Course title

Strategic International Business Consulting (A)Teacher(s)Monica CHIEN、SAITO Akira

Numbering Code

Day・Period

Other

開講区分単位数

2nd semester

1.0

Timetable Slot
Code3J326

Lesson topic
This course aims to provide students with the necessary knowledge and skills to give advice concerning businessplanning in the event, tourism, and sports contexts. It has an international focus and introduces students to thekey concepts involved in event and tourism management, while offering insights into the principals ofmarketing.
Special events and festivals such as sport, arts, and cultural celebrations have long been used by cities andregions to provide residents with entertainment and leisure opportunities, and to attract domestic andinternational visitation to the destination. Events represent a unique form of service product development tosatisfy diverse stakeholders including consumers (residents and/or tourists), government, community and culturalgroups, media and business sponsors or financiers.
Against the backdrop of 2019 Rugby World Cup and Tokyo 2020 Olympic and Paralympic Games, this course gives anoverview of issues involved in international event planning, operations, marketing and resourcing at both the macroand micro levels. As such, the course draws upon cross-disciplinary theories from tourism, psychology and socialscience, as well as current business practice to provide a framework for understanding.
Here, topics such as mega-event bidding, urban renewal and regional revitalization, risk and disaster management,
sponsorship and contractual issues, scandals and ethical concerns, destination branding and strategic planning will
give students a strong focus on event as international business management. Using examples from a variety ofcountries and real-world cases, students will use critical judgment to compare and analyze complexities presented
by different market, cultural, and institutional settings. Students will implement their knowledge in the form ofassignments that simulate a consultancy context.
Lesson target
After successfully completing this course, students should be able to:• Understand the terminology, definitions and models applied to the study of event and tourism.
• Identify the landscape in which events exist and operate within the broader entertainment, tourism and socialcontexts.
• Demonstrate an ability to critically analyze, synthesize and respond to the issues underpinning international
event management.
• Plan and develop appropriate strategies and tactics for an identified event to achieve the goals of the event
organization and/or city or region.
• Bridge the gap between business and legal practices by raising awareness of the role law plays in the marketingof event and tourism.
Syllabus and plan
There will be a total of eight lectures covering the following topics.
• Event, tourism, and destination marketing• Event impacts and legacies• Event marketing• Sponsorship and fundraising• Event operations• Crisis and risk management in event and tourism• Consumer behavior and marketing research• Contemporary issues and trends in event and tourism
The topics and schedule may be adjusted depending on our progress over the course.
Evaluation method(a) Attendance and class participation 50%(b) Written report (Event and destination evaluation) 50%

Evaluation baseline
With the method stated above, grades will be determined in accordance with the degrees of achievement of theobjectives.
Notice (include info. on related class)
The detailed course syllabus including lecture materials will be distributed to students
later.
Review and preparation
Read the assigned materials and prepare the proposed questions before each lecture.
Office hour・Contact information

Message for student
This course provides students with an understanding of how marketing principles and management theories can beapplied to the event context. It will also give insight into the impacts of mega-events on business and society. I
look forward to students’ active participation in class.
Improvemenets in Teaching

Text
Readings and learning materials will be provided at the beginning of the course. There is no prescribed textbook.
Reference Material
Additional materials will be shown in the detailed syllabus that will be provided to the participants beforehand.
Festival and special event management, 5th ed. / Allen, J., O'Toole, W., Harris, R. & McDonnell, I. : Milton, Qld:
John Wiley and Sons ,2011 ,ISBN:
Events management: An introduction. 2nd ed. / Bladen, C., Kennell, J., Abson, E., & Wilde, N. : Abingdon, Oxon:
Routledge ,2018 ,ISBN:The sponsorship handbook: Essential tools, tips and techniques for sponsors and sponsorship seekers. / Collett, P.
& Fenton, W. : West Sussex, UK: John Wiley and Sons. ,2011 ,ISBN:Classroom Language
EnglishKeywords
Event marketing, mega-event, tourism, sport, strategy