements.
UNIT V
Corporate Events Corporate Events, planning corporate event, Job Responsibilities of corporate
event organizer, arrangements, budgeting, Understanding Customer, Understanding Flow, safety,
Creating Blue Print, Designing Plan, Understanding entertainment requirements, Celebrity
management in corporate events, Understanding need of entertainment in corporate events.
REFERENCES

1. Festival and Special Event Management - by Johnny Allen, William O'toole, Robert
Harris
2. Event Management: A Professional and Developmental Approach by Dimitri
Tassiopoulos
3. Planning & Managing a Corporate Event. by Karen Lindsey - by Karen Lindsey
4. Meetings, Expositions, Events & Conventions - 3rd Edition - George Fenich - Mar 2011
- ISBN13: 9780132719919

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4.3 ADVANCE ASPECTS OF EVENT MANAGEMENT

UNIT I
Media In Event Management - Television Broadcasting, the growth of the segment can be
significantly aided by, introduction of service tiers & addressability, introduction of direct-to-home
(DTH) television, Cable Television, introduction of service tiers & addressability, licensing,
content, technological up gradation, Television Software, expansion, institution of consistent
accounting practices, Music, Radio, Live Entertainment & Event Management.
UNIT II
Time Management In Events Learn to say NO, Plan 10 minutes Every Day, Prioritize,
Psychologists say there are only two forms of human motivation, Under commit & Overcommit,
Use One Time Management System, Find a Mentor, Get Organized, If you Cant do it Today Dont
look at it Today, Turn To Dos Into Appointments, Get motivated, Computer Efficiency.
UNIT III
The Biggest Mistakes Most Event Managers Make. And How To Avoid Them, Failing to
Identify Meeting Objectives, Failing to Budget Properly, Failing to Select the right Facility, Failing
to hire the Right Speaker / Entertainer, Failing to identify and Secure a prospect list in advance,
Failing to prepare a marketing Plan, Failing to secure strong contracts, Failing to Create the right
environment, Failure to Secure the right audio / visual, Failure to market the event Properly.
UNIT IV
Communicating With The Customer, Sales tools, sales tools selection, a coordinated programme,
personal sales calls, sales call objectives, the presentation, following up, Telephone Sales, Direct
Mail, effective direct mail advertising, Collateral Materials, Brochures & Folders, the role of
advertising, Advertising Agencies.
UNIT V
Select destination / locations for you, venue / accommodation selection, events, event preparation,
pre-event, on events and post events, Hospitality services, Communication, gifts, Special tours,
Transportation fleet, incentives, convention, Some important Statistics, India as a MICE
Destination, Types of MICE services India offers, educational tours, events, conference &
conventions, corporate meetings and business trips, incentive tours.
REFERENCES

1. Event Studies - Theory, Research and Policy for Planned Events, 2nd Edition By Donald
Getz.
2. Special Event Production - Doug Matthews - ISBN: 978-0-7506-8523-8
3. Crew Resource Management, Second Edition by Barbara G. Kanki, Robert L. Helmreich
and Jose Anca

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4.4 PUBLIC RELATIONS

UNIT I
Purpose & Philosophy Of Pr, What Pr Is, Objectives Of Public Relations, The Primary Purpose Of
Pr, Hostility, Prejudice, Apathy, Ignorance, Emergence Of Public Relations, Public Relations
Today, Public Relations And Propaganda, Defining Objectives And Planning A Programme.
UNIT II
Four Steps Public Relations Process, Defining PR Problems, Planning And Programming, Taking
Action And Communicating, Evaluating The Program, Elements Of Public Relations, Human
Relations, Empathy, Persuasion, Dialogue, Objectives Of Public Relations.
UNIT III
Public Relations As A Profession, Overview, Profession, Codes Of Professional Conduct,
Functions Of Public Relations Department, Policy, Publicity, Product Publicity, Relations With The
Government, Community Relations, Shareholders Relations, Promotion Programmes, Donations,
Employee Publications, Guest Relations, Establishment Of Relations With The Public, The Need
For Public Relations, Scope Of Public Relations, Professional Code-Public Relations.
UNIT IV
Ethics And Challenges Of Public Relations, International Public Relations Association (Ipra) Code
Of Conduct, The European Code Of Professional Conduct, All About Marketing, Advertising,
Functions Of Advertising, Pr As A Component Of Communication And Strategies, Strategic
Management, Theories Of Communication, Mass Communication Theory And Research.
Functional Approach To Mass Communication Theory, Human Action Approach.
UNIT V
Models Of Communication, Communication Models, The Advantages Of Models, Limitations Of
Models, Classical Communication Models, Transmission Model And Its Criticism, Report Writing,
Copyright And Other Legal Issues.
REFERENCES
1.
Advertising and Promotion Geroge E- Belch & Michael. A. Belch- Tate McGraw- Hill Sixth
Edition.
2.
Advertising and Promotion Kruti shah and Alan Dsouza Tata McGraw -Hill
3.
Principles of Advertising and IMC Tom Duncan-Tata McGraw-Hill-Second Edition.

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4.5 TOURISM MARKETING

UNIT- I :
Basic concepts of Tourism services- Tourism marketing- meaning componentsof Tourism
product Users of Tourism services Be havioural profile of users- Thrust areas of Tourism.
UNIT- II :
Product planning and Development market segmentat ion for Tourism Bases - Growth of
Tourism services in India. problems and prospects of tourism services.
UNIT- III:
Marketing Information system for Tourism Tourist organization marketing mix product
mix- formulation of marketing mix for the Tourist organization.
UNIT IV:
Tourism product- Features- Designing a package Tour-Brand Decisionslaunching new product.
UNIT- V
Promotion mix for Tourism product - price mix place mix channel distribution- people
Travel Agents- guides- chann el distribution - people- Travelagents- Guids- Airline servicesTravel Service- Seven Cs of Travel Service Marketing-(Marketing Challenges for services)
Railway Services Marketing Factors influencing passenger fares and freight rates.
REFERENCE BOOKS
1. Services Marketing- S.M. Jha Himalaya Publishing House.
2. Services Marketing Ravishankar Excel Books.

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