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PHN MT

L thuyt v Quan tri S kin

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Trang mt y l s kin trnh din thi trang theo chu Ai Cp, a t chc ti Bc M, y l mt v d ca s gia tng ton cu ha ca ngnh cng nghip qun l s kin. Photograph courtesy of Monica Vidal.

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CHNG 1

Chao mng n Th ky hai mt Quan tri s kin toan cu

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TRONG CHNG NAY BAN SE HOC CACH: Nhn bit v hiu nhng thay i nhn khu hc nh hng n s phat trin quan tri s kin toan cu S dng nhng thay i tm l lm tc ng n di s kin (event length), mc ch v kt lun logic ci thin hiu sut (performance) Xc nh c hi ngh nghip mi v ang ni Hiu l do ti sao gio dc tr thnh yu t quan trng nht trong s pht trin quan tri s kin Nhn bit cac chng trnh chng nhn cng nghip (Identify industry certification programs) Nng cao (advance) s nghip ca bn trong sut th k XXI

Mt s ng nhng ngi quan tri s kin chuyn nghip u bit rng t "Chao mng/xin chao (welcome)!" l mt phn thit yu ca kinh nghim tip khch ti bt k s kin no. V vy, ti nhit lit chao mng ban n vi n bn th ba ca Special Events. Tuy nhin, trong tinh thn ton cu ca n bn th ba, cho php ti thm vao nh sau: Benvenuto! (Ting ) Bien venidos! (Ting Ty Ban Nha) Bien venue! (Ting Php) Dobro pozhalovat! (Ting Nga) G'day! (Ting Anh ngi Uc) Hos geldin! (Ting Th Nh K) Huan ying! (Ting Quan Thoi) Kali meta! (Ting Hy Lp) Kwaribu! (Ting Swahili) Laipni ludzam! (Ting Latvian) Sabah al Kher! (Ting Rp) Shalom! (Ting Do Thi) Velkomst! (Ting an Mch) Willkommen! (Ting c) Youkoso! (Ting Nht Bn)

Fun ying! (Qung ng Trung Quc) Urseo oh se yo! (Ting Hn Quc)

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Vi s pht trin nhanh chng ca Internet, th gii nh chng ta tng bit a bin mt mt cch nhanh chng. Tnh cht a phng hoc khu vc ca cc doanh nghip quan tri s kin c thay th vi tc rt nhanh bi s kt ni ton cu trn ton th gii. Ti pht hin ra iu ny trong khi ang ngi ti my tnh nh ti va nhn c tin nhn e-mail t nhng vng t xa xi. "Cm n v cun sch tuyt vi ca bn no a thay i quan im ca ti v ngh nghip", c vit bi mt thnh vin cng nghip t vng Vin ng. Nhng loi thng ip ny c nhanh chng theo sau bi yu cu thng tin v cui cng, nghi ti bay n nhng vng t m ti ch c c v no trc khi co s pht trin ca Internet. Tht vy, Internet c cng (hoc ln hn) nh hng nh my in ca Gutenberg. Mang toan cu (World Wide Web) a kt ni ngh t chc s kin li vi nhau thnh mt cng ng ton cu mi. Kt qu cua trang web mi ny, mi ngi chng ta c c hi ln hn cho pht trin s nghip v kinh doanh hn chng ta tng tng hoc c nguyn trc y. Trong thp k qua (k t n bn u tin ca Special Events), lnh vc quan tri s kin c nhiu thay i, v Bng 1-1 tm tt

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Bng 1-1 Thp k ca s thay i Khia canh s kin T chc s kin Khach mi s kin Cng ngh s kin Thi trng s kin Giao duc s kin S anh gia s kin T Nghip d Tre Ngu nhin (Incidental) ia phng Khng cn thit Hep/ co gii han n Chuyn nghip Gia Toan b (Integral) Toan cu Cn thit Toan din

m hinh nhng thay i nay. Su kha cnh ca ngh nay phn nh cach ma lnh vc qun l s kin tri qua s thay i su rng trong thp k qua. Cc ch ci trn cnh ca ln dn n Vn kh Quc gia Washington, DC cng b "Qu kh l on

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m u." V o l ngh quan tri s kin cua chung ti. i tip, u tin chng ta phi suy ngh v ngun gc lch s ca mt lnh vc nghin cu.

