BBA in Event Management | (3 years)

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Programme offered under an agreement with Rajiv Gandhi National Institute of Youth Development- an Institute of National Importance

Objectives of the Course

The objective of this 3-year, 6-semester course is to give students an in-depth understanding of the Event Management and Experiential Marketing industry. Over the course of their study, the students will be exposed to Management topics; Contextual studies (General Education) as well as practical and theoretical topics of event management and experiential marketing to gain a holistic perspective of the event management industry and its best practices and methods. A whole array of subjects that incorporate various disciplines of event management practice is taught to the students to create a strong base of understanding and knowledge.

Overview of the Indian Event Management & Experiential Marketing Industry

The Event Management Industry came into focus in India in the early 90’s, where marketers, advertisers and brands started understanding the need for more immersive and engaging communication tools to connect with consumers.
While conventional advertising still played a key role in brand communication at that time, Event Management, Activations (then known as Below The Line Advertising), Experiential and Live Communication slowly gained momentum as more and more marketers realized the potential of the live engagement and its measurability and efficacy in engaging with consumers.
As per the Ernst & Young Report 2017 the event management industry is currently pegged at INR 10,000 CR+ with a growth rate of 16 % (YOY) Although this is only 0.17 % of the Global Event Management Industry , The Indian Event Market has been growing at 5.7 % more than the global industry, Also this data does not tap into the huge un-organized wedding planning market and the revenues accrued from the Hospitality Industry which also host events and conventions without the use of a regular event management agency. With more and more cities moving towards urbanization, a larger digital footprint, more access to information and trends, the growth of event management industry is slowly percolating to rural India.
The E & Y Report further states that Digital Events, Sports, Intellectual Properties and Personal Events are the next big growth opportunities within the industry with Rural Activations being the biggest sector that will change revenue dynamics and industry focus for a lot of players in the years to come.

The Event Management Industry
The downside:
  • The biggest impediment to the industry as per the recent E & Y report, is the lack of quality trained manpower. With more than 83 % respondents interviewed in the study, stating this as the no 1 reason that leads to growth impediment.
  • Lack of quality training combined with the challenge of retaining best talent (the whole business model is dependent on talent and their use in the industry) and the time that agencies invest in bringing up untrained or semi-trained professionals at par with their business service model, are still a major cost concern that impact profitability for most event agencies.
  • Since, there are very few training institutes in the country that offer comprehensive “industry driven” education programmes, and while these churns out around 2000 students per year, however the need of the industry is much more, and expectations of quality training is still sub-par.
  • There is no syndicated method or material available or text books that teach the diverse aspects of event management, and given the dynamic needs of each client for various types of events, it is difficult to find a published document or template that could be a thumb rule or a Standard Procedure for execution of similar events. Hence the need for having industry specialists train, teach and hire students for “On the Job” Training is the correct approach to event education which would result in quality manpower for the industry.
  • Rising Costs due to onerous regulations and taxation, Inability to demonstrate ROI to clients and Inadequate Infrastructure are some of the other detriments to the industry.
SWOT Analysis of the Event Management Industry:
Strengths:
  • Digitization, Modernization, Access to Information and increased consumer awareness has led to a rapid growth in the event management sector.
  • The industry is set to rise at 16 -18 % (YOY) and will see more players choosing to be specialists in a particular type of event, than only those who do general event management.
  • Role of Event Management and its need is now more recognized in the services and human resource driven industries and a lot of these companies are looking at trained professionals with event management as a core background, this opens up a huge employment potential in businesses like hotels, resorts, KPO’s, Insurance, Banks, Hospitals and Pharmaceutical Marketing, IT start ups, etc.
  • With increased awareness in Fitness, Sports and Sports Marketing, The sports management industry will grow at 18-20 % yearly and as Indian Youth continues to see beyond cricket, Indian Sports Management Business will continue to grow with football, long distance running, basketball, golf, yoga and alternative wellness taking a major pie of the sporting events calendar each year.
  • Rural Consumerism and Entertainment Commerce is on the rise and with smartphones and internet reaching far and deep into the heartlands of India, there is going to be a more intense need to create immersive outreach programmes and events that are “glocal”. More and more agencies are going to create models that create measurable, sustainable models of “live outreach” that help brands communicate and sell more personally to its rural consumers.
Weaknesses:
  • Trained and Qualified Manpower or the lack of it, is one of the biggest challenges and weakness that the industry faces currently.
  • Since the segment lacks industry status, it’s difficult to obtain credit
  • Many states have different permissions and policies with respect to hosting events and shows, this makes it complicated and cumbersome for event managers to organise events in different parts of India and the facility of a single window clearance from the government remains an unanswered dream.
  • A large number of cities lack venue infrastructure as compared to other global cities and this undermines India’s ability to pitch and host international events and conferences.
Opportunities:
  • As India marches to globalization and more international companies knock on the Indian consumer’s door, there is an increased need to market these products keeping in mind the global approach and the Indian mentality, this kind of spontaneous and diversified communication can only come from Events and Activation.
  • Digitization, Internet, Smart Phones and E-Commerce has changed the Indian Marketplace, Indian Consumers are more exposed to global entertainment trends, and are more aware of technological advancement. The informed and affluent Indian is now making informed choices as far as entertainment is concerned and that means global technology, production design, trends, talent and practices of executing events are becoming more and more advanced and up to date than ever before
  • In the last 10 years more than 20 International Event Companies/Media Houses have evinced interest/ created JVs/ acquired Indian Event Companies to further their interests in India, this only proves at how keenly the world is looking at the Indian Event Management Market and this will only continue to grow.
  • Increased spending by the government on events and activation to create direct outreach programmes to promote its policies and disseminate information has brought a sharp focus to government driven events. This trend will continue to grow and it is expected that the government-based events will increase by 18-20 % in 2022.
Threats:
  • Being a fragmented and yet unorganized sector, the industry is yet to bring all players under a consolidated forum and lay down policies and principles that would encourage best practices and ethical norms of business.
  • Since the Government doesn’t recognize this as an industry as yet, safety, health, insurance policies for human capital is still not in place for many of the small/medium industry operators

