The Olympic Games were a masterclass in Event Management.
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
So, everyone got Olympic fever this summer!
Wasn’t it great? But it wasn’t just the sport we loved…
So what’s the connection between the 2012 Olympics and university study in Australia?
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.
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?
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.
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?
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.
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.
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.
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.
Now I’m with you.
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!
So, is training in Events Management only about Business & Marketing?
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.
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.
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.
And how does this equip graduates for the job market?
Event Management readies the graduate in several ways because it typically covers essential and marketable skills in
– Identifying relationships between industries on an international scale
– Marketing theory
– Securing investment from different sources, considering how organisations will benefit from their sponsorship
– Human resource management
– Detailed planning and logistics to ensure a range of specialist departments with different expertise can work together smoothly to a common goal
– Considering the social and economic impacts of events, with consideration of professional ethics and sustainability issues.
Tell me more about my study options!
For full and complete information on courses contact us here at YEC Kaohsiung.
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.
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.
University of Queensland 昆士蘭大學
Master of International Hotel and Tourism Management (Advanced)：Event Management Single Major
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)
[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)
University of Technology, Sydney 雪梨科技大學
Master of Management (Event Management Major)
University of Western Australia 西澳大學
Graduate Diploma in Sport and Recreation Management
Curtin University 科廷大學
Bachelors Degree in Tourism, Hospitality and Event Management