CURRICULUM DEVELOPMENT FOR PROFFESIONAL EDUCATIONAL ... · applications to consulting services for...

CURRICULUM DEVELOPMENT FOR PROFFESIONAL EDUCATIONAL PROGRAM

FOR MANAGERS IN MARKETING AND EVENT MANAGEMENT INDUSTRY

ERASMUS +

Project: DiMenSion

Intellectual Output 05

DEVELIPING MARKETING SOLUTIONS FOR SUSTAINABLE BRANDS

Event marketing is a promotional strategy that involves face-to-face contact between companies and their

customers at special events like concerts, fairs, sporting events etc. Brands use event marketing

entertainment to reach consumers through direct hand-to-hand sampling or interactive displays. The

practice works because it engages consumers while they’re in a willing, participatory position.

An event marketing campaign should be led by a marketing manager with a thorough understanding of the

brand, allowing the manager to tailor each event to the audience while still keeping the brand’s identity

and mission intact. Typically, marketing managers oversee all activities within a company’s marketing,

advertising, and promotional department – not just an event marketing idea. They establish brand

guidelines and growth strategies, evaluate customer needs, and then develop creative event marketing

ideas based on these goals. The best way to pursue a career in event marketing is to earn marketing

knowledge.

Being professional marketer requires specific techniques, innovative solutions, creative ideas, new skills,

open mind, because marketing is one of the crucial keys for companies’ success and creating sustainable

brands.

The professional development courses curriculum is a tailor-made program, developed based on the

following analysis:

Analysis of the needs and challenges of marketing event managers

Review of state of art and effective training programs

Benchmarking European standards for management and leadership

Analysis and benchmarking report

It is expected that the courses will ensure high quality learning opportunities to adult learners and provide

effective strategies for enhancing basic skills of marketing event managers. There by the project will take

a big step forward to close the gap and lack of adult training in marketing and event management in

Macedonia. It is expected these professional development program to be attractive not only in Macedonia

but also in the region.

IMPLEMENTING INSTITUTION/S The courses are the result of a joint international initiative, peer learning and exchange of experiences at

European level among the project partner organizations. The professional development courses will be

jointly developed by:

- Institute for Research in Environment, Civil Engineering and Energy (IECE), Macedonia (http://www.iege.edu.mk/ );

- CESIE (CESIE), Italy (www.cesie.org ); - TECHNISCHE UNIVERSITAET CHEMNITZ (TUC), Germany (http://www.tu-chemnitz.de ); - CRYSTAL CLEAR SOFT (CCS), Greece (www.ccseducation.com ) and - ICQ Consulting (ICQ Consulting), Macedonia (www.icqconsulting.com ).

All project partner organization were chosen based on their extensive experience in education and training,

and close cooperation with industry. The Italian partner CESIE, is working to improve lifelong education in

Europe. They have long years of experience in creation of innovative educational and training resources,

social, cultural and economic needs analysis, exchange of good practices, experiences and know-how and

development of transnational partnerships involving organizations, institutions and other stakeholders.

Their mission is to promote growth through innovative and participative educational approaches. In this

program they will transfer their knowledge and also invite experienced trainers in marketing and event

management sector to share their experience and skills.

The Chair of Marketing and Retailing at Chemnitz University of Technology characterizes itself by a unique

profile that focuses on applying the insights of state-of-the-art marketing research to the field of events

and Live Communication. They stand for excellence in research and teaching. Important key topics are are

event marketing, CRM and consumer behavior. They cultivate an intensive transfer of knowledge and

technology from research into the practice of companies and institutions. This transfer of knowledge is

important, as it was noted that in Macedonia there is not education or any training in event management

field.

The partner from Greece CrystalClearSoft's offers integrated solutions and services with high added value,

from conceptualization, the design of content visualization (storyboarding) and the development of

applications to consulting services for the exploitation of digital media (digital marketing) and the design

of targeted marketing campaigns for customer’s applications. Moreover, the company provides both the

educational and methodological editing of the software applications it develops. Digital media is essential

in this project, because today we will in world where every communication is digital and without skills and

knowledge in this field there is no progress. They will create the e-learning platform with innovative

methods of learning.

Our partner ICQ Consulting is a leadership development agency helping organizations understand and

leverage personal and cultural differences in a fast-paced, rapidly changing, multicultural environment.

