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Event Management and Marketing Subjects |
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The course in Event Management and Marketing comprises core subjects and two streams of subjects. Students have to take all core subjects and both subject streams. The structure of the course is:
- Core subjects: Business
- Stream One: Marketing
- Stream Two: Event Management
EVENT MANAGEMENT STREAM
Event Venue Management
An overview of the procedures in managing event venues such as entertainment,
cultural, sporting or function centres.
Topics include: coordinating services for event users, records administration,
ticketing systems, room and equipment set-ups, spectators and visitors, and
repair and upgrading of facilities.
The Meetings and Event Sector in Australia
An overview of the meetings, conferences, exhibitions, festivals, incentives
and special events sector. The subject examines the relationship of events to domestic
and international tourism; sources of information on event venues and services;
event industry technology; the role of tourist organisations; legal and ethical
practices; public liability and risk management. Students are brought up to
date with current conference registration systems, event technology, and
software and industry trends in Australia and overseas.
Business Meetings and Conferences
The management of corporate events, business meetings, seminars and
conferences. This subject teaches the planning and on-site coordination of
meeting agenda; conference programs; speaker and workshop sessions; audiovisual
and interpreter services; media liaison; catering and technical support.
Students learn how to set up a delegate database, arrange registration desk
procedures and assemble conference satchels and briefing papers.
Event Marketing and Promotion
This subject builds on studies in the specialist marketing stream and applies
marketing strategies to different types of events. Skills are developed in
researching target markets; preparing advertising and public relations
campaigns; trade show promotional displays; merchandising; sponsorship
packages.
Special Events, Entertainment and Party Planning
The planning and organisation of special occasions including parties,
ceremonies, product launches, fundraisers, weddings, concerts, and sporting and
tourism events. Students learn how to devise creative and practical options for
venue selection, themes, decorations, music, lighting and entertainment. Also
examined are the specialist needs of both indoor and outdoor events relating to
security; crowd control; parking; weather conditions; temporary structures;
waste management.
Events Bids and Proposals
The costing, pricing and quoting of bids to stage and manage events. Students
are taught how to prepare budgets; negotiate supplier costs and commissions;
negotiate package proposals for individuals and groups that include travel,
accommodation, and social programs. Also covered is the process of bidding
for major international events coordinated by government, tourism bodies,
and convention and visitors bureaux.
Event Law
Students learn about the legal responsibilities of event managers in relation
to contracting performers, hiring venues and equipment, ticket sales and cancellations,
promotional material, ensuring crowd safety and security, and risk management
strategies for all types of events.
BUSINESS CORE SUBJECT AREAS
Entrepreneurship
This subject area provides both principles and practical applications involved
in entrepreneurship. Topics include: developing products and services for new
ventures; business plans; market evaluation; sources of finance including
venture capital; public relations; entrepreneurial management; high technology
entrepreneurship; creativity and growth strategy.
e-commerce
This subject provides hands-on experience in developing business applications
on the Internet. Areas addressed include: the impact and potential of emerging
technologies; hardware and software issues; how to use the Internet to improve
business procedures and trade; doing business on the Internet including
banking, accounting, marketing, distribution and finance; legal issues related
to e-commerce; Internet security and encryption; advertising, promotion and web
page design.
Introduction to Accounting
This subject covers the role and function of accounting in business. It introduces students to the basic
principles of accounting, financial statements, payroll systems, double-entry
bookkeeping and bank reconciliation statements.
Introduction to Business Computing
This subject introduces students to computing applications in business and
discusses the effects of information technology on business. Computer applications covered include:
word processing, spreadsheets, database systems, accounting, communications,
integrated applications and desktop publishing.
Introduction to Management
A study of the management processes used by both large and small businesses and
introduces students to the management skills required to achieve organisational
goals. It examines Australian and international
management systems, the evolution of organisational cultures and how management
structures influence performance and profitability. Also covered are the historical and contemporary schools of
management theory and, by using case studies, the concept of the ideal manager
is explored in meeting the multiple goals of business performance, social
responsibility and management ethics.
