Event Management: Strategy & planning (Diploma)

It is essential that strategic plans are drawn up before an event takes place. Many events are staged on sites where everything needs to be set up over a 24-hour period, with all elements requiring careful synchronisation. In contrast, many other events require years of planning; large convention bids, for example, are often won five years before the event is held. For the very competitive bidding process, budgets need to be developed and prices quoted, requiring a good understanding of market, economic and political trends, as well as consumer choices. This long-term view is the basis of the strategic management and planning for events, which focus on the event concept, feasibility of the event, legal compliance and financial management. 

Marketing is a critical success factor, because many events - sporting, cultural and arts - involve sponsorship arrangements with industrial and commercial organizations. Relationship building is particularly important because there are so many stakeholders involved in events, including government agencies at many levels.  This Program considers in detail all these aspects of event strategy and planning, including strategic risk. Note: The “sister” Program to this one covers Event Management Operations & Logistics.