Their portfolio of assessments, training and consultancy has already been utilised in the USA, Latin America

and Europe within a range of start-ups and Fortune 500 companies including Cisco and IBM. They will

contribute to this project providing information about organizational intelligence.

http://www.iege.edu.mk/

http://www.cesie.org/

http://www.tu-chemnitz.de/

http://www.ccseducation.com/

http://www.icqconsulting.com/

TARGET GROUP The target group consists of:

- Marketing managers (marketers currently working on managerial positions in Macedonian

organizations)

- Future marketing executives (managers), marketers who want to pursue management career

- Marketers who want to establish their own enterprise (become entrepreneurs)

For the pilot group that will start with the courses from January 2019 to June 2019, it is planned to recruit

and select participant who have at least 2 years of managerial experience and work and live in Macedonia.

For the future participants we will broaden the target group with managers or future managers from

Macedonia.

The courses for marketing event management will improve their professional competences, provide

opportunities for professional and personal growth, and will increase the motivation and satisfaction in

their daily work.

The following criteria will be applied when selecting participants for the Program - the eligible candidates

for the program should have the following:

- Higher education desirable in the following areas: marketing, management, public relations (PR) or economics;

- A minimum of 2 years of working experience in marketing or organizing events - fluent English speaker - Ability to learn and prepare to develop your personal and business skills - An open, communicative, creative and dynamic person

We will assess the prospective candidates through their CV, motivation letter and interview. During the

interview we will assess the proficiency level in English and have clear idea of the needs and interests of

the prospective participant.

In case of many applications, we may need to have assessment (test) regarding participants’ personality

traits and knowledge in the field of marketing management.

LEARNING OUTCOMES OF THE PROGRAMME After successful completion of the program Developing marketing solutions for sustainable brands-

DiMenSion, the participants will be able to:

- make an assessment of possible business challenges and create business strategies in accordance with the analyzes obtained and contribute to greater competitiveness of the organization

- strategically manage events - plan, implement, manage, monitor, evaluate, plan and design events according to the latest world

trends - use techniques to increase the sustainability of their brand - Analyze and assess complex marketing challenges and develop an effective marketing strategy - Getting to know the Global DISC model - understand the power of perception and develop the ability to look at the same situation from

different perspectives, which would contribute to making better decisions

CONTENTS OF THE PROGRAMME Each course will be blended learning type, combination of e-learning and classroom learning, with

centered-learning approach. Uniqueness of this program is that it is tailor-made, developed on the

principles of adult training, using methods and techniques that help developing new knowledge and skills.

The dynamic of each course consists of three parts:

- Pre-course – participants will prepare for the topic by e-learning (videos, presentations and readings);

- Core-part – in classroom, during one weekend, where participants will engage with the trainer and their peers in a workshop with variety of interactive training methods;

- Post-course – participants will apply their new knowledge and skills by e-learning (individual assignments and forums).

COURSE TYPES/FORMATS

Event Management courses will be organized using blended learning concept – a combination of

classromm learning and e-learning concepts. All course materials and activities will be available to the

participants through the learning platform and books for further reading on the topics will be provided at

IECE library.

LOCATION/FACILITIES

The venue for the workshops is in the premises of IECE, Drezdenska, No. 52, Skopje. Also, consultation

hours and coaching sessions will be in the same premises. Participants in the program can use the library

of IECE and have access to more than 1000 titles (print and digital books) on management and leaderships.

TIMEFRAME

The program Developing marketing solutions for sustainable brands- DiMenSion will start in January, 2019

and finish in June, 2019.

CONTENT OF THE COURSES

STRATEGIC EVENT MANAGEMENT

Strategic processes (planning, organizing, execution)

Goals, objectives and situation analysis of Event Management

Global Event strategy

Methods to create effective strategy

Brand management – systematic measurement and evaluation of short – mid – and long term

effects

Elements of the event management strategy

Events and the role of right communication

Resources, action plan, staff management

Strategic Event

Management 31.01.-

04.02.2019

Event Concept and Design 28.02-

04.03.2019

Event Controlling & Performance

21.03-25.03.2019

Sustainable Brands11.04-

15.04.2019

Intelligent Event

Leadership15.05-

20.05.2019

Event Industry

Challenges & Trends13.06-

17.06.2019

Development of an event strategic concept

EVENT CONCEPT AND DESIGN

The event 5 W’s (who, what, where, when, why) + How

Branding an event

• Research

• Product and packaging (visual identity)

