The Role of the Event Manager
The 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 Co-ordinating Team and Suppliers, Decision Making, Contingency Planning.
Event Management Planning
Managing Event Planning Schedules; Feasibility Studies, Identifying Event Goals and Listing Objectives, Event Organisational Charts, Duty Rosters, Record Keeping Mechanisms, Recruitment, Reviewing Event Contracts and Agreements, Troubleshooting Event Co-ordination, Creation and Presentation of Proposals to Clients.
Developing Creative Elements, Scheduling Entertainment, Site Planning and Inspection, Analysis and Management of the Registration and Admission Process, Providing Adequate Event Security, Planning Event Protocol Requirements, Coordinating Event Speakers with additional Entertainment for maximum effect, Identifying Appropriate Food and Beverage Menus, Event Contingency Planning.
Overview of Sports Events
Define Sports Events, Traditional Sport Events, Niche Sport Events, The Benefits of Sport Event Management, Designing the Sports Event, Developing key objectives of the Sports Event, The Sports Event Industry, Importance of Sports Events, Scale of the Industry, Structures, Participants, Staging Sporting Events Challenges & Opportunities.
Types of Sports Events
The Type of Sport and the Audience - Live or Television, Community / Local Sport Events, Elite level Sport Events, International Sports Events, Public and Private Sports Events, Outdoor versus Indoor Sports Events, One-off Sport Events, On-going Sport Events.
Feasibility and Budgeting for Sports Events
Is the Event Feasible? Physical Resources required and available for the Sports Event, Considering the local community and infrastructure to stage the event, Timing of Sports Events, Competitor Analysis, Budget Categories - Operational, Venue, Promotion, Talent/Athletes, Identify Cost and Revenue Streams.
Planning Sports Events
Objectives of the Event, Scope of Objectives, Interest Groups and Stakeholders, The Event Planning Process, Staged Process, Facilities & Equipment, Catering, Transport of staff, athletes & spectators to and from the Sports Event, Security, The Sports Event Program, Results, Awards & Trophies / Medals, Volunteers.
Sports Events Bidding Processes
The Bid Process, Olympic Games Bidding Process, The World Cup Bidding Process, Key Bid criteria, Winning Strategies, Learning from a losing Bid, Organisation Committees, Opening and Closing Ceremonies.
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.
Sports Event Sponsorship
History of Sports Sponsorship, Sponsorship Packages & Programmes, The Strategic Sponsorship process, Aligning Organisational goals between the Sponsor and the Sponsee, Ethical and Moral Considerations, When things go wrong - Managing the Relationship with the Sponsor, Event Extensions, Ongoing Sponsorship Deals, Value Adding Sponsorship and Endorsements, Sponsorship Agreements, Negotiating Licensing Agreements.
Broadcasting & Communication for Sports Events
The Importance of Broadcasting and Media for Sports Events, Merchandise and Branding the Sports Spectator, Importance of Attendance at the Sport Event, Marketing Communications, The Communication Toolkit, Personal Media, Public Relations for Sports Events, Interactive Media, Mass Media, Publicity & Press Releases.
Sports Event Measurement and Evaluation
The Evaluation Process, Pre-Event Research, Evaluation during the Event, Pos-Event evaluation, Types and Ways of Reporting Evaluation of Success of the Sports Event, Key Success Criteria.
Impact & Legacy of Sports Events
Facilities, Sports Development, Political and Cultural Development, Environmental & Economic Development, Long-term impact on Tourism, Land impact & regeneration, Critical Socio-Economic Assessments, Greening Events, Leveraging Community Tourism using Sports Events, Social & Cultural Impacts of Sporting Events, Legacy of Sports Events.
An Overview of Event Risk Management
Budgeting, Forecasting Expenditure, Compiling and Understanding Event Contracts, Managing Health and Safety, Event Risk Assessment, Copyright and Trademark Considerations, Event Ethical Practice.
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, Preparing the Event Proposal, Sending Invitations, Budgeting and Buying Advertising, Publicising the Event, Organising Contests, Merchandising, Packaging and Sales Promotion, Formulating a Public Relations Strategy, Conducting Market Research, Methods of Measuring Marketing Activity.
Marketing Sports Events
Marketing Planning, Event / Organisational Goals & Objectives, Internal & External Analysis, Market Segmentation and Target Audience, Developing the Marketing Strategy and Strategic Marketing Plan, Image, Logo, Brand & Nation - Destination Marketing, Ambush Marketing.
Sponsorship, Internal PR functions, Corporate Image, Press and Broadcast Media Relations, Client Relationships, Internal PR, Commissioning and Briefing Photographers, Supplying Material to the Press/Getting Material onto TV and Radio, Organising Seminars, Exhibitions and Conferences, Audio/Visual Aids, Writing Skills (Press Releases, Writing Feature Articles for the Press, In-house Journals and Newsletters), Crisis Management, Corporate Advertising, Brochures and Printing.
ONLINE PUBLIC RELATIONS
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.
Public Relations and Search Engine Optimisation
PR tactics, Optimising your Campaign, the Google Factor, SEO Tactics, SEO Guidelines, Factors influencing SEO, on-page and off-page SEO, CMS, Link Building. Link Building guidelines.
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.
Preparation and Research, Speech Content, Subject Matter and Objectives, Speech Delivery and Variety, Body Language, Eye Contact, etc., Presentation Aids e.g. Visuals, etc., Management of Locations and Audiences, Presentation Structure.
Sport Event Management Project
The project is an important part of the course. Each course participant is given a project brief. Participants are asked at the end of the course to produce a Sport Event Management 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.
The institute maintains a panel of qualified subject experts.
WHO SHOULD APPLY
Anyone interested in gaining skills or developing a career in Sports Event Management. Early application is advisable as places are limited.
Successful candidates qualify for the Diploma in Sport Event Management. The Diploma is awarded at Distinction, Credit or Pass level. This course is certified by the Institute of Commerical Management and is industry and internationally recognised in over 140 different countries worldwide.