A perspective on training to be an event manager from Fergus Bruce, alumni from Event Academy.
When I talk to people who are looking to enter the events industry, the conversation often kicks off with something like… “surely there’s a better alternative to University?”
It’s a hard question to answer. I believe the ‘right’ education choice varies hugely from person to person. When I was looking to enter the events industry I looked for alternative event management education options to university. Learning in a classroom based, theory-led environment doesn’t suit me. However, at the time I couldn’t find any credible alternatives and was forced to enrol onto a four year degree course at university. Whilst I enjoyed the ‘Uni’ lifestyle (who wouldn’t!) my concerns around the learning style were soon realised.
Event management is a very practical subject and event managers are normally practical, hands on types. Whilst there are elements that need to be taught in a classroom, a more effective method is experience-led learning, where you develop practical skills and experience through exposure to and planning of events.
The reality of Universities is that they are primarily academic institutions. Therefore, any work you complete has to be theoretical, measureable and moderated, which poses a huge issue when applied to the real world experience of ‘events’. This clash means that as a student you end up having to write a huge amount of reports and essays, which are easily assessed by lecturing staff and fulfil the university guidelines.
Whilst there are elements of this academic approach which are undoubtedly useful (like understanding the basic theoretical elements of events) your ability to deliver the practical elements of event management (presentation, planning and delivery) are what will set you apart from others when it comes to employment.
Unfortunately Universities are restricted within the bounds of academia as to how students are assessed, and only a certain percentage of work can be tested through practical means, leaving them with no real choice of teaching methods. Add in the time that University takes, which for a most event courses is four years (three at university and one on placement)…it is a long expensive route into a career.
However, I do believe it is important to gain a strong qualification, and if you are not hell-bent on the University route there are alternatives. When I was introduced to
Event Academy and their event courses, I realised straight away that this would have been a far more suitable option. The courses offer the right mix of practical study and work experience, delivered by people who are still wired into the heart of the industry. The courses are also far less of a commitment in terms of both money and time, with the longest course lasting only six months. You get a valuable, recognised qualification accredited by the Chartered Institute of Marketing.
Four years earlier this option would have suited me far better as it offers a variety of practical, cross-transferable skills, along with a huge variety of experience, which you can use directly in an events role. Ah well…I got there in the end.
The cherry on the cake with Event Academy is the Alumni network. On completion of any level of events education there is a huge mountain still to climb in getting that right job. Whilst at University there is an employability service, they often lack real industry contacts which can get you that dream job.
Between the team at Event Academy they have a huge network of contacts and partners who trust them to supply well trained, trusted individuals who can perform in the role. For example Claire Derrick has directly assisted me in getting work placements and put me in touch with contacts to secure full time employment as an event manager in leading companies such as Streetgames and O2.
So, when answering the question “are there better alternatives to University” it’s down to the individual to decide whether they want a traditional academic route, or a tailored, practical, experiential-led training. Both are valuable in different ways, although I would suggest that Event Academy better educates and connects students for jobs in the industry. Check them both out. Compare the experience and cost of an event course at Ashdown with the equivalent at a University. Go to one of their open evenings and grill them or contact Claire, Lorne, Rupert or Justine directly (they have been super helpful to me) if you are still unsure.
