Aljafari- Developing a Short-Term Event Management Program Curriculum

Developing a Short-Term Event Management Program Curriculum:

A Focus on Saudi Arabia Event Industry

By: Abdulrahman Aljafari

For: Dr. Nicole Vaugeois (Associate Professor at Vancouver Island University, Canada)

And Emad Monshi (Lecturer at King Saud University, Saudi Arabia)

TRMT 490: Graduating Seminar in Recreation and Tourism

Vancouver Island University

April 13th, 2015

Developing a Short-term Event Management Program Curriculum: A Focus on Saudi Arabia Event Industry 2

Abstract

Events in Saudi Arabia are on the rise and the need for skilled and educated event managers

is also increasing. There is a need for Saudi talent as the regulations in Saudi Arabia demand to

increase job opportunities for Saudis as the Saudis only fill approximately a quarter of the tourism

industry workforce.

To find skilled and educated Saudis in the event industry, there is a need for event

management education programs to develop their skills and knowledge in the industry. Since there

is a shortage of Saudi talent in the event industry, a certificate program in the event management

is suggested to be the solution, it is short-term program that can be offered to students after

graduating from high school to fulfill the demand of event managers in a short time.

The main target for the Event Management Certificate program is Saudi students (males

and females) from all around the country that are graduates from secondary school diploma and

above. The program will be offered online so students do not have to be in or from a certain city

and it will give the chance for both males and females to study the program from anywhere in

Saudi Arabia.

There are several event management programs that are offered worldwide in online method,

also there are some local programs that offer either a professional certificate or diploma in event

management. However, what makes this program unique to Saudi market is that this program is

an academic credited certificate program that offered for a year-to-year and six months period. In

addition, the program could offer the courses with the background of Saudi Arabia event market

and laws. Lastly, the program is a result of a collection of eleven reputable universities and colleges


in North America. Therefore, the proposed curriculum is a collection of the best courses offered

in randomly selected event management certificate programs offered United States and Canada.

The aim of this proposal is to offer the best selection of courses that is offered by eleven

universities and colleges to propose an Event Management Certificate program to Saudis that can

prepare and develop Saudi talents to be successful event managers, coordinators, and entrepreneurs

and lead the bright future of events in Saudi Arabia.


Table of Contents

INTRODUCTION ................................................................................................................................................... 5

EXAMINING EVENTS MARKET IN SAUDI ARABIA (SUPPLY AND DEMAND). ..................................... 6

SITUATIONAL ANALYSIS: AN OVERVIEW OF THE CURRENT EVENT MANAGEMENT

CERTIFICATE PROGRAMS WORLDWIDE ............................................................................................ 10

PROPOSED SHORT-TERM EVENT MANAGEMENT PROGRAM CURRICULUM .................. 14

RECOMMENDATIONS AND CONCLUSION ........................................................................................... 17

REFERENCES ...................................................................................................................................................... 20

APPENDIXES ......................................................................................................................................................... 22

APPENDIX A .............................................................................................................................................................. 22

APPENDIX B .............................................................................................................................................................. 23

APPENDIX C .............................................................................................................................................................. 24

APPENDIX D ............................................................................................................................................................. 25

APPENDIX E .............................................................................................................................................................. 26

APPENDIX F ............................................................................................................................................................ 28

APPENDIX G .............................................................................................................................................................. 30

TABLE G 1 ................................................................................................................................................................................... 30

TABLE G 2 ................................................................................................................................................................................... 31

TABLE G 3 ................................................................................................................................................................................... 33

TABLE G 4 ................................................................................................................................................................................... 34

TABLE G 5 ................................................................................................................................................................................... 39

TABLE G 6 ................................................................................................................................................................................... 41

TABLE G 7 ................................................................................................................................................................................... 44

TABLE G 8 ................................................................................................................................................................................... 47

TABLE G 9 ................................................................................................................................................................................... 48

TABLE G 10 ................................................................................................................................................................................. 49

TABLE G 11 ................................................................................................................................................................................. 50


Introduction

There is a rise in the event market worldwide and especially in Saudi Arabia, event types

vary from mega events such as Olympics games to daily meetings. Event Management can be

simply described as “the organization and coordination of activities required to achieve the

objectives of events” (Bladen, Kennell, Abson, & Wilde, 2012). Event management is needed

almost by all public, business, and non-profit sectors, it is about creating an experience that is well-

delivered and cover all the details for the event to please visitors, attendees, and sponsors.

Event managers and coordinators need the skill and knowledge to plan and manage the

wide range of events. Universities and colleges worldwide are responding to the growing market

of events and festivals by offering Event Management courses, certificate, diploma, bachelor,

master, and PhD programs to provide the students the necessary knowledge, skills, and

professional development to be successful event managers, coordinators and even business owners

(Keller, Whittaker, & Burke, 2001).

There is a great growth of the event market globally (Jepson and Clarke, 2014), according

to Londero (2014) in 2013 the event industry size was $28 billon globally, and the expected market

growth in 2018 is 5%. Furthermore, in the Gulf region, the event industry generates $600 million

with growth of 10% from 2012 to 2013, the event market percentage in the Gulf region GDP is

0.036%. Saudi Arabia’s events and festivals market is booming (Londero, 2014). As a result, there

is an increase demand for skilled local workforce to manage and coordinate events. However, there

is a lack of skilled Saudi workforce due to many factors, one of the main factors is the shortage of

schools that offer event management programs, especially the Event Management Certificate

program can be offered as a post-secondary certificate and can be granted to students in a short

time, unlike diploma programs that takes from two years or bachelor degrees that require four to


five years to complete the program. King Abdullah Scholarship Program in cooperation with the

Saudi Commission of Tourism and Antiques has developed a scholarship program for Saudi students

to study tourism, hospitality, events, and antiques programs in Bachelor, Master, and PhD levels to

develop the tourism industry in general in Saudi Arabia.

The aim of this report is to examine the trade fairs, events, and exhibitions market in Saudi

Arabia to understand the market demand for skilled workforce in the industry, review some of the

existed Event Management Certificate programs from a wide range of universities in North

America, and establish an Event Management Certificate program that gathers and offers a

collection of recommended courses that are offered from other universities thus it can assist

students to be well educated with the needed knowledge and skills to meet the market demand for

skilled workforce and managers in the event industry.

Examining Events Market in Saudi Arabia (Supply and Demand).

According to Saudi Exhibition and Convention Bureau (2015) there are 226 trade fairs will

be hosted in 2015 in Saudi Arabia (Saudi Exhibition and Convention Bureau, 2015.). Furthermore,

Saudi Arabia hosts 107 festivals, exhibitions, and conventions for the year 2015 (Saudi Events,

2015). The majority of the events are hosted in the capital province Riyadh with 142 events (42%),

after that comes Makkah, the major province in the western side of Saudi Arabia, with 77 events

(23%), Eastern Province is the major oil province in Saudi Arabia and it hosts 60 events (18%),

then Madinah province with 19 events, Qassim hosts 12 events, other provinces Tabuk, Asir,

Najran, Hail, Jizan, Bahah, and Jawf varies in hosting events from 1 to 7 events (see appendix A

and appendix B for more information about the events hosted in Saudi Arabia in 2015) (Saudi

Exhibition and Convention Bureau, 2015; Saudi Events, 2015).


The majority of the events hosted in Saudi Arabia are trade fairs, there are different types

of trade fairs, such as consumer goods, professional services, infrastructure, business, health, travel

and tourism, manufacturing, supplies, energy, transportation, technology and telecom, real estate,

media and publications, agriculture, safety and security, sports, education, and environment (refer

to appendix C for information on types of trade fairs held in Saudi Arabia). On the other hand,

there are other public events that take place in Saudi Arabia, such as festivals, exhibitions,

conventions, seminars and public lectures, celebrations, educational events, and sports events

(refer to appendix D for information on types of general events in Saudi Arabia) (Saudi Events,

2015). Thus, there are some other public events that were not listed in Saudi Events website

because either some events are not strictly for tourists or are not organized by the Saudi

Commission of Tourism and Antiques, such as religious events (Hajj) that is organized by Ministry

of Hajj, Islamic celebrations (Eid) organized by Ministry of Municipalities and Rural Affairs, also

the Ministry of National Guard organizes one of the largest non-religious event in Saudi Arabia

Janadriya.

During the 2nd Saudi Conventions & Exhibitions Forum in 2014, Dr. Mohammed Alkithiri,

the Secretary-General in Riyadh Chamber of Commerce and Industry, mentioned that there are

1252 event management organizations in Saudi Arabia, approximately 100 event management

organizations are going to organize and manage 2015 major trade fairs and public events in Saudi

Arabia (Alkithiri, 2014; Saudi Exhibition and Convention Bureau, 2015; Saudi Events, 2015.).

