Florida International University's new Major in Meetings and Events Management - an introduction

1 © Dan Cormany © Dan Cormany

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2 © Dan Cormany © Dan Cormany 2

Travel and

Tourism

Industry

Transportation

Services

Destination

AlternativesHospitality

ActivitiesRetail

Shops

Other

Hospitality

Operations

Food

ServicesAccommodations

(Lodging)

Sporting events

Cultural Events

Recreational Activities

Celebrations & Festivals

Special Events

Geographic Tours

Educational Activities

Service Activities

“Event management is the process by which an event is planned, prepared, and produced. “

Julia Rutherford Silvers

Special Events Sporting Events Cultural Events Celebrations &

Festivals Educational Activities

Service Activities Recreational Activities

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Sports events

Concerts

Festivals (arts or popular)

Fairs

Parades

Contests and races

Exhibitions

Dances

Theatre

Children’s events

Flea markets

Conventions

Grand Openings

Product Introductions

Debutante Balls

Shows (e.g., Air Show)

Beauty contests

Tours (ex: Christmas open houses)

Demonstrations

Historic re-enactments

Parties

Celebrations

Visual arts and/or craft shows

Commemorations or sacred

Family, private functions (Quinceaneras, weddings, reunions)

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Creativity

Very Detailed Thinking (Organizational Skills)

Communication Talents (Management Skills)

On-the-spot Troubleshooting (Analytic Skills, Management of Stress)

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Creativity

Very Detailed Thinking (Organizational Skills)

Communication Talents (Management Skills)

On-the-spot Troubleshooting (Analytic Skills, Management of Stress)

• Knowledge/ Know How • Resources / Contacts

• Assumption of Responsibility

• For Social Events, add “Personal Support”

• Ideas for creating or implementing their vision

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Options in Events

Age

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Curriculum & Advising

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Type of Event

Entertainment & Leisure Events

Fairs & Festivals

Social/Life-Cycle Events

Cause-Related & Fundraising Events

Marketing Events

Sports Events

Business & Corporate Events

Exhibitions, Expositions & Fairs

Meeting & Convention Events

A one-time or periodic, free or ticketed

performance or exhibition event created for

entertainment purposes, scheduled alone or in

conjunction with other events.

Concerts – Limited in

technology training – male

dominated currently

Independent Case Study may be possible – box

office operations, agency work, security & legal

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Type of Event


Fairs & Festivals



Marketing Events

Sports Events




A cultural celebration, either secular or

religious, created by and/or for the public,

scheduled alone or in conjunction with other

events. (Many festivals include bringing buyer

and seller together in a festive atmosphere.)

From neighborhood to international – good in

conjunction with interest in Tourism (&

Destination Marketing)

Room for both independent promoters & employment by

large promotional firms

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Type of Event


Fairs & Festivals

Social Events


Marketing Events

Sports Events




A private event, by invitation only, celebrating

or commemorating a cultural, religious,

communal, societal, or life-cycle occasion,


events.

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Receptions Ceremonies

Showers Bachelor/ -ette

Parties Rehearsals

Destinations Brunches

Bar Mitzvahs Bat Mitzvahs Quinceaneras

Sweet 16 Debutant Balls

Baptisms Confirmations

Graduation

Funerals Memorial Services

Burial Services Wakes

Nine Nights Luncheons

(State Funerals)

Anniversaries Vow Renewals

Birthday Parties Baby Showers Achievements Ethnic Holidays

Religious Holidays

Cocktail Parties Dinner Parties

Location Parties (Destination, Pool, Beach,

etc.) Holiday Parties

Reunions

Weddings Coming of

Age Celebrations

Commemorations Family

Celebrations Private Parties

Planners may specialize in one area, or be a Generalist

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Type of Event


Festivals



Marketing Events

Sports Events




An event created by or for a charitable or

cause-related group for the purpose of

attracting revenue, support, and/or

awareness, scheduled alone or in conjunction

with other events. .

Association work – often a steady full

time position including all

fundraising or marketing

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Type of Event


Fairs & Festivals



Marketing Events

Sports Events




A commerce-oriented event to facilitate

bringing buyer and seller together or to create

awareness of a commercial product or

service, scheduled alone or in conjunction

with other events.

Big Opportunities, large budgets – high stress

and very creative positions – both

corporate & independent positions

Fast growing area coupled with social media (viral events)

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Type of Event


Festivals



Marketing Events

Sports Events




Includes kid’s camps, amateur tournaments,

college and professional sports events

A spectator or participatory event involving

recreational or competitive sport activities,


events. .

