Event management: advanced event management

Course summary

Designed as a follow-on from Event management: an introduction, this course is aimed at event directors and managers wishing to review and update their skills, knowledge and expertise in the ever growing arena of event management.

Course outline

A one-day course aimed at Event Directors and Managers who want to consider new opportunities and review how they manage events to reach target audiences. The course will go through fundamental considerations to strategically plan and manage communication, stakeholders and participant expectations.

The day will give a conceptual framework and explore viable options to achieve declared goals. There will be group discussion and self-reflection to gain insight and direction to ensure events are aligned with your organisations mission.

The course will cover:



Conceptualising an event: Review the vision and setting the event objectives

  • The 4‘w's: why, who, when and where
  • Why are you holding the event?
  • What needs to happen as a result of the event?

Elements of the strategic planning process: from proposal to post event

  • Scope of event
  • Work breakdown
  • Analysing resources
  • Identifying tasks and responsbilities

Financial control and budgeting: risk management

  • Understanding the key elements of budgetary control
  • Constructing the budget

Team management

  • What are the HR challenges posed by an event?
  • Managing the team, delegation and priorities

Strategic marketing: Publicity and public relations

  • Marketing an event to achieve objectives
  • Who is the audience and what are they wanting from your event
  • How to manage their needs and expectations
  • Understanding the key elements which make an event memorable

Exhibitors and sponsors

  • Why should other organisations want to sponsor your event?
  • Review what is in it for them?

Post event evaluation

  • Describe the role of evaluation in event management
  • Discuss when and what to evaluate at an event

Who is this course for?

The course is aimed at those who have event management experience and want to review what they do and how they do it. The Centre works with people from all sectors including the public sector, voluntary sector, corporate sector and private sector.

What will this course help me do: learning outcomes?

The course enables you to update your knowledge and skills in the effective organisation and management of events. You will:

• be able to successfully lead an event from planning to post event
• know what to consider in terms of the context of your event: range, type and impacts and will gain a deeper understanding of the methodology for the strategic management of events
• understand your event within its broader business context

Other courses to consider

If you are new to event management and are looking for an introductory level course, take a look at Event management: an introduction.

You may also find Project management an useful course which covers the broader area of managing the whole project rather than just the event.

Otherwise, take a look at our full list of management courses.

Course dates

9 March, 2012

This course starts at 10am and will finish by 4.30pm. Lunch and refreshments are provided.

Course fee

  • £255 plus VAT small charity price (applies to registered charities with an annual turnover of less than £3m)
  • £370 plus VAT not-for-profit price (applies to all other charities and all other not-for-profit organisations, including public sector and housing)
  • £420 plus VAT standard price (applies to all other organisations)

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