Becoming a Certified Marketing Event Officer
Course Info
Code IND15-104
Duration 5 Days
Format Classroom
Course Summary
Event coordination is vital for many successful organisations as it allows them the opportunity to directly engage with their clients and increase their rapport and reputation in an exciting way that feels rewarding to the client. For these events to be successful, marketing event officers are a crucial aspect to this process.
Marketing event officers are professionals who are responsible for planning, promoting, and managing the event to enable its success. Those within this role must obtain a variety of skills, including communication, marketing, and design. These skills will contribute to their ability to research the target audience, plan and design the venue to be appealing and ensure these all fit within their feasibility study.
Not only is planning the event important, but the management of the event as it is active. Communicating with guests and managing the different features and functions will ensure maximum productivity. Engaging with guests will enable the event officer and organisation to build a stronger relationship with them, which can lead to further exposure or business opportunities.
During this course, you’ll learn:
To understand the importance of effective marketing to an event's success.
To describe the core skills, competencies, and responsibilities of a certified marketing event officer.
To recognise the immediate and lasting consequences of poor event marketing.
To explain various marketing strategies and their benefits and limitations.
To analyse the economic and social development of an organisation based upon the success of its marketing.
To conduct a feasibility study of an event to support and promote a proposal to an event client.
To manage a team effectively, delegate tasks accordingly and provide guidance and mentoring where necessary.
This course is designed for individuals within event management who aspire to become a certified marketing event office and those within the role who wish to develop their knowledge. It would be most beneficial for:
Marketing Event Officers
Event Coordinators
Financial Advisors
Sales/Marketing Managers
Event Managers
Business Owners
Strategy Officers
This course uses a variety of adult learning styles to aid full understanding and comprehension. Participants will investigate case studies of real examples of events to highlight key functions that lead to its success and potential areas for improvement.
To ensure the participants can develop a full understanding of the taught content, they will partake in a variety of learning methods including presentations, discussions, video materials and group activities. This guarantees that the participants can gain an in-depth understanding of the knowledge and practise any related practical skills.
Course Content & Outline
Section 1
Introduction to Event Marketing
Defining what event marketing is, its necessity and importance for a business.
What roles are involved within event marketing, their typical skills, competencies, and responsibilities.
Exploring the influence events hold over organisation reputation, client satisfaction and overall success.
Examining the ethics and morals surrounding event planning, marketing, and management.
Investigating past and present event trends and predicting potential future trends.
Section 2
Event Feasibility and Proposal Creation
Explaining what feasibility is within events and the importance of feasibility studies.
The concepts, principles, and standards of conducting a feasibility study.
Identifying what components contribute to the event's feasibility and how to maximise these.
Establishing event goals and objectives and aligning these with feasibility.
Creating an event proposal detailing feasibility results and setting the measurements of success.
Section 3
Managing Finance and Budget
Balancing event budget with ideal goals and expectations.
Assessing the reasonableness of the budget and managing financial expectations.
Exploring the different methods of financing an event – bars, catering, merchandise and more.
Obtaining sponsorships from participants organisations and VIP guests.
Identifying financial risks throughout the event process and methods of mitigating them.
Section 4
Managing Functions
Coordinating all vital event assets – entertainment, catering, security and more.
Ensuring all lighting, decoration, special effects, and others are all within the event theme.
Establishing back-up alternatives for functions wherever possible.
Understanding the varying requirements depending on event type and location.
Communicating effectively with all employees to ensure maximum productivity.
Section 5
Meeting Guests Needs
Conducting research on the target audience to understand how best to meet their needs.
Ensuring venue and event accessibility for all individuals.
Establishing a separate area for VIP or celebrity guests offering a private and hands-on service.
Communicating with guests during and after the event to gain constructive feedback.
Building positive relationships with all involved parties to increase trust and reliability.
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