Biggest differing element – need to

work with Governing Sports Bodies

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Type of Event


Fairs & Festivals



Marketing Events

Sports Events




Any event that supports business objectives,

including management functions, corporate

communications, training, incentives,

employee relations, and customer relations,


events.

• Teambuilding • Incentive Trips • Employee

Morale Events • Corporate

Social Responsibility

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Type of Event


Fairs & Festivals



Marketing Events

Sports Events




An event bringing buyers and sellers and

interested persons together to view and/or sell

products, services, and other resources to a

specific industry or the general public,


events. .

• Perhaps most profitable area

• Not very big in Miami • Shows reach 170,000

attendees in size

May be Association Mgt. Co., Association Staff, or Independent

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Type of Event


Fairs & Festivals



Marketing Events

Sports Events




The assembly of people for the purpose of

exchanging information, debate or discussion,

consensus or decisions, education, and

relationship building, scheduled alone or in

conjunction with other events.

Las Vegas Convention Calendar (as example): http://www.vegasmeansbusiness.com/planning-tools/convention-calendar/

Anime Conventions: animecons.com/events

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http://www.vegasmeansbusiness.com/planning-tools/convention-calendar/







http://animecons.com/events

http://animecons.com/events


Special Events

Conferences & Meetings

Trade Shows & Exhibitions

Set-up Food & Beverage

Audio Visual Décor

Risk Management Marketing Security

Creativity

All of the former, +

Educational Philosophy Guest Room Blocks

Transportation Skilled in Measuring ROI

All of the former, +

Complicated logistics Multiple constituencies Shipping & Construction

Union Relations

Social Events Fundraising

Political Events Marketing/Corporate

Sporting Events Festivals & Fairs

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Broad variety of skill masteries needed

Commitment to remaining current

Pacing of job; frequent need to travel

Only as good as your last produced event

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http://www.juliasilvers.com/embok.htm

http://www.juliasilvers.com/embok.htm


Options in Events

Age

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Job Hunting


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Type of Event


Fairs & Festivals





Exhibitions, Expositions & Trade Fairs

Sports Events

Marketing Events

HFT 3754 Intro to Special Events,

& HFT 4757 Advanced

Special Events

HFT 3791 Social Events

HFT 3741 Meeting Planning

HFT 3753 Trade Shows

Under Development

Under Development

HFT

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Also under development: International Events

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Do I want to work entrepreneurially, for small firm or large corporation?

Do I prefer sales, creative design, detailed planning, or logistics management?

Do I like big picture thinking, or prefer smaller, focused expertise efforts?

For meetings, am I willing to learn basic applied psychology for convention design?

Do I hrive under stress; physically capable of 14-16 hour days during events, mostly on my feet

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(6 courses / 15 hours – all courses except Advanced Internship are three credits) HFT 3741 Planning Meetings and Conventions - corporate, association & board meetings HFT 3753 Trade Show Management (suggested pre-req.: 3741) - exhibition hall sales & operations Or, HFT 4508 Group Business Sales and Service (suggested pre-req. 3741 - facilities management of mtgs/events venues HFT 3754 Introduction to Special Events Production -general event planning skills HFT 4757 Advanced Event Management (pre-req.: 3754) - technical and design elements of event planning HFT 4945 Advanced Internship - Pre-req: 1000 work hours completed and verified HFT 4296 Senior Seminar in the Hospitality Industry - must be taken last semester

Plus Two (2) Event-Related Electives

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Course Assignments/Documents produced while enrolled in this class:

HFT 3741 Planning Meetings & Conventions

RFP – for facility ESG (Event Specification Guide) Convention Schedule & Rationale

HFT 3754 Special Events Management.

Site Visit Evaluation Special Event Proposal & Presentation for Client Diagram – for event (Meeting Matrix) Set-up Schedule and Event Flow (Day of event) Budget Development

HFT 4757 Advanced Event Management

Concept Board Tech Requirements Scripting FEMA Certification

HFT 4508 – Group Business Sales and Services

Event Resume BEO’s Delphi Certification

HFT 3753 Expo. & Trade Show Mgt. Exhibitor Prospectus Exhibitor Rules and Regulations Full Trade or Consumer Show Review

HFT 3791 Social Events Business Plan Time Line and Production Schedule

The total of these cover most all common event

documents, demonstrating a broad

array of knowledge Ex: http://prosite.com/

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http://prosite.com/


Electives may be used to personalize the program to prepare for a specific area in event planning.

