Education Programs for the International Trade Fair Industry

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1 Education Programs for the International Trade Fair Industry IFES Annual General Meeting June 2011 in Oxford 1

2 Education is the most powerful weapon which you can use to change the world. Nelson Mandela, First democratically elected State President of South Africa (1994), Nobel Prize for Peace (1993) 2

3 Overview Introduction Who is targeted? Types of Training & Education The UFI (EMD) Approach The IAEE (CEM) Approach The ITA Approach The partners of ITA References of ITA Current & Future training projects The new ITA Website IFES & ITA 3

4 Introduction Know How background of KME & ITA 4 years in advertising industry 8 years of media practice in public and private TV 15 years of exhibition industry experience 10 years CEO of AUMA, ( ), Association of the German Exhibition Industry 7 years Board of Directors of UFI CEO KME Consulting Group (since 2005) MD berlin expo agency gmbh (since 2007) Founder of ITA, the International TradeFair Academy Member of UFI Education Committee Dr. Hermann Kresse 4

5 Introduction 5 New Website since the beginning of June

6 Introduction Motivation to join the UFI Education Committee Impossible to create a one-fit-all education programme on a worldwide level (see UFI Education Policy) Enhance the positioning of exhibitions as the no. 1 marketing tool Develop high level education programmes for young exhibition professionals Fully comply with the UFI recommendations for training courses Be a supporting member of the UFI education policy Represent the associate members within the UFI Education Committee 6

7 A. Who is targeted? Let us differentiate between four target groups Organisers Exhibition / Event Organisers Venues Venue Operators Exhibition Marketers Exhibition / Event Service Providers Staff of Exhibitors Young Professionals / Students Future organisers, venue operators or exhibitors / non-exhibition professionals 7

8 B. Types of Training & Education University Level Business schools (Marketing / Tourism / Hospitality with a MICE focus) Bachelor of Arts (B.A.) 2-3 years (Marketing, Event Management) Master of Arts (M.D.) 2-3 years (e.g. Marketing) PhD programmes Vocational Training Short term training programmes 8 (for exhibition & event organisers, venue or facility managers) Long term training programmes (for exhibition & event organisers, venue or facility managers)

9 B. Types of Training & Education Short training courses & seminars with a duration up to 1 week Internal / in-house: on-site at exhibition companies External: programmes organised by specialist training firms Distance learning (online courses) & webinars Courses organised by national or international associations Short courses for exhibitors Staffs Courses of few hours duration (up to 1 day on: Exhibition targets Exhibition ROI Working on exhibition stands Question: What about training for trade visitors? 9

10 C. The UFI (EMD) Approach The Concept UFI offers its Exhibition Management Degree (EMD) programme: Four stages totalling 150 hours Two on-site, six-day modules Two e-learning sessions, linking the on-site education modules 10

11 C. The UFI (EMD) Approach The Target Groups Organisers of exhibitions and conventions Associations, government institutions Managers of exhibition and congress centres Senior and Mid-level project managers responsible for the development and operation of exhibitions, conventions and events 2012: UFI Education Focus Meeting (topics and location still to be defined) 11

12 C. The UFI (EMD) Approach The Modules (Examples) Business Management Marketing Management Project Management Congress and Special Event Management Risk Management Management Strategy Intercultural Management Service Partners of the Meeting Industry Exhibitions from the Exhibitor s Perspective Special Cross-Section Subjects 12

13 C. The UFI (EMD) Approach The Certification For the EMD certification, UFI works together with the Cooperative State University in Ravensburg, Germany Participants must pass a multiple choice exam at the end of each subject During e-learning modules participants must provide short, online presentations Final written exam at the end of the entire UFI-EMD programme All courses must be completed within three years 13

14 C. The UFI (EMD) Approach More about the UFI education activities (including Online courses) See new website 14

15 D. The IAEE (CEM) Approach The Concept The US-based International Association of Exhibitions and Events has its own education programme The Certified in Exhibition Management (CEM) designation was created in 1975 to provide a professional designation for individuals mainly in, but not limited to the US exhibition industry 15

16 D. The IAEE (CEM) Approach The Target Group Practitioners in exhibition and event management with at least three years of full-time experience 16

17 D. The IAEE (CEM) Approach The Programme Nine-part program to be completed within three years Advanced-level courses also available for CEMs to continue their professional education and obtain re-certification The designation is attainable through classes that are offered online and through on-location classes 17

18 D. The IAEE (CEM) Approach The Modules (Examples) Conference and Meeting Management Principles Event Marketing Event Operations Exhibition & Event Sales Fundamentals Facilities and Site Selection Finance, Budgeting and Contracts Floor Plan Development Housing and Registration Management Selecting Service Contractors Strategic Planning and Management Security, Risk and Crisis Management 18

19 D. The IAEE (CEM) Approach The Certification Participants must complete nine of altogether eleven courses, passing the corresponding nine examinations within three years The certification is provided by the association IAEE More about IAEE on 19

20 E. The ITA Approach Who is ITA? ITA, the International Trade Fair Academy is an independent private institution, headquartered in Berlin, Germany. It has been founded by KME Consulting Group in ITA Training Events are organised by berlin expo agency. The ITA portfolio: Academy Courses Company Training Management Coaching Lectures Benchmark Yourself to Global Standards 20

