08:00 – 09:00 Introduction

• Event – definition
• Event marketing – definition
• Event marketing vs. event management
• Goals of organising an event
• Know your audience, i.e. the target groups for events
• Classification of events and their objectives:
  • B2B (e.g. congresses, press conferences, product launches, netowrking…)
  • B2C (e.g. conferences, lifestyle events, shopping mall events, sports and cultural events…)
  • B2E (e.g. conventions, galas, social events, special events, csr events…)
• Dictionary: industry vocabulary worth knowing

09:00 – 10:15 Client expectations – how to meet them

• Presentation of the offer
• What influences the attractiveness of an offer
• Effective research into customer needs

10:15 – 10:30 Coffee break

10:30 – 12:30 Event planning

• General and detailed planning of an event (building up emotions, planning models)
• Brief (construction, examples)
• Creative scenario building

12:30 – 13:15 Lunch break

13:15 – 14:30 Event planning

• Timetable
• Evaluation
• Project management
• Client file – questionnaire, final report, technical documentation
• Crisis management
• Examples of interesting implementations – case study

14:30 – 14:45 Coffee break

14:45 – 16:00 Event planning on the example of a Gantt chart – workshop

08:00 – 09:00 Cooperation with subcontractors during the preparation and organisation of events

• Finding subcontractors and how to verify their competence
• Positive and negative aspects of working with a regular subcontractor, artist case)
• The art of negotiating terms and conditions

09:00 – 10:30 Budgeting an event

• Budgeting policy
• Underestimation, fee
• VAT rates
• Advance payments
• Accounting for the event

10:30 – 10:45 Coffee break

10:45 am – 11:30 am Location

• Rules of cooperation
• What to look for – a site visit
• How to choose the right location
• Creating a menu

11:30 – 12:30 Fundraising and cooperation with the media during the preparation and organisation of events

• Types of sponsors
• What to consider when looking for a sponsor
• Construction of a letter of intent
• Specifics of cooperation with the media
• Media patronage
• Press conference – when to hold it, how to organise it

12:30 – 13:15 Lunch break

13:15 – 14:15 Press release – construction, what influences attractiveness – creating a press release – workshop

14:15 – 15:00 Legal aspects of event organisation

• Laws and regulations
• Mass event – crisis situations
• Insurance, tenders, ZAIKS
• Licences and permits
• Personal data protection
• Contract construction (fixed element, what kind of contracts we sign, case study – what should be included in individual cases)

15:00 – 15:15 Coffee break

15:15 – 15:45 Crisis situations during the preparation and during events

• Case study – crisis situations

15:45 – 16:00 Q&A session