According to Lord Steven Carter, CEO of Informa, event management global market is

showing a strong growth from $23 billion in 2013 to an expected amount of $29 billion in 2018

(Carter, 2014). Furthermore, Carter have explained that Saudi Arabia shows a potential in event

management business, as it is considered an emerging market therefore it is easier to launch new


events, and it has the advantage of youth demographic which is important to consider (Carter,

2014). Abdulrahman Nasser Alahmari, General Secretary at Abha Chamber of Commerce &

Industry, was also a guest speaker at the forum in Riyadh, he has pointed out during his speech at

the forum that event management business is a great opportunity for Saudi youth to either work

for event management organizers or to start their small business in the event management sector

(Alahmari, 2014).

Another guest speaker at the forum Dan Londero (2014), Regional President at Reed

Exhibitions, has described the potential of the Saudi market in the event management sector with

growth of 20% from 2012 to 2013 (Londero, 2014). Dan Londero mentioned that Saudi Arabia

has a big opportunity to attract major events in the Gulf region as the event market is growing

rapidly, it has a long way to reach its maturity in the sector. In addition, there is an opportunity to

accelerate the development of local talents and expertise to meet the shortage of skilled workforce.

Also, there is an opportunity to expand local facilities to take advantage of predictable demand,

and there is a potential to attract and facilitate international event in Saudi Arabia (Londero, 2014).

Saudi Arabia is reflecting to the market exposure by establishing Saudi Exhibitions &

Conventions Bureau in 2013, the bureau’s objective is “to control the development and

organization of events, exhibitions, and conferences in Saudi Arabia, also to develop and increase

the effectiveness of the industry” (Saudi Exhibitions & Conventions Bureau, 2015). As a result,

the bureau has implemented some new relegation, such as limiting the event management job roles

in the most trade fairs type held in Saudi Arabia ‘consumer goods’ to Saudis only as part of

localizing jobs to Saudis. In 2012, the percentage of Saudi workforce in the tourism industry in

Saudi Arabia was only 27% (Saudi Exhibitions & Conventions Bureau, 2015; Tourism Statistics,

2012). Moreover, one of the bureau’s outcomes is establishing Saudi Academy for Events,


Exhibitions, and Conferences in April 2015 (Saudi Exhibitions & Conventions Bureau, 2015).

This shows how the bureau is planning to give larger opportunity for Saudis talent workforce to

work in the event industry and lead the industry to sustainable success. Saudi Exhibitions &

Conventions Bureau is conducting a massive strategic development research from 2016-2035 to

evaluate the economic impact of the event industry in Saudi Arabia, also the bureau will work on

developing the events industry around the country (Saudi Exhibitions & Conventions Bureau,

2015).

In a news article Dr. Mohammed Almajid, CEO of Colleges of Excellence in Saudi Arabia,

stated that in 2018 they plan to offer 250 thousand spot for students to join the tourism colleges in

Saudi Arabia, he also mentioned that they are planning to open three new tourism colleges in Ahsa,

Khamis Mushait, and Najran in the upcoming four years in addition to three tourism colleges that

are already opened in Saudi Arabia, Niagara College in Taif and two Laureate Vocational College

in Riyadh and Madinah (Gawi, 2015; Colleges of Excellence, 2015).

In conclusion, Saudi Arabia’s event industry is going to offer a great amount of job

opportunities to Saudis with the expanding industry in the country under the vision, control, and

development of the Saudi Exhibitions & Conventions Bureau. As a result, the bureau is

encouraging academies and colleges to offer event management programs to Saudi students to

meet the demand of the market for professional educated and skilled Saudi workforce.


Situational Analysis: An Overview of the Current Event Management Certificate

Programs Worldwide

In this study, eleven Event Management Certificate programs in Canada and United States

have been randomly selected and examined to understand the current Event Management

Certificate programs structure, the courses competencies, and the method of delivery. The study

findings were that most of the programs are focusing on event management in general rather than

a specialty major in event management such as marketing or sustainable. Moreover, another

finding in the study is some programs are offered as an extension (continuing education) program

or professional program for people with experience in the field and usually it is short and offered

on weekends.

However, for the purpose of the research, the targeted programs are in the period of one

year to one year and six months long certificate programs, the programs should be credited Event

Management Certificate that is offered for students with secondary (high school) education and

above as Saudi Arabia has a shortage of local talents in the event industry.

The list consists of universities and colleges in Canada are Vancouver Island University,

Thompson River University, George Brown College, British Columbia Institute of Technology,

Humber Collage, and Canadian Tourism College. While the other universities and colleges listed

were from United States are Stratford University, The Art Institute of Pittsburgh, The George

Washington University, University of Massachusetts, and University of California, Irvine (see

Appendix E for information about the eleven Event Management Certificate programs).

The study also examined the delivery method of the program, the study concluded that

three programs offer on-campus delivery method. On the other hand, eight programs are offered

in an online delivery method. Some universities offer courses in both methods of delivery such as


Vancouver Island University and The George Washington University. There are four programs

offer elective courses beside the required courses, they are equally divided between the online and

on-campus delivery methods. Additionally, there are several programs that have clearly stated that

they offer volunteer opportunity or cooperative education course, such as British Columbia

Institute of Technology and Humber Collage.

The study examined the commonality of the courses offered in the event management

education for the certificate level by using keyword search method to discover what are the most

common keywords in each program in both sections, required and elective courses. The result of

the examination showed the following (table 1).

Table 1:

List of Courses Offered from 11 Event Management Certificate Programs

Required Courses:

The Amount

of Programs

Offer the

Course:

Elective Courses:

The Amount

of Programs

Offer the

Course:

Law, Legal, Ethics,

and Risk Management

10 Marketing 3

Food & Beverage 7 Protocol 3

Marketing 6 Event Design 2

Introduction to Event

and Tourism

6

Wedding Planning 2

Event Coordination,

Management,

Supervision, and

Operations

6 Event Entertainment

Production and

Logistics

2

Event Design 4 Social Event

Management

1

Sponsorship and

Fundraising

4 Event Trip Directing 1

Special Events 3 Event Management

Strategies (In-Class

and Online)

1

Accounting, Budget

and Finance

3 Event Incentives

Initiatives

1

http://coned.georgebrown.ca/PA0043/cewskcrss.P_CrseGet?subj_code=BUS&crse_numb=9106



Communication 3 Event Fundraising

and Sponsorship

1

Sales 3 Event Negotiations

and Contracts

1

Promotion 2 Meetings and

Conferences

1

Site Selection and

Management

2 Corporate Event

Management

1

Human Resources 2 Sport Event

Marketing and

Management

1

Culture 2 Government Event

Strategies

1

Volunteer

Management

2 Catering Design and

Coordination

1

Event Technical

Production

2 Exposition/Trade

Show Planning,

Management,

and Marketing

1

Project Management

for Event Professionals

1

Event Industry

Practicum (Co-op)

1

Business Consulting

Project

(Volunteer

Opportunity)

1

Event Theory and

Practice

(Volunteering

Opportunity)

1

Sustainable Purchasing

and Controlling Costs

1

Quality Service

Management and

Training

1

Hotel and Convention

Management

1

http://www.humber.ca/continuingeducation/courses/event-theory-and-practice



The list shows there are seventeen required courses are common between the eleven

programs, the most common essential course is Law, Ethics, and Risk Management.

Additionally, Food and Beverage, Marketing, Introduction to Event and Tourism Management,

Event Coordination, Management, Supervision, and Operations, Event Design, and Sponsorship

and Fundraising are the most common core courses respectively, some courses are offered more

than one time in the same program. However, these similar courses are offered under different

subjects, such as The Art Institute of Pittsburgh offers several courses on food and beverage but

each course focuses on different aspect of food and beverage. In addition, there are five common

elective courses that are offered. However, Marketing and Event Design are common on both

sections, required and elective. Furthermore, Wedding Planning, Protocol, and Event

Entertainment Production and Logistics courses are three of the most common elective courses

in the study.

Wine and Spirits

Management

1

International

Traditions and

Protocol

1

Transportation and

Housing

1

Event Registration 1

Nonprofit Event

Planning

1

Best Practices in Event

Management

1

Conferences to Galas 1

Entertainment and

Sports Events

1

Introduction to Public

Relations

1

Microsoft Office for

Public Relations

1

Hospitality Personnel

Management

1

http://www.humber.ca/continuingeducation/courses/conferences-galas

http://www.humber.ca/continuingeducation/courses/entertainment-and-sports-events


http://www.humber.ca/continuingeducation/courses/introduction-public-relations-0


http://www.humber.ca/continuingeducation/courses/microsoft-office-public-relations



Proposed Short-term Event Management Program Curriculum

By giving attention to the result of the examined eleven programs from reputable

universities in North America, the study aims to show the findings to the program curriculum

committees for Event Management Certificate in Saudi Arabia to consider the common current

courses offered in the Event Management Certificate programs, the proposed curriculum for Event

Management Certificate program and the courses overview are gathered and developed from the

eleven selected universities and colleges in the study (refer to table 2).

Table 2:

List of Proposed Curriculum for Event Management Certificate Program

Required Courses:

(10)

Course Overview

Introduction to

Tourism and Event

Planning

Management

An overview of the Tourism and event industry in Saudi Arabia, the aim of

the course is to introduce the industry and develop student’s skills in

management and planning, discuss the core competencies of event planners,

and discuss the trends and issues in the tourism and event industry.

