Event Management – study options for ambitious managers
Q. Who studies Event Management?
Are you planning to study in the fields of Hospitality and Tourism?
Do you want to study Business and Marketing?
You may well study Event Management as a course unit.
Q. Can I specialise in Event Management?
Yes, Event Management is offered as a major field in itself.
– You can choose specialist study at a top ranking Sydney institution for Business and Hospitality, the Blue Mountains International Hotel Management School. BMIHMS offers complete training in Event Management, including a Bachelor of Business (International Event Management).
– At the University of Queensland you can choose the Masters degree in International Hotel and Tourism Management. UQ’s prestigious postgraduate program gives you the option of a single major in Event Management.
Q. Tell me about the Events Management field.
Events Management is a specialism encompassing a range of commercial and cultural settings. The field includes festivals of culture, exhibitions and trade shows. Sport and Leisure is an important area – even events like the international Olympic Games come into play. And as we have seen, Events Management links strongly to the Tourism and Hospitality industries. The Events Management field also covers more commonplace aspects of business, such as corporate conferencing.
Q. How does training in Event Management equip graduates for the job market?
Event Management readies the graduate in several ways because it typically covers essential and marketable skills in:
– Identifying relationships between industries on an international scale.
– Marketing theory.
– Securing investment from different sources, considering how organisations will benefit from their sponsorship.
– Human resource management.
– Detailed planning and logistics to ensure a range of specialist departments with different expertise can work together smoothly to a common goal.
– Considering the social and economic impacts of events, with consideration of professional ethics and sustainability issues.
Q. How is planning involved?
Carefully planning an event means preparing for different eventualities. That can be an incredibly complex task of design and management involving large teams of people. There is pressure to deliver a smooth event from start to finish.
Events often have many investors, and with so much at stake, glitches become costly.
Q. What is corporate conferencing?
Conference is just one kind of event – corporate and commercial conferencing is a growth industry. Conferences like this are like large-scale meetings. Increasingly, they are becoming international events.
Conferences create valuable opportunities in areas like business-to-business marketing, or the promotion of companies and their products in ways which can target specific clients.
Events of all kinds have the power to deliver specific messages in ways that have a special impact.
But conferences can also be a simple chance to draw company shareholders together. Companies use events like this to explain their current business status, progress and new initiatives, along with forecasts about future profits.
In other words, such meetings can be an essential arm of business.
When you train in Events Management, you will have a wide range of industries in which to work.
Q. What about other kinds of event?
Let’s consider a very different example – this time a major event for sport and culture. Earlier we mentioned the Olympic Games.
The Olympics show Event Management at its most complex – a challenge of planning, coordination and delivery that is truly gargantuan in scope. And this example lets us see how graduates trained in Event Management are multi-skilled, highly in demand – and typically very well paid!
Q. What makes an event like the Olympics a success?
In our Olympic example, one way the results will be measured is in public perception. A well-run Olympics that’s smoothly choreographed and coordinated from start to finish will be remembered by the public.
Australia held their Olympic Games over a decade ago – but the Sydney Olympics is still remembered around the world for setting new standards of planning and management. It was like a masterclass in successful Event Management.
For London 2012, Aussie experts were given key positions as Olympic planners and managers, helping create another vastly successful festival of sport and culture.
Q. How about commercial events: how does success translate to commercial contexts?
The similarities are pretty clear – as is the extended appeal of events in areas such as marketing…
In the business world, event planning needs to successfully understand the unique marketing opportunities that events present, and then to exploit them effectively.
So, if success with the Olympics generates confidence in the country, success with a commercial event can generate confidence in a brand.
One bit of the Olympics that everybody remembers is the opening ceremony, and for London 2012 nearly a billion people watched worldwide. The opening lasted 4 hours but took 2 years of planning and design. This introduction to the event shines a carefully created spotlight on the host nation, helping promote its most positive, marketable qualities. It ideally creates a lasting image in the minds of potential consumers and captains of industry the world over.
Commercial events like trade shows offer the same kind of opportunities – and they carry the same pressures to get it right.
An Olympics beset by mismanagement is a public relations disaster, affecting perceptions about the host nation and how its culture engenders and supports good planning and organisational skill. In a corporate event, problems would reflect on the host company’s operational and business culture, as well as the quality of its products.
After all, Apple couldn’t present their new iPhone using an event full of technical glitches. It would reflect terribly on the stability of their new product!
Q. Where will I find academic training in Event Management?
Events Management can fall under the umbrella of Hospitality, Business, Management or Humanities – typically depending on the way in which the course has been conceived and will be delivered. Therefore, a variety of faculties in Australia offer programs which provide the necessary knowledge and skills to succeed in the industry. Courses are offered at undergraduate, graduate diploma, and postgraduate levels.
For full and complete information on training suitable for you, contact YEC as your next step.