This is a course designed to develop knowledge and skills in the planning and management of special events including gallery openings, festivals, exhibitions and sporting events.
It is also a very good starting point for people thinking in developing an Event Management career and wanting to try the waters first.

COURSE STRUCTURE
There are 9 lessons as follows:

1. Scope and Nature of Event Management
2. Developing the Concept
3. Physical an Human Resources
4. Project Logistics
5. Marketing an Event
6. Financial Management
7. Risk Management
8. Staging the Event
9. After the Event

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.

COURSE AIMS
On successful completion of the course you should be able to do the following:

• 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 THE COURSE COVERS
Here are just some of the things you will be doing:

• 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.
• List reasons why an evaluation would be undertaken after an event.
• Prepare a report to evaluate the event you attended.

Extract from Course Notes

Staging an event will include some or all of the following aspects:

• The theme of the event
• The choice of venue
• The audience and guests
• The stage
• Power, lights and sound
• Audiovisuals and special effects
• Catering
• Performers
• Crew
• Hospitality
• Recording the event
• Ticketing
• Contingencies

The Theme of The Event

This is the major artistic and creative decision that needs to be made when planning the event. Whatever the nature of the event, first the theme is established, then the elements of the event must be designed to fit in with the theme. These elements will revolve around the central event theme to generate the event outcome. The type of event will determine how important each of these elements is to the others.

Therefore, all aspects of event planning and staging – including publicity, entertainment, accommodation, food and merchandise – need to be arranged with the theme in mind.

Choice of Venue

When staging an event, it is important to consider the choice of venue. Venues chosen will either be purpose built, i.e. designed and built for a particular venue. An example of this is an entertainment centre that is designed for large concerts or performances. Venues can also be chosen, not because they are purpose built, but because they provide adequate space for the specified event. This includes halls that can be adapted to meet the needs of organisers planning an event. In the past, venues have been chosen because of their atmosphere and natural beauty. For example, staging an open-air concert may highlight the natural environmental setting of a open area better that staging the event in an enclosed venue.

When selecting a venue for an event, consideration should be given to the following:

• Availability of the venue
• Transport to and from the chosen venue
• Access for the audience, equipment, performers, VIPs, staff, people with disabilities, vehicles and traffic flow
• Availability of power and where the power points etc are located
• Water – indoor and outdoor – location of taps is also important for outdoor events
• Toilets and other amenities – do they meet the expected size of attendance?
• Communication facilities, e.g. telephone
• Signed exits in case of fire or other emergencies
• Size and type of venue – does it suit your needs? Is it to be a mix of outdoor and indoor areas? Will your event be staged at more then one venue?
• Catering equipment and kitchens are suitable

Example of a Typical Assignment

1. Select an event that you believe was (or is) marketed particularly well. Describe how the event was promoted, and explain why you consider the marketing to be good.

2. Consider an event that you believe has been marketed poorly.

Explain why you consider this marketing to be poor, and suggest how it might be improved.

3. What are the essential ingredients of a good publicity campaign for an event?

4. How can an event maximize publicity when its financial resources are very low (although though it has good volunteer support, so manpower is not a problem).

5. What are the advantages for an event manager of market segmentation?

6. Prepare a draft marketing plan for a small event (any event you choose: a real or imagined event). Write no more than 2 pages.

Would you like to study further?  The ACS also offers an Associate Diploma in Event Management to further your career opportunites.