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

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

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

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.

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.

References
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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
12
5 3 3 3 0 0 0 0
29
21
29
7 2 9 6 2 3 2 2 1
0
20
40
60
80
100
120
Riyadh Makkah Eastern Madinah Tabuk Qassim Asir Najran Hail Jizan Bahah Jawf
Appendix A
Amount 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)
Riyadh
42%
Makkah
23%
Eastern
18%
Madinah
6% Tabuk
2%
Qassim
3%
Asir
3%
Najran
1%
Hail
1%
Jizan
0%
Bahah
1%
Jawf
0%
Appendix B
Percentage 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 C
Types 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 D
Types 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
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
Management
1
Wine and Spirits
Management
1
International
Traditions and
Protocol
1
Transportation and
Housing
1
Event Registration 1
Nonprofit Event
Planning
1
Management
1
Conferences to Galas 1
Entertainment and
Sports Events
1
Relations
1
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
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
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.
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
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.

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
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
 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.
 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
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
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.
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
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
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.
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.
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.

10. Table G 10
University of Massachusetts - Certificate in Meeting and Event Management
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.
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.

Aljafari- Developing a Short-Term Event Management Program Curriculum

Aljafari- Developing a Short-Term Event Management Program Curriculum

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