Handbook

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.