• Targeting and customizing

• Content vs mechanics: the importance of storytelling

• Planning, promoting, positioning

Operational phase

• Planning and scheduling

• Location

• Equipment

• Stocking and catering

• Digital and printing material

EVENT CONTROLLING AND PERFORMANCE

Strategic processes (planning, organizing, execution, performance evaluation)

Performance evaluation – systematic measurement of marketing events

Effects of event marketing and event controlling

Goal definition (operative, strategic, monetary)

Evaluation of event efficiency and effectiveness

Developing conceptual models of event controlling; methodology and instruments

Qualitative and quantitative research methods

SUSTAINABLE BRANDS

Market drivers for sustainable brands

• Constant pressure on the environment

• Consumer demand

• Retailer’s demand

• Providing value via sustainable marketing strategies

Making greener products

• Ecomagination

• Innovation

• Packaging

Marketing greener products

Creating Incentives and regulatory drivers for sustainable brands

INTELLIGENT EVENT LEADERSHIP

Get exclusive opportunity to complete the Global DISC model assessment and get personalized

report using augmented reality technology

Prepare your own case study, get opportunity to analyze it and develop practical skills that you

can use in real life

Experience and understand the power of perception and learn the benefits of learning these

skills

Develop abilities to see the same situation from different perspectives so you can make better

decisions

Understand the blueprint of why people think and behave differently and turn those differences

into synergy

Understanding of ours and other’s mindset

EVENT INDUSTRY CHALLENGES AND TRENDS

Evolution of events

Setting realistic objectives

Effective event strategy, planning and implementation

Digital event strategies

New concepts of event design

Event risk management

• Principles of RM

• Evaluation Budget and Sponsorship Cuts

• Upgrading technology

• Logistics challenges

• Security and crisis event management

Risk control strategy practice

• Recovery – risk management plan

World event trends

SYLLABYSES Title: Strategic Event Management

Type (blended learning, e-learning and face-to-face):

Blended learning

Workload for learner (hours): 44 hours

Date/time:

Trainer:

Name of the trainer: Kenneth Haedecke (TU Chemnitz)

Content/short description; duration; training/learning method:

Content duration method

Relevance of strategic event management / Corporate Strategy => event management as long term process - Strategic processes (Planning, Organizing, Execution)

4h E-L (E-Learning) Readings

-Goals, Objectives and Situation Analysis of Event Management -Target groups and stakeholders -Types of events matching to the goals and target groups

4h S/V (face to face)

-Event Strategy -Methods to create effective strategy - Basics of Brand Management systematic measurement and evaluation of short-, mid- and long term effects of marketing events

6h

S/V (face to face)

-Elements of the Event Management strategy -Resources, Action plan, Staff management

-Relationship with other communication instruments -Importance of messaging Invitations


2 Case Studies of developing an sustainable event strategy Goals, Target groups, resource planning and developing of an communication concept -Presentation of the results


1 Case Study Development of an long term event strategy for a marketing event

4h 6h

Case Study + Small Group Work E-L (E-Learning) Final presentation

Development of an event strategic concept for a marketing event of the own company

10h Individual work Final paper

Learning Outcomes:

- Gaining abilities and knowledge about the different long term event strategies.

- Know how about event managing concepts.

- Skills in designing strategies and communication concepts.

Language/s of instruction (oral and written material):

English

Method/s for teaching and learnings:

Lecture/Case Study Teaching/Small Group Work/E-Learning/

Method/s of assessment: Case Study Teaching/Small Group Work/Presentation/Final paper

Method for evaluation of course (by students, peer review etc.)

By students

Suggested Content Significance of strategic event management Event strategies as an integral element of Marketing and Live-communication strategy Effects of event marketing and long term strategies Methodology of qualitative and quantitative market research

Goals and process of strategic event management Developing conceptual strategy models for given case studies.

