Executive Certificate in Meeting & Event Management
15 – 18 December 2008 – Macquarie Graduate School of Management, North Ryde
Designed for those with less than 3 years experience in the meetings industry, this Course aims to provide participants with a comprehensive knowledge of the scope of the meetings & Events industry, a methodology for organising meetings and events, and interactive opportunities for participants to develop and broaden their current skill base.
The integration of theory and practice, business contacts and camaraderie make this a valuable learning experience, not to be missed. Below are the main components of the Course.
Program Outline for Full Training Program
Topic: Event Industry Update
A broad overview of the meetings and events industry including its size and structure; Relationships between the meetings industry and industries such as tourism, hospitality and entertainment; Businesses and organizations involved in the industry; and the necessary skills to continue to update industry general knowledge.
Presenter: Linda P Gaunt, CEO, MEA
Topic: Planning the Project - Developing a Critical Path
The ultimate organisational tool! Discover how to plan a project through the development and use of a critical path; its importance in project management; the identification of information needed prior to its development; key components to include; computer programs used to assist with the development and monitoring of critical paths.
Presenter: Ruth Lilian AMM, Conference Manager, DC Conferences
Topic: Managing Your Budget
Learn the most critical skills in the budgeting process including the accounting principles and standard practices in preparing and presenting a budget; monitoring the budget's progress; how to match the budget with the client; how to determine the 'safety net'; and setting a conference fee.
Presenter: Robyn Johnson AMM AFMEA, Managing Director, Connexion Event Management
Topic: Introduction to Exhibitions
An introduction in how to plan a successful exhibition; the issues and steps to consider when planning a stand-alone exhibition or one in conjunction with a meeting; the purpose and range of exhibitions; the benefits and viabilities of holding exhibitions; and the basic steps required in planning and running an exhibition.
Presenter: Craig Hoskinson, Senior Account Director, Expo Hire NSW
Topic: The Basics of Audio Visual Technology
Cost-effectively select and set up audio visual technology; understand the acronyms and terms commonly used; select and set-up popular AV equipment; as well as safety considerations related to the use of the technology.
Presenter: Keith Wooton, AFMEA, General Manager, AV1
Topic: Staging for all Seasons and Reasons
Understand the role and importance of audio-visual event staging to the success of a meeting or event and the very important role of audio-visual event staging suppliers. Learn to identify the AV requirements and the staging related issues to be considered when selecting an appropriate venue or site.
Presenter: Meri Took, Director, Director, Staging Rentals & Construction Services
Topic: Understanding Conference Catering
Never underestimate the importance of event catering! The difference between a happy delegate and a not-so-happy delegate could come down to the choice of wine, meal options or even the mode of delivery. Understand the wines appropriate to various types of food; current food trends; how to negotiate between F&B staff and clients; general rules on balancing courses on the menu; space and staff required; dealing with special requirements - and so much more.
Presenter: John McLean, Food & Beverage Director, Sydney Convention & Exhibition Centre
Topic: Sponsorship and Where it is Headed
Definition of the meaning of sponsorship and Where sponsorship is heading now and in the future; understanding how corporate organisations decide on sponsorship ie: identifying the ‘fit'; case study discussion on some corporate sponsorship projects; how to make the initial sponsorship sales pitch;
Presenter: Simon Baggs, CEO, Lateral Marketing & Management
Identifying activities, items, merchandise and other conference projects that could be sponsored; writing of sponsorship proposal benefit plans and measurement and benchmarking.
Specialist Meetings & Event Topics
(for students choosing the Meetings Manager stream of subjects) Topic: Event Site Selection & Negotiation
The correct venue or site is vitally important to the success of an event. Understand the different styles of venues and sites; the services offered and their suitability; available information sources for venue and site selection; the features and requirements of typical contracts; common points of negotiation; typical operational structures including relevant personnel; the production of event orders; and the inter-relationships and reporting structures within these venues and sites.
Presenter: Warwick Hamilton, Managing Director, Events Unlimited International
Topic: The Do's and Don'ts of Conference Programs
A well-planned program is a must! Learn how to design a conference program. Understand typical conference session formats; balancing social with education; dealing with committees; the range of options for conference venue set-ups; ability to design a practical conference program to meet overall objectives and the needs of the target audience within budget guidelines.
Presenters: Amanda Trotman, Managing Director, The Forum Group & Leanne Christie, Managing Director, Ovations International
Topic: Identifying Risk, Managing Risk and the Role of Event Insurance
This subject covers the fundamental areas of risk management required by personnel working within the business events industry. Understand the risks involved with meetings and events; discuss the roles and benefits of insurance and the type of insurance that various meetings and events may require; hear about the legal responsibilities of all parties involved and their insurance obligations.