T S kin c bit n Quan tri s kin

Thut ng s kin c bit c th c s dung u tin ni v ni thng m t nh l mt "ni hnh phc nht trn tri t". Nm 1955, khi Walt Disney m Disneyland Anaheim, California, ng quay sang mt trong tr l (imagineers) ca mnh, Robert Jani, v hi anh ta gip gii quyt mt vn ln. Vao luc 17 gi mi ngay, hng ngn ngi, thc ra gn 90 phn trm khch, s ri khi cng vin. Vn cua vic ri khoi at l Walt - ni hnh phc nht trn tri t vn m cho n 22:00. iu ny c ngha rng ng h tr bin ch cho hng ngn cng nhn, tin ch v cc chi ph khc trong 5 gi mi ngy m khng mang li thu nhp. khc phc vn ny, Robert Jani, sau gim c (then director) quan h cng chng cua Disneyland v sau l ch s hu ca mt trong nhng cng ty san xut quan ly s kin thnh cng nht trn th gii, Robert F. Jani Productions, xut vic to ra mt cuc diu hnh hng m ma ng t tn l "Main Street Electric Parade/Diu hanh in Main Street". Hng chc phao ni vi hng ngn n nh hng m s trt xung Main Street, lam hng ngn khch thich thu ho lai thng thc nhng cnh tng. K thut ny ngay nay c s dng trong tt c cc cng vin Disney, c l v d tt nht la ti Epcot, ni canh tng ln c t chc mi m. Theo cc nh sn xut, kt qu cua cnh tng ny lam tng hng triu la chi tiu hng nm. Mt trong nhng thnh vin ca cc phng tin truyn thng tim n Robert Jani trong nhng ngy u ca cuc diu hnh in Main Street v hi: "Anh goi chng trinh nay la gi?

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Jani p: "Mt s kin c bit." "Mt s kin c bit, l g?" - phng vin hi. Jani t t tr li vi nhng g c th nh ngha n gin nht v tt nht ca mt s kin c bit: Mt s kin c bit l iu khc vi mt ngy bnh thng ca cuc sng. Theo Jani, khng ni no trn tri t xut hin mt cuc diu hanh trn cc ng ph chnh mi m trong nm. Ch Disneyland, ni ma s kin c bit c nghin cu, thit k, ln k hoch, qun l, iu phi, v nh gi, chng trnh dng nh din ra mt cach t pht mi m. Jani, ngi ma sau ny s sn xut National Football League Super Bowl thu hut ngi xem na thi gian cng nh chng trinh huyn thoi Radio City Music Hall Chirstmas Show, trong s rt nhiu cc s kin c o khc, l mt ngi ma phng chm cua ng l "M gic m ln v mc tiu cao." BT U NHN CHUNG HOC (ANTHROPOLOGICAL BEGINNINGS) Gn 35 nm sau phin bn u tin ca cun sch ny, ti a xc nh s kin c bit nh mt thi im duy nht trong thi gian t chc bui l v nghi thc p ng nhu cu c th. nh ngha ca ti a xut hin t nh nhn chng hc Victor Turner, ngi vit: "Mi x hi loi ngi u t chc l ki nim v nghi thc ngay ca khi vui, bun v chin thng." Theo Turner v cc nh nghin cu khc, nhng ngi ma ti nghin cu trong thm d ca ti v nhn chng hc, bui l v nghi thc l nhng yu t quan trng trong vic thit k, lp k hoch, qun l v iu phi cc s kin c bit. Nm nm sau, sau khi phng vn gn 150 chuyn gia trong quan tri s kin c bit cho cun sch u tin ca ti, ti a pht hin ra rng trong khi s kin c bit ai din cho nhiu ngh, lun co mt ngi cm lai cho tu ln ny. Ngi l ngi qun l s kin.

C hi Tng trng (growth)

Ch bn thp k trc, khi mt dn nhc l th cn thit cung cp m nhc cho mt m ci hay s kin x hi, mt kin cua ngi ng u dn nhc. Rt thng

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xuyn, nhng ngi ng u dn nhc s cung cp ti liu tham kho b sung ti nng nng cao s kin. Mike Lanin, ch tch ca Howard Lanin Productions ca thnh ph New York, k cu chuyn v mt cuc hp ca cha anh y, Howard Lanin nha soan nhac ai tai ni ting xa hi, c vi mt khch hng Philadelphia trong cui nhng nm 1920. Sau khi yu cu Lanin cung cp m nhc cho ba tic ngoai tri (coming out) cua con gi c y c t chc ti Bellvue Stratford, khch hng yu cu ng cung cp trang tr p. Khi Lanin hi khch hng mun chi tiu bao nhiu, khch hng tr li: "Ch cn lm cho n tht p, Howard ch cn lm cho n tht p." Lanin ngay lp tc nhn ra rng lm cho phng khiu v ln ny "p (lovely)" c th i hi mt s u t ca nm con s. Vi lm pht, chi ph a cam kt ngy hm nay s vt qu su con s. Nhng Lanin may mn nhn c s tin tng hon ton cua khch hng ca anh y. Khng cn tho lun nhiu hn, lanh o dn nhc v trang tr a bt tay vao lam vic.