“AS” for association meeting planners:

“CM” for corporate meeting planners and management companies;

“IS” for social and independent event planners;

“FF” for a food focus in an event facilities operation or catering;

“AF” for a career in event facility administration.

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HFT 3733 Tour Production and DMC Operation (AS, CM, FF, AF) HFT 3791 Social Event Planning (IS, FF, AF) (suggested pre-req.: 3754) HFT 3861 Beverage Fundamentals (FF) HFT 3871 Intro to Wine & Food Pairings (CM, IS, FF) HFT 3900 Independent Study (dependent upon the study topic) HFT 4508 Hotel Group Business Sales & Services (AS, CM, FF, AF) (may substitute for HFT 3753 as required course) HFT 4802 C Catering Management (IS, FF, AF) FSS 3242C International Cuisine (AS, CM, FF) FSS 3285 Art in the Culinary Arts (AS, CM, FF) FSS 4336 Culinary Event Management (IS, FF) Future additional offerings are proposed to include: HFT xxxx Spl Topics: Event Plan Exp. (AS, CM, IS) HFT xxxx International Event Planning (AS, CM, AF) HFT xxxx Events Sponsorship & Mrkting (AS, IS, FF) HFT xxxx Sports Event Plan. & Mgt (AS, IS, AF)

“AS” for association meeting

planners:

“CM” for corporate meeting

planners and mgt companies;

“IS” social & independent

event planners;

“FF” food focus in an event

facilities operation or

catering;

“AF” event facility adm

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HFT 3073 Social Responsibility in Hospitality Industry (all)

HFT 3271 Nightclub Management (CM, IS, FF, AF)

HFT 3770 Cruise Line Operations and Management (CM, AF)

HFT 3701 Sustainable Tourism Practices (all)

HFT 4504 Hospitality & Tourism on the Internet (AS, IS, AF)

HFT 4509 Tourist Destination Marketing (AS, IS, AF)

HFT 4520 Personal Sales Tactics for Hospitality Industry (IS, FF, AF)

Additional Suggested Hospitality Electives

If they are revived from dormancy:

HFT 3013 Protocol for Hospitality & Tourism (AS, CM, IS, AF)

HFT 3277 Club Operations Management (golf) (AS, CM, IS)

HFT 3813 Marketing for Food Service Operations (FF, AF)

HFT 4737 Managing Tourism Services (AS, CM, IS, AF)


planners:




event planners;



catering;


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ADV 3008 Principles of Advertising (Journalism school) (AS, IS)

ART 2300c Beginning Drawing (AS, CM, IS)

ART 3630c Intro to Experimental Video Installation (AS, CM, AF)

ART 3638c Video Installation – (AS, CM, AF)

COM 3110 Business and Professional Communication (Journalism School) (all)

COM 4430 International Business Communication (Journalism School) (AS, CM, AF)

PUR 3000 Principles of Public Relations (Journalism School) (all)

SPC 2065 Communication for Business (Journalism School) (all)

TPA 2220 Stage Lighting (Theatre School) (AS, CM, IS, FF)

TPA 4221 Advanced Stage Lighting (pre-req. TPA 2220) (AS, CM, IS)


planners:




event planners;



catering;


NOTE: None have pre-req’s

except TPA 4221

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Options in Events

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14th Fastest Growing Career in Business

66th Fastest Growing Career of all Careers

But….most will not be found here:

Nor here:

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http://money.usnews.com/careers/best-jobs/meeting-convention-and-event-planner












DMC = Destination Management Company

professional services company possessing

extensive local knowledge, expertise and

resources, specializing in the design and

implementation of events, activities, tours,

transportation and program logistics.

May focus on all or one specific sort of service

Provides local expertise, contacts, and time

saving arrangements

May be only local, or with wide-ranging offices

– nationally or internationally, or part of an

alliance

Often small – 7 or less full time staff

Named World’s Best, 2011

Over 50 in Miami Area

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http://www.hosts-global.com/

http://www.kuoni-dmusa.com/

http://www.iccmiami.com/

http://www.dmcnetwork.com/


Corporate

Incentive Houses - Maritz, Carlson Wagonlit, American Express- 3 of the largest

3rd Party Meeting Planners

Event Production – ex: Executive Visions

Association Management Co.

(Smith Bucklin, Helms Briscoe)

Mostly Trade Shows and Meetings

Specific Focus

Concert Production

Sports Event Productions

Wedding/Social Functions

Corporation Departments:

Event Planning

Marketing

Public Relations

Sponsorships

Associations (Civic, philanthropic and trade)

Retail Venue Promotion

Event Owner/Operator

University & College Planners

Team Building Facilitators

Civic & Government Events

Parks and Recreation Depts.

