Event Marketing & Management

Tentang Program

Event menghadapi tuntutan biaya, pengalaman peserta, keselamatan, dan bukti dampak yang lebih tinggi. Program menyeimbangkan creative concept dengan operational control dan post-event monetization. Peserta membangun event brief, run-of-show, risk register, dan follow-up plan.

Business Challenges

• Event dirancang dari format atau agenda sebelum tujuan bisnis, audience, dan success metric ditetapkan.
• Akuisisi peserta, sponsor value, dan experience journey tidak dirancang sebagai satu kesatuan.
• Budget, vendor, rundown, venue flow, keselamatan, serta contingency belum dikendalikan dalam sistem operasi.
• Data peserta dan lead pascaevent tidak memiliki qualification, handoff, follow-up, dan impact reporting.

Learning Outcomes

• Menyusun event business brief yang memuat objective, audience, value proposition, budget, dan KPI.
• Merancang pre-event, during-event, dan post-event journey beserta promotion dan sponsor touchpoint.
• Mengelola work breakdown, RACI, vendor, run-of-show, risk register, dan contingency plan.
• Membangun lead capture, consent, qualification, handoff, follow-up, serta event impact report.

Learning Modules

1. Event Strategy & Business Case — Peserta menentukan objective, audience, format, value proposition, budget logic, success metric, dan go/no-go criteria. Output: event business brief.
2. Event Strategy & Business Case — Peserta menentukan objective, audience, format, value proposition, budget logic, success metric, dan go/no-go criteria. Output: event business brief.
3. Experience & Promotion Plan — Peserta memetakan pre-during-post journey, content, speaker, activation, registration, reminder, sponsor touchpoint, dan accessibility. Output: experience blueprint.
4. Experience & Promotion Plan — Peserta memetakan pre-during-post journey, content, speaker, activation, registration, reminder, sponsor touchpoint, dan accessibility. Output: experience blueprint.
5. Operations & Risk Control — Peserta menyusun work breakdown, RACI, vendor brief, rundown, venue flow, contingency, safety, dan escalation. Output: run-of-show serta risk register.
6. Operations & Risk Control — Peserta menyusun work breakdown, RACI, vendor brief, rundown, venue flow, contingency, safety, dan escalation. Output: run-of-show serta risk register.
7. Post-Event Conversion — Peserta merancang lead capture, consent, qualification, handoff, follow-up cadence, evaluation, dan sponsor report. Output: post-event conversion workflow.
8. Post-Event Conversion — Peserta merancang lead capture, consent, qualification, handoff, follow-up cadence, evaluation, dan sponsor report. Output: post-event conversion workflow.

Target Participants

Marketing, Brand, Digital, Communication, Campaign, Commercial Team