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Event Management

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Administered by the Department of Apparel, Events, and Hospitality Management.

The program offers study for the degree of Bachelor of Science with a major in event management. The program prepares undergraduate students for careers in leading event and meeting management businesses. Through the major, students gain background and experiences in planning, budgeting, and implementing conferences, meetings, and other special events in the public or private sectors. Course work provides students with a general education plus professional preparation focusing on the concepts and principles involved in meeting and event planning strategy; special event management; stakeholder development; budgets and finance; site selection; contracts, vendors, and negotiations; marketing and promotions; food and beverage management; meeting technology; event evaluation; and hospitality law. Event electives include courses in event sustainability, event digital promotion, incentive meetings, and international conference planning. Supporting courses include foodservice, catering, promotion, brand management, trend analysis, fashion, and resource management.

The program also houses "The Meeting Room: Where Experiences and Technology Innovate," a lab designed to allow Event Management students to have hands-on access to a number of cutting-edge technology tools designed to let students focus on new and event disruptive ideas in events and meeting management.  The lab is equipped with virtual reality headsets, event sound and lighting equipment, wireless connectivity to displays for BYOD, and group/collaboration furniture.

Graduates from this program are prepared for careers in event planning (corporate events, celebrations, education, promotions, commemorations, trade shows, weddings, conferences, association events, exhibitions, festivals, philanthropies, entertainment, fundraising, conventions, and sport events) and small business development (entrepreneurship). Graduates demonstrate leadership characteristics and make decisions based on integrating knowledge of financial, human resources, promotion, and event management principles. Students are required to complete an internship in event management prior to graduation.  The student experience is enhanced through networking and development events with our Event Management Executive Advisory Council, meeting/event industry conferences and association meetings, and international experiences designed specifically for event management students.

The AESHM Department offers a minor in event management. The minor can be earned by successfully completing the following for a total of 15 credits. The minor must include at least 9 credits that are not used to meet any other department, college, or university requirement. 

9 credits are required:
EVENT 171Introduction to Event Management3
EVENT 371Conference and Meeting Planning3
EVENT 471Special Events Coordination3
And six credits of the following:6
Principles of Management in Human Sciences
Hospitality and Apparel Marketing Strategies
Principles of Marketing
Aesthetics of Consumer Experience
Entrepreneurship in Human Sciences
Hospitality and Event Technology Applications
Principles of Public Relations
Total Credits15

Leading to the degree Bachelor of Science

Total credits required:  123, including a minimum of 18 credits from the AESHM Department at Iowa State University for the degree. 

The curriculum in event management prepares students for careers in leading event and meeting management businesses.  Courses are required in general education, and the professional area.  Students majoring in Event Management are required to earn C- or better in all AESHM and EVENT courses, and all courses in the EVENT Core. 

Communication Proficiency Requirement:  Grade of C or better in ENGL 150 Critical Thinking and Communication, and ENGL 250 Written, Oral, Visual, and Electronic Composition.

Curriculum in Event Management

Administered by the Apparel, Events, and Hospitality Management Department.

Leading to the degree Bachelor of Science.

Total credits required: 123 including a minimum of 18 credits from the AESHM Department at Iowa State University for the degree. The curriculum in event management prepares students for careers in leading event and meeting management businesses. Courses are required in general education, and the professional area.  Students majoring in Event Management are required to earn C- or better in all AESHM and EVENT courses, and all courses in the EVENT Core.  Communication Proficiency Requirement:  Grade of C or better in ENGL 150 Critical Thinking and Communication, and ENGL 250 Written, Oral, Visual, and Electronic Composition.

A minor in event management is available; see requirements under Apparel, Events, and Hospitality Courses and Programs.