Sales, Marketing, and

Promotion

Students will identify the sales, marketing and promotion aspects, explore

the 7 P’s in marketing, market segmentation and target market, familiarize

students with conducting sales and marketing plans, and explore advertising

and promotion methods and techniques.

Event Coordination,

Management,

Supervision, and

Operations

Students will learn about the principles of management and what it takes to

be a successful leaders, managers, coordinators, and supervisors. Students

will learn about how to run the event business operations and how to be

efficient and effective managers.

Law, Ethics, and Risk

Management

This course will examine event management in Saudi Arabia and its related

risk management, ethical and legal implications such as tort law, legislation,

licensing and contracts, liability and insurance, security concerns and

emergency plans. The course will depend heavily on case studies.

Food & Beverage

Catering

Students will learn about food and beverage service, from serving

techniques, catering concepts and operations, menu plan, to table sitting.

Also students will understand the risk management related to serving food,

such as allergies and serving food safely.

Special Events Students will learn about special events, such as festivals, celebrations, and

community events. Student will get case studies to understand the role of

event manager during large events and the risk management comes with it

such as crowd control and how to research, plan, design, and assess the

visitor and host needs.


Event Financial

Management

Students will learn about the financial, accounting, and budgeting principles

and the reason they are important to event managers. Students will practice

on conducting financial plans, statements, reports, and budgets and for

virtual business to get filmier.

Human Resource and

Volunteer

Management

This is an introduction course about human resource principles and volunteer

management, the aim of the course is to understand the importance with

managing the staff and volunteers, what are the effective and sufficient

methods to attract employees and volunteers and minimize employment

turnover. Students will also explore the employee and volunteer cycle and

the recruitment process.

Sponsorship and

Fundraising

Students will explore how to attract sponsors and business to sponsor an

event. Furthermore, students will learn about non-profit sector and the

challenge to maintain its budget and the methods of sponsorships and

fundraising that can attract sponsors and corporate for Corporate Social

Responsibility.

Cooperative

Education

This course is a capstone of the certificate. Students will be require to

participate in event planning and management process and in the end

students should identify their learning outcome from their experience in

event management cooperative education and the program in general.

Elective Courses:

(4)

Course Overview

Event Program

Design

Students will explore the principles of event design program and

development. Students will learn how to understand customers’

requirements, identify the issues, evaluate the right vendors and design a

creative event that can be effective and meets customers’ expectations and

beyond.

Wedding Planning This course for students who want to understand the principles, skills,

knowledge, and attitude of wedding planning. Students will learn about what

makes wedding planner successful, from understanding the customer needs

and expectations, selecting sites and vendors, planning the wedding,

choosing the entertainers and logistics suppliers, and understand the

traditions in weddings.

International

Traditions and

Protocol

Students will learn about the international culture and traditions to

understand international visitors prospective, also students will learn about

the international protocol culture and public relation.

Event Entertainment,

Production, and

Logistics

In this course students will learn about the logistics that comes with events

and what is trending in the logistics and event industries from production,

lightening, and technology.

http://coned.georgebrown.ca/PA0043/cewskcrss.P_CrseGet?subj_code=HOST&crse_numb=9052




Although the study has focused on the Saudi Event Industry, the result of this program

curriculum is general and could be implemented in any country. The aim of the proposal as

mentioned above is to showcase the current Event Management Certificate programs and the

courses that they share to recognize what are the common courses that each program take in

consideration to develop a strong curriculum. To implement this proposed curriculum in Saudi

Arabia, there are some suggestions. First, there are some courses would be offered differently in

Saudi Arabia, such as Law, Ethics, and Risk Management, Food and Beverage Catering, and

International Traditions and Protocol. The law in Saudi Arabia is constituted under the Islamic

Sharia rules (McLaughlin and Media, 2015). Therefore, Law, Ethics, and Risk Management and

Food and Beverage Catering courses would be taught differently than in United States or Canada.

Also, Saudi Arabia has its unique culture and protocols that would be different than some common

protocols (McLaughlin and Media, 2015). However, international protocol is essential for students

as the event industry is an international industry by its nature. Second, in Saudi Arabia, universities

only offer programs in separate facilities for males and females, which results universities to have

male colleges and female colleges (Schooling and Education, 2015). For that reason, to provide a

fare advantage for both male and female students to study the program, an online delivery method

is suggested, it is a common method for the Event Management Certificate programs as eight out

of eleven universities in the list offer the program online, also online delivery method helps to

make the education more accessible and it helps to minimize the cost for students but also for the

universities assets and equipment costs (Chau, 2010). The online method could also benefit

students from all around the country and it does not limit them to be in one city. Finally, another

aspect of delivery is teaching the program in Arabic as the program targets students graduating


from high school and prepares them to the industry in one to one and a half year period. Therefore,

the program will be taught in Arabic as English is a second language in Saudi Arabia.

It is suggested that the program should be for 12 to 18 months long, the program will

include a cooperative education course in the end of the program, the objective of the volunteer

and cooperative education opportunity is to assist students to have the chance to get hands-on

experience in the event industry and to implement their education and knowledge they have gained

and developed during their education. Furthermore, in an industry that depends heavily on

experience, this is a good chance for students to gain experience in the field which can assist them

to be potential candidates for event management roles or to open their own event management

business with the necessary education and basic experience in the industry.

Recommendations and Conclusion

The study examined the event management industry globally and locally in Saudi Arabia

to understand the event industry market and the potentiality of what can the event industry benefits

Saudi Arabia. Saudi Arabia is showing a great opportunity to host major events and therefore there

is a demand for local talent in the industry. Event industry in Saudi Arabia is growing which lead

to the increase of tourism universities, colleges, and academies and they are giving attention to the

need of Saudi talented workforce in the hospitality, tourism and event industry. Therefore, this

study has examined universities and colleges in North America that offer Event Management

Certificate to understand the current common courses in the Event Management Certificate

program and what can be suitable for the Saudi education and event industry. Furthermore, the

study has focused on the method of delivery, the length of the program for each university, and

which language it should offered to develop an effective curriculum for the short-term Event


Management Certificate program. The aim of the program is to prepare graduates to have the

necessary knowledge, skills, and attitude to plan and manage events to meet the rapidly growing

event market in Saudi Arabia that demands educated and skillful professionals in the event field

in Saudi Arabia.

The proposed curriculum was based on the common courses offered in both criteria,

required and elective courses, the final proposed curriculum has been developed as ten required

courses and four elective courses that students can choose to graduate from the program. The

program also has a capstone course for the program that is offered as a cooperative education

course which will able students to implement their education and knowledge they have gained

during the program by volunteering in planning and managing an event, students will be evaluated

by the employer and the instructors, students will be also required to write a reflective essay about

their experience in the program and the event they have managed.

The research has mainly focused on designing the program from an industrial prospective.

Therefore, there are some limitations in the proposal. It is suggested for the next research to focus

more on the academic literature review to understand the education system in Saudi Arabia and

the education prospective in general of developing a curriculum for the Event Management

Certificate program. Furthermore, some programs and courses developed, shaped, or delivered

depending on the lecturer’s background, which might create a variation in the courses offered or

the way the courses delivered to the students. Event Management program is considered fairly new

program which explains the limited amount of universities offer Event Management Certificate

program. Moreover, most of the universities offer this program are new universities and most of

them are not highly ranked universities which might affect students choice to enroll in this program


due to the rank of the university that offer the program or the program reputation comparing to

Business Administration programs.

Finally, there is a great potential for the Event Management Certificate to be implemented

in Saudi Arabia as the future of events and trade fairs in Saudi Arabia is promising, especially with

the attention that Saudi Arabia has given to the industry through the Saudi Commission for

Tourism and Antiquities and Saudi Exhibition and Convention Bureau. In addition, the

Saudization relegation (localization of workforce in Saudi Arabia) will reflect on offering a great

amount of job opportunities for Saudis men and women in the tourism and event industry.

Therefore, the Saudi Arabia is encouraged to prepare and develop event management education

programs to meet the market demand.


