By Laura Lee
The Centre for Continuing Professional Education under Taylor’s School of Hospitality and Tourism is having its second three-day Executive Certificate in Event Management programme come 17-19 August.
I had the privilege to attend the same programme that was conducted in March this year, which was also done in collaboration with the University of Nevada Las Vegas, Singapore. We had two male module leaders, Bob Goh and Nick Oxborrow (pic) but this time round, it will be conducted by Angeline Tok and Kathleen Beard Nelson.
The course contents and the methodology use remain the same for its August programme, which costs RM3,500 per attendee. Sorry, it’s early bird offer at RM3,150 is over.
Given the different backgrounds and experiences of its module leaders, I believe there is always something new that one can learn from its two female trainers. Using a methodology that combines classroom style lectures with group discussions and experiences sharing, it is difficult to find the programme boring unless one is really not interested in the subject matter.
Although I was unable to attend the full programme in March due to my work commitments, I picked up a lot of gems from the two speakers. On day one (March 23), I learnt a lot about the event concept, promotion, marketing, sponsorship and marketing from Oxborrow, director of his own event company, Fabulation Pte Ltd of Singapore.
I can still recall him telling us that an event is “a meeting of minds”. When you know what are the barriers when you develop an event concept, this will be your first step in overcoming them.
Oxborrow also believes that there should only be one person leading the project while the other team members must know their responsibilities. He cautioned against letting our ego come into play given this heavy responsibility of making the event happen.
While the location represents a very important factor in the success of an event, Oxborrow said the theme selected has to be “inspirational” and continued by saying, “In creating your event, you need to know what your values are? What is it that you believe in life?”
Interestingly, he noticed that a lot of event organisers are not professionals but opportunists and entrepreneurs. I certainly agree with him that we cannot afford that in today’s world and that is why event management courses like what is being conducted by Taylor’s are crucial for the event industry.
On budgeting for an event, Oxborrow remarked, “Until I know how much to spend for the event, I don’t know how to plan.”
Likewise, you cannot provide a quotation until you set and know your budget. Your budget is a clear understanding of both the cost of the event the event profitability.
Oxborrow believes it is imperative to list all the essential costs for the event such as administrative cost, marketing, communications and contingency expenses. Cost control comes very much into play especially when you organising large conventions and exhibitions.
Identify your income sources so that you know when you can spend. Draw up a cash flow chart and prepare a chart which outlines your project timelines and the people responsible for the tasks to help you keep track of your project’s progress.
To be successful in marketing your event, Oxborrow said one of the factors that come into play is publicity, the way others perceive your event and the status symbols that are attached with it.
To him, the event coordinator is everything, his ability to solve problems and make things happen. He should also always have a back-up plan.
Oxborrow later reminded the class to remember that the main objective of your promotion is to draw as many target audience participants to your event as possible but they must be of quality and not just quantity alone.
On sponsorship, he said it is not “free money”. It is a relationship and it is not just about logos. Oxborrow gave some tips for sponshorship hunters: “Get in early, aim big and service your sponsors.”
The Centre for Continuing Professional Education under Taylor’s School of Hospitality and Tourism is having its second three-day Executive Certificate in Event Management programme come 17-19 August.
I had the privilege to attend the same programme that was conducted in March this year, which was also done in collaboration with the University of Nevada Las Vegas, Singapore. We had two male module leaders, Bob Goh and Nick Oxborrow (pic) but this time round, it will be conducted by Angeline Tok and Kathleen Beard Nelson.
The course contents and the methodology use remain the same for its August programme, which costs RM3,500 per attendee. Sorry, it’s early bird offer at RM3,150 is over.
Given the different backgrounds and experiences of its module leaders, I believe there is always something new that one can learn from its two female trainers. Using a methodology that combines classroom style lectures with group discussions and experiences sharing, it is difficult to find the programme boring unless one is really not interested in the subject matter.
Although I was unable to attend the full programme in March due to my work commitments, I picked up a lot of gems from the two speakers. On day one (March 23), I learnt a lot about the event concept, promotion, marketing, sponsorship and marketing from Oxborrow, director of his own event company, Fabulation Pte Ltd of Singapore.
I can still recall him telling us that an event is “a meeting of minds”. When you know what are the barriers when you develop an event concept, this will be your first step in overcoming them.
Oxborrow also believes that there should only be one person leading the project while the other team members must know their responsibilities. He cautioned against letting our ego come into play given this heavy responsibility of making the event happen.
While the location represents a very important factor in the success of an event, Oxborrow said the theme selected has to be “inspirational” and continued by saying, “In creating your event, you need to know what your values are? What is it that you believe in life?”
Interestingly, he noticed that a lot of event organisers are not professionals but opportunists and entrepreneurs. I certainly agree with him that we cannot afford that in today’s world and that is why event management courses like what is being conducted by Taylor’s are crucial for the event industry.
On budgeting for an event, Oxborrow remarked, “Until I know how much to spend for the event, I don’t know how to plan.”
Likewise, you cannot provide a quotation until you set and know your budget. Your budget is a clear understanding of both the cost of the event the event profitability.
Oxborrow believes it is imperative to list all the essential costs for the event such as administrative cost, marketing, communications and contingency expenses. Cost control comes very much into play especially when you organising large conventions and exhibitions.
Identify your income sources so that you know when you can spend. Draw up a cash flow chart and prepare a chart which outlines your project timelines and the people responsible for the tasks to help you keep track of your project’s progress.
To be successful in marketing your event, Oxborrow said one of the factors that come into play is publicity, the way others perceive your event and the status symbols that are attached with it.
To him, the event coordinator is everything, his ability to solve problems and make things happen. He should also always have a back-up plan.
Oxborrow later reminded the class to remember that the main objective of your promotion is to draw as many target audience participants to your event as possible but they must be of quality and not just quantity alone.
On sponsorship, he said it is not “free money”. It is a relationship and it is not just about logos. Oxborrow gave some tips for sponshorship hunters: “Get in early, aim big and service your sponsors.”