Eligibility for Admission

  • Any student who has graduated from Class XII (Higher Secondary) in any Indian school board is eligible for admission.
  • Students who have studied in the any stream in Class XI and XII can apply for the BBA in Event Management and Experiential Marketing

Employability

Students graduating the course can look forward to careers in event management agencies, Sports management companies, rural marketing companies, wedding planning and personal celebrations management companies, activation and sales promotion companies, MICE (Meetings, Incentives, Conference and Exhibitions) management companies, Reality Television Production Houses, Film and Television Content Marketing Companies, OTT ( Digital Content) Production Companies, Talent and Celebrity Management Companies, Retail and Mall Management Companies, Medical and Pharma Marketing Companies, Corporate Houses ( Insurance, Healthcare, Banking, Knowledge Processing, Business Outsourcing and Back End Processing – Call Centres, Airlines) Corporate Communication & Product Marketing Departments of FMCG and Consumer Durables

Course Structure:

The 3-year Bachelor of Business Administration in Event Management and Experiential Marketing has been designed to create professionals for the Event Management, Experiential, Live Marketing & Entertainment Industry.
The programme offers students an in-depth study of Integrated Marketing Communications, Media and Entertainment Industry in context to Events,
A detailed study of designing, planning and execution of multiple event scenarios, use of events with respect to corporate communications, personal celebrations, Intellectual properties, product sales and product marketing.
The study programme will engage students on Management topics; Contextual studies (General Education) as well as practical and theoretical topics on event management and experiential thus enabling them to graduate as “industry ready” professionals who are enabled with a thorough perspective on the business of events and experiential and also have a holistic understanding of the business management. A whole array of subjects will be taught to the students to create a strong base of understanding and knowledge.
This 6 semester, undergraduate level course walks students through all areas of event management, teaching them different types of event management scenarios catering to Corporate and Industry, Television and Entertainment, Retail and Product Marketing, Wedding Planning, Celebrity and Artist Management, Digital Events, Sporting Events, Commercial IP’s, Large Format Shows, Exhibitions, Activations and Sales Promotions, Musical Concerts and Integrating Live & Experiential Events with conventional Advertising and Communication Tools for Brand Marketing. This is a comprehensive programme geared towards creating event management professionals for the Indian Media and Entertainment industry.

