German Event Management Education System Prof. Dr. Ulrich Wünsch hdpk SRH Hochschule der populären Künste Berlin (University of Popular Arts) Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 1/15
What to expect? Some information & clarification: my perspective What do we mean when we say event? Some overview (players, figures,) The German education system (briefly) The event (management) education Some ideas on quality and the future of Time for questions and hopefully answers Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 2/15
What do we mean, when we Event, in German: Veranstaltung MICE? Live-Communication? Marketing? Manage? Meeting Conference Convention Product Show Promotion Fair Exhibition Charity Social Employee Incentive Parade Concert Festival, In the field of: Business (B2C/B2C) Sports Art & Culture Tourism Entertainment Family Politics Science Hotel Organizations Companies Religion Media, Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 3/15
A (one) Working Definition: Wikipedia Event management is the application of project management to the creation and development of festivals, events and conferences. Event management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually launching the event. Post-event analysis and ensuring a return on investment have become significant drivers for the event industry. [1] (2008 on meetings, conferences, events) Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 4/15
Scope of the German Event Industry At first: a problem -> what? belongs to whom? Problematic evaluation methods, biased Industry organizations (mostly sellers or individual stakeholders) focus on their side of the frame FME / FAMAB / AUMA / GCB / EVVC / MPI / IFEA / ISES / ADC / UFI / ICCA / Veranstaltungsplaner / AIPC / UIA / CIC / ESPA / ACOM / EIA / AEO Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 5/15
Facts and Figures on/of the Industry GCB/EVVC (2012): 6.900 locations / 2.97 mil. events / 362 mil. guests FME/FAMAB (2013): Marketing Events: 2,63 bil. / 19% of marketing budget for Event Marketing and another 9% of budget for exhibitions by companies AUMA (2013): 3,3 bil. turn over / 150 international exhibitions / 180 mil. visitors Live Communication (2012): number of tickets sold in music market 66,5 mil. / non music events 43,5 mil. Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 6/15
Where to put and get Data? There is no Event Industry in Germany Data mainly within Tourism Industry, agencies Proposal: a new home @ Creative Industries Feature Event Industry as a sector under CI Arguments: EU-wide accepted (2002) / features role of events as a marketing tool / sexy / has a future within the service industry / open definition leaves room for change & development Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 7/15
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Event (Management) Education -1- Certificates and courses at various levels: open access, starting at 16, non formal & regulated From one weekend up to 2 years of training IHK (chambers of industry and commerce): vocational training and continuing education event manager, event technics specialist Dual System, B.A. Event Management: training at a company and at a university at the same time Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 9/15
Event (Management) Education -2- University of applied science, B.A. / M.A. In the field of: Event management in combination with: business, sports, hotel, tourism, media, culture, technical, leisure, -> study programs, varieties: international or national 67 study courses at 46 institutions (2% M.A.) TU Chemnitz (M.A.), scenography (M.A.) Certificates & B.A. from international universities Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 10/15
Quality of Event Education Criteria: Quality Management System? Factors of Quality: university, curriculum, teaching personnel, industry expertise, industry contacts, length on market, relation to practice, international scope, holistic approach, certificate or diploma Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 11/15
Core of any Event Education Learning outcome oriented Competency oriented In close touch with job profiles Applied science + science In close touch with professionals, organizations Evaluation and feedback regarded as normal and integrated in the development of content Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 12/15
The Future of (Event) Education? Lifelong learning Blended learning Digitalization -> learning, teaching attitudes Globalization -> content and competition Event and jobs in the industry are not hip any longer (decline in student numbers) Changes inn consumer expectations, society, politics, Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 13/15
Some Issues Regarding the Future Do we need academic study courses in events? Clarification of terminology, quality assurance Young field of professionalization -> maturing, recognition as an industry (see above: CI) Changes: marketing / digitalization / societal Impact studies, value for industry and society Focus: communication, scenography, creativity Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 14/15
Thank you very much for your kind attention Questions? -> Please ask! Prof. Dr. U. Wünsch 2014 PEMES 2014 Warsaw 15/15