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202012%20Arb%20For%20Web_1.0.0.pdf

http://www.tandfonline.com.ezproxy.viu.ca/doi/abs/10.1080/10437797.2001.10779059

http://www.tandfonline.com.ezproxy.viu.ca/toc/uswe20/37/2

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Appendixes

Appendix A

Amount of Events Hosted by Each Provinces in Saudi Arabia Annually

(Saudi Exhibitions & Conventions Bureau, 2015; Saudi Events, 2015)

113

56

31

125 3 3 3 0 0 0 0

29

21

29

7 2 9 6 2 3 2 2 10

20

40

60

80

100

120

Riyadh Makkah Eastern Madinah Tabuk Qassim Asir Najran Hail Jizan Bahah Jawf

Appendix AAmount of Events Hosted by Each Provinces in Saudi Arabia Annually

(Source: Saudi Exhibitions & Conventions Bureau and Saudi Events)

Trade Fair Other Public Events (Festivals, Exhibitions, and Conventions)


Appendix B

Percentage of All Events and Trade Fairs Hosted by Each Province in Saudi Arabia Annually

(Saudi Exhibitions & Conventions Bureau; Saudi Events, 2015)

Riyadh42%

Makkah23%

Eastern18%

Madinah6% Tabuk

2%

Qassim3%

Asir3%

Najran1%

Hail1%

Jizan0%

Bahah1%

Jawf0%

Appendix BPercentage of All Events and Trade Fairs Hosted by Each Province in

Saudi Arabia Annually(Source: Saudi Exhibitions & Conventions Bureau and Saudi Event)

Riyadh Makkah Eastern Madinah Tabuk Qassim Asir Najran Hail Jizan Bahah Jawf


Appendix C

Types of Trade Fairs Held In Saudi Arabia Annually

(Saudi Exhibitions & Conventions Bureau, 2015)

0

5

10

15

20

25

30

35

40

45

Appendix CTypes of Trade Fairs Held In Saudi Arabia Annually

(Source: Saudi Exhibitions & Conventions Bureau)

Amount of each type of trade fairs


Appendix D

Types of Public Events Other than Trade Fairs Held in Saudi Arabia Annually

(Saudi Events, 2015)

0 10 20 30 40 50

Festivals

Exhibitions

Conventions

Seminars and Public Lectures

Celebrations

Educational Events

Sports Events

Appendix DTypes of Public Events Other than Trade Fairs Held in Saudi Arabia

Annually(Source: Saudi Events)

Amount of each type of public events


Appendix E

List of Courses Offered from 11 Event Management Certificate Programs

Required Courses:

The Amount

of Programs

Offer the

Course:

Elective Courses:

The Amount

of Programs

Offer the

Course:

Law, Legal, Ethics,

and Risk Management

10 Marketing 3

Food & Beverage 7 Protocol 3

Marketing 6 Event Design 2

Introduction to Event

and Tourism

6

Wedding Planning 2

Event Coordination,

Management,

Supervision, and

Operations

6 Event Entertainment

Production and

Logistics

2

Event Design 4 Social Event

Management

1

Sponsorship and

Fundraising

4 Event Trip Directing 1

Special Events 3 Event Management

Strategies

1

Accounting, Budget

and Finance

3 Event Incentives

Initiatives

1

Communication 3 Event Fundraising

and Sponsorship

1

Sales 3 Event Negotiations

and Contracts

1

Promotion 2 Meetings and

Conferences

1

Site Selection and

Management

2 Corporate Event

Management

1

Human Resources 2 Sport Event

Marketing and

Management

1

Culture 2 Government Event

Strategies

1

Volunteer

Management

2 Catering Design and

Coordination

1




Event Technical

Production

2 Exposition/Trade

Show Planning,

Management,

and Marketing

1

Project Management

for Event Professionals

1

Event Industry

Practicum (Co-op)

1

Business Consulting

Project

(Volunteer

Opportunity)

1

Event Theory and

Practice

(Volunteering

Opportunity)

1

Sustainable Purchasing

and Controlling Costs

1

Quality Service

Management and

Training

1

Hotel and Convention

Management

1

Wine and Spirits

Management

1

International

Traditions and

Protocol

1

Transportation and

Housing

1

Event Registration 1

Nonprofit Event

Planning

1

Best Practices in Event

Management

1

Conferences to Galas 1

Entertainment and

Sports Events

1

Introduction to Public

Relations

1

Microsoft Office for

Public Relations

1











Appendix F

List of Proposed Curriculum for Event Management Certificate Program

Required Courses:

(10)

Course Overview

Introduction to

Tourism and Event

Planning

Management

An overview of the Tourism and event industry in Saudi Arabia, the aim of

the course is to introduce the industry and develop student’s skills in

management and planning, discuss the core competencies of event planners,

and discuss the trends and issues in the tourism and event industry.

Sales, Marketing, and

Promotion

Students will identify the sales, marketing and promotion aspects, explore

the 7 P’s in marketing, market segmentation and target market, familiarize

students with conducting sales and marketing plans, and explore advertising

and promotion methods and techniques.

Event Coordination,

Management,

Supervision, and

Operations

Students will learn about the principles of management and what it takes to

be a successful leaders, managers, coordinators, and supervisors. Students

will learn about how to run the event business operations and how to be

efficient and effective managers.

Law, Ethics, and Risk

Management

This course will examine event management in Saudi Arabia and its related

risk management, ethical and legal implications such as tort law, legislation,

licensing and contracts, liability and insurance, security concerns and

emergency plans. The course will depend heavily on case studies.

Food & Beverage

Catering

Students will learn about food and beverage service, from serving

techniques, catering concepts and operations, menu plan, to table sitting.

Also students will understand the risk management related to serving food,

such as allergies and serving food safely.

Special Events Students will learn about special events, such as festivals, celebrations, and

community events. Student will get case studies to understand the role of

event manager during large events and the risk management comes with it

such as crowd control and how to research, plan, design, and assess the

visitor and host needs.

Event Financial

Management

Students will learn about the financial, accounting, and budgeting principles

and the reason they are important to event managers. Students will practice

on conducting financial plans, statements, reports, and budgets and for

virtual business to get filmier.

Human Resource and

Volunteer

Management

This is an introduction course about human resource principles and volunteer

management, the aim of the course is to understand the importance with

managing the staff and volunteers, what are the effective and sufficient

methods to attract employees and volunteers and minimize employment

turnover. Students will also explore the employee and volunteer cycle and

the recruitment process.

Sponsorship and

Fundraising

Students will explore how to attract sponsors and business to sponsor an

event. Furthermore, students will learn about non-profit sector and the

challenge to maintain its budget and the methods of sponsorships and

fundraising that can attract sponsors and corporate for Corporate Social

Responsibility.


Cooperative

Education

This course is a capstone of the certificate. Students will be require to

participate in event planning and management process and in the end

students should identify their learning outcome from their experience in

event management cooperative education and the program in general.

Elective Courses:

(4)

Course Overview

Event Program

Design

Students will explore the principles of event design program and

development. Students will learn how to understand customers’

requirements, identify the issues, evaluate the right vendors and design a

creative event that can be effective and meets customers’ expectations and

beyond.

Wedding Planning This course for students who want to understand the principles, skills,

knowledge, and attitude of wedding planning. Students will learn about what

makes wedding planner successful, from understanding the customer needs

and expectations, selecting sites and vendors, planning the wedding,

choosing the entertainers and logistics suppliers, and understand the

traditions in weddings.

International

Traditions and

Protocol

Students will learn about the international culture and traditions to

understand international visitors prospective, also students will learn about

the international protocol culture and public relation.

Event Entertainment,

Production, and

Logistics

In this course students will learn about the logistics that comes with events

and what is trending in the logistics and event industries from production,

lightening, and technology.





Appendix G

Event Management Certificate Programs List

On-campus Certificate

1. Table G 1

George Brown Collage- Event and Meeting Management Certificate Required Courses (8) Learning Outcomes

Event Communication Develop communication plan and skills (verbal and written).

Event Program Design I Learn theoretical aspects of program development and design.

Event Financial

Management

Learn the management principles and practices, such as policies, procedures and planning.

Event Law and Liability Understand the legal requirements and issues of liability in the event industry (tort law, legislation, licensing and contracts, liability and insurance, security concerns and emergency plans).

Event Leadership and Human Resources

Learn principles of human resource and leadership management. Develop skills related to working with staff, volunteers and the professional approaches needed for event management.

Event Program Design II Examine program planning in food and beverage and social and youth programs, festivals, trade shows and exposition programs.

Event Site Selection Explore aspects including determining requirements, evaluating various sites and using local bureaus or helpful resources.

Event Sponsorship and Fundraising

Learn how to attract sponsors, to implement a fundraising plan, and to develop plans from setting goals to preparing applications, proposals and information packages.

Electives Courses (6) Learning Outcomes Event Incentives Initiatives Examine the business aspects of incentive travel and buyer-supplier

relationships, incentive travel motivations, how to negotiate, and plan and operate an incentive travel program.

Event Management

Strategies (In-Class and Online)

Focus on the practical elements of a marketing plan for event, festival and meeting professionals. Learn to set objectives, prepare marketing materials and implement marketing strategies.

Event Planning and

Protocol (Online)

Understand the practical foundation in planning an event. Critical aspects of event planning including themes, food and beverage planning, cost control, menus, quantity needs, service options, and room setup. Also, learn the key issues involved in protocol when planning hospitality events, including the proper use of titles, seating, levels of service and security, and the role of media in organizing an event.

Event Production

Logistics

Learn the basics of production and the technical and logistical challenges involved in staging festivals and special events. Learn how to develop a production management team, choose the right venue, schedule production and determine sound, lighting, staging and A/V requirements.

Event Trip Directing Learn the skills needed to become a successful trip director in today's fast-paced world of meetings, events and incentive travel.

Wedding Event Co-ordination

Learn to create a practical approach to wedding planning (design a budget; research venues, caterers, entertainers and decorators; hire contractors and staff; and write wedding toasts and speeches).












