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The workshop focuses on developing a comprehensive planning process based on the event planning cycle. It covers a range of proven strategies, tactics, tips, case histories and practical guidance on how to plan live, virtual and hybrid events and applies equally to one off events, attended by small specialist groups, as it is to major international trade shows attended by large professional or public audiences.

The course will show you how to maximise every aspect of the event lifecycle for any commercial or not-for-profit project. You will learn how to build your branded event proposition, effectively promote products and services, generate qualified leads, engage with attendees, and streamline post-event communications.

Whatever the nature of your event (live, virtual or hybrid) you will learn how to strengthen the end-to-end process of attracting, engaging, promoting and delivering a great event.

Who should attend?

This course is suitable for all those involved in event marketing who are looking to improve their skills and knowledge in this specific area. Ideal for those who want to refresh ideas or pick up a host of fresh tips and guidance.

Learning outcomes

  • Understand how to use the event marketing planning cycle framework to plan and manage your event
  • Set event marketing objectives that are measurable and quantifiable
  • How to develop and apply relevant attendee data-driven insights
  • Understand how to drive event revenue with cases and examples
  • How to create and apply a meaningful event proposition across the customer journey
  • Review on and offline touchpoints, techniques and demand-driving strategies to maximise event marketing campaigns


“The course has been really helpful, as someone who has done a master's degree in business I found everything shared in the course still incredibly helpful and fresh. It brought great perspectives and interesting to hear case studies from the Course Director and fellow colleagues.”

Joshua Martin UK Marketing, Communications and Events Manager Tridonic

“Very interesting and insightful course which will aid my role greatly. The course lead was engaging and encouraged great discussions between the delegates.”

Rachel Inkster Events and Marketing Assistant Biochemical Society

“Excellent! Richard was absolutely fantastic, engaging course, lovely group and took a lot of value from the 2 days, thank you.”

Sarah Keeling-Smith Project Manager Canterbury Christ Church University

Course Dates

Start Date Duration Location
29 Jan 2024 1d Virtual
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15 Mar 2024 1d Virtual
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17 May 2024 1d Virtual
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Course Director

Vanessa Moon

Vanessa has over 28 years’ experience in product and brand management, insight and communications. Her reputation has been built across a variety of agency and client roles and longstanding project, training and consultancy work that includes clients such as Tesco, Xerox, Tfl, Barclaycard, Taylors of Harrogate, Yorkshire Tea, Asda, Avon, BBC Studios, Kraft, KP Snacks, Bacardi-Martini, Lloyds and Legal & General to name a few. She has trained and consulted international brands widely in regions such as EU, EMEA, Asia Pac, Latin and Central America and has held roles on several Marketing Excellence Councils. She is a popular guest speaker and facilitator and is consistently recognised as engaging and inspiring - with the knack of simplifying training tools and templates in ways that make them relevant and easy to implement for the business. Vanessa encourages marketing with social purpose.


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