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Rt it khch hng ca bt ky thi i no o s cung cp mt ngn sch khng gii hn nh vy. Nhng nhiu hn v thng xuyn hn, cc chuyn gia s kin c bit nh Lanins ang c yu cu cung cp dch v a dng hn. V mc d cc nh lnh o dn nhc c th c gi gm trang tri thoi mi (have been comfortable recommending decorations) cac dch v v sn phm khc cho cc s kin x hi nh ba thp k trc y, h v nhng ngi khc cac khu vc chuyn mn hoa c th pht hin ra rng khi ni n thit k s kin cho qung co v c hi quan h cng chng, h cn s tr gip c bit. Quan h cng chng l mt hinh thc s khai y t hao ca ngnh cng nghip t chc l k nim. It hn 50 nm trc, cc ngnh ngh hin i ca quan h cng chng v qung co tr thnh mt cng c c chp nhn trong thng mi ca M. Khi mt cng ty mun gii thiu mt sn phm mi, tng doanh thu, hoc ng vin nhn vin ca mnh, cc nh lnh o doanh nghip chuyn sang quan h cng chng v cc chuyn gia qung co thit k mt k hoch. Ngy nay, ngnh cng nghip t chc l k nim bao gm hng chc ngn chuyn gia lm vic chm ch, nhng ngi ln u tin trong lch s ca ngnh ang thc s lm vic vi nhau

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cung cp cho khch hng ca mnh nhng dch v v sn phm tuyt vi m h xng ng. Nh mt v d v s pht trin ca qun tri s kin trong lnh vc quan h cng cng, xem xt binh lun v iu nay ny t ngi u tin ti Hoa K nhn c bng thc s v quan h cng chng, Carol Hills ca i hc Boston: "Hc sinh ca ti rt quan tm n s kin. H nhn ra rng quan h cng chng v cc s kin khng th tch ri. Qun tri s kin chc chn l mt khu vc phat trin trong thc hnh quan h cng chng. " Theo Hi ng Quc t ca Trung tm Mua sm (ICSC) New York, gim c tip th - nhng ngi ma sn xut cc s kin cho cc trung tm mua sm a phng v khu vc thi c th kim c nm con s cao. Chuyn gia tip th nhn ra s cn thit cua vic o to chuyn ngnh v nhng li ch ca chng nhn trong ngnh cng nghip ca h. S kin gip thu ht v nh hng n ngi tiu dng trong vic mua cc sn phm v dch v c th t cc ca hng bn l n cc trung tm mua sm ln trong khu vc vi hng trm ca hng. Trong thi i ca ngh thu khoan, vic to ra cc doanh nghip mi l ln hn nhiu so vi s tng trng ca cc cng ty c thnh lp. Vi mi doanh nghip mi c to ra, y l mt c hi mi k nim qua mt l ln hoc s kin c bit khc. C khong hn 1 triu doanh nghip mi c thanh lp hng nm Hoa K, iu nay c th yu cu nha qun l s kin san xut mt l khai mc. Ngi qun l s kin l ngi chu trch nhim nghin cu, thit k, lp k hoch, phi hp v nh gi cc s kin. Bn s tm hiu v tng giai on trong cc trang ti. Tuy nhin, cu hi hp l nht c th hi l: ngh t chc s kin l g?

Ngh Quan tri S kin

Qun tri s kin l mt ngh i hi phi kt ni qun chung (public) vi mc ch ca l k nim, gio dc, tip th v on t. Mi hot ng bao qut (overarching activities) c bao ph bi cc ngh quan tri s kin.

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Mc d n c th lp lun rng ging nh du lch, quan tri s kin thc s bao gm nhiu ngnh cng nghip, ngy cng nhiu d liu c thu thp v th nghim khoa hc c tin hnh, n tr nn r rng hn rng quan tri s kin i din cho phn ct li duy nht ca kin thc (a unique body of knowledge). Theo cc chuyn gia trong lnh vc cp giy chng nhn chuyn nghip, tt c cc ngnh ngh c i din bi ba c im duy nht: (1) ngnh ngh phi c mt phn ct li duy nht ca kin thc, (2) ngnh ngh thng c tiu chun t nguyn m thng mang li s chng nhn v (3) ngnh ngh co quy tac c chp nhn v hnh vi o c. Ngh quan tri s kin p ng c mi trnh chuyn mn. Hy chng ti tip tuc kham pha nhng nh ngha ca qun tri s kin. Thut ng kt ni (assembly) cng ng c ngha l cc s kin c quan ly bi cc chuyn gia thng a mi ngi li vi nhau theo mt mc ch nao o. Mc d mt ngi chc chn c th t t chc mt s kin cho chinh bn thn mnh, c th c xc nh n s khng c tinh phc tp ca mt s kin vi 10 hoc 10.000 ngi. Do , kch thc v loi nhm s xc nh trinh k nng c yu cu cho mt nha qun l s kin chuyn nghip. T kha tip theo l mc ch. Trong cuc sng hng ngy s kin din ra mt cch t nhin v kt qu l i khi khng c trt t, hiu qu hoc ng tin . Tuy nhin, nha qun l s kin chuyn nghip bt u bng mt mc ch c th trong tm tr v ch o tt c cc hot ng nhm t c mc ch ny. Nha quan l s kin thi lun t ra mc ch cho cng vic ca h. T kha th ba v cng l t kha cui cng bao gm bn hot ng i din cho cc mc ch nay: l k nim, gio dc, tip th, v on t. L KY NIM L k nim c c trng bi cac l hi khc nhau t cc hi ch cho n l hi s kin chu ky x hi (social life-cycle). Mc d thut ng l k nim cng c th c p dng cho gio dc, tip th v cc s kin on t (reunion), n phc v bao gm

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ca l k nim.

