This course is divided into 24 modules and a live project, with students having the chance to practice what they learn in real event situations. Alongside the technical an,d logistical event learning provided, we aim to develop an info, med confidence in our students. Event management requires great teamwork, resourcefulness, creativity, ty, and tenacity to succeed; we see these soft skills as equally important to develop as academic knowledge.

The following describes what you can expect to cover and achieve.

Live Project

Overview:

Students meet and question managers from a range of organizations who will brief them on their current event and marketing goals. Working in teams, students develop creative solutions, plan logistics and cost concepts to achieve the objectives and goals, before pitching their ideas to the managers and their teams.

Practical outcomes:

By the end of each live project, students will have:

• Developed a solution to a real brief
• Pitched their ideas to a decision maker
• Received feedback from business managers
• Worked as an event team
• Identified where they each excel and need to develop further

Modules:

Event Management Planning

Overview:

Develop an understanding of the scope and breadth of the event industry. Identify how and where events fit within a business, charitable and social environments, review the way that events are utilized by organisations.

Content:

Understand:

• Why events have evolved in human society
• The growth and emergence of the event industry
• Future trends expected in the event industry
• The different types of events
• The importance of planning to ensure the success of an event

Practical outcomes:

By the end of this module, you will know how to:

• Construct an appropriate mission for an event
• Compile objectives for an event
• Compose organizational structures for events

Co-coordinating Events

Overview:

Co-ordination of events requires skills in planning, managing, executing, and overseeing day-to-day operations. Learn how to manage event logistics.

Content:

Understand:

• The process of developing an event concept
• The unique elements and resources of an event
• Critical Path Analysis
• The advantages of using an event budget
• The value of event documentation
• How to source a suitable event venue
• The value of choosing the right caterer for an event

Co-coordinating Events

Practical outcomes:

By the end of this module, you will know how to:

• Create an event budget
• Conduct a site visit
• Choose the most appropriate entertainment for an event
• Liaise with entertainment agents and interpret agent contracts
• Budgeting and Event Documentation

Overview:

Understand the financial aspect of event management and learn how to create a simple event budget. See how industry experts set out their planning documentation for profitable events.

Content:

Understand:

• How to create a simple event budget
• The difference between income and cash flow
• Estimated vs. Actual Income/Expenditure
• Contingency planning
• Return on investment (ROI)
• How to use a variety of event documentation

Practical outcomes:

By the end of this module, you will know how to:

• Create and contribute to an event budget
• Make an event profitable
• Use different financial measures of success
• Make appropriate contingency plans
• Fundraising Events

Overview:

The charity sector is one of the fastest growing in the industry. Understand the principles of charity events and find out why they are an integral part of the fundraising mix. Develop skills that will enhance negotiation and learn to create a simple fundraising budget.

Content:

Understand:

• How fundraising events differ from other types of events
• The different types of fundraising events
• The value of fundraising events to stakeholders
• Fundraising event objectives
• The mechanics of fundraising events
• How Gifts-in-kind can add value to an event
• How Value Added Tax (VAT) can affect a charity’s fundraising income
• The concept of Gift Aid
• The art of negotiation
The dynamics of committee-led events

Practical outcomes:

By the end of this module, you will know how to:

• Create a simple fundraising budget
• Attract and manage volunteers
• Sports, Hospitality and Sponsorship

Overview:

Review the relationship between business and events, and how organisations benefit from hospitality and corporate sponsorship. Understand how sporting events are used as positive relationship building mechanisms. Learn how to identify the right celebrity for a sponsorship campaign.

Content:

Understand:

• How Corporate Hospitality works
• The value of Corporate Hospitality
• What ‘The Finale’ involves
• Venue Management for Sporting Events
• The benefits of using sponsors for a sporting event
• How media is utilised for sporting events

Practical outcomes:

By the end of this module, you will know how to:

• Appreciate hospitality from the perspective of your own event vs. purchasing
• Identify positive and negative sponsorship alliances
• Marketing Events and Digital Marketing

Overview:

Learn the relevance of marketing an event to a specific audience and appreciate the most effective way of doing this. Develop knowledge of marketing models that can aid profitability and learn how to implement them.

Content:

Understand:

• The difference between Marketing, PR & Advertising
• The many considerations to be taken into account when marketing an event
• How events have evolved within marketing and communications
• Understand needs and motivations of event customers
• Understand the significance of accurate marketing methods in enhancing business objectives

Practical outcomes:

By the end of this module, you will know how to:

• Define Marketing
• Select the correct planning and measurement tools for events
• Conduct a market segmentation analysis
• Understand and apply the relevant marketing models and tools
• Design and implement a simple event marketing plan
• Experiential Marketing

Overview:

Develop an ability to undertake authoritative post-event analysis that will be useful in driving forward future strategies.

Content:

Understand:

• How to define experiential marketing
• The different types of experiential marketing
• Why experiential marketing is powerful
• How to instil confidence in clients to increase experiential marketing budget
• How to bring brands to life
• Various tactics within experiential marketing

Practical outcomes:

By the end of this module, you will know how to:

• Develop an advocacy model
• Acknowledge and combat experiential marketing challenges such as quality control
• Creativity in Events

Overview:

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Learn about your creativity and how to use it when organising events. Develop skills to turn ideas into reality and to effectively communicate them to a client.

Content:

Understand:

• Your individual creativity
• How negativity can affect creativity

Practical outcomes:

By the end of this module, you will know how to:

• Interpret a client brief
• Use imagination to create an event concept
• Appreciate and apply the different creative methods to answer a client brief
• Think laterally when addressing client event proposals
• Bring event ideas to life
• Brief an agency with clarity
• Presentation Skills

Overview:

Work to improve your personal effectiveness when presenting to an audience. Learn effective interview and presentation skills through informal assessments, with the express aim of building confidence in your own style.