Presenter: Matthew Crouch, Partner, Bartier Perry Solicitors
Topic: Designing Your Special Event
Just how special can a special event be? The road to success requires skills including how to develop the overall concept, theme and format for a major event that reflect event objectives. Understand the internal and external factors to be considered; the typical formats for different styles of events; the creative options to be considered when developing a concept; and the technical and staging options for different types of events.
Presenter: Meg Abernethy, Executive Producer & General Manager, DGSE
Specialist Sales & Marketing Topics
(for students choosing the Sales & Marketing stream of subjects - or those students attending only the one-day program) Topic: Selling your Product - From Call to Closure
Where do you start when undertaking sales calls, identifying customer needs and closing the sale? Discover correct selling techniques; fundamental communication principles such as active listening and questioning; follow-up, time management and relationship building; and the ethical considerations in selling when negotiated costs, contractual arrangements or preferred supplier/agent arrangements may be in place.
Presenter: Ian Michael Farkas, Business Development Manager, SCVB
Topic: Planning your Sales Strategy
A key factor to successful sales is the correct strategy. Discover how to plan sales activities for a meeting venue, bureau or destination. Gain an understanding of the relationship between sales and marketing; the general structure and content of a marketing plan; the role of sales within the overall marketing mix; and the planning and organisational skills required to carry out sales.
Presenter: Sharlene Dadd, Managing Director, The Meeting Portfolio
Topic: Marketing in the e-Business World:
So what is e-business all about, and how does it effect me? Understand the capabilities of e-business technologies and how they can be used as an effective marketing tool; commonly used acronyms and terms; principles of effective web design; raising market awareness through web marketing; selling through the web; and using data from the web to analyse performance.
Presenter: Monica Hole, Director, Condiment Communications
Topic: Choosing Promotional Activities that Work for You
Discover how to successfully conduct a range of promotional activities commonly used within the industry including advertising; public relations; trade and consumer shows; promotional events; trade and journalist familiarisations; signage and display initiatives; market research; and web-based activities.
Presenter: Donna Kessler AFMEA, Director, Tourism Portfolio
Syndicate Presentations for 3.5 day program
Students have access to the internet in their Syndicate Rooms. They are able utilise computer, internet connections and laser printer facilities for use on their projects. Presentations will be made by all syndicate groups to a panel of industry professionals. Presentations will be based on case studies allocated to groups at the commencement of the Program. These presentations are a culmination of project work completed by the groups during and after topics have been presented and in specially allocated times during the Program. Project Presentations will include:
- meeting objectives
- preliminary budget
- project theme
- critical path and task analysis
- venue selection processes
- business and social programs
- speaker selection
- sponsorship benefit plans
* Last minute changes may occur to the confirmed faculty or session topics. Up-to-date information on confirmed faculty and additional information on each member can be found on the MEA website www.meetingsevents.com.au
Program Outline for One-Day Sales & Marketing Program Topic: Selling your Product - From Call to Closure
Where do you start when undertaking sales calls, identifying customer needs and closing the sale? Discover correct selling techniques; fundamental communication principles such as active listening and questioning; follow-up, time management and relationship building; and the ethical considerations in selling when negotiated costs, contractual arrangements or preferred supplier/agent arrangements may be in place.
Presenter: Ian Michael Farkas, Business Development Manager, SCVB
Topic: Planning your Sales Strategy
A key factor to successful sales is the correct strategy. Discover how to plan sales activities for a meeting venue, bureau or destination. Gain an understanding of the relationship between sales and marketing; the general structure and content of a marketing plan; the role of sales within the overall marketing mix; and the planning and organisational skills required to carry out sales.
Presenter: Sharlene Dadd, Managing Director, The Meeting Portfolio
Topic: Marketing in the e-Business World:
So what is e-business all about, and how does it effect me? Understand the capabilities of e-business technologies and how they can be used as an effective marketing tool; commonly used acronyms and terms; principles of effective web design; raising market awareness through web marketing; selling through the web; and using data from the web to analyse performance.
Presenter: Monica Hole, Director, Condiment Communications
Topic: Choosing Promotional Activities that Work for You
Discover how to successfully conduct a range of promotional activities commonly used within the industry including advertising; public relations; trade and consumer shows; promotional events; trade and journalist familiarisations; signage and display initiatives; market research; and web-based activities.
Presenter: Donna Kessler AFMEA, Director, Tourism Portfolio
* Last minute changes may occur to the confirmed faculty or session topics. Up-to-date information on confirmed faculty and additional information on each member can be found on the MEA website www.meetingsevents.com.au
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