2. Table G 2

BCIT-Sustainable Event Management Certificate Required Courses (16) Learning Outcomes

Introduction to Business and

Technical Communication

This communication course teaches practical business communication techniques for planning, organizing, selecting, writing, and presenting information in business or industry. It covers routine memos, letters, request and reply letters, and oral presentations

Accounting for the Manager Understand the accounting function and the services it provides to the manager. Topics include how to interpret statements, reports, budgets, etc., in managerial decision-making.

Sustainable Event Design This course will introduce you to the new international sustainable event standards, and how to measure the environmental impact of an event. Students will use these tools to develop a sustainable event for a simulated client.

CSR and Business Ethics Learn about economic, environmental, and social challenges ahead in the event industry, learn how CSR (Corporate Social Responsibility) is no longer a best practice, but a business standard, learn about ethical issues in event management, and how leading global organizations have developed effective CSR in their meetings and events.

Professional Selling for

Event Management

Develop the networking sales skills required by today’s event professional. Using the philosophy of needs based selling, learn about the importance of personal branding, developing profitable business relationships, and ensuring excellent customer service. Learn how to create winning written sales proposals that are compelling, dynamic, and concise, and that stand-out over the competition. Also learn effective and creative presentations skills that build a connection to the client, and win business.

Event Marketing Understand the marketing fundamentals such as the 4 P’s of marketing, SWOT analysis, event branding, and advertising in order to develop a marketing plan for a simulated event that will positively impact event attendance and / or growth. Students will be required to develop a comprehensive event or festival marketing plan.

Project Management for

Event Professionals

Learn the concept of project management as a framework for managing events with strategic outcomes for a simulated event. Through the application of the 5 phases of the modern event leadership cycle, learn to assess desired event outcomes and feasibility, determine goals and objectives that will produce a positive measurable return on investment; develop budgets, work breakdown structures and critical paths, procurement plans that are on budget and sustainable; create production schedules and site management plans that ensure event logistics are executable. This course focuses heavily on the logistics involved in on-site coordination as well the management of an event site before, during and after the event, creating production schedules and event binders, and establishing an effective on-site communications plan. Students will also be introduced to the concept of measuring return on investment and the importance of ensuring that all stakeholders’ needs are considered and met.

Sponsorship & Fundraising

for the Event Professional

Understand revenue streams for corporate, private and not-for-profit events and fundraising opportunities and activities for the development of event resources. Sponsorship and fundraising play a huge role in successful event management. Planners must be able to create connections amongst delegates, customers, service providers, human resources (including


volunteers), and the general public. Students will use a simulated event to apply the concepts in this course.

Human Resources

Management & Leadership


Learn effective human resource management skills and knowledge, oriented to the recognition of people as pivotal to successful event planning and implementation. Students will apply the skills learned to a simulated event

Food and Beverage Services


Students will learn about menu selection, service style selection, sustainable catering concepts, procurement (sourcing and selecting) as well as basic catering operations and meal plans that reflect client needs and event goals. Using a simulated event, the course also focuses on licensing, alcohol services and related risks, sanitation and food safe requirements. Trends such as sustainable menu planning/ procurement, food and beverage presentation, dietary requirements and restrictions are also introduced and explored.

Event Design Concepts Students will learn approaches to theme development and how to ensure the selected theme matches the predetermined goals and attendee demographic of the event. Students will also develop a range of skills that will help them to create event designs that will complement the selected event venue, establish appropriate decor and source out the best suppliers to successfully execute the event.

Promotional Strategies for

the Event Professional

Learn concepts such as cross promotional activities and event merchandising and event-related contests and promotional activities to attract sponsor

Event Technical Production This course introduces students to the technical aspects of special events including lighting, sound, video, staging, power, rigging and special effects. Students will visit and experience various event venues and observe set ups to gain valuable hands-on experience in the world of event technical production. Students will also use a simulated event to learn these skills.

Event Industry Practicum (Co-op)

The Event Industry Practicum is designed to provide students with a work experience position in the event management industry. On-the-job performance is fully evaluated by the employer as well as self-reflection and practical application of acquired knowledge and skills. Students will work up to 4 days per week for 12 weeks with an approved event management organization (the minimum required will be 200 hours during the Practicum).

Business Consulting Project (Volunteer Opportunity)

Students will work off-campus one day a week on a major project related to event management. This project typically relates to a specific client company and is carried out under the guidance of assigned faculty members.

Risk Management and

Business Law for Events

This course, with a substantial orientation to case studies, examines the practical aspects of event planning in terms of ethical and legal implications. This course also focuses heavily on risk management issues, event contracts and other legal issues including; liability, attrition and indemnification, arising in the planning and operation of a special event or business meeting. Students will learn from case studies and simulated events in this course.


3. Table G 3

Stratford University– Event Management Certificate Required Courses (4) Learning Outcomes

Event Administration This course examines all five phases of event management, human resource management including diversity management, procurement, time and financial management. Pricing, client/vendor relations and the use of many resources are explored.

Event Coordination and Operations

This course examines the creative elements and applies organizational principles to insure successful events. All the creative elements used in event management are discussed and evaluated. Management of the production schedule and logistics are scrutinized in detail.

Event Marketing This course will examine the various marketing methods and apply them to the event profession as part of an overall marketing plan. Advertising, public relations, media placement and internet marketing are discussed.

Event Risk management This class will focus on facing and managing risk as it pertains to events so that risk may be met, mitigated, deferred or eliminated.

Electives Courses (6) Learning Outcomes Event Protocol This class identifies the precedence for developing and implementing these

principles and offers pragmatic solutions and resources.

Social Event Management This course is designed to focus on the understanding of social event guidelines and responsibilities.

Event Entertainment and Production

This course examines the basic principles of successful selection, contracting and management of both the types of entertainment and the necessary production elements, and the personnel necessary to produce successful events.

Event Fundraising and Sponsorship

The differences and similarities, the ethics and the techniques are explored in this class, including financial planning and procurement of goods and services.

Event Negotiations and Contracts

This course provides practical insight into the strategy and tactics of successful negotiation techniques as well as an analysis of the key elements of a well-written contract that will protect all stakeholders. Particular emphasis will be given to contracts with hotels and other event venues.

Event Design and Decor Budget and safety concerns are important as well as many logistical elements. This class is presented both in a classroom and in a décor warehouse and offers a wonderful opportunity to design a dream event.


Online Certificates

4. Table G 4

The Art Institute of Pittsburgh- Event Management Certificate Required Courses (13) Learning Outcomes

Sustainable Purchasing and Controlling Costs

Apply generally-accepted principles and procedures of vendor selection, purchasing, and procurement in the foodservice and hospitality industry.

Analyze specific product characteristics, including market distribution, quality standards, and other selection factors.

List and describe ordering, receiving, storing, and issuing standards and processes for major nonfood items.

List, describe, and discuss the principles and practices involved in the planning and control processes in food and beverage outlets.

Define, describe, and discuss the relationships among cost, price, revenue, and profit.

Demonstrate how to write and cost standardized recipes. Gain an understanding of why cost controls are needed and how they are

used. List and describe planning, ordering, and receiving standards and processes

for controlling costs for a hospitality business concept. List and describe storing, issuing, production, and portioning control

standards and processes for food items. Understand the importance of product specifications. List and describe ordering, receiving, storing, and issuing standards and

processes for major nonfood items. Demonstrate an understanding of the importance of a budget.

Food & Beverage Operations Management

For the student to gain awareness of managing service in food and beverage operations.

Compare and contrast styles of management within the hospitality industry Develop a hiring plan for an F&B manager of a specific operation, including

advertising the position, interviewing strategy and selection criteria. Develop an organizational chart and job descriptions for management of the

food and beverage operations To provide the student with background information about dining room

management, specifically about preparing and delivering dining service. Execute all before, during and after operations in the areas of F&B service,

staff training and facility set-up based on training criteria. Analyze the techniques of seamless service for commonalities and explain if

they are overt or covert techniques from the customer’s point of view. Compare the types of training available to prepare staff for delivery of

service in different venues To provide the student with an understanding of the supportive functions

for the dining room. Portray the interdependency of operational departments in the delivery of

service, focusing on gaps or overlaps of duties. Formulate a guide to classify the positive and negative impacts on service by

each operational department. To provide management information on beverage operations.


Summarize a worst-case scenario implicating manager and owner in failure to meet legal obligations related to beverage service.

Develop a training program for service of alcoholic beverages for a specific venue.

Support the methods of cost control and purchasing procedures outlined for a specific venue.

To provide background information of alcoholic and non-alcoholic beverages.

Recommend appropriate bar set-ups based upon critique of similar operations and justify recommendations.

Hypothesize three current trends in the beverage industry and evaluate standard recipes in light of those trends.

Analyze the various types of beverage operations and outline the commonalities and differences.

To increase awareness of trends and changes in the F&B Industry Identify trends in the F&B industry designed to accommodate the increased

focus on healthful eating. Explain how the industry adjusts to economic changes without sacrificing

quality or service. Describe how demographics shifts challenge the F&B industry.

