Strategic Event Management

Investing in the Future of Your Events

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5 Found
Date Duration Venue Fees
18-22 Dec 2023 5 Days Dubai - UAE US$3,450 Register
17-21 Jun 2024 5 Days Dubai - UAE US$4,450 Register
12-16 Aug 2024 5 Days Dubai - UAE US$4,450 Register
16-20 Dec 2024 5 Days Dubai - UAE US$4,450 Register

Course Overview

This Strategic Event Management training course will take the participants’ events programme to the next level building their brand and reputation in line with corporate objectives. The key is to get the right mix of events with the right design values and consistent messaging to the right audiences. But what are the ‘right’ decisions?

Being correctly positioned at key industry conferences and exhibitions is important for brand visibility and positioning. Courting the right guests at your social events builds influence plus, every event needs to be well-planned and organised. Lack of attention to critical detail could result in the event being talked about for all the wrong reasons, damaging the brand and reputation.

Course Objectives

After the training course, the participants will learn to:

  • Understand how to plan a programme of events to support and deliver the corporate strategy
  • Select from a range of events and know how to deliver each type
  • Schedule and plan each event within budget and deadlines
  • Identify the most appropriate venues and activities for your events
  • Manage VIPs and the media with confidence
  • Troubleshoot plans to solve potential problems before they emerge

Target Audience

This training course is relevant to anyone likely to have responsibility for the delivery of events for the organisation but new to the concepts and practicalities of this facet of communications.

It is suitable for a wide range of working professionals, including (but not limited to) the following:

  • Staff tasked with event delivery
  • Middle and Senior Managers tasked with the direct delivery of events or oversight of specialist sub-contractors
  • Senior Operational Managers with responsibility for managing teams whose role includes event management
  • Senior Managers up to the Board level with responsibility for the strategic use of events as part of the organisation’s PR and marketing strategy and their effective deployment

Training Methodology

This training course will provide a valuable exchange of knowledge, ideas, and experiences—Immerse in experiential activities, collaborative group exercises, and face-to-face networking opportunities with your peers. There will be an alternation between theoretical expositions and practical exercises – individual and in groups, analysis of case studies, directed debates with the group’s active participation, and simulations of representative situations of the professional context.

Course Outline

Day One

The Role of Events in your Corporate Strategy

  • Analysing your Corporate Strategy and Plans to Develop an Event Strategy
  • Assessing your Needs
  • The Importance of Clarity of Purpose and Audience Needs Analysis
  • Choosing the Right Events to Fit the Objectives
  • Budget: Staff, Time, and Materials Money
  • Creating an Event Management Plan
  • Venue Choice and Suitability Assessment
Day Two

Event Planning: The Theory and Practices

  • The Importance of Messaging
  • Developing your Corporate Story
  • Brand and its Expression in your Event Concept
  • Consistent Messaging and Tone across Events
  • Sponsorship and Long-term Partnership and Alliances
  • Event Promotion and Marketing
Day Three

Event Management

  • Scheduling: The Long-term Plan
  • Building up your Palette of Equipment, Staging, and Brand Collateral
  • Contracting and Managing a Suppliers List to Deliver your Plan
  • Flawless and Consistent Contracting that Omits No Detail
  • Managing Suppliers on the Site
  • Entertainers, Speakers, and Hosts: Selection, Briefing, and Support
  • Exhibitions and Displays
Day Four

Invitations, VIPs, and Hospitality

  • Developing your Social Engagement List of VIP Stakeholders
  • Briefing your Team and Senior Managers, Speakers, and Honorees
  • Working with VIPs, their Diaries, and Social Teams
  • Hosting, Greeting, Farewell and Follow-up
  • Creating Mementoes and Publicity Collateral
  • Planning for every Contingency
  • Staying Safe: Risk Assessment and Events
Day Five

Bringing it All Together

  • Managing the Media across your Programme: Press Releases, Packs, and Gifts
  • Conducting Interviews and Briefing Interviewees to Build Messages
  • Photography and Videography as a Cumulative Record: Developing ‘B’ Roll
  • Social Media and Remote Event Additions to Enhance Coverage
  • Evaluating Each Event’s Success


Upon successful completion of this training course, Newage Certificate will be awarded to the delegates.

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