Effective Events Management


Course introduction

Events are part and parcel of the corporate life. There are all types of events being organised ranging from launch of new products to analyst briefings to customer functions to road shows and press conference etc. A well-organised and effective event will help enhance the corporate image and increase sales potentials whilst a badly organised one will reflect poorly on the organisation. Many marketing professional learn the event organising skills through trial and error in their career.

Course Outline

This will be a practical course whereby you learn how to:

  • Set event objectives
  • Create an impressive and effective event
  • Put together an event brief
  • Select event management companies, partners, sponsors etc
  • Plan, budget and control cost
  • Explore the options available in the market
  • Avoid the pitfalls
Through this workshop, the attendee will gain some practical knowledge on organising an event and some of the pitfalls to avoid as well as understand the different type of events and their requirements.


Upon completion of this workshop, participants will learn:
  • To equip attendee with a practical knowledge of Event management
  • To enable better understanding of the A-Z of event management
  • To enable better understanding of Integrated Event Marketing
  • To equip participants with the necessary skills and knowledge to organise an effective and professional event
List the different types of events and discuss their requirements/implications
How to get started
  • Event Concept, objectives and positioning
  • Target groups and expectations
  • Date and Time of event
  • Venue selection
  • Program and Entertainment
  • Estimated Budget
Creating an effective Team
  • Organise the event team
  • Manage external partners and suppliers
Managing the Event 
  • Project Management
  • Budget Control
Organising the different events
  • Press Conference
  • Overseas Event
  • Outdoor Event
  • Conference and workshop
  • Exhibition and Road-show
  • Product Launch
Event Logistics
  • Invites / Tickets
  • Catering
  • Staging and Signage
  • General Checklist
Organising a Great Event
  • Catering for the unexpected
  • Integrated event marketing
  • Tips for Organising a Great Event

Trainer Profile

Sandy Cheung

All of our Associate Trainers offer our high level of service therefore are subject to regular peer assessments and interview prior to joining our Institute. They must all be qualified and have relevant experience to an agreed level and are subjected to continual audit and evaluation. Strict internal assessment is implemented as an integral part of our quality control mechanism.