Management, Supervision, and Career Development

Explain the importance of planning, time management, and delegating. Summarize the conditions that must exist in a supportive, successful

organization. Identify effective communication and motivational techniques to create a

positive work climate. Develop a personal job search plan. Compose a marketable résumé and cover letter.

Management by Menu List and discuss how a menu functions as a planning tool, control tool and a marketing tool.

List and discuss how labor considerations, guest expectations and the appearance and variety of food influence menu planning.

Identify and demonstrate menu planning principles, pricing styles, and design considerations.

List and summarize factors affecting facility design, space allocation, and equipment selection.

List the advantages of standard recipes and demonstrate how to determine standard food and beverage costs.

Legal Issues and Ethics in Hospitality Management

Name and describe federal and state taxes affecting hotels and motels. Explain the hotel's legal obligation to receive a guest. State procedures to follow in case of a guest's death. List the rights and responsibilities of a hotelkeeper with regard to fire safety. List the circumstances that allow a hotelkeeper to evict a previously

admitted guest. List the hotelkeeper's responsibilities with regard to unions, the

Immigration Reform Act, polygraph tests, and discrimination in employment.

List and explain the laws concerned with warranties and product liability to hotel operations.

List and explain franchising and the legal requirements associated with it. List a hotelkeeper's responsibilities with regard to the Occupational Safety

and Health Act.


Identify state and federal laws, and their requirements, affecting employment.

Identify the major statutes comprising the federal antitrust law and give some examples of violations.

Event Management Identify event management segments within the foodservice industry. Identify the specific equipment needs for the catering industry. Evaluate catering business practices, estimate costs, prepare menus, room

arrangements, and follow-up. Compare and contrast staffing requirements for special events. Evaluate at least two recipe programs on the market.

Quality Service Management and Training

Identify personality traits as they apply to personnel management practices. Construct a feedback system for customers and employees. Orchestrate a customer service training program using a current approach. Prioritize a list of guest service issues and solutions for dealing with each

one. Create a system of standards for customer service issues. Identify the participants in the community within a specify demographic

area for partnership in a community relations event. Solve case study situations within the hospitality industry with guests,

coworkers, management, and vendors.

Sales and Public Relations Identify the differences and interactions of sales and marketing. Be able to develop an external sales plan to achieve marketing objectives. Set goals and be able to evaluate the performance of a sales team. Know how to conduct a cold and follow-up sales call. Know how to close a sale. Identify the various market segments for sales efforts. Know the differences in selling lodging, food service, and catered events. Discuss the role of advertising in a hospitality marketing plan. Know the value of a planned public relations and press strategy. Be aware of the opportunities for community involvement. Develop an internal sales plan. Know how the sales and public relations strategy integrates into a complete

facility management plan.

Introduction to Foods, Cooking and Preparation Techniques

Identify the individuals who played key roles in the history of foodservice. Name the various professionals who work in culinary arts. Identify the various meats, poultry, and seafoods commonly used in the

modern kitchen. Categorize the different dairy products. Identify the common staples of a professional kitchen. Describe the basic principles of cooking. Define a variety of cooking techniques and differentiate between them. Demonstrate an understanding of the basic principles of baking and pastry

production. Explain the use of common tools and equipment that are used in the

professional kitchen. Discuss the stations of the professional kitchen and how they fit into the

organizational charts of both the professional kitchen and hotel operations. Be able to write a standardized recipe. State how the professional kitchen relates to other departments of a working

hotel.


Hotel and Convention Management

Examine the meetings industry Develop and utilize the technical/professional skills required to properly

execute and manage a meeting or convention Apply knowledge and techniques to real world situations as provided

through case studies. Demonstrate knowledge and understanding in meeting related topics Critically evaluate the future challenges that the convention and meeting

industry faces. Explain the economic importance of the convention and meeting industry. Outline the facilities and infrastructure required of the convention and

meeting industry Identify the protocol of business etiquette from a providers point of view Create a plan and layout for a variety of business meetings and convention

functions for various numbers of attendees Analyze a variety of contracts for outside contractors as they pertain to hotel

and convention functions Recommend strategies for hiring entertainment providers and other

specialty resources

Elements of Food Display, Plating and Buffet

Demonstrate effective ways to set up a variety of buffets for a range of service requirements

Practice efficient table set up to enhance speed in customer service Develop techniques for table decoration and table scaping for different

occasions and functions Utilize practical and effective techniques for presenting hot and cold food Employ a variety of techniques to improve the presentation of items from

every part of the menu Enhance food displays by utilizing props and display techniques for trays,

plates, and platters Develop themes and moods through the use of props, garnishes, and lighting

Wine and Spirits Management

Understand the history of fermented, distilled, and brewed beverages Define and use the terms that are common to the beverage industry Identify the tools, equipment and service vessels which are used for wines

and spirits Describe brewing and distillation processes of various beers, liquors, and

spirits Illustrate bottling and packaging techniques used by alcoholic beverage

manufacturers Explain the principles for the proper paring of food with wines or other

alcoholic products to achieve a desired compliment of tastes Identify the ideal qualities of a sommelier or bartender in a food service

establishment List state and federal regulations pertaining to alcohol service and liquor

liabilities Demonstrate common mixology methods and techniques Describe common alcohol training programs used in the food service

industry Develop a safe service policy Identify the security systems for a restaurant or bar Create a cost and control system for a restaurant or bar


Investigate the legal regulations and licensing requirements for serving alcoholic beverages in a variety of states and local municipalities

Conduct a proper wine tasting, providing the proper glass, spit bucket and palate cleansing foods

International Traditions and Protocol

Develop the ability to follow the protocols of a variety of nationalities, religions, and ethnic groups.

Demonstrate an understanding of the diverse traditions of the major religions and cultures.

Model the traditional etiquette required in the hospitality industry today. Plan a variety of special function following the set rules of each of the major

religions and nationalities. Describe and differentiate the diverse cultures of the world. Write appropriate menus for traditional holidays, special events, and

celebrations.


5. Table G 5

Thompson River University- Event Management Certificate

Required Courses (6) Learning Outcomes Introduction to Tourism Describe the characteristics of tourism.

Define, understand, and explore a variety of tourism terminology and concepts.

Identify evolving issues and trends in the tourism industry and discuss their

implications for festivals and events.

Define the interrelationship of the five sectors of the tourism industry and

evaluate their role in supporting events.

Assess the environment in which community events take place.

Identify travel motivators and tourism generators.

Assess and appreciate the impact of tourism and events as a worldwide

economic, environmental, cultural, political, and social force.

Describe the role and function of industry and government organizations that

support tourism at the regional, national, and international level.

Identify tourism-related products at local, provincial and national level and

describe their role in supporting events.

Demonstrate an ability to critically assess a variety of explanations of the nature

and value of tourism.

Introduction to Special Event Management

Apply a systematic approach to the research, design, planning, implementation, and evaluation of festivals and community events.

Apply the principles of marketing to the process of event production. Assess the viability of an event during the early stages of planning. Identify strategies used to raise funds and generate event revenue. Apply techniques to manage the financial resources of an event. Apply sound human resource management techniques in order to

organize and motivate event volunteers and staff. Coordinate the logistical and operational details of an event. Appreciate the potential social, economic, and environmental impacts of

events. Identify and plan for potential risks inherent in an event. Evaluate the success of an event.

Celebrating Community and Culture

Assess the environment in which community events take place. Define communities as cultures, groups with similar interests and

geographical places. Identify how communities can be assets to special events. Understand the terminology of cultural tourism as a global

phenomenon. Identify benefits and costs of tourism from a cultural perspective. Understand authenticity as part of the visitor experience. Describe some cross-cultural communication skills that would assist in

linking a special event to a community. Demonstrate the value (economic, social, and environmental) of adding

traditions to a special event. Understand how tourism images that are not authentic can affect host

and guest relationships.


Add a cultural element to an existing special event.

Event Volunteer Management

Explain key event volunteer management issues and how they relate to tourism and leisure organizations.

Understand and articulate a variety of concepts and theories, including the volunteer cycle, recruitment, orientation and evaluation, for the management of event volunteers.

Identify and describe the event Volunteer Cycle. Identify operational areas where policy development is required. Construct appropriate policies and procedures as needed within your

event related organization. Identify and explain current event volunteer management trends and

issues and their potential impact on organizations and society in general.

Describe the future of volunteering in Canada.

Event Marketing Identify and plan for potential risks inherent in events. Assess the environment in which community events take place. Define the Canadian Legal System. Discuss issues surrounding human rights in Canada. Define the law of contracts. Define the law of negligence. Understand the laws surrounding the restaurant sector. Analyze contracts for events.

Legal Liability and Risk Management

Apply a systematic approach to the research, design, planning, implementation, and evaluation of an event marketing strategy.

