Certified Marketing Event Officer

Certified Marketing Event Officer

INTRODUCTION

Events are an important motivator of tourism and figure predominantly in the development and marketing plans of most destinations. Today events are central to our culture as perhaps never before. Increases in leisure time and discretionary spending have led to a proliferation of public events, celebrations and entertainment, making the events sector one of the fastest growing segments of tourism in the world. Countries and cities compete vigorously for mega events such as the Olympics, World Cup and World Fairs while societies are increasingly holding smaller scale events such as fairs, festivals, markets, parades, or sporting events.

Governments now support and promote events as part of their strategies for economic development, nation building and destination marketing. Events serve to attract visitation and to create an image of and awareness for a destination. Yet, not all events are tourism oriented. Events have other important roles to play, from community building, to urban renewal, cultural development to fostering national identities.

Managed appropriately, events can produce sizeable economic and social benefits for the host community. Inappropriate management can lead to negative economic, environmental and social impacts. For this reason the events strategy has become a master document to guide the events development in countries, regions, cities and companies.

The purpose of this course is to give students an understanding of the events strategy. Students who successfully complete this course will acquire conceptual and analytical skills in strategic planning and how it relates to event management. Students will learn about the strategic development of events as well as the use of events to achieve other strategic goals such as destination management, image building and image alteration and the creation of sustainable events.

OBJECTIVES

By the end of this course, you should be able to:

• Explain how the creation and implementation of an events strategy can allow governments to achieve their marketing and management goals.
• Analyze the fit of the events strategy into the economic and social development of an organization.
• Apply the principles of asset management to the management of a portfolio of events.
• Prepare and write a feasibility study for an event.
• Pitch a proposal to an event client.
• Work effectively in a team environment.
• Demonstrate effective project team skills.

COURSE OUTLINE

• Course Overview
• Events Typology
• Events as Assets
• Events Strategy
• Events Development and support
• Decision Criteria
• Bidding and Flagship events
• Feasibility and the management system
• Event Management Processes
• Sponsorship – events
• Event Metrics
• Operations: Upstream design