Title: Concept and Design


Blended learning


Date/time:

Trainer:

Trainer from CESIE Name of the trainer: Valentina Nicoletti



PRE-COURSE

Assessment

15 hours

Online module

“Starter pack” Brand identity

essentials Effective and efficient

communication Floch Interpretative

semiotic: Message, channels,

experience Sociability User-Generated

Content

E-learning

COURSE

Introduction: The 5 W’s (who, what, where, when, why) + How

Purpose Objectives Scope Theme Format

Branding an event Research Product and packaging

(Visual Identity) Targeting and

Customizing Content vs Mechanics:

the importance of storytelling

Planning, promoting, positioning

12 hours FtF + 3 hours e-

learning

Face to face

Operational Phase

Planning and scheduling

Location

Equipment

Stocking and catering

Digital and printing material

Case studies E-learning

From Concept to Experience: Designing an Event

3 hours Group work

POST COURSE TOOLKIT: Useful tools for designing and promoting an event

10 hours E-learning

Learning Outcomes:

Participants will learn more about how to conceptualize an event, brainstorm to develop the concept and design a determine experience. They will also discover new tools to systematize their work to be more efficient, effective, precise and eco-friendly.


English


- e-learning (article, video, ppt, self-assessment);

- individual work (reflection , assignments, experimentation);

- group work

Method/s of assessment: Self-assessment, discussion, Q&R session and direct assessment


Peer review

Title: Event Controlling and Performance


Blended learning


Date/time:

Trainer:

Name of the trainer: Kenneth Haedecke (TU Chemnitz)



Relevance of event controlling => eventcontrolling within the process of event management - Strategic processes (Planning, Organizing, Execution, performance evaluation)


Performance evaluation systematic measurement and evaluation of short-, mid- and long term effects of marketing events


Effects of event marketing and event controlling Goal definition (operative, strategic, monetary) and evaluation of goal attainment (in terms of efficiency and effectiveness)


Developing conceptual models of event controlling; methodology and instruments (e.g. Satisfaction, Perceptiveness, Media Resonance) qualitative and quantitative research methods


2 Case Studies of event controlling Goals, Questionnaire development, Survey conduction, Analysis and interpretation


1 Case Study Development of an event controlling concept for a marketing event

4h 6h

Case Study + Small Group Work E-L (E-Learning) Final presentation

Development of an event controlling concept for a marketing event

10h Individual work Final paper

Learning Outcomes:

- Gaining abilieties and knowledge about the methodology and instruments of event controlling

- Market research methodology

- Skills in interpreting data from quantitative and qualitative research


English


Lecture/Case Study Teaching/Small Group Work/E-Learning/

Method/s of assessment: Case Study Teaching/Small Group Work/Presentation/Final paper


By students

Suggested Content Significance of event controlling Event controlling as an integral element of strategic event marketing Effects of event marketing and event controlling Methodology of qualitative and quantitative market research

Goals and process of event controlling Developing conceptual controlling models for given case studies How to measure effects of communication? -> Measures and research designs

Title: Sustainable Brands


Blended learning

Workload for learner (hours):

44 hours

Lecturer:

Ezeni Brzovska (UKIM) Angelina Taneva-Veshoska (IECE)

Content/short description:

This course aims to be transformative by integrating theory, reflexive thinking and action learning. The aim of this course to study theoretical and practical issues of personal career sustainable management and enhance development of life and professional skills. Module 1. Personal sustainability and development of sustainable life and professional skills It engages students to explore the concept of (un)sustainability and to distinguish paradigms and mindsets influencing the individual, society and the environment. In addition, it fosters the development of change agency competences for walking the talk of sustainability, namely mindfulness, communication, personal leadership and self-sustainability competences. One project activity in the course aims to engage students in creating and executing a personal real-life sustainability project of their choice and within their own sphere of influence. Module 2. Building sustainable brands In this module students will explore market drivers for sustainable brands (e.g. constant pressure on the environment, consumer demand, retailer’s demand and providing value via sustainable marketing strategies). Also, special focus will be put on making greener products, using different approaches: ecomagination, innovation and packaging. Students will be introduced to good practices of marketing greener products and will be foster to create incentives and regulatory drivers for sustainable brands. Module 3. Intellectual capital and sustainable performance This module is designed to assist students in developing the knowledge, skills, and perspective they need to understand and address all challenges in business and societies in whole, so that as sustainability leaders they reduce risk, create competitive advantage, and develop innovative services, products, and processes, all while building value for organisations, society and protecting the planet. Special focus in this module will be set on intellectual capital (human capital, structural, organizational, process, innovation, customer capital), approach to manage it and enable organisations to create sustainable performance and greater market value of the organization.

