The Olympic Games were a masterclass in Event Management.
從奧運看活動管理
Key words關鍵字
Event management 活動管理 – Hospitality 餐飲- Tourism 旅遊- Marketing 行銷- Business 商業- Management 管理
Sample universities 範例大學
University of Queensland 昆士蘭大學- Curtin University 科廷大學- University of South Australia 南澳大學
Sample programs 範例學程
Master of International Hotel and Tourism Management 國際飯店旅遊管理碩士
MBA – Master of Business Administration / Master of Management 商業管理碩士/ 管理碩士
Bachelors Degree in Tourism, Hospitality and Event Management 旅遊，餐飲與活動管理學士
READ ON…繼續閱讀…
So, everyone got Olympic fever this summer!
今年夏天大家都在瘋倫敦奧運!
Wasn’t it great? But it wasn’t just the sport we loved…
對呀，不過那可不只跟體育競賽有關喔…
So what’s the connection between the 2012 Olympics and university study in Australia?
難道…奧運跟澳洲留學也有關係喔?
Well, for now let’s think about a kind of course that appeals to many international students, studying in areas like Hospitality, Business and Marketing, Tourism and Culture.
Think about Event Management.
當然有關係呀，澳洲現在有一門越來越受到矚目的科系，對餐飲、商業、文化有興趣的學生都可選擇的科系，就是活動管理!
Go on.
哦?
Event Management can be a component of various programs. Sometimes it’s a major field in itself. Take the University of Queensland’s Masters degree in International Hotel and Tourism Management. It’s a prestigious postgraduate program offering the option of a single major in Event Management.
活動管理可以是很多領域的單一層面，但也可以單獨作為一個專業領域。例如University of Queensland 的知名國際飯店管理碩士學位就可以活動管理作為主修科目。
Why are the Olympics a good case study?
為什麼奧運會是個研究對象呢?
We can look at crowd numbers, finances, sporting excellence, and the ‘Olympic legacy’ (about what the Olympics will leave behind in costs and benefits). We can try to understand the successes and shortcomings of these Games, learning how to improve for the future.
The 2012 Games really do provide a great example of Event Management at its most complex – a challenge of planning, co-ordination and delivery that is truly gargantuan in scope. With this event as our example, you can see how graduates trained in Event Management are multi-skilled, highly in demand, and often well paid.
And in The Australian newspaper, journalist Peter Wilson says people have already begun closely examining how Olympics 2012 compares with other Games, including Sydney 2002 and Beijing 2008. People can remember the spectacular successes there, and many know about the transformative effect of that exposure on perceptions of these two cities.
2012倫敦奧運其實就是活動管理最厲害的表現，奧運成功與否必須結合了計畫、協調、執行各個層面的龐大挑戰。看看這個活動，你就會知道主修活動管理的學生畢業後都會具備多項技能及協調能力，而且可獲得高薪。
像澳洲報社記者Peter Wilson 就表示，人們已經開始將2012奧運與先前的雪梨、北京奧運比較。大眾會注意參予人數、財務狀況、競賽結果，以及”奧運傳奇”(也就是奧運為該國帶來的支出及效益)。人們會試著理解這場活動的成功與失敗之處，學著為未來做準備。
How will the big event in London be remembered?
嗯我記得雪梨港的華麗煙火!! 那倫敦奧運的特色是什麼呢?
Incredibly, 1 billion people worldwide watched the 2012 Olympic Games opening ceremony, the first big show that introduced the games, and audiences have been large throughout. Globally, the consensus is that the imaginative opening sequences – carefully designed not only to introduce the games but also to establish the host city favourably in the minds of every spectator – were a resounding success.
活動目前還在進行中。這次的2012奧運開幕式十分盛大，全球共有十億人收看現場轉播。而且國際間對於這次開幕式的超現實風格—設計嚴謹且成功讓觀眾對主辦城市留下美好印象—給予很高評價。
OK I smell a rat! Even though the Olympics aren’t selling anything, you make it sound like a big marketing exercise. Explain yourself immediately.
你把奧運講的很像在行銷，但是奧運能當商業活動嗎?
Some say the opening ceremony, arguably extending to the Olympic festival as a whole, is branding in its true form.
After all, a 3 hour opening show shines a carefully created spotlight on the host nation, helping promote its most positive, marketable qualities, ideally creating a lasting image in the minds of potential consumers and captains of industry the world over. From this standpoint, multi-billion dollar festivals such as this are about much more than sport.
有些人指出奧運開幕式—或整個奧運活動–都可以算是一種品牌經營。畢竟三小時長的開幕大秀就是聚焦在主辦國家本身的優點、特色，盡可能在全球潛在的消費者及企業主心中留下出可以持續長時間的正面形象。從這個角度來說，這耗資數億的盛會絕對不只是關於運動。
How so?
可以多解釋一點嗎?
The results will be measured in public perception. A well-run Olympics, smoothly choreographed and co-ordinated from start to finish, generates confidence in the country as one might have confidence in a brand. On the other hand, an event beset by mismanagement is a public relations disaster, affecting perceptions about the host nation and how its culture engenders and supports good planning and organisational skill.
