Event Management

Course CodeBRE209
Fee CodeS3
Duration (approx)100 hours
QualificationStatement of Attainment
Become an event manager  
  • Do you have a flair for running events and want to become a professional?
  • Do you currently work in hospitality and are looking to progress your career?
  • Have you been volunteering at events and want to formalise your experience?
  • Have you got a passion for organisation and management and want to turn it into a business opportunity?

Event Management is a dynamic, exciting industry that has vast scope for opportunities and growth. It involves every phase of an event - from the very beginning of the idea, to the planning and concept development, to managing resources and logistics, to planning and executing marketing, to delivering the actual event, to the clean up and final processes.
 
This comprehensive course covers all aspects of the event management process to prepare the graduate to work in event management in a range of different settings:
  • Sports
  • Weddings
  • Conferences
  • Special Occasions
  • Festivals
  • Exhibitions

Lesson Structure

There are 9 lessons in this course:

  1. Scope and Nature of Event Management
    • What is Event Management
    • Planning an Event or Conference
    • When to Run an Event
    • Other factors
    • Where to Hold an Event
    • Event Management Companies
    • Planning Example -A Christmas Party
  2. Developing the Concept
    • Naturally Occurring Events
    • Creating New & Original Events
    • Planning a Party in a Home
    • Making Decisions
    • Contingencies
    • Hiring Equipment
    • Fire at Events (BBQ’s, Bonfires, Fire Pits, Braziers, Torches, Fireworks)
    • Safety
    • Planning a Public Event
    • Evaluation Checklist
  3. Physical and Human Resources
    • Volunteers
    • Managing Staff
    • Leadership
    • Giving Orders & Instructions
    • Communicating Change
    • Forming a Team
    • Types of Team Members
    • Elements of a Team
    • Dealing with Problems in Teams
    • Nurturing a Team
    • Committees
    • Guidelines for Planning a Show or Exhibition
    • Hiring Tradesmen
    • Choosing an Event Location
    • Décor
    • Equipment
    • Entertainment
    • Choosing a User Friendly Site
    • Lighting
    • Car Parking and Transport
  4. Project Logistics
    • Contingencies
    • Traffic Management
    • Toilets and Locker Rooms
    • Security Lighting
    • Legal Liability
    • Understanding Legal Requirements and Controls
    • Negligence
    • Local Government and Liability
    • Minimising Risk
  5. Marketing an Event
    • Target Audience
    • Publicity
    • Public Relations
    • Sponsorship
    • Developing a Business Plan
    • Key Strategy
    • Business Priority
    • Action Plan
    • Marketing Strategy
    • Business Reviews
    • Marketing
    • Advertising
  6. Financial Management
    • Types of Budgets
    • Budgeting an Event
    • Cash Flow
    • Controlling Cash
    • Cash Cycle
    • Liquidity
    • Financial Decisions
    • Budget Performance Reports
    • Improving Profit
    • Reducing Costs
    • Controlling Expenditure
  7. Risk Management
    • Risk Reduction
    • Managing Risk
    • Sensitivity Analysis
    • Quality Systems
    • Contingency Planning
    • Catering for People Overload
    • Managing Slippery Surfaces
    • Identifying Risk
    • Workplace Policy
    • Risk Control Methods
    • Business Law
    • Legal Rights and Obligations
    • Consumer Protection
    • The Law & Employees
    • Dispute Management
    • Duty of Care
  8. Staging the Event
    • Theme of an Event
    • Venue Choice
    • Audience and Guests
    • Ticketing
    • The Stage
    • Power, Lights, Sound
    • Catering
    • Performers
    • Crew
    • Hospitality
    • Recording an Event
    • Contingencies
    • Crowd Control
  9. After the Event
    • Measuring Success
    • Dealing with Complaints
    • Cleaning Up
    • Repairing Lawns
    • Evaluation Checklist

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

  • Identify the various tasks which are involved in the management of a variety of different types of events.
  • Explain how a range of different types of events are initiated and planned.
  • Determine the human and physical resources required to deliver different types of events.
  • Determine how physical and human resources will be organised in preparation for staging an event in order that needs are appropriately catered for.
  • Develop a marketing plan for an event.
  • Develop a financial management plan for an event.
  • Develop a series of risk management procedures to minimize the impact of different types of problems including financial, legal, marketing, crowd control, food services, and hygiene.
  • Describe the way in which facilities and services are managed during the actual delivery of an event.
  • Review an event after it’s delivery.