Content:

Understand:

• The different ways of presenting to an audience
• How to deal with nerves
• The skills needed to present to an audience
• Non-verbal communication such as body language, and how it can affect success
• How visual designs can contribute to the success of a pitch

Practical outcomes:

By the end of this module, you will know how to:

• Present effectively to an audience
• Social Media (Online Lesson)

Overview:

Discover the world of Social Media in relation to events. Understand how it can be used and the best types to suit your event.

Content:

Understand:

• The types of media are appropriate for your event marketing needs
• The definition, development and history of Social Media
• Social Media protocol
• The attributes of Blogging

Practical outcomes:

By the end of this module, you will know how to:

Avoid Social Media pitfalls Access and utilise personal social media sites for event marketing Assess the various types of media available and their appropriateness for event marketing Celebrity Events

Overview:

Understand how celebrity events differ from other events and learn about the emergence of celebrity status over the past few years. Learn how to choose and source the most appropriate celebrity for your event and how manage them on site.

Content:

Understand:

• How the Celebrity event planning process differs from other events
• How to interpret Celebrity riders and contractual agreements
• Celebrity protocol
• How to work with Royalty

Practical outcomes:

By the end of this module, you will know how to:

• Manage security, entourage and agents
• Manage staff and suppliers for Celebrity events
• Source and secure a Celebrity for an event
• Conferences, Exhibitions & Technology

Overview:

Learn how conferences and exhibitions differ from other events, what is expected from a client and the business objectives that an event professional must bear in mind in the planning stages. Develop the corporate skills needed to pursue a career in conference organizing or exhibition management.

Content:

Understand:

• The conference organisers role
• Why conferences are important to organisations
• The key elements of a conference
• Conference materials
• Venue selection, management, registration and layout
• Technical support for conferences and exhibitions
• The definition of Exhibition Management
• Compose a floor plan: positioning
• Appreciate Exhibition venue rules and regulations
• Stand etiquette and how to host an Exhibition
• The reasons for having an exhibition

Practical outcomes:

By the end of this module, you will know how to:

• Take a brief and bring it to life
• Work with a client
• Set Conference objectives
• Create pre Exhibition promotion
• Public Relations

Overview:

Develop a sound understanding of Public Relations for event management. Learn how to identify the best media channels for promoting an event, write a press release and how to approach media to get positive results.

Content:

Understand:

• The meaning of PR
• The difference between the PR, marketing and advertising
• How PR is used in organisations
• The principles of good press relations
• The difference between external and internal PR
• The process of selecting external PR resources
• How to organise a press event

Practical outcomes:

By the end of this module, you will know how to:

• Compile a simple PR plan
• Engage the services of a PR Agency
• Communicate with media
• Construct a press release
• Production

Overview:

Learn about technical event production. Understand the basic principles of production and appreciate the importance of a producer during an event.

Content:

Understand:

• The meaning of production
• The role and responsibility of a Production Manager/Producer
• Staging, Rigging, Scenery, Sound, and Light
• How AV and special effects enhance an event
• The processes for developing video stings, voiceovers, editing, location scouting etc.

Practical outcomes:

By the end of this module, you will know how to:

• Use basic production terminology
• Create and use event production documentation
• Create simple event site plans
• Wedding Planning

Overview:

Weddings are as popular today as they ever were. Learn the vital basic skills associated with creating and managing weddings ceremonies and wedding receptions.

Content:

Understand:

• The wedding industry
• The role of a Wedding Planner
• The different types of wedding ceremonies, available
• The legalities of weddings and civil ceremonies
• How to plan and execute a wedding

Practical outcomes:

By the end of this module, you will know how to:

• Create a simple wedding budget
• Source and manage suppliers and wedding venues
• Use wedding documentation to enhance planning
• Corporate Events

Overview:

Learn the basic principles of corporate event management and how programs are designed to enhance a businesses performance. Understand the role of a corporate event manager and develop the skills to help gain employment.

Content:

Understand:

• What constitutes a corporate event
• The role of a corporate event manager
• Objective setting for corporate events
• The importance of a corporate event cycle
• The different ways to engage a corporate audience
• The value of pre and post-event surveys and delegate feedback

Practical outcomes:

By the end of this module, you will know how to:

• Develop a programme for a corporate event
• Calculate the Return on Investment (ROI) for corporate events
• Create a simple corporate event budget
• Risk Management

Overview:

Learn how to evaluate the risk involved in your event. From Heath and Safety legislation through Risk Assessments to event insurance, this is the module where you learn to dot the “i”s and cross the “t”s.

Content:

Understand:

• Regulations governing events
• Risk and Risk Management
• The risk decision process
• The necessary contracts for events and their components
• The process of obtaining event insurance
• The Health & Safety at Work Act (1974)

Practical outcomes:

By the end of this module, you will know how to:

• Assess the varying risks involved in different types of events
• Construct a simple event Risk Assessment
• Comply with Health & Safety regulations and legislation for event management
• Eco-Friendly Events

Overview:

Learn about how to make your event environment friendly. Discover how to source the best ‘Green’ supplier and learn about emerging attitudes to environmental issues.

Content:

Understand:

• The importance of environmentally friendly events
• The costs associated with Green Events
• Global attitudes towards eco-friendly events

Practical outcomes:

By the end of this module, you will know how to:

• Distinguish the different types of eco-friendly events/suppliers
• Give examples of Successful Eco-friendly events and substantiate

Target groups

Managers and supervisors involved in the planning or management of events, exhibitions, and conferences, as well as managers and public relations staff.