WHAT IS EVENTS MANAGEMENT?

Events Management is a very broad term that refers to the application of principles used in project management to create and develop events, conferences and festivals.

COURSE STRUCTURE SUMMARY

Events Management consists of the following modules:

• Tactics for Winning
• Chapter 1: The World of Events
• Chapter 2: Events Strategic Planning
• Chapter 3: The role of Management in Events Management
• Chapter 4: Events Role Players
• Chapter 5: Bidding and Securing an Event
• Chapter 6: Events Planning and Coordination
• Chapter 7: Events Organising
• Chapter 8: Project Management for Events
• Chapter 9: Events Accounting and Financial Management
• Chapter 10: Design Management of Events
• Chapter 11: Sustainability and Events Design
• Chapter 12: Catering Management Design for Events
• Chapter 13: Events Marketing and Communications Strategy
• Chapter 14: Events Sponsorship and Fundraising
• Chapter 15: Events Operations Management
• Chapter 16: Events Technology
• Chapter 17: Events Risk and Safety Management
• Chapter 18: Hallmark and Mega-Events
• Chapter 19: Festivals
• Chapter 20: Sports Events
• Chapter 21: Exhibitions, Expositions and Fairs
• Chapter 22: Political, Civic and Government Events
• Chapter 23: Banqueting
• Chapter 24: Corporate Events
• Chapter 25: Meetings

ASSESSMENT AND AWARD

There are two (2) assignments that will be used to determine competency. Once you have successfully completed both assignments, you will be awarded with a College SA Certificate in Events Management.

WHY SHOULD I STUDY EVENTS MANAGEMENT?

The organisation and management of festivals and events has become a full-blown industry and every year a huge sum of money is invested in it. The purpose of these events would depend on the context in which it is hosted, in other words either to market a business, build business relationships, raise company morale, raise money or to celebrate a specific event. It goes without saying that employers are therefore seeking capable Event Managers to host events successfully, as they don't want to lose the capital they're investing.

IS EVENTS MANAGEMENT THE RIGHT COURSE FOR YOU?

Do this quick and easy questionnaire to find out if Events Management is the right qualification for you. Answer either YES or NO.

• Are you good at organising people?
• Do you enjoy planning details?
• Do you enjoy working with a variety of different people?
• Does your job require you to organise events?
• Do you host a lot of parties and other social activities?
• Are you considering becoming a professional Events Manager?

If you answered YES to more than three of these questions, then Events Management is the RIGHT course for you. We recommend that you register for this course right away!

Call the College on 0800 21 23 22 to take the next step.

If you did not answer YES to more than five of the questions, then perhaps you should consider one of our other courses or fill in the Form at the bottom of this page and we will contact you. Alternatively, call the College on 0800 21 23 22 to speak to one of our friendly Student Registrars and they can help you determine which is the right course for you.

OTHER COURSES YOU MAY BE INTERESTED IN

• Wedding Planner
• Child Day Care Certificate
• Radio Broadcasting
• Business English

Call the College on 0800 21 23 22 to find out how you can register for one of these courses.

IMPORTANT INFORMATION

For this course, there are quite a number of theoretical and practical activities that do not need to be submitted to the College to be marked. These activities are meant to assist you in preparing for the submission of your two compulsory assignments.

COURSE STRUCTURE: DETAILED OUTCOMES

Tactics for Winning

This is the first Module that all students have to complete once they have registered with College SA.  This Module is designed to introduce Students to the College. In this Module, you will learn more about how Distance Learning Works and what the best ways are to study to prepare for assessments.

• What is Distance Learning
• Some important things you should know about learning
• Parcel Tracking on the Internet
• Student Card
• Forms
• Calendar
• Progress Poster
• Studying
• Further Works
• Some Advice
• Study Tips and Methods
• What should I do if I get behind in my work?
• Account information
• Assignments
• Preparing for a Exam
• Writing a Examination
• Checklist for students
• Tactics for Winning

Chapter 1: The World of Events

• Understand the definitions, history, type and different forms of events
• Understand the trends and dynamics of events
• Explain why destinations concern themselves with hosting events
• Understand as to why the study of events needs to go beyond a developed-country concept
• Comprehend why the hosting of events in a developing country context needs to be understood

Chapter 2: Events Strategic Planning

• Understand the international trend in the development of event strategies
• Discuss the role of event support in the strategic development of events
• Describe the development of events and festivals
• Describe the development of an events strategy in the international context
• Understand the central position of objectives and decision criteria in the strategic process

Chapter 3: The role of Management in Events Management

• Recognise the role and functions of management
• Identify the skills necessary for event managers
• Discuss the importance of experience in effective management
• Describe the scope of responsibilities associated with events management
• Understand the characteristics of communication and control inherent in events management
• Comprehend the nature of leadership and professionalism in the context of managing an event