Destination Marketing Org. (CVB’s)

Political Campaign Events

Each has its own circles for Networking, so determining

direction is advised

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Identifying South Florida –

DMC’s

Wedding Planners

Meeting & Trade Show

Planners

Annual Special Events

Special Event Planners

Vendors

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Show Interest

• Participation (in list-serves, professional assocs., volunteer opportunities.) = demonstrates commitment to field

• Opportunity to get some name recognition

Shadow

• Ask to spend a day shadowing a chosen person

• Learn their operation and become acquainted

Intern • If not full internship,

volunteer to help at a couple events

Job

Getting a Foot in the Door

• If not with them, do they have connections

Don’t discard the idea of working first for a vendor to make contacts in field!

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http://ultimateexhibitionandeventguide.com/

http://ultimateexhibitionandeventguide.com/


PMM5 – Professional Convention Management Assoc.

Financial and Insurance Meeting Planning

i-Meet - The online community for People Who Plan Meetings & Events

MPI's Meeting & Event Discussion Group

Networking & Professional Development for Event Planners, Meeting Planners & Event Managers

Sales & Marketing Strategies for Event Planners, Meeting Planners & Event Managers

Social Media and Event Technology for Event Planners and Meeting Planners

International Association of Exhibitions and Events™ (IAEE)

TSNN – Trade Show News Network

Trade Show Booth Traffic Builder & Party Entertainer

http://www.linkedin.com/jobs?viewJob=&jobId=5261362&trk=rj_em&ut=0mGGjlBPyq65I1

Goals:

Become a known commodity

Inside information on some jobs

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ISES - International Special Event Society

Event Managers

Event Planners and Coordinators

Event Planners Consortium

Event Planning & Event Management - the

1st Group for Event Professionals

Event Peeps: For Live Event Industry

Professionals

Event Planning Professionals

Production, Stage, Shows and Events

Event Planning America

Group Travel & Event Planning Network

Promote! Corporate and Social event

planners

Media Solutions-B2B Event's

BizBash—Event Planners Gather

People Planning Events and Conferences in South Florida

Miami Event Planning Group

The Event Planners Miami

Luxury Travel and Corporate Event Planning all across China

VenuesOnline - For Sp Event & Mtg Planning Pros

Career Advice for Event Planning & Management

Student Forum - Event Planners & Event Management

Event Planning Jobs

Sports, Entertainment and Event Planning

Golf Event Planner Network

Charitable Golf Event Planners

Luxury Wedding Professionals

Wedding Market Network

Wedding Professionals Networking Group

Wedding Professionals

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Local Chapter: www.ises-sflc.com/

International Association: www.ises.com

$35 student membership (professional membership over $400)

Local Calendar: http://www.pronews.net/calendar.htm

http://careers.ises.com/c/search_results.cfm?vnet=0&str=26&max=25&site_id=553&sort=loc

August 22-24

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http://www.ises-sflc.com/



http://www.ises.com/

http://www.pronews.net/calendar.htm

http://www.pronews.net/calendar.htm





Local Chapter: www.sfmpi.org/

International Association: www.mpiweb.org

$35 student membership (professional membership over $375) – also first 2 years of professional membership is reduced in cost if you were a student member

World Congress - $140 per student (about 15% of registration costs for nonstudents)

http://www.mpiweb.org/portal/career

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http://www.mpiweb.org/

http://www.mpiweb.org/portal/career


International Assoc. of Fairs and Expositions

IAFE www.fairsandexpos.com

International Festivals and Events Association

IFEA www.ifea.com

National Association of Catering Executives*

NACE www.nace.net

Nat’l Assoc. of Casino & Themed Party Operators

NACTPO casinoparties.com/

Association of Bridal Consultants

ABC www.bridalassn.com

Association of Wedding Planners, International

AWPI afwpi.com

Society of Incentive and Travel Executives*

SITE www.siteglobal.com

Professional Convention Management Assoc.

