This course focuses on examining the unique characteristics of the event and entertainment industry. It gives advanced knowledge of how to research, organize, stage, manage and market different types of events and entertainment. This course examines the challenges that the industry faces and will cover topics such as basic event industry concepts, feasibility, venues and sites selection, legal compliance, risk management, marketing strategies, sponsorship and event bids. Students will be able to progress their communication, research and analytical skills.

Upon completion of this course, students will be able to: 1. Evaluate the knowledge and theories of event and entertainment management (EEM) Students will be able to examine and evaluate the theories and concepts in the context of the event concept through to effectively planning and staging the event within an integrated resort setting. 2. Analyze the structure of the EEM industry in tourism and hospitality Students will analyze the multifaceted EEM sector from small to major events and the entertainment within, and in particular how it is used as a key component in marketing and promoting the property, and the products and services within, as well as a stand-alone revenue source such as the MICE (meetings, incentive travel, conventions, exhibitions) industry, concerts and shows. Also analyzed will be special events which can include grand openings of integrated resorts, festivals and contests which are intertwined with many entertainment components such as celebrities, music, visuals and venues. 3. Apply actions required to successful engage and implement an EEM strategy across the integrated resort Students will be able to apply the major actions and tasks needed to plan and stage EEM strategy from gaming to non-gaming, department specific or property wide. 4. Evaluate and implement appropriate EEM theories and concepts Students will be able to analyze and apply various EEM theories and concepts to IR development and to its practical application in the hospitality and tourism industry. 5. Communicate and respond to the diversity that prevails within EEM production Students will be able to communicate and respond appropriately to the several stakeholders in EEM, across IR departments and external to the property. 6. Evaluate issues and apply professional skills and management knowledge to complex and unstructured problems in EEM in hospitality and tourism. Students will be able to identify EEM development and management problems within the context of hospitality and tourism, and apply management knowledge and skills to solve the problems. Students will also be able to organize and analyze related numerical and graphical data, and translate these into business information.