Chapter 4: Events Role Players

• Understand the events triangle (the events with its management and performers, the audience and sponsors)
• Distinguish between the various suppliers and buyers of events
• Show that you have a basic knowledge of the agencies, intermediaries and other important organisations (domestic and international) involved in events

Chapter 5: Bidding and Securing an Event

• Understand and define the bid process
• Identify the critical issues determining whether to bid for an event
• Understand the pitch process and tendering for business in a competitive arena
• Define the critical aspects, phases and time schedule of a bid document
• Reflect on the overall bid process
• Understand the planning and organisation process
• Know and understand the required content of a request for proposal (RFP)
• Understand valuation and problem-solving activities

Chapter 6: Events Planning and Coordination

• Understand the event-planning process, assess and identify opportunity and constraints and formulate creative event plans
• Formulate and plan activities with sequencing to meet objectives, budgets and defined outcomes
• Conduct a site inspection, analyse the site or venue and prepare an event plan
• Understand the various role players responsible for planning and enable them to achieve the best planning results
• Identify the various authorities involved in the planning and approval processes so as to achieve necessary approvals for the event
• Identify and coordinate the various stakeholders with an interest in planning the event to ensure they achieve their intended goals and objectives

Chapter 7: Events Organising

• Set up an event organisation
• Identify leadership – 'the champion' to ensure successful events
• Manage different types of organisations and committee structures to meet event objectives
• Implement effective event coordination
• Understand systems management
• Understand stakeholder management
• Understand and apply labour legislation and employment condition regulations in terms of human resource management principles
• Manage, design and implement a volunteer plan, which will enable working with volunteers, volunteer duties and training
• Conduct mid- and post-event evaluations

Chapter 8: Project Management for Events

• Understand the nature, processes and activities involved in programming and event development
• Identify all the elements involved in establishing the event, organising and scheduling those activities in terms of the time involved and the budget necessary to implement the event development process
• Identify and manage event stakeholders and role players in order to achieve a successful event
• Become acquainted with project management techniques and procedures
• Understand how to project manage the event to achieve teamwork and cooperation among participants
• Monitor the progress of the event, understand the event lifestyle and intervene to ensure a successful outcome before problems occur
• Understand the critical success factors in event programming and project management

Chapter 9: Events Accounting and Financial Management

• Distinguish between management and financial accounting
• Demonstrate an understanding of cash flow management
• List the reasons why budgeting is of importance
• Explain how an income statement may be used to better manage an event

Chapter 10: Design Management of Events

• Define and explain design
• Understand the nature, processes and activities involved in event design and creativity
• Familiarise yourself with the creative process for event design
• See how design fits into the events framework
• Understand the planned event experience
• Understand the relationship between design and the event experience
• Appreciate the value of experiential foresight

Chapter 11: Sustainability and Events Design

• Provide a critical examination of events in relation to economic, social and environmental impacts and concerns over sustainability
• Recognise key social, economic and environmental (triple bottom line) impacts and sustainability concerns that are associated with the hosting of events
• Understand current strategies and approaches to integrate economic, social and environmental considerations in the planning and design of events
• Identify specific interventions and techniques that can promote sustainability at events

Chapter 12: Catering Management Design for Events

• Discuss the artistic interpretation and expression of event catering design management and its experiential dimensions to create the event experience
• Explain food and beverage planning for events, with particular reference to fundamental planning principles and the selection of the menus, quantities and service styles to meet the food and beverage requirements of an event
• Discuss the level of service and staff requirements for specific events
• Describe the working relationship with the caterer and the need to take into account both religious and cultural requirements when designing meals for events
• Identify costs and profits associated with a catered event
• Identify the basic health and safety regulations including the specific requirements associated with the service of alcohol
• Evaluate the catered event and keep accurate records
• Incorporate entertainment and other elements into the catering function to ensure a seamless event

Chapter 13: Events Marketing and Communications Strategy

• Define events marketing
• Identify approaches to market research and list the principles of marketing research for events
• Illustrate the value of a SWOT analysis
• Illustrate the six Ps of events marketing
• Identify the five Ws of events marketing
• Appreciate the role of public relations in events marketing
• Devise a marketing plan for an event
• Devise a promotional plan for an event
• Explore the use of electronic marketing in event promotion
• Employ the full communications mix to effectively promote the event, and establish and maintain relationships
• Identify ethical considerations in marketing
• Identify approaches to measuring the effectiveness of events marketing