Research and analyze the total market environment of an event. Research consumer demand and decision-making trends. Segment, target, and develop an event market. Set effective event marketing objectives. Define the event experience from a services product point of view. Assess potential threats to an event's success and build clear

competitive advantages within the total event design.. Assess the perceived value of an event and establish appropriate pricing

options. Recognize the importance of an event's location and distribution

strategy (ticketing) as part of the overall marketing mix. Develop an integrated communications strategy to sell event. Evaluate the success of an event.


6. Table G 6

Canadian Tourism College- Event and Meeting Planning Certificate Required Courses (9) Learning Outcomes

Introduction to Event and Meeting Planning

Explain the event planning process Select an appropriate event venue for a client Describe the logistical needs and options of an event Explain the vendor needs for an event Identify an appropriate theme for an event Discuss ways to "green" events Analyze career opportunities in the events industry

Site Selection, Negotiation, and Law

Identify the specific roles of the event organizer and venue sales person and be able to work with third-party planners and suppliers

Select an appropriate event venue for a client Use prospecting to find and grow your business Determine meeting space requirements for meetings, events and trade shows. Identify and plan for various room sets, depending on the event Discuss the contract and outline each clause found in a contract Analyze audio visual considerations Prepare for city-wide events, international bookings and multi-year events

Transportation and Housing

Realize the various types of transportation necessary for an event Understand booking methods for housing accommodations Know the procedures involved in working with transportation companies and

housing affiliates Understand industry terminology related to transportation and housing

Event Registration Explain how the registration process sets the tone for an event, whether it is a convention, sales expo or educational seminar

Create and work with a registration planning timeline Conduct a needs assessment and establish registration forms and procedures

which will meet those needs Identify and be able to set up the different types of registration available to

planners to register attendees for a particular event Recognize the items that need to be completed before, during and after an event

registration

Food and Beverage Management

Explain meal functions Describe beverage functions Compare on and off site catering services Describe room set ups for a catered event Analyze the staffing needs for catered events Outline a strategy for providing food and beverage service for a low-cost event Describe services that can be provided by outside suppliers Identify industry appropriate contract negotiation practices Create a menu for a catered event

Hotel Sales and Operations

Define industry terminology Be familiar with and use industry acronyms Explain the importance of internal communication to stage a successful event Effectively process Request for Proposals (RFPs) Explain how hotel operations function Demonstrate proper sales etiquette


Demonstrate the hotel sales process

Special Event Planning Identify different types of special events List locations where special events are held in your community Name reasons why people or organizations hold special events List drawbacks to hosting your event in a hotel List features of hosting your event in a civic institution venue Understand what items may be included in venue rental fees Explain the importance of a written budget Identify different income streams for special events Identify expense categories for special events Identify event vendors for which a contract may need to be signed. List ways to negotiate the contract terms. Understand why contracts should be read and understood fully before signed. Identify resources for finding event décor and design ideas and inspiration. Define "event décor" and describe different ways to incorporate design into

your special event. Identify challenges in working with volunteer committees in the event

planning process Learn tools to manage the tasks of event planning Learn why volunteer committee framework is important Identify ways to market your event. Define marketing as it relates to special events. Identify types of special event marketing - including low or no-cost options. Learn how in-kind marketing can benefit your bottom line. Identify reasons it is important to capture participant information for your

event. List why technology should be considered as a resource for event registration. Name one tool that can be used on-site during an event to keep all of the

details organized. Nonprofit Event Planning

Define nonprofit organizations Identify how a nonprofit organization is structured Recognize the development team and the role of the event planner on this team Assemble volunteer fundraising committees Define the goals and objectives of an event Determine if having a fundraising event is optimal Consider the audience during the event selection and planning process Identify different models of fundraising events Find the right event Create a fundraising event timeline Begin the budget process. Evaluate event expenses and find money saving tips: Venues Catering and alcohol (corkage) Printing for invitations and marketing materials (postage) Decorations Audio/visual Entertainment Everything else Make an initial expense budget.


Create revenue opportunities and estimate revenue in the following areas: Ticket sales Corporate Sponsors Auctions Opportunity drawings Straight donations Finalize an event budget by putting together the expenses and revenue budgets. Identify prospective donors Become more familiar with current donors Find new donors Determine the best way to approach each prospective donor Make a cold call to ask for a donation Ask for donations via email or letter Respond appropriately to a donation rejection Maintain good relationships with donors Select appropriate marketing materials for their event. Work with the media to promote a fundraising event. Utilize online marketing and social media to spread the word about upcoming

functions. Arrive at an event prepared and ready to go. Effectively utilize event volunteers. Be prepared for guests to arrive. Trouble shoot for unexpected event surprises, breakdowns or meltdowns. Appropriately thank donors. Wrap up an event. organized.

Budgeting for Event Planners

Identify the purpose of a budget. Define the roles event team members play in creating and maintaining a budget. Describe the relationship between event objectives and the budget. Develop a budgetary philosophy. Identify event related expenses. Identify event related revenue streams. Categorize expenses and revenues. (fixed, variable, and indirect costs) Establish a bid collection process. Evaluate bids for event related services and goods. Perform a break-even analysis. Develop an attendance fee structure. Prepare a statement of revenue and expenses. Explain basic accounting terminology. Prepare a cash flow statement. Describe cost controlling methods. Differentiate between the four basic types of event planning fee structures. Describe event planning services. Outline a client contract. Reconcile a budget. Identify levels and causes of variance.


7. Table G 7

The George Washington University- Event Management Certificate Required Courses (4) Learning Outcomes

Best Practices in Event Management

Structure and manage an event planning schedule to improve profitability. Conduct comprehensive needs assessments and feasibility studies. Identify and prioritize event goals and objectives. Identify potential challenges to a successful event. Choose appropriate solutions by using efficient planning scenarios. Conduct mid- and post-event evaluations. Create and present proposals and agreements that are advantageous to all parties

of an event. Appreciate the rewards of being in the Event Management profession.

Event Coordination Develop creative elements including decor and entertainment and properly sequence them at events.

Develop and implement a site plan and conduct a thorough site inspection. Understand the Americans with Disabilities Act (ADA), permit requirements and

labor union issues and their impact on event coordination. Analyze and implement professional registration, admission procedures, security,

and protocol.

Event Marketing

Identify and develop a promotional strategy, including the event proposal,

invitations, advertising, publicity, contests, promotional merchandise, sales promotions, packaging, and even personal appearances.

Distinguish the relative strengths of print, electronic, and other advertising medium.

Analyze, establish and implement a public relations strategy using video and audio news releases, as well as many other new tools.

Incorporate electronic media. Formulate an effective event sponsorship program. Conduct market research prior to the event. Create a comprehensive marketing/sales measurement.

Risk Management: Financial, Legal, and Ethical Safeguards

Conduct a thorough risk assessment and develop an appropriate risk management plan for every meeting and event.

Identify the key laws and regulations that impact events. Understand the key components of event contracts. Provide protection against injury to individuals and damage to property. Understand and comply with copyright and trademark protection requirements. Identify the types of insurance that are appropriate for a particular event.

Electives Courses (9) Learning Outcomes

Meetings and

Conferences

Conduct thorough pre-event planning. Identify an appropriate site and perform comprehensive site inspections. Develop, analyze and project a budget. Implement marketing strategies, including list development, brochure design,

mailing cost reduction, and creative marketing. Comply with legal requirements, including those specified by the Americans with

Disabilities Act (ADA) and other key laws. Recruit and train volunteers and staff for maximum performance. Evaluate the effectiveness of an event.


Corporate Event

Management

Integrate corporate events within the overall communication strategy of the company.

Assess, inspect, and/or design sites for corporate events. Orchestrate large national and international events as well as small corporate

meetings. Produce successful awards, recognition, and hospitality events. Use events to bolster corporate morale. Design and effectively manage major corporate hallmark events, such as

anniversaries and ground-breaking ceremonies. Develop and implement record-breaking corporate sales events. Improve corporate hospitality. Negotiate to get the best return on investment (ROI) for your organization. Reduce event costs and document the savings for your annual review. Demonstrate the added value of your corporate events as a means of receiving an

increased budget and other support in the future. Identify and pursue career opportunities in this expanding field.

Sport Event

Marketing and

Management

Identify key sport event stakeholders: athletes, participants, sponsors, spectators, and media partners.

Develop, execute, and evaluate a sponsorship program. Implement systems for marketing, television and radio rights, signs, event

advertising, and use of the event logo. Develop and implement a food and beverage service and hospitality program. Develop logistics and operational plans for all levels of sport events to prevent

risks and maximize success. Understand the role that volunteers play and develop strategies for recruiting,

training, managing, and recognizing them. Plan admission procedures for sport events. Work with officials and sanctioning bodies to ensure compliance with protocol,

traditions, and regulations. Design, plan, manage, and evaluate awards ceremonies. Construct an effective evaluation program.

Government Event

Strategies

Identify important social or political settings. Identify the major stakeholders. Establish a process for making decisions and creating lines of authority. Establish financial procedures and ensure compliance with laws and regulations. Determine whether fundraising or sponsorship is needed. Identify the key figures and develop plans for effectively integrating these VIPs. Assess the need for volunteers and effectively recruit, coordinate, and reward

volunteers. Develop major events to mark municipal anniversaries and other significant

celebrations.


