1.1 Explain how organisational objectives will be met by an event
Unit 44: Manage Events
Unit reference number: M/506/1959 QCF level: 4
Credit value: 6
Guided learning hours: 49
Unit type: Competence
Unit summary
Businesses use events to exhibit and promote the company and its products or services. It is often used as an opportunity to build relationships among employees as well as with customers and suppliers. The useful outcomes that can flow from an event which is hosted efficiently can be significant. Those who attend a successful event will carry back a variety of positive images of the organisers to their respective outfits. However, if things go wrong, an event can be detrimental from the perspective of reputation management. Event management then demands a lot of careful focus if things are to proceed well. Preparation is central to the activities going smoothly.
In this unit you will learn how to develop your event management skills, understanding the role of the business event organiser and the methods that are used to plan events, from booking the venue to reviewing the outcomes. You will demonstrate your understanding of the purpose and technical requirements of events, and the skills and techniques required to manage risk and impact. You will develop detailed events plans which will demonstrate your skills to predict problems and initiate contingency plans.
You will demonstrate your ability to apply effective management skills and techniques to implement events plans and learn how to respond to a range of challenges to ensure the objectives of the events are achieved. This will include demonstration of effective stakeholder and team management skills. You will benefit from reflecting on the effects, results and opportunities of the event organisation, highlighting areas for improvement for use in the future.
Learning outcomes and assessment criteria
To pass this unit, the learner needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria outline the requirements the learner is expected to meet to achieve the unit.
Unit 44: Manage Events
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Learning outcomes Assessment criteria
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1 Understand the management of an event
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1.1 Explain how organisational objectives will be met by an event
1.2 Explain the flexibilities and constraints of an event’s budget
1.3 Evaluate the use of project management techniques in event management
1.4 Analyse how models of contingency and crisis management can be applied to event management
1.5 Analyse the use of customer relationship management (CRM) systems to attract attendees
1.6 Evaluate the application of the principles of logistics to event management
1.7 Describe the insurance requirements of an event
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2 Be able to manage the planning of an event
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2.1 Identify the purpose of an event and the key messages to be communicated
2.2 Identify target attendees for an event
2.3 Assess the impact of an event on an organisation and its stakeholders
2.4 Establish requirements for resources, location, technical facilities, layout, health and safety
2.5 Identify how event-related risks and contingencies will be managed
2.6 Develop an event plan that specifies objectives, success and evaluation criteria
2.7 Make formal agreements for what will be provided, by whom and when
2.8 Determine methods of entry, security, access and pricing
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Learning outcomes Assessment criteria
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3
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Be
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able
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to
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manage an event
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3.1 Manage the allocation of resources in accordance with the event management plan
3.2 Respond to changing circumstances in accordance with contingency plans
3.3 Deliver agreed outputs within the timescale
3.4 Manage interdependencies, risks and problems in accordance with the event management plan
3.5 Comply with the venue, insurance and technical requirements
3.6 Apply the principles and good practice of customer care when managing an event
3.7 Adhere to organisational policies and procedures, legal and ethical requirements when managing an event
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4
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Be
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able
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to
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follow up an event
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4.1 Ensure that all post-event leads or actions are followed up
4.2 Optimise opportunities to take actions that are likely to further business objectives
4.3 Evaluate the effectiveness of an event against agreed criteria
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Unit amplification: Unit 44: Manage Events
AC1.1: Explain how organisational objectives will be met by an event
- Types of event: routine/non-routine; formal/informal, e.g. meetings, staff training sessions, exhibitions, receptions, conferences, trade fair stands, seminars
- Organisational objectives: positive; negative; internal, e.g. reward work of a team, build on success, communication, staff development; external, e.g. develop corporate image, create awareness of a particular product or service, develop customer loyalty, increase revenue