Chapter 14: Events Sponsorship and Fundraising

• Define sponsorship and distinguish it from fundraising
• Demonstrate an understanding of the favour and growth of the global events sponsorship sector
• Identify the main objectives of events sponsors
• Distinguish between different sponsorship levels and opportunities
• Demonstrate an understanding of events sponsorship activation and leverage
• Develop successful events sponsorship proposals
• Demonstrate an understanding of the rationale for evaluation of sponsorship as well as measurement techniques for evaluating sponsorship effectiveness
• Critically discuss the challenges and opportunities facing the events sponsorship sector

Chapter 15: Events Operations Management

• Understand the numerous operational dimensions that must be made at each stage of the event and how activity must be constantly monitored in order to ensure the smooth running of an event
• Identify the roles and responsibilities of the events operations team, and be able to determine who should be involved across different types of events
• Understand the purpose of the events operations plan and the details it should cover, including what should be in an emergency plan

Chapter 16: Events Technology

• Understand how information technology has useful interventions and value-adding action at every stage of the event
• Understand the terms 'information database' and how to design, implement and maintain an information database
• Consider which data elements will help manage the event and how the tools necessary to capture this information should be integrated as a framework at the event-planning phase for specific operational areas of an event, such as registration, attendee satisfaction and legal compliance
• Consider both paper and electronic document-based information and how each contributes to an event information system
• Research and choose appropriate information technology for gathering event data and enhancing the event experience
• Appreciate how the quality of the information generated has an impact on service delivery performances through the decision taken based on this information
• Recognise that the loosely connected network of event stakeholders will be more cohesive in their actions if they communicate pertinent data well

Chapter 17: Events Risk and Safety Management

• Understand manage and identify various types of risk associated with event, e.g. financial risk, legal liability, contracts, permits and licences, copyright, trademark and service mark protection, and other intellectual property
• Provide insight of compliance management and its importance
• Appreciate the role and necessity of emergency management and the need for disaster risk management and crisis planning
• Provide knowledge as to why health and safety management is an imperative part of event planning and the impact it has on the event experience and all who participate or attend the event
• Understand the different facets of security management, the need for it and its role at your event
• Analyse the risks and benefits of insurance management, and identify the legal and ethical implications of producing an event

Chapter 18: Hallmark and Mega-Events

• Define what characterises hallmark and mega-events
• Understand how the knowledge domains can be applied to hallmark and mega-events
• Understand hallmark and mega-event best practice issues within developed and developing contexts
• Understand what appropriate planning is required for hallmark and mega-events
• Understand the key lessons from a number of case studies of a selection of hallmark and mega-events
• Understand the importance of evaluating the impacts and return on investment as well as the importance of knowledge management and knowledge transfer with respect to hallmark and mega-events.

Chapter 19: Festivals

• Define festivals and their place within the event market
• Define the role of festivals within society
• Investigate and discuss planning and managing a festival
• Compare the festival programming and scheduling the evaluations
• Identify and illustrate examples of specific cases of festivals and events.

Chapter 20: Sports Events

• Understand the prominence of sports events in society
• Understand how the knowledge domains can be applied to sports events
• Understand what appropriate planning is required for sports events
• Understand the key lessons from a number of case studies of a selection of sports events
• Understand the importance of evaluating the impacts of sports events.

Chapter 21: Exhibitions, Expositions and Fairs

• Understand the benefits exhibitions provide
• Appreciate the elements required to organise an exhibition
• Have consideration from the practical issues associated with running an exhibition.

Chapter 22: Political, Civic and Government Events

• Define political, government and civic events
• Explain the objectives of political events
• Discuss the developmental impact of political events
• Administer tools for political events
• Design tools for political events
• Identify and manage all operational aspects of a political event
• Market aspects of a political event
• Identify and manage risks associated with a political event.

Chapter 23: Banqueting

• Understand and explain the background of ‘banqueting’ as opposed to ‘dining’
• Understand how banqueting fits into the events management process
• Describe a number of different types of banquets and the reasons behind the choice of each
• Understand the concept of ‘service’ as it applies to the banqueting field
• Understand the key success criteria in managing the provisions of banquets
• Recognise the increasing importance of technology to the banquet provider
• Recognise the key importance of after-event evaluations
• Be able to apply the foregoing within the overarching criterion of achieving a return on investment for the originator of the banquet.

Chapter 24: Corporate Events

• Examine the impact of corporate events on organisations and the reasons why more and more companies are interested in hosting corporate events
• Provide an international context for the appreciation of conferences within a venue setting
• Identify the differing internal roles in the mounting / staging / hosting of a corporate event
• Explain the essential unfolding operation from decision to delivery.

Chapter 25: Meetings

• Appreciate the size, scope and growth of the meeting industry
• Conceptualise, plan, organise, manage and stage a meeting professionally.

INTERESTED? WANT TO FIND OUT MORE?

If you would like to find out more about Events Management, fill in this short Form and then one of our friendly Student Registrars will respond to your questions and will provide you with all the information you need.

Frequently Asked Questions