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Introduction
Event Management is an area which has grown rapidly in recent years
and has become established as an important element in the promotional
mix. This full time Postgraduate course is designed to provide participants
with the opportunity to develop practical Event Management skills.
These are the skills that the Event Management profession has identified
as being essential for anyone working in or planning to work in
this sector. The course gives participants practical and specific
training and includes a substantial Public Relations module and
arranged work experience.
Course Content:
Event Management Planning
Growth and Emergence of the Events Industry, Identifying Event Goals
and Listing Objectives, Conducting a Competitive Analysis, Create
an appropriate Vision and Mission for an Event, Managing Event Planning
Schedules, Feasibility Studies, Record Keeping Mechanisms, Recruitment.
Practical Activity: Take a Client Brief the to identify strategic
goals and event objectives.
The Role of the Event Manager
Key Role of the Event Manager in the Planning Team, Outlining Core
Roles and Responsibilities, Team Dynamics, Task and Event Timelines,
Maximising Staff and Physical Resources, Planning and Coordinating
Team and Suppliers, Decision Making, Contingency Planning.
Practical Activity:Assign Team Activities for Event Plans to understand
the team's roles and responsibilities
Event Planning Documentation
Event Contracts and Agreements, Troubleshooting Event Co-Ordination,
Preparing a SWOT Analysis to Identify the Vulnerable and Promotional
Elements of the Event, Creation and Presentation of Proposals to
Clients.
Practical Activity: Write an Event Proposal to understand
how to present the concept and overall plan of the event.
Co-Ordinating Events
Developing an Event Concept, Building Effective Event Organisational
Charts, Creating and Managing Duty Rosters, Analysis and Management
of the Registration and Admission Process, Providing Adequate Event
Security, Coordinating Event Speakers with additional Entertainment
for maximum effect, Identifying Appropriate Food and Beverage Menus,
Project Planning.
Practical Activity: Develop an Event Checklist and Duty Roster
to illustrate the roles and responsibilities of the event's team.
Event Logistics Management
Key Elements of Site Planning and Inspection, Planning Event Protocol
Requirements for the Team and Client, Sourcing Audio Visual and
Technical Support, Creating Activity timelines for Running the Event
Activities.
Practical Activity: Prepare Supplier and Team Activity Timeline
to outline the flow of all planning and breakdown activities.
Marketing Event Principles
Needs and Motivations of Event Customers, The Market Research Process,
Effectively Collect and Analyse Market Data, Reporting the findings
to the Team and Client, Elements of the Marketing Mix (Product,
Price, Promotion and Place), The Pricing Process and How to Establish
a Pricing Plan for your Market, Target Marketing Channels, Promote
and Develop a Website and Direct Marketing Strategy.
Practical Activity: Outline a Target Market Profile to understand
the audience and their requirements.
Marketing the Event
Planning the Event Proposal Strategy with Your Target Market in
Mind, Preparing the Event Proposal, Sourcing and Sending Invitations,
Budgeting and Buying Advertising, Publicising the Event, Organising
Contests and Pre Event Campaigns, Merchandising, Packaging and Sales
Promotion, Formulating a Public Relations Strategy, Conducting Market
Research, Methods of Measuring Marketing Activity.
Practical Activity: Write a Marketing Plan to collate all
marketing activities, timelines and budgets.
Event Budget Planning
Advantages and Constraints of Using a Budget, Identifying the Key
Elements of Budgetary Control and the Relationship between Them,
Forecasting Expenditure, Discount and Pricing Plans, Supplier Fees
and Deposits, Understanding Basics in Profit and Loss Account.
Practical Activity: Prepare an Event Budget with a goal to
illustrate Event Profitability and all Coordinating, Promotional
and Execution Costs.
Event Legal and Risk Management
Explain the Central Role of Event Ownership in Event Administration,
Identify the Necessary Contracts for Events and Their Components,
Obtaining Event Insurance, Managing Health and Safety, Event Risk
Assessment, Copyright and Trademark Considerations.
Practical Activity: Develop an Emergency Plan to understand
the appropriate steps taken in unforeseen circumstances.
Corporate Event Management
Major Impacts which Events have on their Stakeholders, Use Events
to Strengthen Corporate Pride and Values, Organising Local and Global
Corporate Events, Review Corporate Event Types, Events as Corporate
Motivators, Managing Important Corporate Events, Determine Theme,
Organising Corporate Hospitality, Negotiating Event Investment Returns,
Managing Event Costs.
Practical Activity: Design a Corporate Event to understand
the specific requirements of this sector
Organising Conferences
Determine Conference Goals and Objectives, Managing Speaker Requirements,
Choosing Conference Sites and Locations, Working to a Budget with
a Goal to Earn a Profit, Developing Marketing Strategies for Your
Target Group, Creating a Feedback Form to Evaluate the Effectiveness
of the Event.
Practical Activity: Prepare a Conference Plan that describes
all participants and timelines of the event.
Sporting Event Management
Plan a Sporting Event from Conception to Post Evaluation, Event
Media Marketing and Management, Logistics that Apply Across Different
Sports, Earning Event Sponsorship, Managing Corporate and/or Celebrity
Hospitality, Event Operating Strategy, Organising Events Team and
Onsite Staff, Admissions Management, Compliance and Protocol Procedures,
Planning Awards Ceremonies.
Practical Activity: Design a Sporting Event Action Plan to
outline all components and timelines of the event.
Celebrity Events
Organising Celebrity Events, Concerts and Launches, Television Related
Events and Ceremonies, Fashion Shows, National Festivals, Galas,
Special Themed Events, Internet Event Launches, Dealing with Celebrity
Agents, handling Celebrity Wish Lists, Fireworks Displays
Practical Activity: Develop a Themed Celebrity Event to understand
how to best reflect the concept goals and event structure.