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tt c cc kha cnh ca i sng con ngi ni s kin c t chc cho muc ch Khi nghe t l k nim, mt hnh nh ca pho hoa hoc cac l hi khc thng c tng tng. Trong thc t, t l k nim c ngun gc t ch Latin, c ngha l " tn vinh (to honor)". Mt nh ngha khc thng c chp nhn l " thc hin (to perform)", nh trong mt nghi l. V vy, l k nim thng cp n cc bui l trnh trng hoc l hi nh diu hnh, s kin dn s, l hi, l tn gio, cc s kin chnh tr, bar v bas mitzvahs, m ci, ngy k nim v cc s kin khc gn lin vi vong i cua mt ngi hay ca mt t chc hoc c lich s quan trng. GIAO DUC T s kin u tin trong trng mu gio hay mm non n cc cuc hp, hi ngh, ni nhiu ngi ln nhn c gio dc thng xuyn trong sut cuc sng trng thnh ca h, nh du s kin gio dc, cung cp, kim tra, v h tr tng trng cho tt c mi ngi. S tng trng ny c th l x hi, chng hn nh trng trung hoc v hi, hoc cng c th

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chuyn nghip, chng hn nh mt chng trnh chng nhn. Khng phn bit mc ch, kt ni cng ng hoc l ch yu hoc la th yu lin quan n gio dc. Thut ng gio dc cng c ngun gc t ting La tinh, thut ng giao duc co nghia la a ra. Thng qua cc s kin gio dc, ngi qun l s kin a ra (lead out) nhng tng mi, cm xc, v hnh ng ci thin x hi. V d v cc s kin gio dc bao gm cc hi nghi, cac l phat bng, s kin cu sinh vin, o to ti mt cng ty, cc cuc hp v hi ngh vi ni dung gio dc c th v mt hot ng kh mi c gi l gio dc gii tr. Kt qu gio dc gii tr t vic s dng cc thit b gii tr (chng hn nh ca s v v cng) trnh by tng gio dc. Thng qua vui chi gii tr, khch c th bit, hiu, p dng (thng qua s tham gia ca khn gi), phn tch v thm ch nh gi ch c th. N c th c s dng a ra nhng tng mi ci thin nng sut.

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MARKETING

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Marketing s kin, theo tap ch Advertising Age, lc by gi l mt phn ni ti ca bt k k hoch marketing nao. Cng vi qung co, quan h cng chng v truyn thn c ng, cc s kin phc v cho vic nng cao nhn thc v thuyt phc khch hng tim nng mua hng ha v dch v. Nhng s kin ny c th mang tinh ca nhn, chng hn nh s ra mt ca mt chic t mi trc cc i l hoc cng ng, nh trong chng trnh Windows 95 ca Microsoft. Cc nh bn l c lch s s dng cc s kin vn ng bn hng v by gi cc kiu doanh nghip khac ang nhn ra rng cac s kin mt i mt l cch hiu qu p ng cc mc tiu bn hng. S xut hin ca v kch ngi sao (soap opera stars) ti mt trung tm mua sm l mt v d cua nhiu loi chng trnh khuyn mi c s dng thu ht khch hng nhm thc y bn hng. S OAN TU (REUNION) Khi con ngi nhom hop lai vi mc ch tng nh, gia tng tnh bn hoc ch n gin l rebonding nh mt nhm, h ang tin hnh mt hot ng on t. Hot ng on t c mt trong tt c lnh vc nh ca quan tri s kin bi v mt khi s kin ban u l thnh cng, c th c mt mong mun on t. Cc hot ng on t l biu tng trong h thng M rng Tng thng Bill Clinton a dng ch ny cho cc hot ng l khai mc ca mnh.

Cc Lnh vc con (subfields) Qun tr S kin

S mong mun v cn thit n mng l nhng c im duy nht lm nn con ngi chng ta. Din vin hi Will Rogers ni rng, "Con ngi (man) l ng vt duy nht bit xu h hoc cn phi (bit xu h)!. Con ngi l ng vt duy nht n mng v iu ny khng ch phn bit chng ta vi nhng loi thp hn nhng c l l tng chng ti n mt mc siu vit hoc thm ch tinh thn. S pht trin ca cc lnh vc qun tr s kin chc chn phn nh kh nng c bit ny ca l k nim bin i con ngi v ton b ngnh cng nghip.

