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Event Management

Course CodeBRE209
Fee CodeS3
Duration (approx)100 hours
QualificationStatement of Attainment

Would you like to work in event management?

 
 
This course will provide you with the knowledge and skills to begin working in event management. 
  • Learn more about organising parties, events, hospitality events, weddings, festivals, concerts and much more.
  • Suitable for anyone wanting to increase their knowledge of event management in their existing role or start a new career in event management.
  • This 100 hour course covers topics such as planning events, human resources, logistics, marketing an event and much more.

 

 

 

 

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
  7. Controlling Expenditure
    • 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
  8. Duty of Care
    • 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
  9. Crowd Control
    • 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 its delivery.

The Logistics Behind Planning an Event

The when, where and how of things, for example, how will things be done and where and when will things be supplied?
 
Every participant in an event has potential for experiencing all of the following: 
  • Anticipation
  • Arrival
  • Atmosphere
  • Appetite (for all the senses not just food)
  • Activity
  • Departure
  • Reflection 
 
The event planner should plan for a great experience with respect to each one of these aspects:
 
Anticipation – before the event, they anticipate the experience they are going to have. Some may have realistic expectations and some unrealistic. The way an event is presented beforehand can have a huge impact. Raising unrealistic expectations can be an easy way of promoting an event, and getting people to attend; but it can create huge problems later on and lead to early departures, negative memories and may lose (you) business as an event manager for future events. Word of mouth cannot be underestimated!  
 
Arrival – make arrival easy: travel information, transport, signage/directions, parking, entrances, meeting, greeting and welcoming packages should all be straightforward. Of equal importance is the aspect of shelter, queues and toilets. How queues are dealt with is an crucial issue. A huge queue may be off-putting and some people may choose to leave rather than wait to get into an event. If they then have to wait in yet more queues inside (for toilets or to buy food or drinks or attend particular smaller organised events) it can lead to a frustrating time for the visitor.
 
Atmosphere – The atmosphere is about how much fun or enjoyable or interesting an event is. What type of atmosphere you are aiming for will depend on the type of event. If you are planning something intellectual and/or academic, then it should be interesting, informative, quieter and more subtle. Whilst a music event would aim for a relaxed atmosphere with friendly people and staff.  The people who attend an event obviously impact on the atmosphere, but the atmosphere can also be affected by other factors. The physical environment can definitely have an impact. If it is too cold, too hot, dry, wet, windy, too exposed to the sun, dirty or clean – all of these can potentially affect how much the visitors enjoy the festival, and that will impact on the atmosphere. If you have lots of visitors moaning about how cold and dirty the event is, this will affect other people there who hear them and can affect the atmosphere.
 
The venue itself can also affect the atmosphere.  Is it easy to reach? Easy to find your way around? Good signage? Is it clean? Well landscaped? Well organised? Has it got good information for visitors?
 
Appetite (for all the senses not just food) – The   sight, sound, smell, taste, touch of an event all impact on how much the visitors enjoy the event. This again can affect the atmosphere, and affect future attendance at such an event It depends on the attendees, what they are looking for. What style of event? What style of food? Who they are? What do they like? What can they afford? Have you considered mood music?

Think of the senses:
 
Smell – supermarkets will pipe smells of fresh bread from their bakery around the store, to make people feel hungry. When people are hungry, they are more likely to purchase more.  Events can try the same thing, piping smells of food they offer, cakes they offer and so on. Obviously this is difficult in an outdoor event, but smells of food cooking, barbecues and so on can have the same effect.  A complementary health event may have essential oils wafting around, calming and relaxing visitors.  
 
Sight – the venue and the show should look good.  People do not want to see a shabby tent in a field. They expect more, particularly when they have paid money to attend. Presentation obviously affects how people view and remember an event.  And remember that many people post their photographs now on social media, which can be seen by many thousands of people.  If something doesn’t look too good, who knows how many people will see it, potentially influencing them to not come to the event next time.
 
Hearing – we mentioned mood music. We have to consider the type of event we are offering and what is appropriate. Classical music may not be appropriate at a science fiction convention.  Heavy rock music may not be appropriate at the opening of an art gallery showing Renaissance art. 
 
And so on – consider all the senses and what you think your visitors and stakeholders are looking for.
 
Activity – Anyone who attends an event wants to enjoy it and get something from it, whether it be a fun day, a new bit of knowledge or whatever they came for.  So any event should aim to be a collectable experience. A collectable experience is any experience that is unique or interesting or novel or unusual.  The event should be more interesting to the visitor than sitting watching TV on a Saturday afternoon. 
 
