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, and Recruitment.
Practical Activity: Take a Client Brief 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.
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.
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.
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.
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.
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.
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.
Accident, Incident and Emergency Management
Public Liability and Insurance, Accident and Incident forms, Planning for Hot or Wet and Stormy Weather Conditions, Emergency Management Plan for Fire, Explosion, Dangerous Chemical Release, Medical Emergency, Bomb Threat, Robbery etc., Emergency Services Management, Fire Safety, Contingency Planning, Evacuation Plans and Training, Crisis Management Strategy, Media Management during a Crisis or Emergency, Management of Complaints.
The Importance of Making your Events Environmentally Friendly; Benefits to your Company, Benefits to your Clients, Benefits to the Environment. Environmental Standards & Eco-friendly Credentials; Schemes you can adhere to, Options Available, Carbon-Neutral Events. Types of Eco-friendly Events/Suppliers; Eco-friendly Weddings, Eco-Friendly Conferences, Eco-Friendly Caterers, Eco-Friendly Venues and Questions to ask them.
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, and Pricing Strategy.
Staging an Exhibition
Create a Site Plan for Layout and Design, Coordinating Onsite Traffic Flow, Develop a Set up and Breakdown Plan, Determine Decor based on Marketing Strategy, Budget and Client Profile, Review Lighting and Creative Staging.
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.
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.
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.
Festival Event Management
Art Festivals, Community Based Festivals, The Importance of Involving Everyone, Film Festivals, Food & Wine Festivals, Music Festivals.
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.
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.
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
Government, Civic 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.
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.
Planning a Wedding, Timelines and Itinerary, Wedding Legalities, Budgets, Wedding Ceremony, Reception, Venue Sourcing, Supplier Sourcing Logisitics, Creating & Marketing Wedding Planning Consultancy.
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.
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.
What is a Monarch? Types of Monarchy, Royal Families, Current Royal Families
Types of Royal Events
Common Royal Events, Royal Events and Ceremonies in the UK, Garden Parties, State Opening of Parliament, Garter and Thistle Services, Swan Upping, The Chelsea Flower Show, General Synod, Gun Salutes, Holyrood Week, Trooping the Colour, Receptions, Remembrance Day, Royal Ascot, Royal Maundy Service, Services of Thanksgiving, The Royal Variety Performance, Royal Events and Ceremonies in Norway, The Opening of the Storting, Consecration, County Visits, Formal Audiences, Royal Events and Ceremonies in Japan
Venues for Royal Events
Suitable Venues for Royal Events, Official Royal Residences, Official Royal Residences Currently in Use, Windsor Castle - UK, The Grand Palace - Thailand, The Royal Palace of Belgium , Prince's Royal Palace of Monaco, The Royal Palace - Netherlands, The Imperial Palace - Japan , The Royal Palace - Norway
Planning a Royal Event
Factors to Consider when Planning a Royal Event, Protocol and Etiquette, Contingency Plans
Royal Wedding vs. Normal Wedding
Differences Between, Royal Weddings and Normal Weddings, Size and Cost, State Occasion, Significance
Organising Street Parties
Introduction to Street Parties, Street parties are an effective and fun way to meet new neighbours. Having a street party is easier than you may think and it will definitely be worth it. Trust that your neighbours will want one, because they will! By 'street party' we mean one that is organised by and for all residents in 1 or 2 small streets, without external publicity.
History of Street Parties
Street parties and fêtes are a traditional part of community life; they are a simple way for us to get to know our neighbours. Street parties as we know them started in 1919 and became popular resident events when they were held as 'Peace Teas' to celebrate the signing of the Treaty of Versailles after the First World War. They centred round a special treat for children in times of hardship and were quite formal sit down events. Residents continued to organise them for many major national days of celebration.
Types of Street Parties
There are many different types of street parties: Street Party, Street Meet, Street Picnic, Street Welcome, Street Lounge, Street Play-Time
Organising Street Parties
Why Hold a Street Party? Planning your Event, Make Sure to Include Everyone, Activities and Fun, Decorations, Money and Raffles, Catering, Do's & Don'ts of Organising street parties.
Road Closures, Insurance, Licenses and Permits
Project Management Defined, The Project and the Project Manager, the Role of the Project Manager, Successful Project Management, the Project Management Life Cycle, Formulating a Plan.
ProjectLibre Open Source Project Management Software
ProjectLibre is a free open source project management software application. It is designed to manage small to medium sized projects and contains all the tools necessary to manage various types of projects including extensive reporting facilities. ProjectLibre is also compatible with Microsoft Project making transfer of projects easy and straightforward.
Overview of the ProjectLibre Environment
Introduction to ProjectLibre; Downloading & Installing the Application. The ProjectLibre screen environment: Gantt Charts, Using Network Diagrams, the Resources View, the Work Breakdown Structure Chart, the Resources Breakdown Structure Chart, the Reports Screen, the Task Usage Detail Screen, the Resource Usage Detail Screen, the Histogram Screen.
Setting up and Managing a Project
Setting up a New Project; Creating Sub Tasks, Setting Task Durations, Setting Task Dependencies, Modifying a Task, Adding Notes to a Task, Adding Resources to your Project. Work and Material Resource Types, Assigning & Modifying a Resource, Assigning Costs to a Resource, Adding Notes to a Resource. Inserting Milestones in a Project; Tracking your Project using Baselines, Creating Project Reports. Common Project Management Terms, Resources and References.
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.
ONLINE PR MODULE
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.
Introduction to Social Media and Social Networking, How Social Media is transforming the way we do Business, Facebook, Twitter, YouTube, Bebo and MySpace, LinkedIn, Flickr and Picasa, Blogs and Blogger, MeetUp and Ning, Second Life, Social Bookmarking – Delicious, Digg and StumbleUpon, Running a Social Media Marketing Campaign, Measuring the Success of Social Media Marketing.
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.
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.
The projects are an important part of the course. Participants will gain exposure to a broad range of event types and prepare a real life event brief, enabling them to develop your portfolio of events. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops relevant skills.
Methods of Learning
Online Modules, Subject Expert Feedback Sessions after each module, practical case studies, end of module assignments, etc.
The institute maintains a qualified panel of subject experts.
Who Should Apply
Anyone interested in developing a career in Event Management. Early application is advisable as places are limited.
Successful candidates qualify for the Postgraduate Diploma in Event Management. The Postgraduate Diploma is awarded at Distinction, Credit or Pass level.