Types of Courses: There are courses in this Program, which cover studies in General Education and Studies in Core subject of Event Management & Experiential Marketing, All subjects across the 6 semesters are mandatory for the students undertaking this course.

The course structure and summary is as follows:

  1. General Education (GE) Subjects: The GE subjects will offer contextual studies to students, enabling them to understand fundamental skills for communication and use of the English Language, History and Global Politics, Importance of Environmental Studies and its relevance to sustainability, Human Psychology, Crisis Management, Media & Cultural Studies, Music & Art, Production Design, Photography and Videography, etc. These are 32 credits overall during the 3-year programme.
  2. Core (C) Subjects: These courses are mandated courses for all students and deal with core areas of business management, event management and experiential marketing.

General Education Subjects: 33 Credits
Business and Core Subjects: 104 Credits
Total Programme Credits Required for Award of Degree: 137 credits

BBA in Event Management & Experiential Marketing Semester Wise Distribution of Credits
General Education Subjects Core Subjects SUMMARY

General Education (GE) Theory

Hours of Study

General Education (GE) Practical

Hours of Study

Business & Core (C) Theory

Hours of Study

Business & Core (C) Practical

Hours of Study

Total Credit

Total Hours

SEM 1 8 120 4 120 12 180 0 0 24 420
SEM 2 9 135 0 0 6 90 8 240 23 465
SEM 3 6 90 1 30 10 150 8 240 25 510
SEM 4 2 30 3 90 8 120 8 240 21 480
SEM 5 0 0 0 0 6 90 15 450 21 540
SEM 6 0 0 0 0 8 120 17 510 25 630
TOTAL COURSE CREDITS & HOURS: 139 3045

SEMESTER WISE DISTRIBUTION OF CREDITS:
SYLLABUS FOR BBA IN EVENT MANAGEMENT & EXPERIENTIAL MARKETING

Semester I Course Structure

Course Type

Course Code

Course Title

Theory Credits

Practical Credits

Total Credits

Total Hours

GE FMGE 1101 English Language 2 0 2 30
GE EMGE 1101 History & Evolution of Entertainment 2 0 2 30
GE EMGE 1102 Human Psychology, Health & Wellness 2 2 4 90
GE EMGE 1103 Computer Skills 0 2 2 60
GE EMGE 1104 Environmental Studies 2 0 2 30
Business MCBG 1105 Economics 2 0 2 30
Business MCBG 1104 Business Management Fundamentals 2 0 2 30
Core EMBC 1101 Event Management Fundamentals 6 0 6 90
Core EMBC 1102 Event Management Business and Human Relations 2 0 2 30

Summary Semester 1

Credits

Hours

GE Theory 8 120
GE Practical 4 120
TOTAL GE 12 240
Core & Business Theory 12 180
Core & Business Practical 0 0
Total Core 12 180
TOTAL CREDITS 24 420

Semester II Course Structure

Course Type

Course Code

Course Title

Theory Credits

Practical Credits

Total Credits

Total Hours

GE FMGE 1117 English Literature 2 0 2 30
GE MCBG 1106 Introduction to Communication Theory 2 0 2 30
GE MCBG 1109 Global Politics 3 0 3 45
GE EMBG 1201 Crisis & Disaster Management 2 0 2 30
Business MCBG 1205 Accounting 2 0 2 30
Business MCBG 1204 Fundamentals of Marketing 2 0 2 30
Business EMBG 1202 Business Etiquette and Personal Imaging 0 2 2 60
Core EMBC 1201 New Media and Digital Marketing 2 2 4 90
Core EMBC 1202 Event Production and Technical Overview 0 2 2 60
Core EMBC 1203 Understanding Use of Alternate Media to Market Events 0 2 2 60

Summary Semester 2

Credits

Hours

GE Theory 9 135
GE Practical 0 0
TOTAL GE 9 135
Core & Business Theory 6 90
Core & Business Practical 8 240
Total Core 14 330
TOTAL CREDITS 23 465

