In order for organizations that plan, manage or own exhibitions and events to remain competitive, they must continually define and review their strategies. This includes measuring where an event falls within a particular market segment, developing plans to ensure business continuity, and positioning an exhibition or event for success.
After completing this course, the participant should be able to:
PART ONE: DEFINE EXHIBITIONS
- Use the CEIR Census and CEIR Index Report to gain an understanding of the current scope and performance of the exhibition industry
- Understand the differences between business-to-business and business-to-consumer exhibitions
- Explain the roles of the exhibition organizer, attendee and exhibitor
- Identify the purposes for corporate private exhibitions and events and understand their target audiences
- Discuss the principal ways that exhibitions can be grown
PART TWO: STRATEGIC ENTERPRISE MANAGEMENT: PROCESS AND OUTCOMES
- Define strategic enterprise management (SEM)
- Compare the various models of strategic planning
- Identify and define the major components of a strategic plan
- Understand experience design principles to optimize the overall experience of stakeholders and attendees
- Understand how to incorporate principles of EDI, sustainability, and health and safety into event design
- Describe a basic strategic planning process
- Differentiate between strategic enterprise management and the strategic planning process
- Explain the benefits of strategic planning and management
PART THREE: PROJECT MANAGEMENT: MANAGING SUCCESSFUL EXHIBITIONS
- Identify the major elements in the project management process
- Demonstrate the role of project management in developing goals and objectives
- Identify the elements in a work breakdown structure
- Identify the requirements necessary to effectively manage and motivate a project management team
