Event Management

Event managers conceive, plan and organize events. These include, for example, conventions, exhibitions, trade fairs, concerts, private parties, business events, meetings, anniversary celebrations, product launches, kick-off events and many more. Event managers can be employed in event and convention agencies, in the cultural sector, in city marketing, in the food service industry, in the leisure and tourism sector, in public administrations and companies/organizations in various other sectors. Event managers also have the possibility to be self-employed and start their own agency.

Tasks can vary depending on the position and the area of activity. As a rule, event managers take on conceptual and planning tasks, e.g. designing an event's program in terms of content, drawing up schedules, calculating costs, dealing with the legal framework and permits for the event, marketing, managing external service providers (such as event technicians and caterers), tailoring the event to the client's wishes, coordinating the execution of the event on site, taking on set-up activities, briefing event staff, reacting to problems during the event, evaluating the overall process, etc.
A successful event is only possible with thorough preparation. That is why event managers put a lot of time and effort into the planning and conception phase. The event itself can be considered the fruit of their labor.

A degree in Business Administration can qualify you to work in the field of event management and, for sporting events in particular, Sports Management is also an option. However, there are also opportunities for a lateral entry from various other disciplines. Since business administration knowledge is of great benefit in many areas of activity, lateral entrants are often given the chance to acquire the corresponding knowledge through in-service training.
In the event management sector, there is a need for organizational talents who can keep a cool head and keep track of things in stressful situations. Anyone who feels comfortable as a host/hostess when entertaining guests will be a good fit for this occupational field. Event management also isn’t a one (wo)man show. Teamwork is key, which is why event managers should be able to delegate, but also to lend a hand. Irregular working hours are not unusual for those working in this field. Depending on the project/event, some phases will be more and some less intense. When dealing with external service providers and clients, it is also important to have strong communication skills and an engaging demeanor.
It would be beneficial for you to gain some practical experience during your studies through internships or part-time jobs for students. Working in various areas will also allow you to get to know different event formats. In addition, you can experience typical event management procedures and practice dealing with stress.

Event management is often a subtask of jobs in other occupational fields that fall into the field of communication, such as PR work, Marketing and Corporate Communications.

Juliane Thiem

Juliane Thiem

works as an event manager for the Press and Public Relations Department of the University of Potsdam

Typical tasks

Possible places of employment

Sources and further information on the profession