This document outlines the syllabus for an event management course taught from October 2011 to January 2012 at Izmir University of Economics. The syllabus includes an introduction and lists the weekly topics that will be covered over the 15-week period, such as event classifications, event life cycles, event planning, operation, and reporting. It also provides examples of class presentations and assignments. Reading materials like textbooks and publications are referenced. Related associations are listed.

1. Event Management
PRA-417 SYLLABUS
Hakan Türkkuşu
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

2. Event Management 
INTRODUCTION
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

3. Oct 2011 
week & date
1 -
2 -
Introduction:
-lectures
3
-BTL vs ATL weekly subjects...
20/10/2011
-communication
-FAQ
What is “event”
-background of the event management
4
-SMART objectives presentation of MRR
27/10/2011
5Ws of event management & soul of H
Essentials of an event: DRIVE
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

4. Nov 2011 
Classification of the events...
5 - Mass: target audience / goers presentation of GA
03/11/2011 - Venue: content / profile success formula of AE
- Time: time bound / frequency
Methodology of “management”
- inhouse
6
- outsource i-Desk of NestNet
10/11/2011
Budget is the Bible...
Risk analysis / Anatomy of an event
Life cycle of an event
7 - birth / pre-event: plan
samples of the proposals
17/11/2011 - life / operation: data & flow
- end / post-event: report
8
Quiz (mid-term)
24/11/2011
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

5. Dec 2011 
Plan:
9 - brief / re-brief
presentation of LW
01/12/2011 - concept / design
- SWOT analysis
Operation:
- contract/s: client & contractors
10 suppliers’ db of
- area / venue hunting: uniqueness
08/12/2011 NestNet
- purchasing: venue, show, tech, food, etc...
- learning / feed back
Report:
11
- ROO reports of NestNet
15/12/2011
- ROI
12 Crisis management
presentation of MRR
22/12/2011 - Conclusion: 5Ps of event management
Event Matrix
13 - planning team
experience of the class
29/12/2011 - operation crew
- reporting staff
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

6. Jan 2012 
Critics for Event Management Team
14
- failures / mistakes discussion of the class
05/01/2012
- role of MC / SpokesPerson
Life is an Event, Experience makes it much better...
Manage your life...
- C Level
- Director (Managing / Executive)
15 - Associate / Coordinator
talkings & listenings...
12/01/2012 - Manager / Leader
- Supervisor / Head
- Employee: Staff, Crew
- Non-Employee: Consultant, etc...
- Client / Consumer / Participants
16
Exam (final)
19/01/2012
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

7. Books 
21st Century Global Evenet Management, Joe Jeff Goldblatt
Art of the Event, James C. Monroe – Robert A. Kates
Coach’luk Yolunda SWOT, Hakan Türkkuşu (internal)
Corporate Event Project Management, William O’Toole – Phyllis
Mikolaitis
Event Design& Experience, Graham Berridge
Event Entertainment & Production, Mark Sonder
Event Management & Event Tourism, Donald Getz
Event Management & Sustainability, Razaq Raj–James Musgrave
Event Management, Charles Bladen, James Kennell, Nick Wilde
Event Marketing, Leonard H. Hoyle
Event Planning Ethics & Etiquette, Judy Allen
Event Planning, Judy Allen
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

8. Books... 
Events Management, Glenn Bowdin - Johnny Allen – Willian
O’Tooole – Rob Harris
Festivals & Event Management, Ian Yeoman – Martin Robertson –
Jane Ali-Knight – Siobhan Drummond
Festivals & Special Event Management, Johnny Allen – William
O’Toole – Ian McDonnell – Robert Haris
Global Meetings & Exhibitions, Crol Krugman
HR Management for Events, Lyen van der Wagen
Innovative Marketing Communications, Guy Masterman – Emma
H. Wood
Int’l Perspective of Festivals & Events, Alan Fyall – Jane Ali-
Knight – Martin Robertson – Adele Ladkin
Professional Event Coordination, J.R. Silvers – Joe Goldblatt
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

9. Books... 
Management of Event Operations, Julia Tum - Philippa Norton –
J. Nevan Wright
Risk Management for Meetings & Events, Julia Rutherford Silvers
Special Event Production, Doug Matthews
Special Events, Joe Jeff Goldblatt
Strategic Sports Event Management, Guy Masterman
Strategies & Tactics in Supply Chain, Springer
Succesfull Event Management, Anton Shone
Supervisor / Coach, Hakan Türkkuşu (internal)
Sustainable Event Management – Meegan Jones
The Event Managers Bible, D.G. Conway
The Guide to Successful Destination Management, Pat
Schaumann
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

10. Associations... 
AMEC Association of Media Evaluation Companies
IAAPA International Association of Amusement Parks & Attractions
IABC International Association of Business Communicators
IPMA International Project Management Association
ISES International Special Event Society
ISMP International Society of Meeting Planners
TEA Themed Entertainment Association
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

11. Search Engine 
Alta Vista
Ask
Bing
Google
Yahoo
Yandex
...
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

12. Which browser is your favorite?
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

13. Why? 
BTL vs ATL
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

14. What is BTL? 
BTL stans for Below the Line & contrary to ATL that stands for Above
the Line
BTL is an activity as used by marketeers to bring in awareness to a
specific target market, by following a conventional marcom
approach that lays emphasis towards using various Direct
Marketing tools.
This includes roadshows, placing stalls in malls, participating in
exhibitions, undergoing door to door selling, test marketing, in-
house public awareness campaigns and many more...
Let’s say EVENT
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

15. What is ATL? 
ATL is contrary to BTL, as you can guess easily...
Above the Line is based on the marketing activities performed via
traditional media, such as the press, the tv, cinema, radio.
Let’s say ADVERTISEMENT
shortly Ad’s
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

16. BTL vs ATL 
BTL type of marketing activity is
- often more cheap than ATL
- more focused when compared with ATL
BTL is rather more quantitative then as compared to ATL that can be
more expensive and more qualitative, since it focuses towards
attracting the mass market in general.
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

17. Thanks for your time... 
UESTIONS
NSWERS
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©

18. Contact 
 hakan@turkkusu.com
 www.turkkusu.com
 +9 0532 215 44 37
 +9 0212 263 71 74 pbx
+9 0212 263 71 40 pbx
+9 0212 347 45 56 pbx
 +9 0212 609 63 51
+9 0212 347 45 59
 41°08'82,55" K/N - 28°90'33,45" D/E
41°03'53,17" K/N - 29°00'29,67" D/E
 Abdi İpekçi Caddesi, TEM Avrupa, 8/10 GOP 34255 İstanbul
Yıldız Posta Caddesi, 13/3, Esentepe, Beşiktaş 34349 İstanbul
WE SERVE WORLDWIDE
İzmir Ekonomi Üniversitesi Oct 2011 - Jan 2012 ©