Event Management Planning
Types of Events, Special Events, Mega Events, Hallmark Events, Major Events, The Event Manager, Qualities of an Event Manager, Strategic Planning, SMART objectives, PEST & SWOT Analyses, Operational Planning, Plans, Organisational Structure, Systematic Planning, Implementation, Post-Event Analysis, Case Studies.
Staging the Event, Key Suppliers, the Stage, the Venue, Factors to consider, Room Setup, Site Inspection Visits, Contracts and Cancellation Fees.
Corporate Event Planning
Definition, Target Audience, Objectives, the Brief, the Budget.
The Proposal Process
Event Feasibility, the Screening Process, Feasibility Tools, the Bidding Process, Assessment, the Event Proposal, the Event Team, Winning Strategies, the Event Pitch, Documentation, Confirmation Process.
Conferences & Seminars
Conference Definition & Budget, the Conference Venue, the Conference Topic, Programme Timings, Selecting a Speaker, Conference Logistics, Conference Evaluation, Seminar Objectives, Location, Catering Requirements, Marketing.
Trade Fairs & Exhibitions
Selecting a Trade Show, Setting Objectives, Definition, where to Exhibit, Administration, Pre-Exhibit Activities, Stand Design, Marketing, Public Relations, Who to Invite, Exhibition Day, Post-Exhibit Activities, Following Up, Case Studies.
The Purpose of the Meeting, the Budget, Planning the Agenda, the Location, Equipment, Handling Difficult Behaviour, Types of Corporate Meetings.
Definition, Why hold Incentive Events?, Types of Incentive Events, Corporate Golf Days, Incentive Travel Trips, the Location, Activities, Accommodation, Advantages, Executive Retreats.
CSR & Community Events
Managing Community Expectations, Engaging & Involving the Community, Traffic Control, Sourcing & Working with Volunteers, Generating Sponsorship Support, 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, Evaluating Sponsorships, Why Organisations Engage in Community Relations, the Range of CR Activities.
Accommodation & Transport
Selecting the Right Location, Legalities, Destination Management Companies, Transport, Travelling by Air, Car or Road.
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.
Definitions, Historical Development, the Advertising Industry and Professional Bodies, Codes of Practice, Advertising Agencies, Selecting an Agency and working with it, Advertising Campaign Planning and Management, Advertising Media. Types of Advertisements - Magazines, Newspapers, Posters, Billboards, Ambient Advertising. The Relationship between Advertising and Public Relations.
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.
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.
Social Media Marketing
Introduction to Social Media and Social Networking, How Social Media is transforming the way we do Business, Facebook, Twitter, YouTube.
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. Sponsorship and Community Relations, Definitions and Historical Development of the Sponsorship Market, Why Organisations engage in Sponsorship, Using Sponsorship to Target Particular Publics.
The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Online PR building blocks
Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.
Social Media and PR strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
Online Influences on present PR practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.
Setting Up & Marketing Your Own Consultancy
The Business Plan, Legalities, Setting Up, the Marketing Strategy, Knowing Your Competitors, Promotional Tools.
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.
Corporate Event Planning Project
The project is an important part of the course. Each course participant is given the project brief. Participants are asked at the end of the course to produce a Corporate Event Proposal with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops proposal-writing and creative skills.
Methods of Learning
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, Practical Case Studies, End of Module Assignments, etc.
Fitzwilliam Institute Group maintains a panel of qualified Subject Experts.
Who Should Apply?
Anyone working in Corporate Event Management, in an entry or support position, or those who wish to make a career change to Corporate Event Management. The course will also benefit anyone who has Corporate Event Planning as part of their job specification.
Successful students qualify for the Diploma in Corporate Event Planning (Dip. Corp. Event Plan.). The Diploma is awarded at Distinction, Credit or Pass Level.