Beruflich Dokumente
Kultur Dokumente
the EMBOK
26 October 2010
The following represents a mapping of the CFEE Core Curriculum* to the International EMBOK Model
framework. The CFEE Core Curriculum is categorized into 6 core curriculum areas, 31 objectives, 61 key
instruction elements, and 292 learning outcomes (plus 7 elective topics)**. Please note that some of the
CFEE Core Curriculum items appear in numerous places within the EMBOK framework and some items
appear under phase headings or general domain headings rather than individual task/knowledge areas
within each domain.
1. SPONSORSHIP/SPONSOR SERVICE
2. ADMINISTRATION/ MANAGEMENT
3. HUMAN RESOURCES
4. MARKETING/MEDIA RELATIONS
5. OPERATIONS/RISK MANAGEMENT
6. NON-SPONSORSHIP REVENUE PROGRAMS
*CFEE, the Certified Festival and Events Executive designation, is the credentialing program offered by the International Festivals and
Events Association (IFEA). The CFEE Core Curriculum, dated 2005, may be found
at http://www.ifea.com/joomla1_5/index.php?option=com_content&view=article&id=134&Itemid=108.
** This mapping does not include all the learning outcomes.
International
EMBOK Model
Initiation
Planning
Implementation
The Event
Closure
ADMINISTRATION
Financial
Human Resources
Information
Procurement
Stakeholders
Systems
Time
DESIGN
Catering
Content
Entertainment
Environment
Production
Program
Theme
MARKETING
Marketing Plan
Materials
Merchandise
Promotions
Public Relations
Sales
Sponsorship
OPERATIONS
4. MARKETING/MEDIA RELATIONS
1. D. Marketing inventory
1. D. a) Understand the relationship between event
marketing/media/promotion and the exposure desired by sponsors
1. D. d) Understand the role of web sites in the marketing mix and the
sponsors sales process
Objective 2. 4. Develop an awareness of the marketing functions necessary
for a successful business.
Objective 4. 2. Provide a basic outline for structure and organization of
marketing and media relations planning.
4. A. Role of Marketing and Media relations
4. B. Audience Demographics
4. C. Basics of Branding
4. D. Strategic Marketing
4. E. Basics Tactics of Marketing
1. D. c) Understand the events collateral materials (i.e. publications, programs,
maps, posters, brochures, banners/signage) role as a sponsorship sales asset
4. E. a) Provide information on the many tactics of marketing including
advertising, PSAs, promotions, collateral materials, web marketing.
1. E. a) Understand the hospitality possibilities as related to a specific event
(i.e. tickets, passes, parking, merchandise, VIP areas, reserved seats,
upgraded experiences)
1. F. c) 3. vi. Merchandise/premium rights
6. E. Merchandise
1. D. b) Understand the events advertising expenditures and mix; co-sponsor
promotion possibilities; historic PR/publicity coverage; and data base
availability
4. E. a) Provide information on the many tactics of marketing including
advertising, PSAs, promotions, collateral materials, web marketing.
1. D. b) Understand the events advertising expenditures and mix; co-sponsor
promotion possibilities; historic PR/publicity coverage; and data base
availability
Objective 4. 3. Provide working knowledge of media relations and tips and
techniques to conduct full media relations efforts.
4. E. a) Provide information on the many tactics of marketing including
advertising, PSAs, promotions, collateral materials, web marketing.
4. F. Basics of Media Relations
6. H. Admission Tickets
6. J. b) Centralized inventory operations
1. SPONSORSHIP/SPONSOR SERVICE
Objective 1. 4. Creating compelling sponsorship proposals
Objective 1. 5. Making the commitment needed for sponsorship renewals
1. A. What a sponsor is
1. E. Hospitality inventory
1. F. Basics of program development
1. F. a) Understand the need to establish a sound philosophical base for any
sponsorship program prior to any sales (i.e. are there any unacceptable
categories; how much commercialism is acceptable what is an event willing
to sell-off?
1. F. b) Understand the typical levels of sponsorship programs
1. F. d) Understand the process of packaging rights and benefits by level
1. I. Creating compelling proposals
4. G. Media Sponsorships
1. J. Sponsor servicing and fulfillment
1. J. b) 6. On-site management
Attendees
Communications
Infrastructure
Logistics
Participants
Site
5. OPERATIONS/RISK MANAGEMENT
1. E. a) Understand the hospitality possibilities as related to a specific event
(i.e. tickets, passes, parking, merchandise, VIP areas, reserved seats,
upgraded experiences)
5. H. e) Understand the creation and implementation of a credentialing system
6. G. Hospitality
6. G. b) Understand common hospitality driven revenue programs
6. H. Admission Tickets
5. I. b) Understand fundamental contingency plan requirements:
communication, designated leadership, specialized supplies and equipment.
1. E. a) Understand the hospitality possibilities as related to a specific event
(i.e. tickets, passes, parking, merchandise, VIP areas, reserved seats,
upgraded experiences)
5. J. Traffic Management
5. B. Development of a set-up and tear-down schedule
1. B. a) 5. CELEBRITIES/PERSONALITIES: performers, musicians, media
stars
5. H. e) Understand the creation and implementation of a credentialing system
6. I. Specialty Revenue Items
6. I. a) Carnivals/amusements
6. I. b) Arts and craft shows
6. I. c) Commercial exhibits
6. I. d) Parades
Objective 5. 1. Examine the key elements of site plan development.
5. A. Creation of a site plan
5. A. c) Understand the relationship of site planning to security and access
control
5. A. d) Understand the integral relationship between site plan and site
selection
5. H. c) Understand the process of securing event perimeters and gating
5. I. f) Understand the creation of a site evacuation plan
6. H. a) 4. Perimeter integrity and security
6. H. a) 5. Access control
Technical
RISK
Compliance
Decisions
Emergency
Health/Safety
5. OPERATIONS/RISK MANAGEMENT
Objective 5. 3. Provide a basic understanding of insurance and risk
management procedures.
5. F. Basics of Risk Management
3. C. b) Provide an understanding of federal hiring and nondiscrimination
policies in the hiring process (tools and methods for compliance with the law)
3. D. c) Provide an understanding of the policies that are effectively required
by the law.
3. G. d) Provide understanding and resources to ensure compliance with
federal minimum wage and other (state and local) wage and hour laws and
regulation. [Wage and hour requirements (overtime, etc)]
3. I. Compliance and Federal Governance.
6. F. b) Understand key issues related to alcohol sales
5. C. e) Understand the process of bid selection
4. F. f) Develop a working knowledge of how to deal with crisis communication
Objective 5. 5. Generate an understanding of the critical crowd control,
security, and contingency planning issues.
5. I. Contingency Planning
5. I. f) Understand the creation of a site evacuation plan
3. K. c) Consider and understand legal and corporate human resource policies
and their applicability to volunteers (operational standards, ethical standards,
Insurance
Legal
Security
No Match*
* Continuous Improvement,
Creativity, and Ethics are
included in the International
EMBOK Model as a core
values.