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Event Education Symposium

Call for papers
Event Education Symposium
How trends impact universities’ curricula

8th June 2018
University of Applied Sciences and Arts Hanover, Faculty III
Design Center, Expo Plaza 2, Hanover, Germany


Recently, numerous studies on trends and their implications for the event industry have been published, and research projects on the future of meetings and the event industry in general have been launched by event industry organisations and associations. These studies either deal with trends that, in their opinion, originated in the event industry or are regarded as global megatrends with an impact on the event industry. Interestingly enough, consequences for event education at universities has not been addressed so far. As a consequence, the question whether trends should or should not have an impact on universities’ curricula shall take centre stage in our symposium.
We will concentrate on the following trends:
Experience Design: Since Holbrook’s and Hirschman’s observations on the experiential aspects of consumption (1982) the concept of experience design has gained widespread popularity. Pine and Gilmore (2011) outlined their idea of the experience economy as early as 1998. Current literature on the event experience has long adopted the concept for the purpose of analysing events (Drengner 2017).
Co-Creation: Getz and Page stress that you cannot think of experiences without considering the ideas of co-creation (2016). They explore the paradigm shift from SERVQUAL to the service dominant logic (Vargo and Lusch 2004) and discuss customers in their own value creation process through tools such as dialogue and interactions.
Sustainability: The traditional notion of sustainability is based on simultaneous achievement of economic, social, and environmental sustainability (Große Ophoff 2016). There is a wide range of definitions for sustainable development and sustainability that depend on whom is doing the defining and the reason it is being defined.
Diversity: Demographic change, new gender roles, a silver society, and generation Y pose numerous challenges not only for event organisers. While every event has its own special audience, buyers, suppliers, and intermediaries are also confronted with new expectations of their workforce.
We welcome papers that address the following questions:
- What exactly is meant when we use the label of a special trend for developments within or outside the event industry?
- Have the trends named above already been adopted by the stakeholders of event education and if so, to what extent?
- Is it necessary to directly implement such trends in the form new modules in our curricula, or should they be integrated into existing subjects or topics?
- Do practitioners and academics regard trends like experience design, co-creation, sustainability, and diversity as major trends in the event industry at all? And are they considered to be a necessary subject matter in current or future education programs?
- Are there existing examples of best or worst practices (flop analysis) in teaching these trends?
- Are there other topics event education should pay attention to instead of or in addition to these trends?
Submission Guidelines
Please send your Extended Abstract (max. 2.000 words) to ees@hs-hannover.de until 1st March 2018. All submissions will be reviewed and evaluated. Feedback will be given in March 2018. If your submission was accepted, you will be asked to present your paper (20 min. plus 10 min. discussion) at the Hanover Event Education Symposium on 8th June 2018.
All papers presented at the symposium will be published in the subsequent conference proceedings. Contributions for this publication should have a maximum length of 20 pages and will have to be submitted by 30th September 2018.
Extended abstracts, full papers and presentations can be submitted in English or German language.
The symposium is part of a research project at the University of Applied Sciences and Arts Hannover and the German Trade Fair Association e.V.

Contact: Prof. Dr. Gernot Gehrke, gernot.gehrke@hs-hannover.de