Course Overview
This graduate-level course examines the principles and practices of leadership as applied to the meetings and events industry. Students will explore strategic planning, team dynamics, stakeholder management, vendor negotiations, risk mitigation, and sustainability in event operations. Drawing on real-world case studies and industry best practices, students will develop the competencies required to lead complex events from concept through execution and post-event evaluation.
Learning Outcomes
•Apply leadership theories and styles to event planning and hospitality management contexts.
•Design comprehensive meeting and event plans incorporating budget, logistics, and contingency strategies.
•Evaluate vendor contracts, service level agreements, and supplier relationships.
•Develop risk management frameworks for large-scale meetings and special events.
•Integrate sustainability and ethical practices into event planning processes.
•Lead diverse teams and manage stakeholder communications across event lifecycles.
•Assess post-event outcomes using key performance indicators and continuous improvement strategies.
Weekly Schedule & Assignments
Week Topic Assignment Guide / Instructions
Week 1 Foundations of Event Leadership
Leadership Style Self-Assessment
Complete a validated leadership self-assessment (e.g., Situational Leadership Inventory). Write a 2-page reflection identifying your dominant style and how it applies to event planning scenarios.
Week 2 Strategic Planning for Events
Event Strategic Plan Draft
Select a hypothetical large-scale event (conference, gala, or trade show). Draft a 3-page strategic plan including mission, goals, SMART objectives, and a high-level timeline.
Week 3 Stakeholder Management & Communication
Stakeholder Analysis Matrix
Identify at least 10 stakeholders for your selected event. Create a matrix mapping each stakeholder’s influence, interest level, and a tailored communication strategy. Submit as a formatted table with a 1-page narrative.
Week 4 Budgeting & Financial Control
Event Budget Development
Build a detailed event budget using a provided template. Include fixed vs. variable costs, contingency reserves (10%), and revenue projections. Provide a 1-page budget justification memo.
Week 5 Venue Selection & Contract Negotiation
Venue RFP and Contract Analysis
Draft a Request for Proposal (RFP) for your event venue. Review two sample vendor contracts (provided), identify five key negotiation points, and write a 2-page negotiation strategy.
Week 6 Team Leadership & Volunteer Management
Team Structure & Delegation Plan
Design an organizational chart for your event team (minimum 15 roles). Write role descriptions for five key positions and a 1-page plan for volunteer recruitment and delegation.
Week 7 Marketing & Attendee Experience
Event Marketing Plan
Develop a 3-page event marketing plan covering target audience, brand messaging, digital and print channels, and a proposed promotional timeline. Include one sample social media content calendar.
Week 8 Risk Management & Crisis Planning
Risk Register & Crisis Response Plan
Identify 10 potential risks for your event. Complete a risk register (likelihood, impact, mitigation). Draft a 2-page crisis communication plan for the top two scenarios.
Week 9 Technology & Event Management Software
Technology Evaluation Report
Research three event management software platforms (e.g., Cvent, Eventbrite, Whova). Write a 3-page comparative evaluation using criteria: cost, features, scalability, and user experience.
Week 10 Sustainability in Events
Green Event Strategy
Develop a sustainability action plan for your event. Address waste reduction, carbon offset, sustainable catering, and green vendor sourcing. Minimum 2 pages with measurable sustainability KPIs.
Week 11 Logistics, Operations & Day-Of Execution
Run-of-Show Document
Create a comprehensive run-of-show (event timeline) for your event covering a full event day. Include minute-by-minute cues, responsible parties, and contingency notes. Format as a professional operations document.
Week 12 Post-Event Evaluation & Continuous Improvement Post-Event Evaluation Report
Using a provided post-event data set (attendance, satisfaction scores, budget actuals), write a 3-page evaluation report. Analyze performance against original KPIs and propose three improvements for future events.
Week 13 Ethical Leadership & DEI in Events
DEI Event Audit
Conduct a diversity, equity, and inclusion audit of a real or hypothetical event. Identify gaps and propose specific initiatives in programming, speaker selection, and accessibility. Write a 2-page action plan.
Week 14 Career Development & Industry Trends
Industry Trend Presentation
Research two emerging trends in the meetings and events industry (e.g., hybrid events, AI in event tech). Prepare a 10-slide PowerPoint and a 1-page executive summary suitable for a leadership briefing.
Week 15 Capstone Presentations
Final Event Leadership Portfolio
Compile all major assignments into a professional portfolio. Include an executive summary (2 pages) tying together your event concept, leadership approach, and lessons learned. Present key findings in a 10-minute recorded or live presentation.
