Certificate in Meeting and 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 Meeting and Event Management’s comprehensive curriculum is based on the Convention Industry Council’s guidelines for meeting planning functions, and focuses on the role of the planner and delivering a solid return and successful event every time.
Program Modules & Content
Module 1 – Introduction to the Meeting and Event Industry
This session starts with introductions, course overview and scope of the meetings and events industry. Various models are presented and discussed relative to professional industry organizations, career paths and career planning and standard industry protocol and practices. An overview of the various types of meetings and events will be identified, as well as, an overview of the many venue choices facing the planner. Applicable terminology for hotels, meetings, conventions, events, and trade shows will be studied.
Module 2 – Meeting 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 this data in order to formulate a budget and determine expected ROI. The inclusion of Sponsors and 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 – Site and Venue Selection
Participants will differentiate between the wide variety of locations to hold meetings. Learn what is required for the registration and housing process and how Food & Beverage plays a key role in the event. They will identify the most important considerations in selecting the meeting facility/venue, as well as, the process of sourcing the facility/venue. Participants will examine how to compare proposals received from suppliers and determine the best potential sites to inspect. Module includes a site inspection at a local venue.
Module 5 – Pre-Event Planning – Why Marketing & Branding are Crucial to the Success of your Program
Participants will explore how to promote and market their event. Discussion will include how to identify and develop the four P’s of Marketing with promotional strategy including; registration, invitations, advertising, publicity, promotional merchandise, sales promotions, and packaging. Also covered are the role Exhibitions play in meetings and events. Then wrap up session with the importance of including event technology before, during and after the event with Social Media, Apps and Audio Visual.
Module 6 – It’s Show Time
On site meeting and event management functions will be summarized, as well as, the use of an event specifications guide (ESG). Communication plans and systems will be key for success along with the right staffing and team in place during event. Discussion will then be geared towards all the components that take place once meeting or event has concluded.
Module 7 – What’s Next
The role of the meeting professional can be enhanced by continuing education and certification. The planners who have the knowledge, experience and perspective of the; goals and objectives of the organization, design meetings for the attendee’s needs and can maximize the resources will be successful. Getting involved in associations will help with continuing education and create networking opportunities.
Instructional Method and Format
- Instructor is a seasoned meeting and event planner with vast industry experience and a passion for the field
- Curriculum includes a combination of lectures, interactive discussions and exercises, and site visits
- Participants are encouraged to use current meetings and events being planned and share challenges, lessons learned and best practices in the class discussions