Cr. Degree Requirements

10 Communication Skills
ENGL 150Critical Thinking and Communication *3
ENGL 250Written, Oral, Visual, and Electronic Composition *3
LIB 160Information Literacy1
Select from:3
Interpersonal Communication
Professional Communication
Fundamentals of Public Speaking
Total Credits10
 9-10 Natural Sciences and Mathematical Disciplines
Select from:3
Introduction to Probability
Introduction to Mathematical Ideas
Discovering Mathematics
College Algebra
Discrete Mathematics for Business and Social Sciences
Survey of Calculus
Select from:3-4
Principles of Statistics
Introduction to Statistics
Natural Sciences3
Select from: Astronomy, Biology, Biochemistry, Chemistry, Ecology, Entomology, Environmental Science, Environmental Studies, FS HN 101 (Food and the Consumer), FS HN 167 (Human Nutrition), Genetics, Geology, Meteorology, Horticulture, Microbiology, Physics or A M D 204
Total Credits9-10
9 Social Sciences
ECON 101Principles of Microeconomics3
Select from:6
Dress, Appearance, and Diversity in Society
Principles of Macroeconomics
Individual and Family Development, Health, and Well-being
Introduction to American Government
Introduction to Psychology
Developmental Psychology
Social Psychology
Introduction to Sociology
Total Credits9
6 Humanities
AESHM 342Aesthetics of Consumer Experience3
World Languages and Cultures (Foreign Language) course suggested OR courses from African and African American Studies, American Indian Studies, Anthropology, Art History, Classical Studies, CMDIS 286, DSN S 183, History, INTST 235, Literature, Philosophy, Religious Studies, Music or Dance Appreciation, Women and Gender Studies, Theater3
Total Credits6
24-27 Core Courses
EVENT 171Introduction to Event Management3
EVENT 212Digital Production in Event Management3
EVENT 367Event Sales3
EVENT 371Conference and Meeting Planning3
EVENT 423International Meetings and Conferences Management3
EVENT 471Special Events Coordination3
EVENT 485Event Production3
AESHM 470FSupervised Professional Internship: Event Management3-6
Total Credits24-27
28-29 Professional Courses
ACCT 284Financial Accounting3
AESHM 112Orientation for AESHM1
AESHM 113EProfessional Development for AESHM: Event and Hospitality Management - Directions Learning Community1-2
or AESHM 213 Transitions: Pre-Professional Strategies and Career Explorations
AESHM 238Human Resource Management3
AESHM 287Principles of Management in Human Sciences3
AESHM 311ESeminar on Careers and Internships: Event Management and Hospitality Management1
AESHM 340Hospitality and Apparel Marketing Strategies3
or MKT 340 Principles of Marketing
AESHM 411ESeminar on Current Issues: Events and Hospitality1
AESHM 474Entrepreneurship in Human Sciences3
H S 105First Aid and Emergency Care2
HSP M 101Introduction to the Hospitality Industry3
HSP M 133Food Safety Certification1
Select from:3
Legal Environment of Business
Hospitality Law
Total Credits28-29
15 Event Management Electives
EVENT 277Introduction to Digital Promotion in Event Management3
EVENT 289Contemporary Club Management3
EVENT 320Attractions and Amusement Park Administration3
EVENT 328Incentive Meeting Management3
EVENT 333Entertainment Venue Management3
EVENT 373Wedding Planning and Management3
EVENT 378Sustainable Event Management3
EVENT 379Nonprofit Fundraising Event Planning3
EVENT 486XAdvanced Event Production3
9 Professional Electives
Select from:9
Supervised Work Experience I
First Year Student Field Study: Hospitality and Event Management
Leadership Experiences and Development (LEAD)
Creativity on Demand
Supervised Work Experience II: Event Management
Fashion Show Production and Promotion
Orientation to International Field Study
AESHM 365X
Event, Hospitality, and Retail Risk Management
International Field Study
Developing Global Leadership: Maximizing Human Potential
Supervised Professional Internship: Event Management
Fashion Show Management
Retail Merchandising
Visual Presentation and Promotions
Event Management Sophomore Mentorship
Introduction to University Dining Services Management
Global Tourism Management
Non-Alcoholic Beverages and Café Operations
Wine and Spirits in Hospitality Management
Wine, Spirits, and Mixology Laboratory in Hospitality Management
HSP M 385X
Beer and Brewed Beverages in the Hospitality Industry
Hospitality and Event Technology Applications
Fine Dining Event Management
Floral Design
HORT 132X
Wedding and Event Floral Design
Recreational Sport Management
Principles of Public Relations
Publicity Methods
Total Credits9