Introduction to Marketing
The basic principles of marketing and fundamental marketing concepts and functions.
Topics include: role of marketing in the economy; consumer orientation; value
creation; quality management in marketing.
Australian Business Law
An overview of business law in Australia with emphasis on the law of contract
and employment legislation. Topics include: law and society; court structures
and roles; law of torts; law of contract; employment law; company law.
Business Communications
This subject develops students’ communication skills in both verbal and
non-verbal communication and in writing effectively in the business
environment. It also covers internal and external communication in a business
organisation and develops research skills.
Human Resource Management
Examines human resources within the total management structure of an organisation.
Topics include: strategic human resource management; role of the human resource
department; role of the human resource manager in job analysis, recruitment
and selection, performance appraisal, career development, training of groups
and individuals; occupational health and safety, and workplace relations legislation
in Australia.
Customer Service
This subject develops interpersonal relations and communication with clients
including identifying and anticipating customer service needs, adapting to
social and cultural differences, handling objections and complaints, personal
presentation, listening skills, product knowledge and promotion of products and
services.
Business Economics
This subject provides students with a broad coverage of macroeconomic and
microeconomic concepts. It introduces students to economic theory applied to
the economic policies and decision-making of a business organisation. It also
examines the constraints operating in the real world, including those of a
political, legal and constitutional nature, as they apply to the everyday
operations of business.
Keyboarding/Word Processing
A subject to develop professionally-acceptable typing and word processing
speeds and standards. Instruction in keyboarding is by professionally-trained
teachers and practice is provided by computer-based training systems. Students
also learn one of the standard commercial word processing packages used widely
in the industry.
Job Seeking and Career Planning
Studies the range of employment opportunities throughout commerce and industry
and encourages students to set personal career goals. Skills developed include
job application letters and telephone calls, professional resumes, job
interview techniques, personal job search campaigns, long-term career
orientation.
MARKETING STREAM
Promotional Marketing
This subject focuses on the two major areas of marketing communication –
advertising and promotion – as the primary communication methods used to inform
consumers of the types of products and services available, as well as to
attract them to make buying decisions.
Consumer Behaviour
An overview of marketing information systems and their effectiveness in
predicting consumer response to a range of marketing strategies. Students examine primary and secondary
data sources, observation techniques and design and implement market research
surveys.
Personal Selling and Presentations
This subject examines how to develop a sales strategy. Topics include:
consultative selling in marketing; consumer motivation; listening and
questioning skills; handling objections; selling in different fields;
negotiation; group presentations.
Strategic Marketing
This study area covers: the strategic marketing process; SWOT and issues
analysis; portfolio planning; industry structure models; growth strategies;
international marketing; information gathering and analysis.
Direct Marketing
This study area covers: direct versus general marketing; direct marketing
functions and applications; offers in direct marketing; direct marketing media;
direct mail packages; telemarketing; online marketing; measurement techniques;
fulfilment.
Project Management
This study area teaches students to: analyse project briefs and prepare project
plans; establish project team requirements, resource availability and costs;
manage and evaluate projects.
International Marketing
The application of marketing principles to the international business
environment. Students learn how to
plan a marketing campaign to take advantage of world markets and examine how
economic, political and cultural differences affect promotional, pricing and
distribution strategies.
Business Enterprise Project
Students gain hands-on experience in setting up and operating a business. In compliance with current Australian
corporate legislation, students form a company, register a business name,
develop, produce, market, promote and sell a real product and supervise
accounting records, shares issue and declaration of dividends.
Click on the arrow to see course overview.
Location: Level 1, 175 Liverpool Street, Sydney, 2000
Postal Address: PO Box 433, Paddington NSW 2021 Australia
Telephone, local: (02) 9360 2033 Fax: (02) 9331 7368
Telephone, international: 61 2 9360 2033 Fax: 61 2 9331 7368
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courses.