Assessment type: Group Presentation (50% weighting)

Individual Written Report (50% weighting)

Aims: To provide students with a significant insight into and understanding of conferences,
exhibitions and corporate events, critically assessing the range of events within this
sector and the micro and macro environmental factors critical to their current and
future success.

Learning outcomes:
By the end of the module, students will be able to:
1. Assess and critically discuss the range of events within the conferences, exhibitions and corporate
events sector.
2. Critically assess the requirements of each type of event and the power and influence of major
stakeholders.
3. Research and evaluate the micro and macro environmental factors and trends critical to the current
and future success of events within the sector.
4. Research and discuss sustainability and ethical issues surrounding conferences, exhibitions and
corporate events.

Indicative content:
● Industry structure, size and scope
● Conferences, exhibitions and corporate events client requirements from a venue perspective
● Conferences, exhibitions and corporate events client requirements and organizers perceptive
● Venue selection and negotiation
● Event design
● Program planning
● Marketing and sales
● Customer relations & management
● Stakeholder power, influence and management
● Micro and macro environmental factors and trends
● Environmental and sustainability issues in relation to conferences, exhibitions and corporate events
● Ethical debates and issues within the sector
● Consideration of the role of hotels, Trends, issues and future developments
● ICT and the use of other technology

Required reading:
Allen, J. (2009) Event Planning – The Ultimate to Successful Meetings, Corporate Events, Fundraising Galas,
Conferences and Conventions, Incentives and other Special Events. New Jersey: Wiley.
Davidson, R; Rogers, T. (2006) Marketing Destinations and Venues for Conferences, Conventions and
Business Events. A Convention and Event Perspective. London, Routledge.
Rogers, T. (2013) Conferences and Conventions – A Global Industry (3rd Edition). Oxford: Butterworth-
Heinemann

Recommended Reading:
Bowdin, G; Allen, J; O’Toole, W; Harris, R; McDonnell, I. (2011) Events Management (3rd Edition) Oxford:
Butterworth Heinemann.
Conway, D. (2009) The Event Manager’s Bible – The Complete Guide to Planning and Organising a Voluntary
or Public Event. Tavistock: How To Books.
Goldblatt, J. (2011) The Complete Guide to Greener Meetings and Events. Chicester: Wiley.
Goldblatt, J. (2014) Special Events - Creating and Sustaining a New World for Celebration. Hoboken, New
Jersey: Wiley.
Henderson, E, A. (2013) Ethics and Corporate Social Responsibility in the Meetings and Events Industry.
Hoboken, New Jersey: Wiley.
Masterman, G. (2006) Innovative Marketing communications for the Events Industry. Oxford: Butterworth-
Heinemann.
Tum, J; Norton, P; Wright, J. (2005) The Management of Event Operations. Oxford: Butterworth Heinemann.
(Available as an E Book).

The following journals contain papers relevant to this module:

Annals of Tourism Research
Event Management
International Journal of Event Management Research
International Journal of Event and Festival Management
International Journal of Hospitality Management
International Journal of Tourism Research
Journal of Convention and Event Tourism
Tourism Management

The following trade publications contain papers relevant to this module:

Access All Areas
Event
Leisure Studies
Main Event
Meetings and Incentive Travel

Websites
www.eventindustrynews.co.uk/
www.conference-news.co.uk
www.citmagazine.com

Social Media
@CITmagazine
@Conference_News
@IntlConfex
@Eventmagazine
Assignment/Coursework Brief

With the growth of regional tourism and bi-lateral immigration agreements between ASEAN and Asia
Pacific countries, ABC Travel and Tours, a local Singaporean company, has grown exponentially from
a small local company offering travel and tours services within the region to one that spans Asia Pacific.
Fortunately, Asia Pacific countries have agreed on a revised coordinated approach to the restriction of
free movement in response to the coronavirus pandemic for fully vaccinated travelers. In a bid to
maintain a revenue stream, and with the relaxation of certain pandemic restriction laws and
regulations, the Managing Director (MD) of ABC Travel and Tours sees an opportunity in the
Conference, Exhibitions and Corporate Events (CECE) sector and has asked your Team and you
Individually to work on a special project as follows:

Individual project – In addition, the MD has asked you to write a report focusing on research and evaluation
of the micro and macro environmental factors and current and future trends with focus on environmental
sustainability and ethical issues surrounding CECE in Singapore for face to face and online participation.

Assessment 2 - Individual report: (50%) 2000 words

Individual report - 2000 words uploaded in Moodle by the due date correctly formatted with a cover page,
executive summary, table of content and well-structured subheadings.
To help make decisions and to plan for future expansion of CB Travel and Tours into the CECE sector, you
need to understand the company’s Micro and Macro Environment in which it operates. An organization on its
own cannot affect these factors, nor can these factors directly affect the profitability of an organization. But
by understanding these environments, it is possible to maximize opportunities and minimize threats.
Conducting a strategic environmental analysis entails scanning these economic environments to detect and
understand the broad, long term trends.
A SWOT and STEEPLE analysis are useful tools for understanding the ‘big picture’ of the environment in
which an organization or sector is operating. Specifically, a STEEPLE analysis is a useful tool for
understanding risks associated with the market potential future direction. A STEEPLE analysis is often used
as a generic 'orientation' tool, finding out where an organization or product is in the context of what is
happening outside that will at some point affect what is happening inside an organization. The six elements
form a framework for reviewing a situation, and can also be used to review a strategy, position, or future
direction.
In your report you are specifically required to:
- Provide an introduction that discusses in detail how the CECE sector has changed in the last ten years.
- Produce a SWOT and STEEPLE analysis for the ‘CECE” sector and analyze current market trends
and issues and what future developments may occur.
- Evaluate environmental and sustainability issues in relation to conferences, exhibitions and corporate
events
- Analyze ethical issue within the sector in Singapore
- Provide your recommendations and an evaluation of your key findings
In your report you must demonstrate a wide use and range of various academic and industry reference
sources. Minimum 6 Academic and 6 factual/trade references are required, and the Harvard Referencing
System must be followed.

