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Organising events with an edge


KITA IACT Winston Lim IACT lecturer

IACT lecturer Winston Lim officiated the KITA IACT event in November last year

Managing events are a part of our everyday lives, be it planning a birthday party for a select group of friends, a business conference involving key stakeholders, an expo involving vendors and suppliers, or an entertainment showcase involving thousands forming a diverse audience.

The scale of the event differs by situation and available resources, but some key fundamental practices are essential.

Firstly, an objective needs to be in place where the goals of the event are determined and the direction mapped out, such as the number of participants targeted; the ticket or product’s sales; or contributions to a fund.

In determining the objectives, the event planners will also conceptualise the theme of the event, plan layouts according to available floor plans, and determine the programmes and schedules.

Another key essential to a successful event is operation management to ensure the agenda in the event has a structure that is adhered to for a seamless and smooth flow beginning to the end.

This includes the mechanism of the event such as the registration or ticketing procedures; distribution of tasks, funding, and human resources; staffing – both full-time and part-time helpers; procurement of vendors, sponsorship and the necessary permits and licences; the setting up and disassembling of the venue; event security and risk management; delivery of supplies; and coordination of all these elements.

At IACT College, students are trained in the third, and often forgotten, essential component – communication strategies.

IACT College launches the new Diploma in Event Communication programme with its first intake starting this April 2019. With a proven track record in the advertising and creative industries, IACT College is venturing into the field of meetings, incentives, conferences and exhibitions (MICE) with this diploma programme.

Programme leader of Diploma in Event Communication Winston Lim said, “The programme is taught with a focus on the communication strategies that accompanies the operational aspects of managing an event. Apart from learning how to plan events according to stakeholders’ requirements and managing the operational aspect, students will learn image building and developing brand trust and loyalty through the creation and execution of positive and memorable experiences.”

The Diploma in Event Communication marries the day-to-day aspects of event management with the long-term agenda of communicating and building brand equity through careful reputation management, often expected within the public relations, marketing, and advertising disciplines.

“This gives an edge to students studying under our event communication programme,” Lim said.

“With the amalgamation of event management with these disciplines, students are able to increase their employability options offering job opportunities such as conference and exhibition managers, wedding planners, concert and festival organisers, roadshow campaign planners, and event marketing personnel.”

With the completion of the Diploma in Event Communication, graduates will be awarded an advanced Standing into Year Two of the Bachelor of Arts (Honours) in Media, Culture, and Communication programme offered at IACT College.

Click here to see all the events organized by IACT students recently.

(This article was published on 21st March in The Star Newspaper)