Qualify in event management

New institute offers a diploma in Dubai Knowledge Village

An audience of over 10,000 gathered to listen to Mark Knopfler play the blues at the Dubai Media City amphitheatre.

A similar number swayed to the beat of Jamiroquai at the Dubai Tennis Stadium.

Dubai along with the UAE is buzzing with events, whether in music, theatre, art, sport, fashion, charity or product launches. And each has to be managed from start to finish.

The Event Management Development Institute (EMDI), which was established at the Dubai Knowledge Village a year ago, is offering a diploma programme.

Notes spoke to Nowshir Engineer, the Institute’s founder director.

Have you had a lot of response from students?
Our students have been able to work on some of the exciting events that have been organised in the emirate, which is one of the key factors that have appealed to students.

These events have ranged form business conferences such as the Annual World Islamic Conference to the 3rd Middle East CIO Summit to entertainment shows such as Temptations 2004, JJ Valaya Fashion show, Ghulam Ali Show, along with working for the Dubai International Film Festival 2004, Dubai Shopping Festival, Desert Classic and the Dubai Open. We received over 500 enquiries to the programme.

What are the programmes the institute is offering?
We currently offer a one-year diploma in Event Management and Innovative Marketing.

Subjects covered in the course include event conceptualisation and planning, marketing and sponsorship, public relations, overall show management, advertising, media and sales promotion, besides various technical subjects such as lights, sound management, lasers, special effects, television and a host of special seminars and workshops on the latest concepts and strategies.

What accreditation does the institute have?
The Institute is accredited by the Event Management Association of India (EMAI) and is supported by the World Sports Institute (WSI), UK.

In India, over 1,000 event agencies support EMDI, and in Dubai around 200 of the region’s top advertising and event management companies support us.

When were you established and please give some of the job placements your students have received within the UAE?
EMDI was founded in India in 2002 and it was set up in Dubai in 2004.

Our students have got permanent placements or have worked as interns with companies such as HQ Creative, A&H Events, Quest Marketing Research, Quintessentially, MEGA Events, Events Factory and Channel 4 FM Events.

What is the future once you obtain the diploma?
The scope for growth in the events industry is very good in Dubai. Corporates are actively looking at events as a key tool to reach out to customers.

One can work with one of the numerous event management companies in Dubai and gain the experience of organising events as varied as a product launch, live show, fashion show or a rock concert.

The future would be to join an event organisation or allied industry corporate as an executive, then move with experience to a managerial position and finally end up setting up your own company.

What are the qualities needed for a student to succeed at event management?
Anybody interested in pursuing a career in event management needs to have the right mix of talent, perseverance and organisational skills.

However the primary factor that we look out for is passion, an eye for detail and ambition to excel.

How can you say that you are the only institute offering this programme - what is the basis for this claim?
There is no institute in Dubai that offers formal training in event management.

The claim is based on extensive market research, survey of existing websites, directories and the Dubai Knowledge Village database.

What are the necessary requirements for students to gain entry into the programme? When do you open for applications and what is the fee?
The minimum eligibility is 10 plus two or O levels or an equivalent qualification.

The students need to submit the completed application form and are followed by interviews.

The course is aimed at students who are pursuing their mainstream degree and want an additional vocational training.

Admissions for this academic year open on Monday, April 4. Course fee is Dh14,500, which includes the course materials and exam fee.

It can be paid in three instalments: Dh5,000 at the time of admission, Dh5,000 on or before September 30, and Dh4,500 on or before January 5, 2006.