Event Management, B.S.

Freshman
FallCreditsSpringCredits 
AESHM 1121ECON 1013 
AESHM 113E2ENGL 2503 
ENGL 1503LIB 1601 
EVENT 1713Humanities "Select from" course3 
HSP M 1013Natural Sciences "Select from" course3 
Social Science "Select from" course3Professional Electives course3 
 15 16
Sophomore
FallCreditsSpringCredits 
AESHM 2873ACCT 2843 
EVENT 2123AESHM 2383 
Event Management elective course3Select from:3 
Math "Select from" course3  
Social Science "Select from" Course3  
 HSP M 1331 
 Speech/Communication "Select from" course3 
 General Elective3 
 15 16
Junior
FallCreditsSpringCreditsSummerCredits
AESHM 311E1EVENT 3673AESHM 470F3
AESHM 3403EVENT 4713 
AESHM 3423STAT 101 or 1043-4 
EVENT 3713Event Management Electives course3 
Event Management Electives course3Professional Electives course3 
General Elective3  
 16 15-16 3
Senior
FallCreditsSpringCredits 
AESHM 411E1AESHM 4743 
EVENT 4853EVENT 4233 
H S 1052Event Management Electives course3 
Event Management Electives Course3General Elective1 
General Elective6Professional Electives course3 
 15 13
Total Credits: 124-125

Expand all courses

Courses

Courses primarily for undergraduates:

(3-0) Cr. 3. F.S.


Overview of the event management industries. Techniques and procedures required for producing successful and sustainable events.

(1-2) Cr. 2. S.

Prereq: Sophomore classification; AESHM 113 or 213; EVENT 271; by application only
Event Management sophomore students will be paired with a professional mentor in the event industry. Students will meet in the class and individually with their professional mentor throughout the spring semester. Students will be assessed on their experience through reflection, presentation, and mentor evaluation.

(2-2) Cr. 3. F.

Prereq: Event Management major
Applications of skills in Adobe Suite and other software technologies. Introduction to design elements used within the event management industry with a focus on digital publishing of marketing and promotional materials, wayfinding, and other stationery items. Face-to-face lecture and laboratory work.

Cr. 3. F.S.

Prereq: EVENT 271
Event management digital channels and platforms, including display advertising, search advertising, social media, and mobile. Students will be introduced to the most popular event management platforms as well as digital event management topics of visual marketing, digital media planning, and content marketing.

(Cross-listed with HSP M). (3-0) Cr. 3. F.S.

Prereq: HSP M 101
Organization and management of private clubs including city, country, and other recreational and social clubs. Field trip may be required.

Cr. 1-2. Repeatable, maximum of 4 credits. F.S.SS.

Prereq: Freshman or Sophomore Classification. Permission of instructor, adviser, and department chair.
Independent study on topics of special interest to the student, facilitated by approved faculty member. No more than 9 credits of EVENT 290 and EVENT 490 may be applied towards graduation requirements.

(Cross-listed with HSP M). (3-0) Cr. 3. S.

Prereq: HSP M 101 or permission of instructor
Examination of current issues in the attractions and amusement park industry. Emphasis will be placed on development and design along with the functional departments of modern amusement parks and themed attractions.

Cr. 3. F.