- Financial objectives: profit; loss; break-even
- Events budget planning: anticipate expenses; contingencies; anticipate income, e.g. registration fees, sponsorship, ticket sales, donations, product sales
- Events budget flexibilities: sources of finance, e.g. sponsorship, ticket sales, internal marketing budget, combination
- Events budget constraints: time; scope; cost; quality, resources
- Project management techniques:
- Initiation phase: business case, e.g. scope, purpose, objectives, resources, deliverables, timescales, structure; feasibility study; project charter; project team, project office; phase review
- Planning phase: project plan, e.g. time, cost, quality; resources; finances; risk; acceptance; communications; procurement; suppliers, e.g. tender process, statement of work, request for information, proposal, supplier contracts; phase review
- Execution phase: management and control of deliverables, e.g. time, cost quality, resources, change, risk, issues, acceptance, communications
- Evaluation phase: project closure; project completion; post- implementation review
- Uses of project management techniques in event management: link event objectives to stakeholder needs; focus on customer needs; build events teams; work across functional boundaries; estimate event budgets and schedules; meet time constraints; calculate risks; establish a dependable event control and monitoring system
- Contingency models: e.g. Gareth Morgan; Fred Fiedlers; William Richard Scott
- Contingency planning: probability and impact; description of problem; scope of problem; workaround of problem
- Crisis management: sudden; smouldering, e.g. signal detection, preparation and prevention, containment and damage control, business recovery, learning
- Crisis types: natural disaster; technological; confrontation; malevolence; organisational misdeed; workplace violence; rumours; terrorist attack or manmade disaster
- Crisis models: Alan Hilburg’s Crisis Arc (crisis avoidance, crisis mitigation, crisis recovery); Gonzalez-Herrero and Pratt’s 3 Phases of Crisis Management (diagnosis of the impending trouble or danger signals, choosing appropriate turnaround strategy, implementation of the change process and its monitoring)
- Crisis leadership: building an environment of trust; reforming the organisation’s mind-set; identifying obvious and obscure vulnerables’ of the organisation; making wise and rapid decisions as well as taking courageous action; learning from crisis to effect change
- Customer relationship management: managing organisation, e.g. customer interactions; developing organisation, e.g. customer relationships; sales; marketing; product promotion; technical support; after sales service; value added products and services; customer profiling; benefits, e.g. understanding customer requirements, growing the customer base, retaining customers, winning back customers, growth, profitability, efficient customer management; integrating and synchronising customer management activities and events; customer satisfaction
- Customer Relationship Management (CRM) systems: targeting attendees, e.g. existing, historical, needs and requirements, order history, relevance, marketing; cost effectiveness; efficiency saving,
AC1.2: Explain the flexibilities and constraints of an event’s budget
AC1.3: Evaluate the use of project management techniques in event management
AC1.4: Analyse how models of contingency and crisis management can be applied to event management
AC1.5: Analyse the use of customer relationship management (CRM) systems to attract attendees
e.g. automated workflow, existing contact details; communications,
e.g. automated distribution; lead generation; customer perception and evaluation
AC1.6: Evaluate the application of the principles of logistics to event management
- Principles of logistics to event management:
- Site selection: sourcing venues; proposals; negotiating contract; signing contract
- Vendor selection: technology, e.g. audio-visual, lighting, live streaming; décor; staging; photography and videography; entertainment; speakers
- Resources: print; distribution; merchandise
- Venue management: monitor and adjust room block; meeting and registration area room set up; menu selection for food and beverage
- Delegate management: travel; accommodation; liaison
- Pulling it all together: on-site event management; vendor management; event set up and tear down; speaker management; backchannel monitoring, e.g. Social Media
- Insurance requirements: public liability; employers liability; professional indemnity; product liability; event cancellation and disruption; exhibitors
AC1.7: Describe the insurance requirements of an event
Information for tutors: Unit 44: Manage Events
Suggested resources
Books
Raj R, Walters P and Rashid T – Events Management: Principles and Practices (2nd edition) (SAGE Publications, 2013) ISBN: 9781446200735
Shone A, Parry B – Successful Event Management: A Practical Handbook (3rd edition) (CENGAGE Lrng Business Press, 2010) ISBN: 9781408075997
Websites
www.businessballs.com – Businessballs: online training for careers, work, management, business training and educators
www.edexcel.com/qualifications – Pearson Edexcel Qualifications: provide guidance for Wider Key Skills – Problem solving
www.skillscfa.org – Skills CFA: Sector Skills council for Business Administration
Assessment
This unit is internally assessed. To pass this unit the evidence that the learner presents for assessment must demonstrate that they have met the required standard specified in the learning outcomes and assessment criteria and the requirements of the Assessment Strategy.