PCMA www.pcma.org

* Especially active chapters in South Florida Jo

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http://www.fairsandexpos.com/

http://www.ifea.com/

http://www.nace.net/

http://casinoparties.com/

http://www.bridalassn.com/

http://afwpi.com/

http://www.siteglobal.com/

http://www.pcma.org/


Blog Index for Meetings and Special Events

event-planning.alltop.com/

Bizbash www.bizbash.com

Convene www.pcma.org/Convene.htm

Event www.eventmarketer.com/

Event Solutions www.event-solutions.com/

In Tents www.ifai.com/publications/intents

Incentive Magazine www.incentivemag.com/

One+ www.mpiweb.org/Magazine

Special Events specialevents.com/

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http://event-planning.alltop.com/





http://www.bizbash.com/

http://www.bizbash.com/

http://www.pcma.org/Convene.htm

http://www.pcma.org/Convene.htm

http://www.eventmarketer.com/



http://www.event-solutions.com/





http://www.ifai.com/publications/intents

http://www.ifai.com/publications/intents

http://www.incentivemag.com/



http://www.mpiweb.org/Magazine

http://www.mpiweb.org/Magazine

http://specialevents.com/




Meetings Community (MeCo)

http://www.meetingscommunity.org/

Meetings Forum (MiForum)

https://groups.google.com/forum/?hl=en&fromgroups#!forum/miforum

Both are Free Requires a gmail account (best if it is

dedicated only to this purpose)

Demonstrates sincere interest in field

If into events, don’t be “put off” by meetings title – most material

applies equally to special events

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https://groups.google.com/forum/?hl=en&fromgroups





Locally:

http://www.simplyhired.com/a/jobs/list/q-event+planner/l-miami,+fl

http://www.indeed.com/q-Event-Planner-l-Miami,-FL-jobs.html

www.pronews.net

http://jobs.usnews.com/ (US News)

“Events Internet Resources,” provided for students enrolled

Nationally:

See “Events Internet Resources” (in student resources section of blackboard) - hundreds organized by category

Event Planning - Association &

Corporate Meeting Management

Destination Management

Companies

Facilities Work in Event Venues

Largest 3rd Party Association, Corporate

Meeting Planners & Incentive Houses

Trade Shows and Convention

Management

Hotels with Substantial Meeting Emphasis

Special Events Only - not meetings or

conventions

Association Management

Companies (for Trade Shows)

Resource Categories:

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http://www.pronews.net/

http://jobs.usnews.com/


Types:

Comprehensive

Partial (“ala carte”)

Day-of

Specialized services

Packages

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Interested instead in a non-credit, events focused certificate? See next slide!

Program starts Fall, 2013

Each column represents one of 8 foci you may choose from

Dr. Dan Cormany

Head of Meeting and Events Management Bachelors degree program

[email protected]

Florida International University

Biscayne Campus

Chaplin School of Hospitality and Tourism Management

3000 151st NE Street

Office 332

North Miami, FL 33181

mailto:[email protected]


Core Courses

Promotion/Marketing/ Social Media/Sponsorships

Creativity/Color/Décor & Decorative Lighting

RFP Process/Project Mgt/Budgeting

Contracts/Insurance/ Risk Management

Staging, Lighting, Sound, Video & Electric

Resources/Positions/Admin. Structures in Events

Corporate Meetings

Conferences & Mtg

Logistics

Incentives &

Teambuilding

Networking Strategies

Program Develop.

Meeting Architecture

Association Meetings

Association Event Mgt.

Trade Show Production

Marketing Plans

Cause-Related &

Political Ev.

Elective

Corporate Events

Public Relations & Sponsoring

Trade Show Exhibiting

Corporate Conducted

Events

Elective

Elective

Social Events

Reunions, Parties & Holidays

Weddings, Ann. Etc.

Floral Decor

Working w/ Designers &

Printers

Photography Videography

Music & Performance

Events

Theatrical Perf. Arts

Tix, Box Ofc Op, Series

Arts &

Nonprofit Bd Coord.

Elective

Elective

Fundraising Events

Partnerships, Donations,

Contributions

Volunteer Recruit/

Train/ Mgt.

Galas & Annual Events

Elective

Elective

Sports Events

General Electives

Tournaments

Camps/ Training

Spectator Events

Elective

Elective

Security & Emrg. Resp.

Media Arrange.

Revenue Mgt.

Stagecraft

Concert Promotion

Program Consists of 8 core courses (6 hours each), then completion of 6 courses in a field of specialization (3-4 hours each). Electives may be selected from other fields of specialization or the general electives list to customize the certificate.

A Final Project must be successfully completed to receive certificate.

Trends & Issues: CSR, ROI, Green Events, Strat. Plan

Elective Elective Elective Fashion Shows

Elective Elective Elective Elective Elective

Catering, Food & Beverage, Service Styles

Festival/ Fair

Events

Outdoor Events

Crowd Control

Feasibility Assess.

Oper Struc. & Communicat.

Coord.

Elective

International Events

Field of Specialization