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STHM

Event Leadership Executive Certificate Courses

The curriculum will prepare you for a successful career in event management. Designed to give you a comprehensive view of the principles of event planning, these courses delve into all aspects of the industry, including entrepreneurship, the impact of social media, risk management and more.

A total of six courses must be completed within two years of acceptance. Students must take the three required courses and three electives.

Required Courses

Introduction to Event Management and Business Success
This course introduces the principles and history of the event industry. Designed to both enhance the professional knowledge of those already employed within the industry and to launch new careers, this course builds a solid and firm understanding of the industry tools, best practices, business entrepreneurship, industry segments and terminology. Event professionals gain valuable instruction from real life scenarios, advice and interactive activities.

Principles of Effective Event Execution
This course explores the operational aspects of industry segments, tools and processes. Proven event execution tactics are introduced to understand event return on investment. Topics include business models, goal setting, event proposals, RFP development, room set-up, negotiations, insurance requirements, quality standards, site selection, program development, event marketing and professional development.

Integrating Event Strategies and Tactics
This course offers a deeper analysis of details pertinent to the organization and execution of an event, meeting, conference, sponsorship and social event. Event professionals master long-term event strategies to sustain event success. Topics include human resources, finances and contracts, strategic performance, project management, standard policies, team management, event leadership, event technology, evaluation, and wrap-up.

Elective Courses | Choose 3

Event Operations and Risk Management
This course deals in detail with the operational and logistical needs of various types of events as well as the insurance and risk management concerns associated with these events. Students will learn how to develop and execute operations plans, timelines and other organizational production planning tools, what the essential elements of risk management are, and what the essential elements of licenses, permits and event insurance are.

Corporate Sponsorship
Offered in 2 parts, must take Part One prior to taking Part Two.
Ideally, your event generates multiple sources of revenue. An important source for many events is corporate sponsorship. In the first of two electives on corporate sponsorship, you’ll develop a broad understanding of corporate sponsorship, how it works and how this business initiative plays a role in your event. You’ll also gain the tools and techniques you need as an event leader to best work with your sponsors and meet their needs in the overall management of your events.

Students will learn what corporate sponsorship is, how corporate sponsorship differs from corporate underwriting, why corporations sponsor, the tools of corporate sponsorship, best practices for event leaders working with corporate sponsors and how to know if your event is ready for sponsors.

Five Critical Steps in Event Planning
Do you know the five critical steps necessary to make your event a smashing success? These steps can be applied to any type of event like your next meeting, wedding, religious affair, non-profit event or corporate affair. Every planner must know these steps so that he or she can interview like a pro and execute like a pro. Learn the ins and outs of event planning: RPFs, site selection/inspection, contracting, vendor communications and operations.

Here Comes the Wedding Planner…with a Solid Foundation
In this session, you will learn the history and basics of wedding planning and how it relates to the modern-day wedding consultant. You’ll learn tips for developing business structure, identifying key resources and learning professional guidance from an experienced and well-trained instructor. Armed with the basics of wedding planning, this elective sets the stage for the aspiring wedding professional.

Etiquette and Protocol
As event leaders, we are responsible for presenting our clients and employers in the most correct and favorable light on all occasions, whether it’s a meeting of five executives or a public event involving hundreds. Applying standards of etiquette and protocol become hallmarks of you and your company/university and are important components of branding. Knowledge and use of these standards are known as soft skills. In the Etiquette and Protocol elective, we will identify and practice our soft skills. Students will learn how to draft proper invitations, review and differentiate forms of address, and make correct introductions. In addition, we will utilize rules of protocol and deference; such as seating a dais, a table and a room. We will also discuss personal etiquette in a business setting. Knowledge and use of these skills will distinguish you as a special events professional, putting you in a position to “outclass the competition.”

Fundraising
This course will provide you with a solid understanding of fundraising covering areas such as annual giving, corporate and foundation relations, major gifts, planned giving, and special events. A myriad of fundraising techniques will be discussed and analyzed such as direct mail, telemarketing, e-solicitation, grant writing and face-to-face solicitation. Topics including ethics in fundraising, careers in development and philanthropy in a recession will also be explored. Students will learn how to build the case for support for your program or event, how to create a pool of prospective donors to approach, how to create good solicitation materials and how to use social networking for fundraising.

Corporate Event Production
This course will help you to develop project management skills in order to produce effective and efficient corporate events. Students will learn to link corporate events to corporate mission and vision, utilize efficient procurement techniques in order to reduce costs and improve quality, and measure return on your event investments to demonstrate cost/value ratios

Social Media for Event Business Success
Social media changes constantly, and event leaders must stay updated with the current trends, tools and resources. This course helps to provide a deeper discovery of the latest trends and steps to implementing a media strategy.

Building a Successful Freelance Career in the Events Industry
The events industry lends itself to entrepreneurship and freelance opportunities. In order to succeed, however, you need to understand the necessary skills, pricing, branding and a number of other critical issues. This course covers all of this and more.

CLASS SCHEDULE

Classes are typically held on one Saturday a month in Alter Hall (1801 Liacouras Walk) on Temple University Main Campus.