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Event management focuses on the steps and techniques that have to be taken for the successful organisation of an event. The event management discipline offers knowledge on how to build a concept, plan and identify the target audience for the desired event. Professionals in the field have to take into consideration budgeting, developing a theme, making sure all equipment and facilities are according to the desires of the client. Event management programmes offer a mix of business and management knowledge, including education on creativity and design elements.
Event management borrows theories and practical knowledge from similar disciplines such as: innovation management, project management, marketing and public relations.
Subjects included in the events management curricula include: strategic management, innovation for events, advertising and promotion, effective messaging, and event business.
Programmes in event management will equip students with creative thinking and strong leadership skills in order to coordinate teams that come together to accomplish a successful event. They will develop excellent organisational abilities, attention to detail and they will learn how to communicate efficiently and clearly, as they have to maintain a constant feedback between beneficiaries and services contractors.
Career prospects for graduates include areas like: exhibit and conference organising, event designing, wedding planning, public relations, and more.
Event management might be a tool for strategic marketing and communication, used by companies of every size. Companies can benefit from promotional events as a way to communicate with current and potential customers. For instance, these advertising-focused events can occur as press conferences, promotional events, or product launches.
Event managers may also use traditional news media in order to target their audience, hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audience to their events and reach them at the actual event.
The event manager is the person who plans and executes the event, taking responsibility for the creative, technical, and logistical elements. This includes overall event design, brand building, marketing and communication strategy, audio-visual production, script writing, logistics, budgeting, negotiation, and client service.
An event venue may be an onsite or offsite location. The event manager is usually not responsible for operations at rented event or entertainment venues, but will monitor all aspects of the event on site. Some of the tasks listed in the introduction may pass to the venue, but usually at a cost.
Corporate event managers book event venues to host corporate meetings, conferences, networking events, trade shows, product launches, team building retreats or training sessions in a more tailored environment.
Sustainable event management (also known as event greening) is the process used to produce an event with particular concern for environmental, economic, and social issues. Sustainability in event management incorporates socially and environmentally responsible decision making into the planning, organization and implementation of, and participation in, an event. It involves including sustainable development principles and practices in all levels of event organization, and aims to ensure that an event is hosted responsibly. It represents the total package of interventions at an event, and needs to be done in an integrated manner. Event greening should start at the inception of the project, and should involve all the key role players, such as clients, organizers, venues, sub-contractors, and suppliers.
Event management software companies provide event planners with software tools to handle many common activities such as delegate registration, hotel booking, travel booking, or allocation of exhibition floorspace.
A recent trend in event technology is the use of mobile apps for events. Event mobile apps have a range of uses. They can be used to hold relatively static information such as the agenda, speaker biographies, and general FAQs. They can also encourage audience participation and engagement through interactive tools such as live voting/polling, submitting questions to speakers during Q&A, or building live interactive “word clouds”. Mobile event apps can also be used by event organisers as a means of communication. Organisers can communicate with participants through the use of alerts, notifications, and push messages. They can also be used to collect feedback from the participants through the use of surveys in app. Going a step further, some mobile event apps can also help participants to engage with each other, with sponsors, and with the organisers with built-in networking functionality.
There are an increasing number of universities which offer courses in event management, including diplomas and graduate degrees. In addition to these academic courses, there are many associations and societies that provide courses on the various aspects of the industry. Study includes organizational skills, technical knowledge, public relations, marketing, advertising, catering, logistics, decor, glamor identity, human relations, study of law and licenses, risk management, budgeting, and the study of allied industries like television, other media, and several other areas. Certification can be acquired from various sources to obtain designations such as
- Certified Trade Show Marketer (CTSM)
- Certified in Exhibition Management (CEM)
- Global Certification in Meeting Management (CMM)
- Certified Meeting Professional (CMP)
- Global Certificate in Event Design (EDC)
- Certified Special Event Professional (CSEP)
- Certified Quality Event Planner (CQEP)
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