Course outline

A Two-day training course for a maximum of 8 participants,  followed by 6 months online coaching – we guide you while you put into practice what you have learned. We start at 9 AM and finish at 5 PM both days.


Day One

Early Morning Session

  • Introductions and course outline
  • Stakeholder analysis
  • How do events create value – fundamental principles
  • The ROI Pyramid – objectives and evaluation at six levels

Late Morning Session

  • The Chain of Impact, defining interconnected and measurable objectives
  • Exercise – assigning objectives to levels
  • Case example – designing an event and measuring results at the first three levels

Early Afternoon Session

  • Data collection – alternative methods
  • Securing a high response rate

Late Afternoon Session

  • Data collection case examples
  • Isolating event results from other influences


Day Two

Early Morning Session

  • Review of the first day – role play
  • Professional estimation procedures – exercise
  • Data Collection Plan – Objectives, Criteria, Sources and Timing

Late Morning Session

  • Action/Learning Matrix, defining learning objectives that drive behaviour
  • Personal case exercises – stakeholders, impact objectives and Action/Learning Matrix

Early Afternoon Session

  • Learning Objectives/Learning Experiences Matrix – building the bridge from objectives to design
  • Personal case exercises, putting theory into practice

Late Afternoon Session

  • Barriers and Enablers – implementing new methods of event design and evaluation
  • Learning review, exercises and roleplay
  • The Event Evaluation Report – next steps



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