Diploma in Event Management & PR

Course details

No matter what the event – corporate, sporting, entertainment or otherwise – this programme provides the knowledge and skills to make it a successful one. Underpinned by project management, marketing and public relations principles, the programme takes students through identifying and planning the right event through to delivering it successfully on the day.

Programme Aims and Objectives

Anyone who sets about organising an event faces a myriad of logistical, financial, operational and communications challenges. The programme was developed in response to these challenges, and the aim is to provide a structured approach to planning and managing events that reduces pressure on the event organiser and produces a better quality event.

On completion of the programme, students should have acquired the skills to:

• Identify and develop an event that can succeed in the prevailing socio-economic conditions
• Develop robust plans for before, during and after the event
• Build an appropriate team, whether paid or unpaid, and budget for their event
• Develop a marketing strategy and plan that will attract both event participants and sponsors
• Communicate successfully with all stakeholders using public relations knowledge and techniques
• Understand the safety, risk and emergency planning requirements for events
• Manage all aspects of an event operation, such as transport, crowd management, logistics or communications.

Course Structure

The programme is delivered with a strong practical emphasis on event management and public relations – the lecturers have been involved in the event industry for over a decade and continue to work in the sector. Lecturers provide examples to explain key concepts and skills, and interactive exercises are used throughout to enhance students’ learning experience.

Assessment

To be awarded the Diploma in Event Management & Public Relations, a student will be required to complete an event plan as their individual assignment (85%), to incorporate an event theme, project plan and elective sections such as event marketing, operating plans or safety management. Students will also be required to develop and deliver a presentation on the key elements of their event plan (15%).

Programme Content

Event Planning & Management

This subject area introduces the student to event types and their characteristics. The main focus is to use project management principles as the foundation for effective event planning, covering pre-event, during and post-event actions and operations. Students will also review key management functions, such as HR and finance, to develop an understanding of the key considerations for each one in an event environment.

Event Communications: Marketing and Public Relations

This element of the programme begins with an introduction to the marketing concept and key marketing principles, emphasising the importance of targeting the right event at the right audience at the right time. The programme then focuses on effective communication practices, culminating with an exploration of how public relations can underpin successful communication with all event stakeholders. Students are provided with practical PR and presentation skills to ensure they can communicate key messages professionally in both written and verbal format.

Event Operations

Focusing on successful execution of an event plan, this part of the programme will take students through a wide range of functional areas that must be prepared and delivered as part of an event. Topics include crowd management, event safety, event catering, logistics, guest and media services, transport and many other subjects, each of which is approached through a series of practical questions and tips that build an analytical understanding of event operations.