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. To complete the program, a student combines general education, Event core classes, and a structure of focused courses to form an option in:(a) corporate/business events, (b) virtual events, (c) social events: weddings and nonprofit events, (d) sport events, or (e) innovative event experiences in retail.
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 171 | Introduction to Event Management | 3 |
| EVENT 371 | Conference and Meeting Planning | 3 |
| EVENT 471 | Special Events Coordination | 3 |
| And six credits of the following: | 6 | |
| Principles of Management in Human Sciences | ||
| Hospitality and Apparel Marketing Strategies | ||
or MKT 340 | Principles of Marketing | |
| Aesthetics of Consumer Experience | ||
| Entrepreneurship in Human Sciences | ||
| Hospitality and Event Technology Applications | ||
| Principles of Public Relations | ||
| Total Credits | 15 | |
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 150 | Critical Thinking and Communication * | 3 |
| ENGL 250 | Written, Oral, Visual, and Electronic Composition * | 3 |
| LIB 160 | Information Literacy | 1 |
| Select from: | 3 | |
| Interpersonal Communication | ||
| Professional Communication | ||
| Fundamentals of Public Speaking | ||
| Total Credits | 10 | |
9-10 Natural Sciences and Mathematical Disciplines
| Select from: | 3 | |
| Introduction to Probability | ||
| Introduction to Mathematical Ideas | ||
| College Algebra | ||
| Discrete Mathematics for Business and Social Sciences | ||
| Survey of Calculus | ||
| Select from: | 3-4 | |
| Principles of Statistics | ||
| Introduction to Statistics | ||
| Natural Sciences | 3 | |
| 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 Credits | 9-10 | |
9 Social Sciences
| ECON 101 | Principles of Microeconomics | 3 |
| 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 Credits | 9 | |
6 Humanities
| AESHM 342 | Aesthetics of Consumer Experience | 3 |
| 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, Theater | 3 | |
| Total Credits | 6 | |
4-8 General Electives
24-27 Core Courses
| EVENT 171 | Introduction to Event Management | 3 |
| EVENT 212 | Digital Production in Event Management | 3 |
| EVENT 367 | Event Sales | 3 |
| EVENT 371 | Conference and Meeting Planning | 3 |
| EVENT 471 | Special Events Coordination | 3 |
| EVENT 485 | Event Production | 3 |
| EVENT 486X | Advanced Event Production | 3 |
| AESHM 470F | Supervised Professional Internship: Event Management | 3-6 |
| Total Credits | 24-27 | |
33 Professional Core Courses
| ACCT 284 | Financial Accounting | 3 |
| AESHM 111L | AESHM Program Orientation, Careers, and Learning Community | 1 |
| AESHM 111X | Professional Development for AESHM | 3 |
| AESHM 211 | Leadership Experiences and Development (LEAD) (Remove AESHM 211) | 3 |
| AESHM 238 | Human Resource Management | 3 |
| AESHM 287 | Principles of Management in Human Sciences | 3 |
| AESHM 311E | Seminar on Careers and Internships: Event Management and Hospitality Management | 1 |
| AESHM 340 | Hospitality and Apparel Marketing Strategies | 3 |
| or MKT 340 | Principles of Marketing | |
| AESHM 474 | Entrepreneurship in Human Sciences | 3 |
| HSP M 101 | Introduction to the Hospitality Industry | 3 |
| HSP M 133 | Food Safety Certification | 1 |
| H S 105 | First Aid and Emergency Care | 2 |
| Select from: | 3 | |
| Legal Environment of Business | ||
| Hospitality Law | ||
| HSP M 260 | Global Tourism Management | 3 |
| Total Credits | 35 | |
15 Professional Elective Courses
| EVENT 277 | Introduction to Digital Promotion in Event Management | 3 |
| EVENT 289 | Contemporary Club Management | 3 |
| EVENT 320 | Attractions and Amusement Park Administration | 3 |
| EVENT 328 | Incentive Meeting Management | 3 |
| EVENT 333 | Entertainment Venue Management | 3 |
| EVENT 373 | Wedding Planning and Management | 3 |
| EVENT 378 | Sustainable Event Management | 3 |
| EVENT 379 | Nonprofit Fundraising Event Planning | 3 |
| EVENT 383X | Sport Events | 3 |
| AESHM 170 | Supervised Work Experience I | 1 |
| AESHM 180E | First Year Student Field Study: Hospitality and Event Management | 2 |
| AESHM 222 | Creativity on Demand | 3 |
| AESHM 270F | Supervised Work Experience II: Event Management | 2 |
| AESHM 272 | Fashion Show Production and Promotion | 2 |
| AESHM 281 | Orientation to International Field Study | 1 |
| AESHM 365X | Event, Hospitality, and Retail Risk Management | 3 |
| AESHM 381 | International Field Study | 1-3 |
| AESHM 421 | Developing Global Leadership: Maximizing Human Potential | 3 |
| AESHM 470F | Supervised Professional Internship: Event Management | 3-6 |
| AESHM 472 | Fashion Show Management | 2-3 |
| A M D 275 | Retail Merchandising | 3 |
| A M D 377 | Visual Presentation and Promotions | 3 |
| HSP M 189 | Introduction to University Dining Services Management | 1 |
| HSP M 280 | Non-Alcoholic Beverages and Café Operations | 3 |
| HSP M 383 | Wine and Spirits in Hospitality Management | 2 |
| HSP M 383L | Wine, Spirits, and Mixology Laboratory in Hospitality Management | 1 |
| HSP M 385 | Beer and Brewed Beverages in the Hospitality Industry | 1 |
| HSP M 437 | Hospitality and Event Technology Applications | 3 |
| HSP M 487 | Fine Dining Event Management | 3 |
| HORT 131 | Floral Design | 2 |
| HORT 132X | Wedding and Event Floral Design | 2 |
| KIN 399 | Recreational Sport Management | 3 |
| P R 220 | Principles of Public Relations | 3 |
| P R 305 | Publicity Methods | 3 |
Primary Options:
Select one professional primary option from the following five choices:
CORPORATE/BUSINESS EVENTS (9 cr.)
