Certificate In Event Management

Tens of billions of dollars are spent on the estimated twenty million meetings and events held every day. Today corporations, associations and organizations understand the importance and effectiveness of sponsoring meetings, conferences and special events that are strategically planned and executed in order to deliver value, results, and increased return on investment.

Florida Atlantic University’s Certificate in Event Management’s comprehensive curriculum is based on the Events Industry Council’s guidelines for meeting planning accepted practices and focuses on the role the planner provides in delivering the goals and objectives of the meeting and/or event they are responsible for.

Program Modules & Content:

In the post Covid-19 world, meetings and events will look and function very differently than we are familiar with. There are new safety restrictions and guidelines that need to be followed. New legal terms and conditions applied to contracts. More online/virtual meetings and events are taking place.

As challenging as change is this is an exciting time to be in the Meeting & Event Industry. It’s an opportunity to be a part of a new emerging industry.   

Module 1 – Introduction to the Meeting & Event Industry

• This session starts with introductions, course overview and scope of the meetings and events industry pre and post Covid-19. Various professional industry organizations, career paths, career planning and standard industry protocol and practices are presented. An overview of the various types of meetings and events will be identified, as well as, an overview of the many options to host a meeting and/or event. Applicable terminology for hotels, meetings, conventions, events and trade shows will be reviewed.

Module 2 – Goals and Objectives

• Participants will identify the process of planning for an event that satisfies specific goals and objectives. Discussion will focus on how to determine the purpose of each event and use the data in order to formulate a budget and determine expected ROI. The inclusion of Sponsors ad Strategic Partners will be discussed. Exercises will introduce students with the tools to calculate a SWAT analysis and GAP analysis.

Module 3 – Legal Side of Meetings and Events

• Participants will learn that the budgeting process is a plan for effective production of a meeting, while Risk Management is a plan to protect the organization and the attendees. Standard industry contracts for hotels, convention centers and other venues, as well as, supplier contracts for event related services will be reviewed. Topics including legal issues, force majeure, attrition and cancellation will be reviewed. Students will work with sample contracts and addendums covering changes after contract signing.

Module 4 – Location, Location, Location

• You have determined “Why” you are having your meeting and/or event. You know “Who” you are targeting to attend now you need the “Where” will the meeting and/or event take place. We will do a deep dive on the wide variety of locations both physical and virtual to host your meeting and/or event. How to prepare a RFP and what to look for in proposals received from vendors to determine the best location.

Module 5 – Telling Your Story

• A compelling marketing campaign is key to the promotion of your meeting and/or event. We will start with how to identify and develop the four P’s of Marketing. Then move into the promotional strategy of: registration, invitations, advertising, publicity, pricing, merchandising and packaging. Lastly the session will wrap with the event technology component which includes; Social Media, Event Apps and Audio Visual.

Module 6 – The Look and Feel

• Many Planners would say this is the best part of their job bringing the meeting and/or event to life with the right Food & Beverages, décor, entertainers, speaker content and networking events. In this section we will discuss room layout, vendor relations, Food & Beverage best practices and social responsibility. We will also discuss tools to help with the planning and communication with staff and vendors.

Module 7 – It’s Show Time

• The planning is done it is now time for your event. We will discuss rehearsals, show flow and importance of staff responsibilities. Then move into the wrap-up, final billing, gathering data and follow-up after event has completed. Learning what worked and what needs to be restructured will be key to the success of your next meeting & event.