Catering Design and

Coordination

Conduct a food and beverage needs assessment. Identify professional catering resources. Specify the menu, level of service (including number of staff), and other important

elements. Coordinate Kosher, Muslim, and special-request meal functions. Incorporate unusual linens, napkin folds, and other creative elements. Understand the basic health department requirements for food and beverage

service. Recognize and implement liquor liability safeguards.

Exposition/Trade

Show Planning,

Management, and

Marketing

Use research to target the exhibit or exposition to primary and secondary markets. Identify resources, including designers and general service contractors. Negotiate successful vendor contracts. Develop a thorough and comprehensive marketing strategy and measure results. Incorporate promotional activities that enhance marketing efforts. Prepare sales and exhibitor communications. Use commercial sponsorship to decrease operating expenses.

Wedding Planning, Coordination, and Consulting Workshop

Start and manage a successful wedding planning business. Incorporate the latest trends in wedding design and coordination to build your

business. Market for continuous growth.

Event Fundraising and Sponsorship

Identify appropriate fundraising events for your organization. Develop strategies for a successful fundraising event. Recruit, orient, train, and reward volunteers. Develop events such as silent auctions and raffles. Comply with all tax regulations. Systemize the fundraising event for annual recurrence. Improve the financial yield from existing fundraising events. Conduct a comprehensive sponsorship needs-assessment and feasibility study. Craft a complete strategic plan. Identify qualified prospective sponsors. Create attractive sponsorship proposals. Develop an effective and realistic financial plan for increasing sponsorship

revenue. Comply with laws governing sponsorship solicitation. Develop an easy system for monitoring and improving event sponsorship services. Create event sponsorship (including multi-year) agreement.

Protocol for Event Managers

Understand the rules and traditions of protocol; Identify resources to answer protocol questions; Prepare a protocol plan; Gain confidence in making decisions about event protocol issues; Advise colleagues in correct etiquette and protocol; Make your guests feel welcome and respected, and Avoid errors in protocol that may result in disputes, insults, embarrassment or

distractions.


8. Table G 8

Vancouver Island University- Event Management Certificate Required Courses (6) Learning Outcomes

Introduction to Tourism

An introduction to the tourism industry. Topics include: tourism terminology; issues and trends in British Columbia; tourism guest characteristics; the eight sectors of the BC tourism industry; key tourism organizations and their influence; impacts of tourism; and tourism related products.

Introduction to Special Events Management

An introduction to the planning, implementation, management, and evaluation of festivals and events. Topics include: principles of marketing; assessment of event viability; fund-raising and revenue generation; financial management techniques; human resource and volunteer management; project management; logistics and staging; and risk management.

Celebrating Community and Culture

An exploration of how communities and cultures within those communities can be effectively included in special events. Topics include: assessing the community environment; communities as assets to special events; socio-cultural impacts of tourism and events; cross-cultural communication; and adding a cultural element to special events.

Event Volunteer Management

An introduction to concepts and skills for the successful management of event volunteers. Topics include: the value of volunteers; a five-stage approach to the volunteer cycle; role and responsibilities of the event volunteer coordinator; and the event volunteer management process.

Event Law and Risk Management

An exploration of legal and risk management issues involved in planning and hosting tourism events. Legal issues and risk management are examined in relation to: human rights; the law of contracts; the law of negligence; food and alcohol; organizational structure; employees and employment standards; trademarks, copyright and licensing, and insurance.

Event Marketing

An overview of concepts and tools used to design and implement a successful event marketing strategy. Topics include: planning, implementing and evaluating an event marketing strategy; market research and analysis; establishing marketing objectives; designing a marketing strategy; the communications plan; and using electronic media.


9. Table G 9

Humber College – Event Management Certificate Required Courses (6) Learning Outcomes

Conferences to Galas Focus on planning seminars, conferences, fundraisers and galas. Students will concentrate on planning, organizing, arranging transportation and accommodation, advanced food and beverage service, staffing (including working with volunteers), protocol for dignitaries, etiquette, more elaborate staging, identifying and contracting keynote speakers and entertainment, as well as crisis planning.

Entertainment and Sports Events

Explore special event marketing and sponsorship opportunities, as well as the link between special events and fundraising. Case studies and guest speaker presentations will supplement lectures in the course.

Event Theory and Practice (Volunteering Opportunity)

Develop the basic skills required to plan internal and external events including selecting a venue, planning the theme of the program, timing, approvals, basic etiquette, basic staging, basic food and beverage service, budgeting, basic promotion, staffing and evaluating. An introductory class, students may be required to work on a special event outside regularly scheduled class time.

Introduction to Public Relations

Explore the history and theoretical principles underlying the practice of public relations. Students will use case studies to examine key issues related to the profession.

Microsoft Office for Public Relations

Develop basic spreadsheet, database and desktop publishing skills in both lecture and self-directed learning environments. Students will be introduced to basic website design.

Sponsorships and Promotions

Learn how to identify and work with sponsors, and promote events using both advertising and media-relations tactics. Promotional vehicles will include advertising, media-relations materials, invitations, brochures and conference programs.










http://www.humber.ca/continuingeducation/courses/sponsorships-and-promotions

http://www.humber.ca/continuingeducation/courses/sponsorships-and-promotions


10. Table G 10

University of Massachusetts - Certificate in Meeting and Event Management Required Courses (4) Learning Outcomes

Hospitality Personnel Management

Human resource management in food service, hotels, and the

travel industry. Functions of leadership motivation, job design,

recruitment, wage and salary administration, performance

appraisal. Training in health and safety.

Event Management Introduction to the many functions of planning special events. Emphasis on project scheduling and planning an actual event including its inception, site selection, contract negotiations, selecting suppliers, obtaining sponsorships, and budgeting.

Meeting, Convention & Event Management

Explore the vast array of meetings, conventions, and expositions. Learn the different venue types, approaches, and management group gatherings. Identify the role of convention and visitor bureaus, destination management companies, and service contractors.

Food Service Management

Management of both commercial and institutional food service operations. Includes: management by menu concept, site selection process, functional cycle of control (purchasing, receiving, storing, and issuing), production forecast and scheduling. Development of operational and financial food and beverage cost controls, including menu pricing, budgeting, and internal/external sales analyses.

Electives Courses (2) Learning Outcomes Convention Sales Management

The use of personnel selling in the hospitality and tourism context. Specific attention is given to the meetings and convention markets for hotels and other lodging facilities. The emphasis is on improving students' interpersonal communication skills and implementing the use of industry software.

Club Management Exposure to club management enterprises that provide member services and resources. Includes the methods and issues of management of private country clubs, city clubs and unique membership clubs.


11. Table G 11

University of California, Irvine- Meeting & Event Management Certificate Required Courses (7) Learning Outcomes

Introduction to Event Planning

Students will cultivate a clear understanding of—and develop management skills in—the event planning process by increasing their knowledge of protocol and best practices in the meetings and event industry. This course will introduce students to planning tools for managing time, space, money, human resources, information, materials and problems that may arise through the meeting or event planning process. This course provides a forum for planners to meet each other and share resources, ideas, experiences and enhance their knowledge of available resources and vendors. Students will be asked to plan an event during the five week course. They will be placed in groups and given specific parameters for their assigned event. At the end of the course they will present their completed event with specific details regarding scope, theme, budget, etc.

Event Risk Management: Financial, Legal, and Ethical Safeguards

Understand the process for analyzing and responding to risks that can adversely impact any meeting or event. This course offers a practical approach to ensure that the planner understands and uses every possible safeguard to produce safe and successful events. Particular emphasis is placed on contract issues and laws and regulations pertaining to meetings and events.

Event Operations, Logistics and Communications

This course examines the creative elements and applies organizational principles to ensure successful events. Management of the production schedule and logistics are scrutinized in detail. The content builds on a planning and project management framework, and considers elements of event logistics and transport, site planning and design, management of subcontractors, and volunteer labor.

Event Administration and Stakeholder Management

This course examines the capabilities required for effective and efficient management of events and event organizations of all sizes and types. Learn how effective communications and a sound organizational structure will ensure a successful and sustainable event. Master leadership skills that will ensure that all of your event stakeholders can contribute to the success of the event and event organization.

Event Marketing, Fundraising and Sponsorship

Learn the practical skills necessary to be proficient in planning fundraising events, and how to secure sponsorships. Focus is placed on submitting winning proposals, event marketing, securing sponsorships and donors, volunteer collaboration, auctions, program facilitation, event production and on-site management.

Food and Beverage Essentials for Meeting Planners

This course will examine the process, beginning with knowing your group and their needs, negotiating to book a group, understanding the different role food and beverage can play within a program, alcoholic beverage guidelines and creating a budget. Once these elements are in place, the fun really begins: learning how to work with a hotel or off-premises caterer to create wonderful menus while staying within your budget. This process is so much easier by knowing the tricks of the trade!

Entertainment Arts in Events

N/A

Documents

Aljafari- Developing a Short-Term Event Management Program Curriculum