| EVENT 289 | Contemporary Club Management | 3 |
| EVENT 320 | Attractions and Amusement Park Administration | 3 |
| EVENT 378 | Sustainable Event Management | 3 |
| Total Credits | 9 | |
VIRTUAL EVENTS (9 cr.)
| EVENT 277 | Introduction to Digital Promotion in Event Management | 3 |
| EVENT 393 | Event Management Workshop | 3 |
| HSP M 437 | Hospitality and Event Technology Applications | 3 |
| Total Credits | 9 | |
SOCIAL EVENTS: WEDDINGS AND NONPROFIT EVENTS (9 cr.)
| EVENT 373 | Wedding Planning and Management | 3 |
| EVENT 379 | Nonprofit Fundraising Event Planning | 3 |
| HSP M 487 | Fine Dining Event Management | 3 |
| Total Credits | 9 | |
SPORTS EVENTS (9 cr.)
| AESHM 270F | Supervised Work Experience II: Event Management | 2 |
| EVENT 383X | Sport Events | 3 |
| HSP M 189 | Introduction to University Dining Services Management | 1 |
| KIN 399 | Recreational Sport Management | 3 |
| Total Credits | 9 | |
INNOVATIVE EVENT EXPERIENCES IN RETAIL
(9 cr.)
| A M D 275 | Retail Merchandising | 3 |
| AESHM 345X/346X | Retail/Hospitality Experiences & Events | 3 |
| A M D 377 | Visual Presentation and Promotions | 3 |
| Total Credits | 9 | |
Event Management, B.S.
| Freshman | |||||
|---|---|---|---|---|---|
| Fall | Credits | Spring | Credits | ||
| AESHM 111L | 1 | AESHM 211 | 3 | ||
| AESHM 111X | 1 | ECON 101 | 3 | ||
| ENGL 150 | 3 | ENGL 250 | 3 | ||
| EVENT 171 | 3 | LIB 160 | 1 | ||
| HSP M 101 | 3 | Humanities "Select from" Course | 3 | ||
| Social Science "Select from" Course | 3 | Natural Sciences "Select from" Course | 3 | ||
| 14 | 16 | ||||
| Sophomore | |||||
| Fall | Credits | Spring | Credits | ||
| AESHM 287 | 3 | ACCT 284 | 3 | ||
| EVENT 212 | 3 | AESHM 238 | 3 | ||
| Professional Electives Course | 3 | Select one (1) class from: | 3 | ||
| Math "Select from" Course | 3 | ||||
| Social Science "Select from" Course | 3 | ||||
| HSP M 133 | 1 | ||||
| Speech/Communication "Select from" Course | 3 | ||||
| Professional Electives Course | 3 | ||||
| 15 | 16 | ||||
| Junior | |||||
| Fall | Credits | Spring | Credits | Summer | Credits |
| AESHM 311 | 1 | EVENT 367 | 3 | AESHM 470F | 3 |
| AESHM 340 | 3 | EVENT 471 | 3 | ||
| AESHM 342 | 3 | Select one (1) class from: | 3-4 | ||
| EVENT 371 | 3 | ||||
| 'Option' Course | 3 | ||||
| General Elective Course | 3 | Professional Electives Course | 3 | ||
| 'Option' Course | 3 | ||||
| 16 | 15-16 | 3 | |||
| Senior | |||||
| Fall | Credits | Spring | Credits | ||
| EVENT 485 | 3 | AESHM 474 | 3 | ||
| H S 105 | 2 | EVENT 486X | 3 | ||
| General Elective Course | 3 | HSP M 260 | 3 | ||
| 'Option' Course | 3 | General Elective Course | 1-2 | ||
| Professional Electives Course | 3 | Professional Electives Course | 3 | ||
| 14 | 13-14 | ||||
| Total Credits: 122-124 | |||||
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. S.
Prereq: EVENT 171 or 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. 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, advisor, 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 171 or 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 destination, incentive meeting execution, and incentive meeting evaluation.
(3-0) Cr. 3. F.S.
Prereq: EVENT 171 or EVENT 271 or equivalent
Organization and management of various types of entertainment venues including clubs, theaters, auditoriums, and arenas.
(3-0) Cr. 3. F.S.
Prereq: EVENT 171 or 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 171 or 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 171 or 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 171 or 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 171 or 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 171 or 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. F.
Prereq: Graduate-level standing
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, stakeholder relations, risk management, fundraising and sponsorship, promotion, developing objectives, and evaluation and assessment. Students will develop a conference design proposal to be implemented as part of EVENT 486.
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.
Courses primarily for graduate students, open to qualified undergraduates:
(Dual-listed with EVENT 431). Cr. 3. F.
Prereq: Graduate-level standing
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.
Cr. 3. S.
Prereq: Graduate standing
Advanced meeting and event planning topics including event strategy, event risk and security management, event financial management, event design, event project management, and event tourism strategy.
(3-0) Cr. 3.
Prereq: Graduate level standing
Creative component as arranged with instructor.
Courses for graduate students:
Cr. 3. SS.
Prereq: STAT 401 or a graduate level course in statistics or by permission of instructor
Analysis and application of theories and research methodologies in event management and is designed to strengthen students’ analytical and critical perspectives to evaluate event management research. Multidisciplinary approach to the areas of sports events, festivals and fairs, conventions and tradeshows, mega events, and event tourism.