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Introduction to the programme

Based on our research, we realize the need for a practical training programme on event management for those involved in corporate events. When we were at school, we were not taught how to organize and manage events and yet, when we join the corporate world, we are often asked to organize such events, whether on small or large scale and most of the time, without proper guidance and training. Most of us developed our skills from those days when we were involved in extracurricular activities.

This is an opportunity to learn the systematic approach to events management. You can thus improve your organizational skills in managing your company or client’s corporate events and to demonstrate to your superiors or clients...your abilities in event management. You can also go for the certification and be recognised as professional event manager with the title “Certified Event Manager”.

Objectives

The participants will get 1st-hand knowledge from experienced practitioners in Events Management. Some of the learning objectives of the workshop include:

1. Understand and appreciate the Event management process flow and all key aspects of events management...including applications from research and planning for successful  implementation to managing risk, budget and evaluation and many more
2. Understanding and implementing The 5W2H system
3. Understand the importance of project management skills
4. Understand resources and suppliers management
5. Understand how to manage speakers and delegates
6. Understand the basics of sponsorship management
7. Understand the business of events management including marketing and financials

Participants will leave the workshop with a system and templates that they can apply immediately at work and they can start planning and organising events.

Programme Structure

Participants can take upto 9 months to complete the programme and or as early as 6 months depending on how fast they can complete the practical assignment in order to be certified as CERTIFIED EVENT MANAGER.

Overview of the structure:

• Phase 1 – Training
  • 2-day face-to-face practical and interactive workshop
  • 5 evening seminars on specific topics

• Phase 2 – Coaching
  • 6 monthly group coaching sessions (skype/face-2-face)

• Phase 3 – Practical & Assignments
• 1 main project submission
• 1 event audit assessment (where we audit your live event)

Programme outline for the 2-day workshop on “How to Manage Corporate Events Successfully”

Part A: Overview

1. Event Management Process
2. Event’s Brief
3. Financial Management
4. Setting up project team
5. Introducing the 5W2H concept
6. Applying 5W2H techniques

Part B: Stage 1 – Concept/ Idea Generation/ Research

1. Sources of ideas
2. Techniques for generating ideas
3. Brainstorm
4. Research
5. Environment scan
6. Feasibility studies
7. Cost-benefit

Group Exercise 1

Part C: Stage 2 - Planning

1. 5W2H at strategic level
2. Marketing strategies

1. Sponsorship/ Strategic Alliances
2. Public/ Media Relations
3. Budget
4. 5W2H at tactical and control level
5. Scope of services in event management
6. Control

Group Exercise 2

Part D: Stage 3 – Implementation

1. Preparation phase
2. Open for registration
3. On-site management/logistic
4. Post-event activities
5. Applying project management skills
6. Working effectively with 3rd parties
7. Registration management
8. Operations checklist

Group Exercise 3

Part E: Stage 4 – Control/ Evaluation

1. What can go wrong?
2. Potential problems analysis (PPA) - Marketing
3. Potential problems analysis (PPA) - Operations
4. Evaluation
5. Post-mortem/ Debrief
6. Managing Reports/ Tracking

Group Exercise 4

Follow-up evening sessions to cover topics include:

1. Events Planning Documentation
2. Events Financial Management
3. IT for Events Management
4. Events Sponsorship
5. Marketing of events
6. Public relations management & press conference

Methodology

The workshop is very practical, fun and interactive in nature. Besides having lectures to help you (participants) get some key knowledge and theories, there will be many practical group exercises, games, simulations and mock-up sessions which will allows you to practice and demonstrate your knowledge and skills on the spot. We will then provide feedback so that learning takes place immediately. You can also opt to attend the follow-up sessions depending on your own needs and requirements.

The coaching will be based on actual work that you will be doing back in your company and the project assignment and events audit will be based on real-life events happening in your company either internal or for your clients. In the event that you are not able to do so, we can arrange for you to be involved in organizing and managing an actual event for our company as part of your practical and for you to complete your assignments.