Event Essentials+ 2013:

Sample timetable & module summaries

Lincoln College, Oxford
14th-20th July

Event Business Academy 2012

Event Essentials+ 2013:

Sample timetable
sunday

monday

tuesday

wednesday

thursday

friday

saturday

team
challenge:
presentations

departures

breakfast

morning

welcome &
introductions
designing
your event
experience

afternoon

arrivals &
registration

evening

lunch

welcome
dinner &
team
challenge
briefing

best practice
event
planning
managing
suppliers &
stakeholders

dinner/
free time/
evening
activities

onsite
experience

private
transfers &
event/venue
access

experiential
learning and
exercises

managing
your event
budget

event law &

managing risk

marketing
your event

elective:
choose your
track
lunch

technology
trends &
social media

ROI & events

in the future

individual
assessment

team
challenge:
preparation

team
challenge:
preparation

wrap-up:
Q&A panel

dinner/free time/
evening activities
(punting, theatre, cinema,
pubs)

dinner

Please note: this timetable is subject to change

Elective options include: the perfect pitch,
commercial tricks of the trade, and presentation skills

Event Business Academy 2012

graduation
ceremony &
gala dinner

Event Essentials+ 2013

Welcome & introductions

Designing your event experience

Welcome, expectations and learning

outcomes for the week
Identify and articulate your personal
learning objectives
Appreciate the diverse aspects of
event management and how these
roles have evolved over time
Identify and discuss attributes
needed to succeed in event
management
Apply the learning through a
personal reflection exercise and small
group discussions to share event
experiences

Explore the concept of 'design', with

good and bad examples from
different sectors
Explore the concept of 'experience',
with good and bad examples from
different sectors
Understand the 7 Pillars (principles
and practice) of designing the event
experience
Apply these principles to a real world
event example

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Event Business Academy 2012

Event Essentials+ 2013

Best practice event planning

Managing suppliers & stakeholders

Identify the different stages of an

event lifecycle to inform effective
project management
Understand how the planning
process relates to event objectives,
available time and resources
Gain confidence and practical
awareness of event planning tools
such as process flows, Gantt charts,
checklists and running sheets
Apply the learning by using these
tools during a class case study and
the off-site visit in preparation of the
team challenge presentations

Discuss the vital role that suppliers and

stakeholders play in achieving event
success
Learn how best to source and identify
resources needed for an event
Understand strategies for integrating
all suppliers and stakeholders into the
event planning process, and aligning
goals with respective parties
Understand the particular demands of
managing teams for events
managing both up and down within
your organisation
Appreciate the unique opportunities
and challenges of working as a team
with colleagues, freelancers and
volunteers

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Event Business Academy 2012

Event Essentials+ 2013

Managing your event budget

Marketing your event

Appreciate the fundamental

importance of financial management
for events and how that is tied to
event objectives and related financial
objectives
Identify potential revenue streams
and understand the practical
elements that drive revenues
Understand the difference between
fixed costs andvariable costs, and
their effect on thebreak-even point
Learn about cashflow and the timing
of event costs and revenues, and the
associated relevance for event
managers
Apply the learning through working on
sample event budgets and creating
an event cash flow in pairs

Learn how marketing is used to

connect products to consumers and
the growing roles of events in the
marketing mix (events for marketing)
Understand the 4 P's of marketing and
discuss how they relate to events
('marketing for events')
Appreciate the difference between
'events for marketing' and 'marketing
for events
Review examples of best practice
marketing within B2B, B2C and event
sectors
Apply the learning through group
exercises and by developing an event
marketing plan

5
Event Business Academy 2012

Event Essentials+ 2013

Technology trends & social media

Event law & managing risk

Review how technology can impact

events before, during and after
See practical examples of events that
have embraced technology to
improve operational efficiency,
enhance the guest experience and
deliver commercial benefit
Be aware of potential strengths and
weaknesses of hybrid or virtual events
Assess the opportunities and
challenges presented by social media
for each stage of the event lifecycle
Apply the learning through group
exercises focusing on event
technology in action

Appreciate the necessity for proper

risk assessment for events
Understand different sources of risk
pertaining to events, and their
consequences if not adequately
managed
Review examples and learn lessons
from poor risk management
Work through the rationale and
process relating to a risk management
framework
Identify key legislation that impacts
event planning (e.g. health and safety
legislation, licensing).
Apply the learning through a small
group case study and exercise

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Event Business Academy 2012

Event Essentials+ 2013

ROI & events in the future

Elective: choose your track

Appreciate the importance of

measuring event impact against
defined objectives
Understand the definition and
calculation of ROI
Apply ROI to the event context
Understand and compare practical
tools to measure ROI and ROO (return
on objectives)
Understand the opportunities and
challenges of building event legacy
Look ahead to what the future of the
industry holds
Understand trends in event practice
and the global market, and consider
their long-term impact

The perfect pitch:

Discover the art and science of
responding to competitive
tenders, developing a consistent
narrative in your pitch and winning
new business.
Commercial tricks of the trade:
Learn the key tactics to minimise
risk and maximise profitability for
your event from contract
structuring to financial negotiation.
Presentation skills:
Review best practice for
presenting in a variety of contexts,
with a chance to put key skills into
practice.

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Event Business Academy 2012

Event Essentials+ 2013

Team challenge presentations &
individual assessment
Each student is required on the final
day to take part in a team
presentation to the wider class
Presentations are based on the
research and experiential exercises
given during the onsite event/venue
visit
An individual written assessment is
used to help consolidate the learning
from the week and as part of our
accreditation from ICM

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Event Business Academy 2012