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Nh ghi ch trc , lch s ca nhn loi hc nhn ra 4 lnh vc tip cn ngnh c cng nhn ny. Tuy nhin, ngh qun tr s kin l bao gm bi nhiu lnh vc c bit: qung co, im tham quan, pht thanh truyn hnh, cng dn, doanh nghip, trin lm, hi ch, l hi, chnh ph, khch sn, cc cuc hp, vin bo tng, bn l v du lch. Nhng ngi t chc s kin c th chuyn v bt c cc lnh vc no; nhng m, mt ngi t chc s kin m c th thnh tho nhiu hn mt trong nhng lnh vc trn l rt t . V d, mt ngi t chc t chc s kin cho mt vn bch th c th a ra cc s kin cho s th, v mt trong nhng s kin c th lin quan ti xc tin bn l. Cho nn, kin thc v gio dc v marketing cng nh s qun l v qun tr ri ro l quan trng. Nhng lnh vc nh ny khng i hi c khoa hc, c nhiu s lin kt gia chng. Tuy nhin, bn lit k sau y a ra mt ci nhn tng qut v s vic c th xy ra cho nhng ngi t chc s kin khi h tm cch phc ha mn hc tng lai ca h. Sau khi c o to trong qun tr s kin c bn, ngi t chc s kin cn phi chuyn hoc phi tp trung vic hc ca h vo mt hoc hai lnh vc s kin. Bi tp trung vo hai phm vi, nhng ngi qun l s kin c bo v hn na t mt cuc suy thoi trong mt phn khc th trng c th khi h c o to trong hai lnh vc nh khc nhau. V d, nu hip hi cc nh hoch nh cuc hp (association meeting planners) t nhin nhn ra rng h khng cn nhu cu, do gia cng phn mm, o to cho trong qun l s kin ca cng ty c th cho php h thc hin mt chuyn i sun s lnh vc mi ny. S dng cc m t sau y ca cc lnh vc con nh mt hng dn tp trung th trng ca bn hoc la chn vic lm trong tng lai. S KIN CNG DN Bt u vi k nim hai trm nm ca M vo nm 1976 v tip tc vi c nhn mi trm nm, mt trm nm mi nm v hai trm nm ca hng trm tnh v thnh ph, ngi M to ra nhiu s kin hn bt c thi gian no trong lch s ca t nc cng ha ny. Trong c Chu u v Chu , l k nim l bt ngun t s tn ti lu

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nm ca tn gio, vn ha v nhng l nghi truyn thng. Nc m khng ch pha trn truyn thng vn ha ca cc nc m cn to ra cc s kin ring bit ca n, v d nh cuc diu hnh hng nm Doo-Dah Pasadena, California. Bt c ai v tt c mi ngi u c th tham gia s kin ny v h lm iu . C mt ci my ct c, mt i qun vi nhng chic cp xch tay v nhng tit mc khng bnh thng khc. Khi nc m trng thnh, cc l hi ca n s tip tc pht trin tr thnh cc s kin tht s sn xut ti M. TRIN LM Lin quan cht ch vi cc hi ch v l hi l trin lm. Mc d chia thnh hai loi cng lp v t nhn nhng u c lch s l mt ni m cc nh bn l p ng bn bun hoc cc nh cung cp gii thiu hng ho v dch v ca h cho ngi mua. Mt s nh phn tch Marketing cho rng l cch hiu qu nht t c doanh s bn hng, khi nhng ngi i vo rp by hng l tiu chun mua hn l mt ngi bn hng nghi ng. Hn na, ci rp by hng, nh lm tt c cc s kin, cho mt cm gic tng tri, n nh hng ti khch hng to nn mt quyt nh mua tch cc.

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Mt s chuyn i ln trong lnh vc ny lm cho hi ch thng mi hoc trin lm tr thnh mt hot ng lin quan ti nhng gic quan, s kin vi nhng chng trnh gio dc v gii tr c cho hng trong cc rp khc nhau. Cng ging nh nhng ngnh khc, lnh vc ny ang pht trin. Mc d mt s hi ch thng mi nh hp nht vi nhng hi ch ln hn, nhng ngy cng nhiu cc hi ch c lp ra mi nm. N bo hiu c hi cho nhng ngi bun bn khn kho, nhng ai mong mun c li nhun t lnh vc bo b ny. TRIN LM V L HI Cng nh trong thi gian xa xa, con ngi t tp ch lm n, bun bn iu ny cng ging nh nhng nh hng ca tn gio c tc ng n s pht trin ca nhng l hi, hi ch v nhng s kin x hi ngy nay. Cho d l mt l hi tn gio

