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EVENT MANAGEMENT TRAINING COURSE (ADVANCED COURSE)

Gone are the days of events amounting to little more than a cheese-and-wine get-together in the boardroom for directors and managers. In the 21st century, event management has become a serious business and indeed big business. It is a multi-million dollar industry that is growing rapidly, both in terms of number of events and size of events as government bodies, non-profit organisations and the business community quickly discovered the marketing power, image-making power and support-building power of events in the 1990s. They have now become an established and important element in the marketing or PR mix and a professional approach is essential for success, with a formal management approach required and ROI demanded.

The thousands of exhibitions, conferences, functions, shows, festivals, sporting events and functions that take place every year are a key element of our society and an important tool in helping organisations, of all types and in all sectors, to achieve their goals and objectives. The booming event industry has also resulted in professional associations being established, better training being provided and standards and benchmarks becoming available. Event managers today are serious about their careers and about business and are highly trained professionals. They are proficient at tracking environmental, societal and political trends and skilled managers who are competent in the areas of finance, risk management, marketing, PR, HR, research and procurement.

Course Outcomes

From the above, it is obvious that this is a serious event management course and not a run-of-the-mill pages-of-checklists event management course. It will cover the following specific aspects of event management in the 21st century, the objective being to ensure attendees have a thorough understanding of the event industry and the event environment and that they are able to apply what is learnt to their own specific situations:

21st Century Events
 
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Definition: event, event management, event manager
 
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The event industry
 
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Types of events: local/community, major, hallmark, mega, special, sporting, etc.
 
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Event trends and issues: SA today, event tourism
 
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Event impacts: social and cultural, physical and environmental, political, etc.
Strategy and Planning
 
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Conceptualising the event: host community, sponsors, media, event concept, etc.
 
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Planning: situation analysis, goals and objectives
 
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Operational matters: finance, IT, HR, project management, marketing, risk, etc.
Staging the Event
 
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Theme and event design
 
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Programme
 
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Venue
 
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Audience, Guests
 
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Catering
 
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Power, Lights, Sound
 
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Stage, Crew
 
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Audiovisuals, Special effects
 
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Performers
 
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Hospitality
 
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Production schedule
 
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Recording of event
 
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Contingencies
Measurement and Evaluation
 
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Evaluation specifics
 
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Research: methods
Example Documents: publicity, marketing, show programme, exhibition planning, etc.
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