This course focuses on other commercial oriented events that serve a strong
marketing and communications role, oftentimes including a strong mix of media and entertainment options of what has been termed ‘Experiential communications’.
These events may range from serving a select few to thousands of people, with a range of budgets to match that are not always commensurate with the audience size.
By the end of this course, the graduate will have acquired the skills and confidence needed to architecture and manage the
wide permutation of ‘Experiential communications’ events.
New professionals in the MICE industry looking to develop their Events Management fundamentals or Experienced Professionals seeking to refresh their knowledge.
Online Classroom via Zoom
3 days (Wed – Fri)
27 – 29 April 2022
17 – 19 August 2022
07 – 09 December 2022
CONTINUING EDUCATION (CE)
To Be Advise
Acquire practical knowledge and
confidence in professional
Events management, especially
Events of a commercial nature.
Develop stronger professional
interest in the Events
management industry and
thrive subsequently as an
Understand the key differences
between key commercial Event
genres, and how to manage
these with confidence
Overview of Events Management Industry
The Importance of Business Events
Pre-Appointment and Proposal Phase
Key Planning Consideration
The “Creative” Process of Making and Winning the Pitch
Delivery Phase: Managing the Event
Essential Events Management Toolkit
Post-Event Phase: Event Closure and Final Briefing
Event Types and Unique Characteristics
Capturing Event Return-on-Investment (ROI)
Case Study & Role Play
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