What You Will Do

  • Research to find out what events are taking place in your locality.
  • Study and compare different events.
  • Review marketing of various real life events.
  • List sources of potential financial support for an event.
  • Interview someone who has managed an event.
  • Explain the different legal and ethical responsibilities with respect to risk management of an event.
  • Explain two methods of reducing liability, which could be used by the organisers of any event.
  • Compile a stage plan, contact responsibility list and production schedule with relevant run sheets for a one day seminar.
  • Write a procedure (step by step) for choosing a venue for staging an event.
  • List reasons why an evaluation would be undertaken after an event.
  • Prepare a report to evaluate the event you attended.

EVENT MANAGEMENT - COURSE SAMPLE


PLANNING A PUBLIC EVENT

Unlike private events where the only person or people you are dealing with are the clients, public corporate, government and other organisation events will usually require you to consult with a committee, board, or group specifically set up to ensure that the event is run to set guidelines and criteria. In some cases, an event manager may also be required to set up an event committee i.e. those specifically employed to organise events in corporations, government or for fund raising purposes.

After the initial concept or idea for an event has germinated, its feasibility evaluated and the decision to go ahead has been made, a set of steps should be followed to ensure its ultimate success. Following are the most important planning steps for an event controlled by a committee however before these steps are taken, tailoring to specific purposes is advised, as these steps can be slightly modified to suit all types of event management structures including private events.

Set up the Committee

o       Clarify areas of responsibility: i.e. budgets, finances, planning etc.

o       Plan committee meeting times.

o       Understand the purpose of the event i.e. improve public education or awareness, purely as a celebration, to improve support from a select audience, to improve public relations, to inform a select group or the general public.

o       Identify all the partners to the event i.e. government departments, sponsors, media etc – this can be of specific importance when identifying likely funding sources.

o       Prepare funding bids, identify and contact prospective sponsors if appropriate.

 

Develop a Master Plan

This is an overall plan of the event, taking into consideration the logistics of the event i.e. size, place, facilities (kitchens, toilets, parking), accommodation, emergency plans (police, fire-brigade) local government restrictions (alcohol, public nuisance, parking restrictions, time restrictions etc). The development of a master plan may also be dependent on the winning of a funding application. Some events are able to run mainly on funding provided by government; if the funding bid is not successful then obviously planning for the event cannot go any further

o    Set a budget – taking into account all money to be raised from sponsorships, entrance fees (if applicable) grants and so on. 

o    Set a date – with careful consideration to ensure that the event has the best possible attendance i.e. does not clash with other events.

o    Identify staff and personnel required including volunteers if appropriate. Develop an organisational structure plan – this is helpful for staff, volunteers and all those involved have knowledge of the hierarchical structure i.e. who is responsible for what and to whom.

o    Make sure that the scope of the event matches the original purpose and that this is reflected in the cost of staging it.

 

Develop a Planning Checklist

This checklist should identify all the planning steps required (use the numbered items here as a guideline) including some contingency plans for unforeseen developments (i.e. wet weather, parking problems due to a larger then expected response, key speaker can’t attend due to illness etc).

 
Delegate Responsibilities
For instance, a pre-school organising a special fundraising event will delegate responsibilities to selected members (often to set up sub groups) such as organising refreshments, inviting speakers and so on.
 

Identify All Stakeholders

Identify all people or organisations involved or with an interest in the outcome. Then make appropriate contact with them to advise them of your aims, seek advice, and raise interest in the event. Stakeholders can include: funding bodies, local councils, government departments (e.g. education), authorities, sponsors, media, general public etc.

 
Develop a Publicity Campaign
Consider different ways to increase awareness of the event, and to develop interest. Then, develop publicity material. This may be outsourced, depending on the scope of the event and the resources available.

 
Develop an Evaluation Checklist
Identify ways of gathering feedback, both formal and informal, and gather the information. Then, the committee can use the checklist in its evaluation of the event, as follows.


Example of Checklist (This may be different or improved in different situations):

  1. Were goals and objectives fulfilled?
  2. Was attendance targets met?
  3. Can you identify aspects of the event worked best?
  4. Can you Identify anything that should be revised before a repeat event?
  5. Did outsourced services, including materials used (i.e. caterers, security, decorations etc) meet     expectations?
  6. What services would you consider using again?
  7. Did staffing meet needs?
  8. Did the event receive positive feedback?
  9. Was the event worthwhile in relation to the scope of organisation needed?
  10. Were budgetary targets (income and expenditure) met?
  11. Did sponsors and stakeholders get the outcomes they wanted?

Evaluate the Event

Committee meets to go over all of the evaluations obtained, and discusses what did and what didn’t work, and why.
 
 
 
 
  
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RECOMMENDED READING FROM THE ACS ONLINE BOOKSHOP
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