Certificate in Events Management

Course Outlines: 

Module One:

 The Role of Events in a Public Relations or Marketing Strategy

• Definition of ‘event’
• Reasons for organizing events
• Types of events
• Importance of events
• Definition of an event theme
• Steps to create and theme an event
• Stakeholders of an event
• An Overview of Public Relations and How Events fit in
• The PR Transfer Process and the Six Point PR Plan
• Assessing your needs
• Choosing the Event to fit the Objective and Audience
• A Review of the Different Types of Events available
• Writing a Successful Event Proposal

Module Two: 

Event Planning, the Theory and Practice

• Deciding the vision and theme of an event
• Conducting a SWOT analysis
• Setting goals and objectives
• Determining the event’s feasibility
• Choosing an appropriate organizational structure
• Creating a plan
• Evaluating the event
• The 5 W’s of event creation
• Be S.M.A.R.T with your objectives
• Scheduling – the long-term plan
• Event Running Order – timing of an event
• Budget – staff, time, materials money
• Choosing the Best Venue for your purpose
• Accommodation
• Layout for Different Events – Seating, etc

Module Three: 

Stage Management, Dining and Entertainment, Health and Safety

• Human resources management for events
• Choosing an ideal venue
• Marketing and promoting your event
• Elements of event promotion and marketing
  • Ticketing
  • Signage
  • Advertising
• Budgeting of events
• Safety components in event management
• Risk mitigation and contingency plans
• Potential problems
  • Weather
  • No shows
  • Delayed deliveries
• “Stage Management” of the Event
• Ensuring the Event is On-Message and On-Brand
• Welcome Desk – Set Up and Management
• Sets, Staging and Corporate Identity
• Catering, Entertainment and Music at your Event
• Staying Safe – Risk Assessment and Events

Module Four: 

Managing the Media at Your Events

• Event assessment and evaluation
  • Difference between assessment and evaluation
  • Six key stages in event evaluation
  • Various methods of event evaluation
  • Gantt charts for managing task schedules
  • The ROI evaluation
  • Measuring social media engagement
• Generating News through an Event
• Inviting the Media – invitations and press releases
• The Press Office, Press Pack and Gifts
• Conducting Interviews and Briefing Interviewees
• Creating a Lasting Record – Filming and Photography
• Involving your In-house Media

Module Five: 

Invitations, VIPs and Bringing it all Together

• Needed steps for organizing effective events
  • Plan and execute an effective campaign
  • Use an efficient communication system
  • Use the event web site wisely
  • Use technology wisely
  • Execute a sound logistics system
• Invitation Process for Different and Protocols
• Working with VIPs
• Meet and Greet
• Hosting and Farewell
• Follow-up
• Building an Event Management Team