21 E. The ITA Approach The Four Cornerstone Philosophy of ITA sensible interlinking of theory and practice ITA courses and workshops are based on the needs of the exhibition & conference business as a service industry intensively combine theory and practice via case studies have a modern, methodical approach integrate local specifics and international components 21

22 E. The ITA Approach The Concept 1. Academy Courses on International Trade Fair Management A 3-day training event, open to all participants of a country/region. Lecturers own staff International guest lecturers (currently around 10 professionals with long years of experience) 22

23 E. The ITA Approach 2. Company Training Events (Workshops) Tailored training workshops (1-3 days) for corporate clients Exhibition organisers, venues or service providers Exhibiting companies In-house or at an exhibition venue (in Germany or abroad) Topics according to the needs of the client, e.g. Marketing & Branding Sales Management Exhibitor ROI 23

24 E. The ITA Approach 3. Management Coaching ITA offers personal coaching for top executives in the exhibition industry The coaching covers the following topics such as strategic positioning change management portfolio check & restructuring human resources development Further topics: Tailored to specific individual requests 24

25 E. The ITA Approach 4. Presentations ITA offers the following kind of presentations: University Lectures Lectures at the Course Academy of Messe Frankfurt Keynote speeches at international conventions and conferences 25

26 E. The ITA Approach The Target Groups Exhibition & Congress Organisers Exhibition & Congress Venues Exhibition Service Providers Exhibition Related Associations & Government Bodies Exhibiting Companies 26

27 E. The ITA Approach The ITA Academy Format 3-day training programme containing 12 to 16 modules (customised) A speaker line-up of US, European and regional trainers. Training event in cooperation with a local key player as a co-organiser. 27

28 E. The ITA Approach The Modules (Examples) The USP of exhibitions Exhibition Marketing, Branding & Sales Challenges Market Transparency & The Value of Independent Auditing Using the Audit as a Marketing & Sales Tool Partnerships, mergers & acquisitions Sustainable Venue Management & Partnership with Service providers International Exhibition Markets, Players & Regional Specifics Future Challenges for Exhibition Managers 28

29 E. The ITA Approach USP: Combination with International Exhibition Reception gathering the local community incorporating a Panel Discussion with prominent local exhibition industry leaders a Networking Evening. 29

30 F. The partners of ITA - IUBH 1. IUBH International University of Applied Sciences Bad Honnef - Bonn, Germany ITA course content and examination created in collaboration with IUBH International Trade Fair Management (ITM) co-certified by IUBH Multiple Choice test at the end of the course 30

31 F. The partners of ITA - IUBH IUBH Bachelor programmes: Hospitality Management Event Management Tourism Management International Management Aviation Management Audit and Taxation Financial Services Management IUBH Master programmes: International Management Transport Management 31

32 F. The partners of ITA - BPA 2. BPA Worldwide BPA is a leading independent, not-for-profit auditing organization Largest membership of any media-auditing organization in the world Spanning more than 30 countries Worldwide, BPA serves more than 2,500 media properties Experienced in matters of trainings 32

33 G. References of ITA Lectures on International Exhibition Management, since 2006, International University Bad Honnef - Bonn / Germany KEA Korean Exhibition Academy, 2007 and 2008 in cooperation with AKEI, the Association of Korean Exhibition Industries and Kotra, Korea Trade-Investment Promotion Agency, Seoul / Korea, Seminars on legal issues for exhibition managers, since 2007, Akademie Messe Frankfurt / Germany ITA International Trade Fair Academy in Mumbai / India, May 2009, in New Delhi / India, October 2009 ITA Staff Training for ADNEC Abu Dhabi National Exhibition Company at the venue of Messe Munich / July 2010 ADEXA Abu Dhabi Exhibition Academy / May

34 G. References of ITA Korea 2007 &

35 G. References of ITA India

36 Company Training for High Potentials of ADNEC Abu Dhabi National Exhibition Company 36 KME Consulting Group G. References of ITA Munich 2010

37 G. References of ITA Abu Dhabi 2011 The workshop brought great value to all participants and was a useful way to enhance the exchange of ideas and to raise topics that we wouldn t have otherwise aired Michael Burton, Human Resources Director of ADNEC 37

38 G. References of ITA Abu Dhabi 2011 Panel Discussion during ADEXA Abu Dhabi Exhibition Academy 38

39 H. Current & Future Training Projects ITA World Series of Training Events 2011 / 2012 China (Shenzhen) in autumn 2011 Under Consideration for 2012: Africa India (New Delhi / Mumbai) South America Saudi Arabia Egypt 39

40 I. The ITA Website 40 New ITA Website Online since today

41 J. IFES & ITA Create Benefit Enhance Communication Generate Growth We invite IFES and its members to cooperate with us concerning training programmes and exhibition industry related issues, e.g. strategy, market research, marketing & business development and sustainibility 41

42 Contact Benchmark Yourself to Global Standards ITA, the International Trade Fair Academy German Office: Hufelandstrasse Berlin GERMANY 42 Thank You! Telefon Telefax

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