像這樣的活動，結果會留給大眾來評價。流程跑得順利、協調力高都能讓人對主辦國產生信心，跟對一個品牌產生信任感一樣。從另一方面來說，如果辦得失敗，整個活動就會是一場公關災難，可以影響主辦國的形象，使人將該國文化與缺乏企劃、組織能力的負面印象連結起來。
Now I’m with you.
好現在我懂了
The same could be said of a corporate event. It would reflect on the host company’s operational and business culture, as well as the quality of its products.
Apple couldn’t present their new iPhone using an event full of technical glitches. It would reflect terribly on the stability of their new product!
同樣的情況也適用於一個企業舉辦的活動，活動本身會反映出公司的企業文化，還有產品品質。
比如說蘋果電腦不能讓產品在發表會上頻頻出錯，那會讓產品顯得毫無穩定性。
So, is training in Events Management only about Business & Marketing?
再跟我多說一點吧… 還有什麼地方會用得到活動管理專業?
Well, the Olympic Games are an enlightening case study to show Events Management as a complex science involving marketing, strategic planning and logistics, project leadership and management to deliver a fulfilling experience.
我覺得奧運是個很好的研究個案，可以完整呈現出活動管理的複雜之處。從行銷、策略、人力分配到團隊領導跟管理，活動的每個面相都需要高度配合才能有最好的成果。
However, Events Management is a specialism encompassing a range of commercial and cultural settings, more diverse than sport and leisure or tourism. This could include festivals of culture, or dealing with more commonplace aspects of business such as corporate conferencing, exhibitions and trade shows.
不過，活動管理算是一個在商業及文化角度上延伸很廣的領域，不單單只是休閒或光觀活動方面的規劃。從文化節慶到商界常有的活動如企業高峰會、商展都包含在內。
Lets look at the growth industry of commercial conferencing. Large scale meetings – often international events – typically create valuable opportunities for business-to-business marketing, or the promotion of companies and their products in ways which target specific clients and can powerfully deliver specific messages. Alternatively, they could be a chance to draw shareholders together, presenting the company status, progress and new initiatives, along with forecasts about future profits. In other words, such meetings can be an essential arm of business.
以逐漸在業界流行的商業高峰會來說，這種大型會議(通常是國際性的)提供了企業之間行銷彼此的機會，也讓公司能針對特定顧客群為產品發表有力而明確的宣傳。另外各家公司也能夠利用此機會將金主聚集，發表公司現況、績效、新的提案，並且預告未來利潤。這些大型會議可說是商業界的必要支柱。
And how does this equip graduates for the job market?
那學活動管理會學到什麼職場上能用的東西呢?
Event Management readies the graduate in several ways because it typically covers essential and marketable skills in
活動管理學科包含的主要範圍有:
– Identifying relationships between industries on an international scale
– 以國際性的行銷理論評估企業之間的關係
– Marketing theory
市場理論
– Securing investment from different sources, considering how organisations will benefit from their sponsorship
– 考量公司要如何從贊助商獲利，穩固不同來源的資金
– Human resource management
– 人力管理
– Detailed planning and logistics to ensure a range of specialist departments with different expertise can work together smoothly to a common goal
– 謹慎計畫並分配人力，確保不同專業的部門能夠和諧運作，朝同一目標邁進
– Considering the social and economic impacts of events, with consideration of professional ethics and sustainability issues.
– 以職業道德和責任問題為出發點，評估各種活動對社會及經濟的影響
Tell me more about my study options!
告訴我更多學習機會吧~
For full and complete information on courses contact us here at YEC Kaohsiung.
如果需要更多資訊，歡迎你聯絡YEC 高雄辦公室。
Events Management can fall under the umbrella of Hospitality, Business, Management or Humanities, typically depending on the way in which the course has been conceived and will be delivered. A variety of faculties in Australia offer programs which provide the necessary knowledge and skills to succeed in the industry, at undergraduate, Graduate Diploma and postgraduate levels.
活動管理可以被歸類到觀光，貿易，管理學等等不同領域，依課程規劃而有所區別。澳洲當地有許多學校提供相關學程，包括本科系及碩士課程。
Below you will find some examples of courses on offer – for full and complete information on courses and advice tailored to you as an individual, contact us here at YEC Kaohsiung.
以下是一些參考課程，如果需要個人諮商服務請聯絡YEC高雄辦公室。
Programs:
University of Queensland 昆士蘭大學
Master of International Hotel and Tourism Management (Advanced)：Event Management Single Major
國際飯店與旅遊管理碩士: 活動管理單一主修
University of South Australia 南澳大學
MBA – Master of Business Administration/ Master of Management (Event Management)
MBA- 工商管理碩士 / 管理碩士(活動管理)
[study in the faculty of Business] 屬商學院
Master of Management (Event Management)
管理碩士(活動管理)
[study in the school of Management] 屬管理學院
Flinders University 福林德斯大學
Master of Tourism (Festival and Event Design and Management)
旅遊碩士 (節慶與活動設計及管理)
University of Technology, Sydney 雪梨科技大學
Master of Management (Event Management Major)
管理碩士
University of Western Australia 西澳大學
Graduate Diploma in Sport and Recreation Management
運動及娛樂管理文憑
Curtin University 科廷大學
Bachelors Degree in Tourism, Hospitality and Event Management
觀光旅遊及活動管理學士