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n hay l mt l hi m nhc M, mi l hi l mt s kin cng ng x hi tng trng bi nhng tri nghim v knh vn hoa m thy c ngha xuyn qua s sng ca nhng ngi tham gia. Knh vn hoa ny bao gm cc bui biu din, ngh thut v cc gian hng th cng, v phng tin truyn thng khc m mang li ngha cho cuc sng ca ngi tham gia v khn gi. Nhng l hi v nhng hi ch cho thy s tng trng to ln nhng th trn nh v ln t kim tin t t chc du lich thng qua nhng s kin ngn. Mt s cng ng s dng nhng s kin ny y mng ngnh du lch trong sut mua thp im (the slow and off-season) v nhng ngi khc tp trung ch yu vo cui tun thu ht nhng ngi du lch. Bt chp l do, nhng hi ch (thng l khng li nhun nhng vi nhng c hi qung co) v nhng l hi (ch yu l nhng s kin khng li nhun) cung cp nhng c hi khng gii hn cho cc t chc qung b vn ha ca h v cn cung cp ngha su m cho nhng ngi tham gia v tham d. S KIN DU HIU S pht trin ca Th vn hi Olympic l mt v d v cch cc s kin du hiu pht trin c v quy m v khi lng trong thp k qua. T nhng cuc thi thuyn bum quc t c t chc mi 3 ti 4 nm (Americas cup) ti l hi nm tay (Hands across America) ti l hi k nim mt trm nm ca tng n thn t do, nm 1980 l mt thi k ca s pht trin ko di trong nhng s kin ln. Tuy rng truyn hnh d nhin l gip thc y s pht trin ny, s nh hng tt ca tourism dollars (tin s dng vo du lch) l phn ln cho s pht trin ca nhng s kin ny. Tr tru thay, phong tro vn ng hi ch ca th gii dng nh gim thiu, c l do thc t l nhng pht minh m hi ch th gii trc gii thiu (du lch khng gian, my tnh, ngh truyn hnh) tr nn ph bin v khng c nhu cu cung cp d on bi v nhng din bin c cho l tng lai thc s xy ra trc khi hi ch m ca. iu ny cung cp mt c hi ti to, phc hi v c th duy tr s kin ny.

SVTH: TRN THI PHNG THANH

LP: 36K03.1

 AN MN HOC
NGNH PHC V

GVHD: TS. NGUYN THI MY THANH

Trong nganh cng nghip phuc vu (hospitality industry), cac khch sn khp th gii ang m rng kinh doanh ca h t vic n thun la mn phng v bn thc n, nc ung n t chc cac s kin thc s. Khch sn Opryland ca Nashville c th l

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khch sn u tin to ra b phn cho cc s kin c bit nh trung tm li nhun cho cng ty (corporation). Tip theo sau ho la Hyatt Hotels Regency Productions, v by gi nhng khch sn khc, v d nh Marriott, ang tim cach chuyn t thc hin sang thc s lp k hoach va thu li nhun t s kin. CUC HP V HI NGH Hi ng Cng nghip Cng c (The Convention Industry Council), mt t chc i din cho hn hai chc t chc trong cc cuc hp, hi ngh, trin lm v cc ngnh cng nghip, ni rng s ng gp hng nm cho nn kinh t M bi cc ngnh cng nghip l hn 80 t USD. K t khi s dng rng ri my bay phn lc trong nhng nm 1950, cc cuc hp, hi ngh nhn ln vi hng ngn ngi tham d dng my bay phn lc n t trong v ngoi thnh ph tham gia cc s kin ba v bn ngy. Nhng s kin ny ch yu l hi tho gio dc cung cp cc c hi cho cc lnh o v nhn vin cng ty. Cho d l mt s kin cng ty hoc hip hi, ton cu ha ca nn kinh t to ra s tng trng ng k trong cc cuc hp quc t, v kt qu l, ngi qun l s kin ang i du lich lin tc c trong nc v quc t. S KIN BN L T nhng ngy u tin ca th trng xa xa, nhng ngi bun bn s dng khuyn mi v cc s kin thu ht ngi mua v gia tng doanh s. Cc m hnh thay i trong ngnh kinh doanh ny t u nm 1960 v 1970, khi ngi bn l ph thuc vo s kin mt ngy (single-day events) thu ht hng ngn khch hng ti ca hng ca h. Nhng ngi sao trong cc b phim nhiu tp, nhng vn ng vin ni ting, v thm chi ca nhng nhn vt hoat hnh sng trong ngay th 7 xut

SVTH: TRN THI PHNG THANH

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 AN MN HOC

GVHD: TS. NGUYN THI MY THANH

hin cung c th tng lng truy cp v trong mt s trng hp bun bn la tt. Ngy nay, nhng ngi bn l khn kho hn v da vao nghin cu th trng thit k s kin qung b tm xa s dng cch tip cn tch hp, kt hp s kin trc tip vi qung co, gii thiu v khuyn mi. H pht hin ra nguyn nhn tip thi, v d nh sp xp sn phm vi mt hi t thin xng ng hoc vn x hi quan trng (vi du giao duc), l mt cch tt hn xy mt nn tng khch hng ng tin cy v ci thin bun bn. S thay i ny t nhng s kin nhanh trong thi gian ngn n hi nhp thi trng s kin trong thi gian di l s thay i ch yu trong ngnh kinh doanh ny. S KIN V CHU KY TRONG XA HI Bar v bas mitzvahs, m ci, ngy k nim m ci vng v cc s kin khc nh du s tri qua ca thi gian vi l k nim mt s kin quan trng ang pht trin v hai l do quan trng. Nh tui ca ngi M tng ln do nhng ci tin trong chm sc sc khe, s c nhiu hn c hi n mng hn. Ch mt vi nm trc, mt k nim ngy ci ln th nm mi l mt s kin him. Hm nay, hu ht cc ca hang ban le thip chc mng u bn thip k nim m ci vng nhng ch l mt biu tng ca s pht trin ca nhng s kin ny.