Learning Outcomes:

After successfully completing the course, the students will be able to: -Develop holistic lifestyle -Adopt effective methods for creating change and sustainable actions -Create Personal Sustainability Plan -Facilitating transition towards sustainable lifestyles at a personal level -Develop strategies for sustainable brands

-Create concepts for green products and services -Modeling and contextualizing intellectual capital -Develop comprehensive, internally consistent, robust, analytically sound strategic recommendations for sustainable organisation and inclusive societies -Discuss the benefits of collaborative and innovative partnerships -Increase knowledge-exchange -Develop team skills through working in teams on assignments and in-class assignments -Measure the impact of collaborative innovative sustainable partnerships.

Language/s of instruction:

Macedonian/English


-e-learning (article, video, ppt, forum, self-assessment); -individual work (reflection – writing journal and assessments, paper assignments, experimentation); -group work (workshop, discussions, questions & answers, role-play, case-work); -one-on-one coaching.

Method/s of assessment:

Type (examination, oral examination, reflection, homework, seminar project): Presentations of individual work, pre- and post- self-assessment and coaching reports. Positive evaluation: 60 - 100 points; 60 - 67 (6) 68 - 75 (7) 76 - 83 (8) 84 - 91 (9) 92 - 100 (10) Final note consists of: 1. Written exam 50% 2. Seminar project 30% 4. Homework and active participation 20%


Evaluation lists and feedback from students, peer review.

Title: Intelligent Event Leadership


Blended learning


Date/time:

Trainer:

Trainer from ICQ Consulting, United Kingdom Name of the trainer: Csaba Toth



Global DISC assessment and online content Each participant completes the Global DISC assessment to receive a 40 page, personalized report with a 40 minutes built-in online course using augmented reality technology. The next step is to review the pre-course material while reflecting on how their own preferences influence how they see others and how others perceive them.

5 hours Online Pre-workshop

Preparing case study and presentation To make the training as relevant as possible, each participant prepares his/her own case study that the group could discuss and analyse. The purpose of this program is to develop practical skills people can actually use in real life.

5 hours Online Pre-workshop

Day 1 – ICQ Mindset This part is crucial. Participants need to experience and understand the power of perception, the benefits of learning these skills and the cost of not improving them. Leadership starts with themselves. If they cannot lead themselves, they are going to struggle with leading others.

4 hours In person Interactive activity including individual and group exercises.

Day 2 – AM Cognitive flexibility

4 hours In person This session is based on experiential learning

The foundation of Intelligent Event Leadership is the ability to see the same situation from different perspectives so they can make better decisions. That is the main goal of this session. Once they can recognize and understand the dynamics of human mindset, they will be able to leverage differences to create synergy and find better solutions quicker.

where students get to know the blueprint of their mindset.

Day 2 – PM Leadership fundamentals Leadership is about influencing others and the foundation is about understanding what drives other people so they can create a motivating environment around them. The key is to learn what the different personality types want and need while knowing what they are scared of and want to avoid at all costs. This session dives into the psychology of persuasion.

4 hours In person This part of the workshop is based on more theory than the other ones as it takes the knowledge gained in the previous sessions deeper. Some activities include buddy dialogues, case studies and individual reflections.

Day 3 – AM Customer service in a fast-paced, multicultural world Customers are impressed when they feel understood, that is the key to outstanding customer service. If we are able to know what customers expect, we can exceed those expectations and wow them. This session is about learning proven techniques to identify different client types and ways to serve them in a way that they feel we read their mind and we have known them for years.

4 hours In person Another practical session including individual and group exercises, as well as, the analyses of videos and some role plays.

Day 3 – PM Putting it altogether This is the most interactive part of the program where participants can put all the theory into practice by working on the case studies they

4 hours In person Another practical session including individual and group exercises, as well as, the analyses of videos and some role plays.

prepared in advance and analyzing real life situations. The aim is to apply the knowledge and bridge the gap between their intention and the impact they have on the customers and staff.

Recommended reading and review This part is essential to re-enforce the material they received during the 3 days workshop. It includes some specific reading material and an interactive online coaching tool called Quest. Quest is designed to dramatically enhance their behavioural flexibility by expanding their comfort zone based on their personality types.