Semester III Course Structure

Course Type

Course Code

Course Title

Theory Credits

Practical Credits

Total Credits

Total Hours

GE MCBG 1207 Media & Culture – B 2 0 2 30
GE EMBG 2101 Music and Art 2 1 3 60
GE DSBG 1101 Introduction to Design Culture 2 0 2 30
Business EMBC 2101 Account Planning 4 0 4 60
Business EMBC 2102 Business Law, Insurance and Taxation 2 2 4 90
Core EMBC 2103 Digital Promotions and Web Tools Marketing 0 2 2 60
Core EMBC 2104 Event Design and Conceptualising 4 2 6 120
Core EMBC 2105 Event Management Software 0 2 2 60

Summary Semester 3

Credits

Hours

GE Theory 6 90
GE Practical 1 30
TOTAL GE 7 120
Core & Business Theory 10 150
Core & Business Practical 8 240
Total Core 18 390
TOTAL CREDITS 25 510

Semester IV Course Structure

Course Type

Course Code

Course Title

Theory Credits

Practical Credits

Total Credits

Total Hours

GE MCBG 2112 Production Design 2 1 3 60
GE EMBG 2201 Photography and Video Fundamentals 0 2 2 60
Core EMBC 2201 Event Management and Planning- Corporate and Business Organisations 3 0 2 50
Core EMBC 2202 Event Management and Planning – PEO 3 0 3 45
Core EMBC 2203 Event Production & Technicals – I 2 2 4 90
Core EMBC 2204 Event Production & Technicals – II 0 2 2 60
Core EMBC 2205 Event Production & Technicals – III 0 2 2 60
Core EMBC 2206 Event Sales, Sponsorship and Marketing 0 2 2 60

Summary Semester 4

Credits

Hours

GE Theory 2 30
GE Practical 3 90
TOTAL GE 5 120
Core & Business Theory 8 120
Core & Business Practical 8 240
Total Core 16 360
TOTAL CREDITS 21 480

Semester V Course Structure

Course Type

Course Code

Course Title

Theory Credits

Practical Credits

Total Credits

Total Hours

Business EMBC 3101 MICE and Destination Management-I 2 1 3 60
Core EMBC 3102 Multi Discipline Pitch Techniques -I 0 2 2 60
Core EMBC 3103 Pre-Production Planning and Budgeting for Multi Disciplines of Events -I 0 2 2 60
Core EMBC 3104 Show Direction, Show Scripting and Show Management 0 2 2 60
Core EMBC 3105 Personal Celebrations 0 4 4 120
Core EMBC 3106 Artist Management 2 1 3 60
Core EMBC 3107 Large Format Events, Concerts & Televised Events 0 3 3 90
Core EMBC 3108 Global Event Management Industry 2 0 2 30

Summary Semester 5

Credits

Hours

GE Theory 0 0
GE Practical 0 0
TOTAL GE 0 0
Core & Business Theory 6 90
Core & Business Practical 15 450
Total Core 21 540
TOTAL CREDITS 21 540

Semester VI Course Structure

Course Type

Course Code

Course Title

Theory Credits

Practical Credits

Total Credits

Total Hours

Business EMBC 3201 Entrepreneurship in Event Management 2 0 2 30
Core EMBC 3202 Multi Discipline Pitch Techniques – II 0 2 2 60
Core EMBC 3203 Pre-Production Planning and Budgeting for Multi Discipline of Events -II 0 2 2 60
Core EMBC 3204 Rural & Urban Activations and Out of Home Experiential 0 2 2 60
Core EMBC 3205 MICE and Destination Management II 0 2 2 60
Core EMBC 3206 Intellectual Properties 2 0 2 30
Core EMBC 3207 Infrastructure Management – Resorts, Venues, Stadiums, Banquet Halls, Facilities 2 1 3 60
Core EMBC 3208 Sports Management 0 2 2 60
Core EMBC 3209 Retail, Luxury, Fashion, Lifestyle, Brand Marketing using the Experiential 2 0 2 30
Core EMBC 3211 Live Project 0 4 4 120

Summary Semester 6

Credits

Hours

GE Theory 0 0
GE Practical 0 0
TOTAL GE 0 0
Core & Business Theory 8 120
Core & Business Practical 17 510
Total Core 25 630
TOTAL CREDITS 25 630
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