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Trong ngnh cng nghip m ci khng phi l khng ph bin vic t chc mt s kin ko di t ba ngy tr ln, bao gm ca bui l thc s. iu ny l do khong cch ln m gia nh phi i c th cng nhau cho cc l k nim. N cng c th l do th gii chng ta ang sng c nhp nhanh v thng ngn cn gia nh v bn b thng nht trong cc s kin quan trng. D l l do g, cc s kin cuc sng chu k sng x hi ang pht trin trong c hai chiu l di ca ngy k nim v kch thc ca ngn sch. Gim c tang l bo co rng kinh doanh ang bng n theo ngha en. Cng vi s gia tng v s lng ca cc cng dn ln tui ca M l thc t rng nhiu ngi khng theo o vi cc nh th hoc n th Do Thi. V vy, ti thi im qua i 1 v tr trung lp l cn thit cho s kin cui cng nay. Phn ln nh nguyn tang

SVTH: TRN THI PHNG THANH

LP: 36K03.1

 AN MN HOC

GVHD: TS. NGUYN THI MY THANH

l ti Hoa K c xy dng trong nhng nm 1950 v hin nay i hi m rng thch ng vi s thay i trong dn s. Nh tang l mi ang c xy dng v nh tang l c ang c m rng. Trong n bn u tin ca cun sch ny ti d on rng trong tng lai khng-qu-xa, m tang c th c t chc ti khch sn cung cp cho khach qua m cung nhau cng nh cung cp mt ia im cho cac s kin x hi. By gi ti d on rng trong mt s khu vc th ln do lo ha dn s, xy dng nh tang l s c kt hp vi cc quyt nh quy hoch lin quan n khch sn v nh tr cung cp mt gi tng th cho khch hng ngoi th trn. Vi s sp ca gia nh truyn thng ca nhng nm 1950 v khuynh hng ma ngi M ti inh c, n khng phi l khng hp l khi cho rng m ci, m tang, v on t l nhng s kin trung tm i sng ca chng ta kt ni li vi gia nh v bn b. C l l mt c hi pht trin cho cn b qun l s kin trong tng lai s c thit k mt mi trng cung cp dch v vng i s kin, bao gm c trn gi, cho nhng s kin quan trng trong mt khu ngh mt hoc th gin. S kin chu k sng lun lun c xem la quan trng. Trong khi tin hnh nghin cu nhm tp trung ti mt nh dng lo a phng, mt ph n 97 tui ni vi ti: "Khi bn tui ca ti, bn qun gn nh tt c mi th. Nhng g bn nh l nhng iu quan trng:. m ci con gi ca bn, k nim ngy ci ln th nm mi ca bn, v s kin quan trng khc m lm cho cuc sng rt c ngha". Ngy cng c nhiu, do hn ch v thi gian sn co, mi ngi tm n ngi qun l s kin t chc cc s kin ct mc quan trng. S KIN TH THAO Mt v d v s pht trin ph bin ca th thao chuyn nghip l s pht trin nhanh chng ca nh cao danh vng ca th thao v bo tng phc hp trn khp nc M. World Cup bng 1994 to ra cn st s phn khch, thng hiu v trong mt s trng hp, doanh thu ng k cho nhiu im n trn khp nc M. Trc, trong hoc sau cc trn u ln, cc s kin c s dng thu ht, nm bt, v khuyn khch khn gi, bt k kt qu ca trn u tip tc h tr i bng yu

SVTH: TRN THI PHNG THANH

LP: 36K03.1

 AN MN HOC

GVHD: TS. NGUYN THI MY THANH

thch ca h. Trong thc t, hng ro gia th thao v gii tr ang c xa b, phn ln l do s gia tng ca cc s kin nh mt qu tng trc trn u, pho hoa biu din v cc chng trnh m nhc v thm ch c chng trnh khuyn mi nh cc cuc thi trong sut trn u.

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DU LCH K t hai trm nm trc M vo nm 1976, khi hng ngn cc cng ng trn khp nc M to ra l k nim, s kin du lch tr thnh mt hin tng quan trng. Theo mt nghin cu ti thc hin trong nm 1994, nhng cng ng m khng c c s vt cht thu ht cc hi ngh ln ngy cng quan tm n s kin du lch nh mt phng tin a ngi ng u trong hi nghi (bed) trong mua thp im v ngy cui tun n vi ni cua ho. Cho d l trong cc hnh thc ngh thut v biu din hng th cng, reenactments lch s, l hi m nhc, hoc bt c s kin no khc t 1 n 10 ngy, ngi M ang n mng hn bao gi ht v thu li nhun t s kin du lch. T ngi np thu n cc nh lnh o chnh tr n cc nh lnh o doanh nghip, ngy cng nhiu cc bn lin quan ang u t vo du lch s kin. Theo mt nghin cu nm 1999 ca Hip hi Cng nghip Du lch ca nc M, mt phn nm s ngi ln n thm mt s kin c bit (hi ch, l hi, khc) trong khi vo k ngh.