8 hours Online This part is done by themselves. It includes reading materials and an interactive program which takes place in real life “forcing” them to get out of their comfort zone and experience something new while practicing what they learned during the workshop.

Final exam It is a written assignment prepared by the participants based on what they learned during the workshop and the Quest. The purpose of this activity is to evaluate how much they managed to turn their competency into skills.

2 hours Online The timing depends on their own personal progress, there is no fixed date for the written assignment.

Learning Outcomes:

- Develop strategies to exceed customer expectations and successfully lead employees using the Global DISC model. The participants are going to be able to understand the blueprint of why people think and behave differently, as well as, turn those differences into synergy. By the end of the module they are going to have a solid understanding of their own and others’ mindset.


English


- Theoretical and experiential learning using case studies, videos, interactive board game and augmented reality technology.

Method/s of assessment: Assignment, presentation, written exam


Questionnaire

Title: Event Challenges and Trends


Blended learning


Date/time: Trainer:

Trainer from CESIE, Italy Name of the trainer: Valentina Nicoletti



The course will be divided in to two main topic. The first one will be “Risk management” and the second one “Trends”. In addition several session will be taken as tools and moments to improve overall the course. 1 Pre-course assessment First of all, the participant of the course will complete a questionnaire regarding their expectations for the course and about the challenges that they face during event management. This questionnaire will be useful for the trainer in order to focus more on certain area depending on the answers received and regarding the expectation to match with the learning outcomes. 2 Risk management competencies The trainer will start a number of lessons related to each possible risk that can affect and event and event management in general. For each of the main risk, participant will complete a quiz and for the online version they will also complete a mini-game. These are the main risk that the course will cover: Budget cuts Matching the new technologies Sponsorship cost cuts Technological skills to have

The course should be 44

hours. Still to decide

how many of face-to-face event and how many of online

training.

Face-to-face lessons using most recent and updated learning materials. Online lessons developed by the project. Quiz and mini-games. Case studies and real life examples.

Travel costs Housing costs Government regulation Event security Stock management Communication planning Sustainability 3 Problem solving and adaptability Moreover, once finishing assessing those risks, participant will also be given advices and case studies in order to mitigate those deviation from the initial plans. Problem solving tests and quiz will be included in this phase in order to give the students the ability to create a recovery plan and to assess their strategic response capacity. 4 Trends and trendsmanagement Trends analysis will be very important for the course and for the participant. In fact, during the training a good amount of lessons will be dedicated to the analysis and assessment of trends and communication strategies. In particular three main areas will be covered. News: New communication strategies, new marketing strategies, new product placement strategies, new technologies (event technologies, event community, drones+AI, gamification, livestreaming and remote attendance, social media). Security: GDPR (privacy), Check in (tickets), venue security, insurance. Venue: sustainability, uniqueness (interactive and customizable). In addition to that, another fundamental topic will be the importance of data in the

current society. It is very important to have a methodology or a system, capable to obtain and process data of clients or attendants in order to improve and develop own capacity to collect data. Another important aspect treated during the course will be the possibilities and importance of the user generated content. 5 Case study and real life applications At the end of the training sessions, participant will create their own case study using as example real life situation that will occur in their professional life or in the near future as event manager. In this phase “animated scenarios” through multimedia tools can be implemented by the trainer to support participant. In this “practice”, students will implement their new knowledge and try to develop the best possible strategy to overcome risks and difficulties (including the unexpected) and to have a successful event and promotion. 6 Post-course evaluation and assessment As a final step, participant will complete an assessment and final questionnaire on the training received. This will be important for the partnership and for the trainer in order to improve the course in the future and to learn in which aspect focus more.

Learning outcomes:

Participants will develop new methodologies, skills and competencies in the event management and in the trend adaptation and promotion. Students, after the course, will be able to develop own risk management plan, mitigation plan and to prepare themselves for difficult situation that may occur during their professional life.

Also, they will learn how to best identify, understand and adapt to current trends in marketing and event management.


English

Method/s of assessment: Questionnaire at the end of the course, knowledge applied in real life situation by students and participants. During the curriculum, participant will also complete mini-games and quiz in order to assess and improve knowledge of particular topic.

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