Government and Political Events
Major Social and Political Events, Managing VIP's, Developing Major
Political Events, Understanding Protocol, Working with the Press
and Government Agencies, Developing a Targeted PR Strategy to Promote
the Event, Involving Interest Groups or Associations as Required.
Practical Activity: Write a Formal Invitation and Information
Brief that is appropriate for the public sector market.
Fundraising Events
Key Drivers Behind Running the Event, Establish a Budget and Earning
Target for the Event, Developing the Event Goals and Objectives,
Sourcing and Working with Volunteers, Preparing an Event Action
Plan for Pre, Onsite and Post Event Management, Choosing Sites and
Locations, Working to a Budget, Generating Sponsorship Support.
Practical Activity: Develop Marketing and Sponsorship Strategy
that reflects the targets and requirements of the event.
Event Sponsorship
Determining Potential Sponsorship Market based on the Event Type,
Time, Location, Assessing Selling Points of the Event, Determining
Sponsorship Fulfilment Responsibilities, Research and Set Sponsorship
Pricing based on Market Factors and Event Exposure.
Practical Activity: Prepare a Sponsorship Proposal that illustrates
the benefits of the event and why sponsors should participate.
Exhibition Management
Types of Exhibits and Goal for Each type, Sourcing Exhibiting Companies,
Resourcing the Exhibition, Determine the Design and Layout of Booth
Based on Market Dynamics, Floor Location, Pricing Strategy.
Practical Activity: Prepare an Exhibition Floor Plan and
Layout Template to understand how to optimise space and traffic
flow.
Staging an Exhibition
Create a Site Plan for Layout and Design, Coordinating Onsite Traffic
Flow, Develop a Set up and Breakdown Plan, Determine Décor
based on Marketing Strategy, Budget and Client Profile, Review Lighting
and Creative Staging.
Practical Activity: Design an Onsite Theme and Floor Plan to illustrate
how the event will look and be activated on the premises.
Event Evaluation and Reporting
Different Types of Evaluation Techniques, Understanding Options
to Evaluate the Effectiveness of an Event, Determine How to Evaluate
Speakers and Suppliers, Tabulating and Reporting on the Event's
Success to the Client.
Practical Activity: Prepare the Post Event Evaluation Report
that outlines all successes and challenges of the event.
PUBLIC RELATIONS
Principles of Public Relations (PR), Review the Place for PR in
Business Today, Review PR's Relationship with other Functions/Professions
including Event Management, Marketing, etc. Professionalism and
industry bodies PRII, PRCA, IPR.
Sponsorship and Community Relations
Definitions and Historical Development of the Sponsorship Market,
Why Organisations engage in Sponsorship, Using Sponsorship to Target
Particular Publics. What can be Sponsored? The fit between the Sponsor
and the Sponsored. The Sponsorship Proposal, How Sponsorship fits
in to wider PR Campaigns. Evaluating Sponsorships, Why Organisations
engage in Community Relations, The Range of CR activities.
Practical Activity: Prepare a Promotional Event Brief for
Sponsors which will outline the reciprocal arrangement between sponsor
and event.
Presentation Skills
The Importance of Preparation and Research, Understanding your Audience
Before you Present, Speech Content (Subject Matter and Objectives),
Speech Delivery and Variety, Discuss the Importance of Body Language,
Eye Contact etc, Presentation Aids e.g. Visuals, etc. Management
of Locations and Audiences, Presentation Structure.
Practical Activity: Design and Deliver a Presentation to
learn different styles and practice your skills in a group environment.
Planning a Press Conference
Understanding the Objectives of the Press Conference, Defining the
Target Audience that Should Attend, Planning Date and Time, Selecting
and Booking Venue, Listing Logistics Requirements, Developing a
Speaker and Presentation Plan, Reviewing Presentation Content with
your Client, Timelines and Media/Press Invitations, Managing Confirmations.
Practical Activity: Plan a Press Conference with a goal of
including all key elements required in a real world environment.
Press Release Writing
Define the Format to a Press Release Structure, Date, Headline,
Structure, Wording, Contact Details, Note to Editor, Structuring
a Press Release (the inverted pyramid model), The Appropriate use
of Language for Press Releases.
Practical Activity: Write a Press Release to a specific market
to understand how to best communicate all details required.
PRACTICAL APPLICATION:
All course sections include case study examples and practical activities
to ensure that key elements are understood and applied. Participants
will have the opportunity to prepare real world examples of Event
Management and PR proposals, briefs, evaluations, marketing plans
etc.
Course Project
The course project is a critical part of the curriculum as it requires
participants to apply all practical event management techniques
learned in the program. Groups are formed and each group is given
the detailed project brief and event requirements. The groups are
then asked to present their recommendations to the examiners towards
the end of the programme. Practical guidance will be offered throughout
the course by lecturers and practitioners to ensure that theoretical
learning is translated into practical proposals.
Personal Development
A special feature throughout the programme is the time devoted to
the personal development of each individual. This includes an initial
personal consultation to assess each individual and to discuss and
establish future goals and aspirations. This is followed by careful
preparation of a Curriculum Vitae so that each participant has a
clear and well-presented CV to submit to potential employers. Other
key areas in the Personal Development programme include communication
skills, assertiveness training and the importance of attitude and
motivation. Personal counselling is provided as required throughout
the course.
Practical Work Experience
During the second part of the course placements are arranged with
companies and organisations that can give course participants practical
experience in the work areas in which they want to develop their
careers. This phase of the course is closely monitored with regular
assessment visits being made to each student and host company supervisor.
It is expected that a significant percentage of these placements
will lead to employment.
Methods of Training
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