Prereq: EVENT 271, Event Management major
Overview of the incentive meeting industry. Focus on incentive meeting planning, destination selection, program development, risk management, cultural aspects of international/national site selection and incentive meeting execution, and incentive meeting evaluation.

(3-0) Cr. 3. F.S.

Prereq: EVENT 271 or equivalent
Organization and management of various types of entertainment venues including clubs, theaters, auditoriums, and arenas.

(3-0) Cr. 3.

Prereq: EVENT 271; AESHM 340
Overview of sales marketing management in the event industry and the role of the professional event sales manager in the marketing process. As an event professional, learn best sales practices to develop your personal selling style, to build on your strengths, and to create a referral business that delivers results. Principles covered include the characteristics and skills necessary for success in sales; strategic planning; sales leadership; analyzing customers and markets; designing and developing the sales force; the importance of relationship building; process management; and measurement, analysis, and knowledge management.

(3-0) Cr. 3. F.S.

Prereq: EVENT 271 and junior standing
Application of event management principles to conference and meeting planning. Providing a comprehensive introduction to the key planning elements of the global conference, convention and meetings.

(3-0) Cr. 3. F.S.

Prereq: EVENT 271 and Event Management major
Overview of wedding event industry. Focus on wedding planning processes and implementation, design, and business planning and development.

Cr. 3. S.

Prereq: EVENT 271, EVENT majors.
Introduction to international sustainable event standards, and how to measure the environmental impact of an event. Topics include ethics, corporate social responsibility (CSR), and sustainability related practices.

Cr. 3. F.

Prereq: EVENT 271, Instructor's permission.
The role of Nonprofit Organizations (NPOs) in the United States, and how NPOs secure essential income and help educate donors, guests, and volunteers of the organizational mission. Fundamentals of an event-based fundraising (e.g., a gala dinner) or community-based fundraising (e.g., runs, walks, and rides). Budgeting, marketing outreach, logistics management. Use of strategic tools, such as website and social media, to help increase financial success of a fundraising event.

Cr. 1-3. Repeatable, maximum of 6 credits. F.S.SS.

Prereq: EVENT Junior or Senior Classification and Permission of Instructor
Intensive 2 to 8 week workshop exploration. Topics vary each time offered. Maximum of 6 Event 393 credits can be applied to graduation.

Cr. 3. S.

Prereq: EVENT 271, EVENT 371
A comprehensive understanding of the strategies, procedures and nuances of planning and executing multinational and multicultural meetings, expositions, conventions or events held outside of the United States. The international aspects that will be covered include planning, budgeting, logistics, venue selection, risk management, and cross-cultural understanding.

(Dual-listed with EVENT 531). Cr. 3. S.

Prereq: Graduate-level standing and permission by instructor.
Operational and strategic challenges in the event management industry through directed case studies, roundtable discussions, and industry-related readings. Students will critically evaluate case studies related to event management in areas of event strategy, financial management, event operations, stakeholder development, event design, marketing, and other event topics.

(3-0) Cr. 3. F.S.

Prereq: EVENT 371 and junior standing; permission of instructor.
Advanced application of event management. Provide leadership and communicate direction for production of an event including developing event strategy, financial management, wayfinding, volunteer management, and event marketing. Discussion of fairs, festivals, Olympics, World's Fairs, unplanned events, lifecycle events.

(3-0) Cr. 3. F.S.

Prereq: EVENT 371
Event management production and design elements, including experience design, technical equipment, staging, lighting, and set design. Students will develop a design concept and event proposal to be implemented as part of EVENT 486X.

Cr. arr. Repeatable.

Prereq: Sections B-D: Program approval; Section H: Full membership in Honors Program
Independent study.

Cr. arr. Repeatable.

Prereq: Program approval
Independent study.

Cr. arr. Repeatable.

Prereq: Program approval.
Independent study.

Cr. arr. Repeatable.

Prereq: Sections B-D: Program approval; Section H: Full membership in Honors Program
Independent study.