An example taken from a few years ago when snow was predicted on New Year’s Eve in New York. Spectators were getting worried about attending so the organisers changed the focus and started talking about ‘the first time that it had snowed on New Year’s Eve for years’. They made it a collectible event, something rare and unusual for the spectators. People still attended.
 
It should be something that stands out in their memory as a unique experience. Even if they go to the event annually, the event manager should aim to make each year slightly different from the previous one, to retain visitor interest. Any visitor may have a participating experience or a spectator experience.  A participating experience is obviously when the visitor takes part in the event in some way. For example, if they attend a team-building event, they may have to take part in role-plays and exercises to learn team-building. Another example is interactive theatre. A theatre group may set up a play where children are encouraged to get involved, take on roles, join in, rather than simply sit and watch.  A spectator experience is when the person attends and observes the event in some way, such as a music festival, lecture on the arts or history and so on.  So how the event is organised will vary according to whether visitors are expecting to be involved and participate, or whether they are simply expected to watch.  
 
Departure – at some events it may be appropriate to appoint someone to conduct a formal departure (such as hand shaking or thanking people for attending the event; the reverse of the ‘meet and greet’ concept upon arrival). At other events it may be a broadcast message of thanks to all attendees via an MC or similar. Sometimes, for later events, the lights may be turned on and a bell might be sounded if there is a bar about to be shut. Then staff should politely encourage visitors to leave. The departure should also be well-organised and as painless as possible. If lots of parked cars are involved, staff may be required to organise the departure of the vehicles in an orderly manner.
 
Reflection – As we said, any event should give the visitor a collectible experience. We may encourage them to remember the event in other ways.  They may be able to purchase things at the event, but some organisers will offer free gifts, merchandise and so on for people to take away with them.  Or an event organiser may send them a free gift or letter a few days later to remind them of the event and (hopefully) what a wonderful time they had.  Attendees should leave feeling as though they have had a great experience and/or a wonderful time. They must feel enthusiastic about their experience - something they want to talk about for days.  It is not just about the gifts and merchandise, it is about ensuring that they have had a really great time, whatever type of event it was.

 

What might you do in this course?

  • 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, & production scheduler, with relevant run sheets for a one day seminar.
  • Write a procedure (step by step) for choosing a venue for staging an event.
  • Attend a trade show or exhibition and evaluate its success.
  • Participate in the staging of an event, either in a professional or voluntary capacity.
  • List reasons why an evaluation would be undertaken after an event
  • Prepare a report to evaluate the event you attended.

 

Why Study this Course?

Use your outgoing nature and organisational skills to reap the benefits of establishing an exciting and fulfilling career. In the Events Industry, no two days are the same. There are multiple pathways to enter the Industry and employers look for people with a variety of backgrounds and varying levels of education. This course will teach you the relevant skills to take a leap towards your Event Managing career goals.

 


Meet some of our academics

Dr Karen CrippsPhD, MSc, BA Hons A highly respected expert on sustainability, former university lecturer, with a wealth of knowledge and experience in tourism and business.
Lyn QuirkM.Prof.Ed.; Adv.Dip.Compl.Med (Naturopathy); Adv.Dip.Sports Therapy Over 30 years as Health Club Manager, Fitness Professional, Teacher, Coach and Business manager in health, fitness and leisure industries. As business owner and former department head for TAFE, she brings a wealth of skills and experience to her role as a tutor for ACS.
Tracey JonesWidely published author, Psychologist, Manager and Lecturer. Over 10 years working with ACS and 25 years of industry experience. Qualifications include: B.Sc. (Hons) (Psychology), M.Soc.Sc (social work), Dip. SW (social work), PGCE (Education), PGD (Learning Disability Studies).


Check out our eBooks

LearningAn ideal tool for students and people assisting others who are studying. The learning ebook explains different ways in which people learn and ideal learning conditions for different people. Learning becomes knowledge if and when it is remembered. Success in anything you do in your work, personal or leisure time is dependent upon the knowledge you have acquired your ability to use that knowledge.
Event ManagementThe Event Management ebook is a complementary text for event management students or professionals working in the field. The ebook goes through the considerations and elements of an event and what needs to be organised when an event is in the planning stage.
LeadershipWhat makes a good leader? Is it an innate personality trait or a skill that can be acquired? This book is an excellent guide to the theories and practice of leadership. It is full of interesting facts about social dynamics and examples of leadership styles. For those who are curious or in need of some leadership skills, this book will provide both entertainment and advice.
Modern MarketingThis book explores new approaches to marketing, how to adapt to a continually changing world both through online marketing, and more. Some aspects of marketing never change; but many of the well established approaches used in the past simply do not work any more. This book lays a foundation for thinking about marketing in a different way