Event Management Planning
Growth and Emergence of the Events Industry; Identifying Event Goals and Listing Objectives; Conducting a Competitive Analysis; Create an appropriate Vision and Mission for an Event; Managing Event Planning Schedules; Feasibility Studies; Record Keeping Mechanisms; and Recruitment;
Developing an Event Concept; Building Effective Event Organisational Charts; Creating and Managing Duty Rosters; Analysis and Management of the Registration and Admission Process; Providing Adequate Event Security; Coordinating Event Speakers with additional Entertainment for maximum effect; Identifying Appropriate Food and Beverage Menus; Project Planning;
The Experience as the Brand
Experiential Objects; Live Brand Experiences; Your Brand becoming the Experience; Mark of the Brand; The Experience as the Brand; the Brand as the Experience; Creating positive word-of-mouth; Making friends with your Brand;
Experiential Marketing Frameworks
Framework for Managing Consumer Experiences; Experiential Marketing Framework; Strategic Experiential Models; What is an Experience; Experiences as Typologies of the mind; Strategic underpinning of Experiential Marking; Types of Experiences: Sense; Feel; Think; Act; and Relate;
Experiential Marketing Campaigns
Authentic Campaigns; Guerrilla Marketing; Buzz Marketing; Brand Ambassadors; Brand Evangelists; The Flash Mob; Promotional Techniques; Promotional laws (generic) and codes of practice;
Developing Experiential Marketing Campaigns
Experiential Marketing's place in the Marketing Mix; How is Experiential Marketing used in Campaigns; Elements of an Experiential Marketing Campaign; Experiential Objectives; Identify Target Markets; Selection of Live Media types; Cycle of the project; Strategy Development;
Measuring Campaign Effectiveness
Reaching the Target Audience; Prosumer and Co-creation; The Consumer Experience;
Planning the Event Proposal Strategy with Your Target Market in Mind; Preparing the Event Proposal; Sourcing and Sending Invitations; Budgeting and Buying Advertising; Publicising the Event; Organising Contests and Pre Event Campaigns; Merchandising; Packaging and Sales Promotion; Formulating a Public Relations Strategy; Conducting Market Research; Methods of Measuring Marketing Activity;
Determining Potential Sponsorship Market based on the Event Type; Time; Location; Assessing Selling Points of the Event; Determining Sponsorship Fulfilment Responsibilities; Research and Set Sponsorship Pricing based on Market Factors and Event Exposure;
Review the Place for PR in Business Today; Review PR's Relationship with other Functions/Professions including Event Management; Marketing; etc; Professionalism and industry bodies PRII; PRCA; IPR; Sponsorship and Community Relations; Definitions and Historical Development of the Sponsorship Market; Why Organisations engage in Sponsorship; Using Sponsorship to Target Particular Publics; What can be sponsored? The fit between the Sponsor and the Sponsored; The Sponsorship Proposal; How Sponsorship fits in to wider PR Campaigns; Evaluating Sponsorships; Why Organisations engage in Community Relations; The Range of CR activities;
ONLINE PR MODULE
The Social Media Landscape
Blogs; Microblogs; Chatrooms; Delicious; Email; Flickr; Twitter; Instant messaging; Message Boards; Mobile Internet ; New Media Releases; Online Conferencing; Online Surveys; Pay per click; Podcasts; RSS; Search Engines; SEO; Social Networking Service Sites; Video Sharing; Virtual worlds; VoIP; Wiki and Widgets;
The Internet as a Media
Commercial Implications of the Internet; Social Interaction with the Internet; Web 2;0 and its Implications; Internet Convergence; the Network Effect; Internet Information Exchange; Internet Audience Size and Exposure; Internet Culture and Communication; Transparency and the Internet;
Online PR Building Blocks
Online Communications Platforms; Online Communication Channels; Online Communication Mediums; Interactivity and Application of Communication Channels; Policy; Optimisation; Monitoring and Evaluation of Online Communications Channels; Online Communications Channels Planning and Implementation;
Social Media and PR Strategy
Local versus Global Communication; Landscaping Platforms; Channels and context; Online PR Organisational Analysis and Segmentation; Developing Online PR Strategies; Online PR Tactics and SEO considerations; Online PR Planning; Managing Online PR Risk and Opportunities;
Online Influences on present PR Practices
Internet influence on News; Internet Journalists; Economics of Online News Production; Internet Critics and other influences; the PR Practitioner as an Online Publisher; Ethical Internet PR; Truthfulness and Duty of Care; Online Ethics; Debate; Guidelines and Best Practice; Monitoring and Evaluation of Social Media Discourse; Trends and Value; Policy Influences; Corporate speak; Implications of Social Media for Corporate Social Responsibility;
Setting Up & Marketing Your Own Consultancy
The Business Plan; Legalities; Setting Up; the Marketing Strategy; Knowing Your Competitors; Promotional Tools;
The Importance of Preparation and Research; Understanding your Audience Before you Present; Speech Content (Subject Matter and Objectives); Speech Delivery and Variety; Discuss the Importance of Body Language; Eye Contact; Presentation Aids; Management of Locations and Audiences; Presentation Structure;
On successful completion of this course you will receive a Professional Diploma qualification that is certified and awarded by the ICM (Institute of Commercial Management).
The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.
next start date: 24th September 2021
Duration: You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4 - 6 months, by dedicating 6-8 hours of study per week.
Course Fees: 995.00 EUR
To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.
Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.
Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.