Additional Submission Guidelines

Students must follow submission guidelines as indicated in the Student Submission Guidelines document
uploaded in Moodle.
Individual report - MARKING SCHEME AND FEEDBACK FORM
Criteria Comments Grade
Draft submission /5
Drafts submitted on time and correctly.

Introduction that discusses in detail how /10

the CECE sector has changed in the last ten
years.

SWOT and STEEPLE analysis for the /20

‘CECE” sector

Analysis of current market trends and /20

issues and what future developments may
occur in the CECE sector.

Evaluation of environmental and /10

sustainability issues in relation to CECE

Analysis of ethical issue within the sector in /10

Singapore

Recommendations and an evaluation of key /10

findings

Minimum number of sources required met /10

and strict application of Harvard
Referencing Style

Structure, presentation and general /5

coherence

Mark Awarded: /100

Overall comments:
Marking Criteria

90-100% A quite exceptional and outstanding answer, providing insights which would not be available publicly,
and would, with some editing, be publishable. In addition to the features of the next section, this range is
distinguished by superior organisation, economic use of language and totally comprehensive, given the
conditions of the exercise.

80-89% An answer which demonstrates an excellent understanding of the question and of the complexity of
the issues involved. There is a sound basis of relevant factual knowledge and/or the theoretical issues
involved. Most of the important issues are dealt with in a detailed, specific and systematic way. There is
either some measure of original thinking in the answer or an accurate and comprehensive account is given in a
way which demonstrates understanding, for example by structuring the material such that it could not have
been based just on reproduction of lecture notes and programme material. Evidence of creativity, critical
approach, and wide reading beyond the core subject matter.

70-79% As above but a slightly less consistently excellent level. Alternatively, this range of mark may be
given for an answer which, while not having original insights, gives comprehensive and accurate coverage of
the issues at a high level throughout the answer, without significant omissions or errors.

60-69% An answer which demonstrates a clear understanding of the question and grasp of the complexity of
the issues involved. There is a sound basis of relevant factual knowledge and/or of theoretical issues involved,
with few significant errors. The issues involved are dealt with in a systematic way. Some of the issues may be
limited in critical approach but organised to display a comprehensive understanding and factual information
essentially complete.

50-59% An answer which demonstrates an understanding of the major or basic issues in the question. There
is a basis of factual knowledge and/or of relevant theoretical issues. Although some errors may be present, the
overall framework of the answer is sensible and accurate. Most of all the issues may be dealt with at the level
of obviously available programme material given to the student. The answer shows planning in its
construction, with a clear train of thought or development of argument present. Average competent
performance, well presented, demonstrating understanding of most of the essential issues.

40-49% An answer which demonstrates a limited understanding of the major or basic issues in the question.
There is some relevant factual knowledge and/or awareness of theoretical issues, but it is patchy. A few
significant errors may be present. The answer is not well planned, with little development of argument, and
often much irrelevant material is present. Lacks clarity of expression. The lower range (40-45) would include
an answer where relevant factual knowledge and/or awareness of theoretical issues is poor and confused, but
not absent. Many significant errors may be present. The answer is poorly planned, with little clear train of
thought or development of argument, and much of the answer may be irrelevant.

38-39% An answer which fails to demonstrate any appreciable understanding of the major issues or basic
issues of the question. Relevant factual knowledge and/or awareness of theoretical issues, if present at all, is
very poor and confused and very limited. Many significant errors may be present. Much or all of the answer
may be irrelevant. Poorly organised and very limited in scope.

30-37% Attempts an answer, but relevant factual knowledge and/or awareness of theoretical issues is very
poor and confused, and very limited with many significant errors.

10-29% Not clear that an answer is properly attempted. Only a few minor points made at all relevant to the
answer and these may be superficial. Most material is irrelevant or incorrect.

1-9% An answer that is so short or irrelevant that only a few marks are justified. For example, one or two
points may be made which show some peripheral awareness of certain possibly relevant issues.
Graduate Attributes

It is School policy that Graduate Skills should be embedded into module delivery and assessment. The
interactive nature of the seminars fulfil most of the requirements by encouraging discussion,
organisation and communication, and group discussion. By examining the assessment criteria, you
will note that Graduate Skills are also contained within them. More specifically, the following Skills
are included in the module overall:

● Problem Solving and Analytical Ability

● Inter-Personal Skills and Networking
● Global Citizenship (Diversity and Sustainability)
● Flexibility and Adaptability (Life-Long learning)
● Effective Communication
● Creativity and Innovation