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;
Introduction to 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;
Definition; Contract Inclusions; Types of Contractual Relationships; Types of Contracts; the Contract Management Process; Common Problems;
Working with Suppliers
Supplier Selection; Researching Suppliers; Meeting with Suppliers; Considerations; Supplier Negotiation; Contracts; Supplier Relations; Contingency Plans;
Close Down & Evaluation; Sample Evaluation Questions; Sample Questionnaire; Sample Evaluation Form;
Programme Timings; Selecting a Speaker; Logistics; 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;
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;
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. 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;
Accommodation & Transport
Selecting the Right Location; Legalities; Destination Management Companies; Transport; Travelling by Air; Car or Road;
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; Snapchat; Instagram; LinkedIn;
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. Sponsorship and Community Relations; Definitions and Historical Development of the Sponsorship Market; Why Organisations engage in Sponsorship; Using Sponsorship to Target Particular Publics.
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;
On successful completion of this course you will receive a Professional Diploma qualification that is certified and awarded by the ICM (Institute of Commercial Management).
The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.
next start date: 12th March 2021
Duration: You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4 - 6 months, by dedicating 6-8 hours of study per week.
Course Fees: 795.00 GPB
To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.
Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.
Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.