To ensure that the assessment tasks and activities enable learners to produce valid, sufficient, authentic and appropriate evidence that meets the assessment criteria, centres should apply the Unit Assessment guidance and the requirements of the Assessment Strategy below.
Wherever possible, centres should adopt a holistic approach to assessing the units in the qualification. This gives the assessment process greater rigour and minimises repetition, time and the burden of assessment on all parties involved in the process.
Unit assessment requirements
This unit must be assessed in the workplace in accordance with the Skills CFA Assessment Strategy for Business Administration, Customer Service and Management and Leadership, in Annexe A. Simulation is not allowed for this unit. All evidence of occupational competence should be generated through performance under workplace conditions; this includes evidence of achievement for knowledge- based learning outcomes and associated assessment criteria.
Unit assessment guidance
This guidance supports assessors in making decisions about how best to assess each unit and the evidence needed to meet the assessment requirements of the unit. Centres can adapt the guidance for learners and the particular assessment context, as appropriate.
The primary source of evidence for meeting the requirements of learning outcome 2, learning outcome 3 and learning outcome 4 is direct observation of the learner carrying out their work activities relating to managing events.
The evidence from the direct observation for learning outcome 2, learning outcome 3 and learning outcome 4 could be supported by examining work products such as event plans, minutes from meetings, business requests, budgets, contingency plans, documented timeline, project plan, customer and stakeholder feedback, event evaluations, contracts and agreements with suppliers and vendors, published event information, records, e.g. spreadsheets, forms, flow charts etc. and non- verbal communication to colleagues, managers, suppliers, venues and/or stakeholders, e.g. emails etc. – this provides further evidence to meet the requirements, for example AC2.1, AC2.2, AC2.4, AC2.5, AC2.6, AC2.7, AC2.8, AC3.1, AC3.2, AC3.3, AC3.4, AC3.5, AC4.1 and AC4.2. To achieve AC3.7, learners
need to provide evidence of adhering to organisational policies and procedures, legal and ethical requirements when managing an event either through checklists and/or forms. Witness testimony could be used to support the evidence from direct observation for this assessment criterion as well as for AC2.1, AC2.4, AC2.7, AC3.1, AC3.6 and AC4.1.
The primary source of evidence for meeting the requirements of learning outcome 1 could come from a questions and answers (Q&A), (AC1.7), or professional discussion where the learner demonstrates an understanding of the principles of managing an event (AC1.1, AC1.2, AC1.3, AC1.4, AC1.5 and AC1.6). Learners responses during the professional discussion must be at the appropriate breadth and depth to meet the level of demand for the knowledge assessment criteria; for example, the responses must have sufficient detail about how organisational objectives will be met by an event (AC1.1), the flexibilities and constraints of an event’s budget (AC1.2), the use of project management techniques in event management (AC1.3), how models of contingency and crisis management can be applied to event management (AC1.4), the use of customer relationship management systems to attract attendees (AC1.5) and the application of the principles of logistics to event management (AC1.6). Reflective account can be used to support the evidence from professional discussion for learning outcome 1 as well as AC2.3, AC3.2, AC4.2 and AC4.3.
Evidence of Recognition of Prior Learning (RPL) can also be used within the unit to confirm competence. Wherever possible, the learning outcomes in this unit should be assessed holistically across the qualification.
Unit 44: Manage Events
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