Advanced Event Management is a one-day training course covering PR events from a strategic management perspective. It focuses on high-level strategy: ensuring that an event delivers ROI, serves business goals and aligns with brand values. You will learn to plan, prepare and direct events for high strategic impact. You will also learn pragmatic director-level skills such as managing event teams and hosting panels.

This course covers the following modules:

  • Strategy design for major events
  • Project management for strategic events
  • On the day: directing high-profile events
  • On the day: chairing, hosting and facilitating

See below for details.

Topics covered

  • Designing an event strategy
  • Project management for strategic events
  • On the day: directing high profile events
  • On the day: hosting and facilitating

Who should attend?

This is an advanced-level course designed for learners in senior roles, aspiring to mastery and innovation. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation.

This course is recommended for managers and executives tasked with directing events at a strategic level. Frontline execution of events is covered in a different course: Practical Event Management.

Learning outcomes

After this course you will be able to:

  • Create a rigorous event strategy
  • Ensure an event serves strategic communication objectives
  • Track and justify an event’s return on investment
  • Project manage major events
  • Direct the execution of major events in a top-level supervisory role
  • Host, chair and moderate high-profile event segments

Course outline

Strategy design for major events

This module covers best practice in ensuring that events deliver strategic communication value and return on investment.

  • Event strategy: role in business strategy and communication strategy
  • Ensuring events add value and deliver return on investment (ROI)
  • Event strategy frameworks and blueprints
  • Planning and risk assessment

Project management for strategic events

This module covers top-level management of the preparation of events, from concept to delivery.

  • Budgeting and financial management for events
  • Designing and putting together an event management team
  • Selecting, managing and negotiating with suppliers
  • Supervising event project management

On the day: directing high-profile events

This module covers how to manage and supervise teams and suppliers during the delivery of an event.

  • Managing event teams
  • Coordinating suppliers
  • Troubleshooting and crisis management
  • Evaluation and reporting

On the day: chairing, hosting and facilitating

This module covers the role of senior communications professionals in facilitating events and interacting with VIPs.

  • Introducing event segments and speakers
  • Chairing and moderating panels
  • Facilitating discussions and Q&As
  • Hosting VIPs

Looking for more?

Advanced Event Management is a standalone course — but you can also take it as part of one of the following longer Programmes:

Intensive Communications and PR Programme (10 days)

Strategic Event Management Programme (5 days)