Postgraduate Diploma in Event Management with Public Relations Module and Arranged Work Experience

Introduction

Event Management is an area which has grown rapidly in recent years and has become established as an important element in the promotional mix. This full time Postgraduate course is designed to provide participants with the opportunity to develop practical Event Management skills. These are the skills that the Event Management profession has identified as being essential for anyone working in or planning to work in this sector. The course gives participants practical and specific training and includes a substantial Public Relations module and arranged work experience. The majority of these arranged work experience placements result in fulltime careers in the Events industry.

Course Content

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, Recruitment.
Practical Activity: Take a Client Brief the 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.

Practical Activity:Assign Team Activities for Event Plans to understand the teams roles and responsibilities

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.
Practical Activity: Write an Event Proposal to understand how to present the concept and overall plan of the event.

Co-Ordinating Events

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.

Practical Activity: Develop an Event Checklist and Duty Roster to illustrate the roles and responsibilities of the events team.

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.
Practical Activity: Prepare Supplier and Team Activity Timeline to outline the flow of all planning and breakdown activities.

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.
Practical Activity: Outline a Target Market Profile to understand the audience and their requirements.

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.

Practical Activity: Write a Marketing Plan to collate all marketing activities, timelines and budgets.

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.
Practical Activity: Prepare an Event Budget with a goal to illustrate Event Profitability and all Coordinating, Promotional and Execution Costs.

Event Legal and Risk Management

Explain the Central Role of Event Ownership in Event Administration, Identify the Necessary Contracts for Events and Their Components, Obtaining Event Insurance, Managing Health and Safety, Event Risk Assessment, Copyright and Trademark Considerations.

Practical Activity: Develop an Emergency Plan to understand the appropriate steps taken in unforeseen circumstances.

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.

Practical Activity: Design a Corporate Event to understand the specific requirements of this sector

Organising Conferences

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.

Practical Activity: Prepare a Conference Plan that describes all participants and timelines 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.

Practical Activity: Design a Sporting Event Action Plan to outline all components and timelines of the event.

Celebrity Events

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

Practical Activity: Develop a Themed Celebrity Event to understand how to best reflect the concept goals and event structure.

Government and Political Events

Major Social and Political Events, Managing VIPs, 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.

Practical Activity: Write a Formal Invitation and Information Brief that is appropriate for the public sector market.

Fundraising Events

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.

Practical Activity: Develop Marketing and Sponsorship Strategy that reflects the targets and requirements of the event.

Event Sponsorship

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.

Practical Activity: Prepare a Sponsorship Proposal that illustrates the benefits of the event and why sponsors should participate.

Exhibition Management

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, Pricing Strategy.
Practical Activity: Prepare an Exhibition Floor Plan and Layout Template to understand how to optimise space and traffic flow.

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.
Practical Activity: Design an Onsite Theme and Floor Plan to illustrate how the event will look and be activated on the premises.

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 Events Success to the Client.
Practical Activity: Prepare the Post Event Evaluation Report that outlines all successes and challenges of the event.

PUBLIC RELATIONS

Principles of Public Relations (PR), 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. 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.
Practical Activity: Prepare a Promotional Event Brief for Sponsors which will outline the reciprocal arrangement between sponsor and event.

Presentation Skills

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.
Practical Activity: Design and Deliver a Presentation to learn different styles and practice your skills in a group environment.

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.
Practical Activity: Plan a Press Conference with a goal of including all key elements required in a real world environment.

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.
Practical Activity: Write a Press Release to a specific market to understand how to best communicate all details required.

PRACTICAL APPLICATION:

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.

Course Project

The course project is a critical part of the curriculum as it requires participants to apply all practical event management techniques learned in the program. Groups are formed and each group is given the detailed project brief and event requirements. The groups are then asked to present their recommendations to the examiners towards the end of the programme. Practical guidance will be offered throughout the course by lecturers and practitioners to ensure that theoretical learning is translated into practical proposals.

Personal Development

A special feature throughout the programme is the time devoted to the personal development of each individual. This includes an initial personal consultation to assess each individual and to discuss and establish future goals and aspirations. This is followed by careful preparation of a Curriculum Vitae so that each participant has a clear and well-presented CV to submit to potential employers. Other key areas in the Personal Development programme include communication skills, assertiveness training and the importance of attitude and motivation. Personal counselling is provided as required throughout the course.

Practical Work Experience

During the second part of the course placements are arranged with companies and organisations that can give course participants practical experience in the work areas in which they want to develop their careers. This phase of the course is closely monitored with regular assessment visits being made to each student and host company supervisor. It is expected that a significant percentage of these placements will lead to employment.

Methods of Training

This course offers practical industry learning through: Lectures, Discussions, Role-Plays, Practical Exercises, Projects, Case Studies, etc.

Lecturers

Event Management Training maintains a panel of qualified and motivated lecturers who work as a team monitoring each student's progress.

Possible Careers

Career opportunities in Event Management exist in the corporate, public and not for profit sectors, on the client side and on the consultancy side. Graduates of this programme may have Event Management as a main or secondary responsibility while also working in another area such as marketing, promotions, sales, sponsorship, etc. for an organisation. The course takes these possibilities into consideration.

Qualifications

Successful candidates qualify for the Postgraduate Diploma in Event Management. The Postgraduate Diploma is awarded at Distinction, Credit or Pass level and is accredited by the Institute of Commercial Management.

Times

Tuition is given Monday to Friday 10.00am to 4.00pm, for fourteen weeks with the practical work experience phase of the course lasting approximately twelve weeks.

Application Process
Selection is based on consultation and Academic achievement. Early application is advisable as places are limited.

Students are required to attend all lectures and to be punctual at all times. If a student does not conform to these requirements or is disruptive in any way, he/she may be dismissed from the course.