Nhng nha u t
Nhng nha u t la nhng ngi hoc nhng t chc u t vao mt s kin. Vi du nh nha u t cua mt l hi co th bao gm ban giam c, cac c quan chinh tri, cac nhn vin, thanh ph trc thuc trung ng, cac thanh vin tham gia (th thu cng), cac cng ty tin ich va cac n vi khac. Nha quan ly s kin phai kim tra cn thn cac s kin mi trng xac inh ca nhng nha u t ni b va bn ngoai. Mt nha u t ni b co th la mt thanh vin cua hi ng quan tri, nhn vin chuyn nghip cua t chc, mt khach mi hoc ngi co lin quan cht che khac.

SVTH: TRN THI PHNG THANH

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 AN MN HOC

GVHD: TS. NGUYN THI MY THANH

Nhng nha u t bn ngoai co th bao gm phng tin truyn thng, cac quan chc thanh ph, cac c quan thanh ph hoc nhng ngi khac. Mt nha u t khng phai u t tin vao s kin c xem nh la mt vai tro. Tinh cam, chinh tri hoc li ich ca nhn la bng chng cua s u t trong mt s kin.

M hinh quan ly s kin chuyn nghip

T vic xac inh ngh nghip n vic nhn ra cac hoat ng chu yu c tin hanh trong ngh nay, lit k mt vai ia im nho ni ma ngi quan ly s kin lam vic, iu nay khng d inh phn tich toan din. ung hn, no la mt khung lam vic ma trong o ban co th bt u thy m hinh xut hin. M hinh nay c phan anh trong hinh 1.1, mt m hinh m ta mi lin kt gia cac inh nghia, cac hoat ng, ni lam vic va cac nha u t. No se hu ich vi ban khi ban bt u hoc tip tuc nghin cu trong nganh quan tri s kin, no cung cp mt khun kh ly thuyt h tr t chc ngh nay.

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NGH NGHIP QUN TR S KIN Chc nng yu cu con ngi tp hp nhng muc ich cua l ky nim, giao duc, tip thi va s tai ng. TIU NGH NGHIP NH QUN L S KIN Ngi chiu trach nhim nghin cu, thit k, lp k hoach, phi hp va anh gia 1 s kin LNH VC CHUYN MN Nhng vi du cua cac linh vc con: cac s kin cng dn, hi nghi, trin lam, hi ch va l hi, s kin du hiu, s hiu khch, cac cuc hop va hi nghi, s kin ban le, hop mt, s kin chu ky i sng xa hi, cac s kin th thao du lich v du lch CC NH U T Ca nhn hay t chc tai chinh, chinh tri, tinh cam hoc ca nhn u t trong mt s kin

Hnh 1-1 Goldblatt mu cho cc nghip v qun l t chc s kin

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Thay i: Nhng bt bin trong nganh quan ly s kin

Mt bai nghin cu trong 6 nm vi tiu M ta s lc v nganh quan ly s kin (Chicago, Illinois: Hip hi T chc S kin c bit Quc t, 1999) a nhn ra c nhiu s thay i ang k trong nganh ngh quan tri s kin. Nhiu phng k c a ra trong bang 1-1, by gi chung ta hay khao sat nhng thay i su xa va thy rng chung co th anh hng n cng vic cua ban nh th nao. S THAY I NHN KHU HC Trong thp ki tip theo, khoang gn 70 triu ngi My se quay v tui 50. Nh mt kt qua cua nhng ngi gia dn, y kinh nghim My, thi khng chi hang triu ngi My t chc nhng s kin quan trong (tui trung nin) ma nhng ngi quan ly s kin con phai cn nhc lai tt ca nhng loai s kin ma ho a thit k. Vi du nh khi ngi My mt tui nht inh thi ho se co kinh nghim nhiu hn v nhng vn v sc khoe, nh l mt kha nng nghe vic nghe va

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quan sat, han ch cua s di chuyn. Vi vy, nhng ngi quan ly s kin phai ap lai nhng thay i nay bng nhng sang kin tin tin, nh nhng chng trinh vi ch vit c in c ln, nhng thit bi h tr nghe, thit k nhng tay vin lan can cu thang giup nhng ngi co kho khn v c th, trong vic i ng. Tin tt la nhng ngi gia se c trong vin dng lao, c s t thin, tao ra mt tp th ngi vi s lng l ky nim se c t chc. Thng tin khac thi noi rng nhng ngi quan ly s kin phai lng trc nhng thu tuc ma dn s hoa gia se co va chun bi thich ng vi nhng thit k thoa man nhng nhu cu v th cht va tm ly.

SVTH: TRN THI PHNG THANH

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 AN MN HOC
S THAY I V TM L

GVHD: TS. NGUYN THI MY THANH

Cac nha nghin cu du lich a xac inh c nhng nha tham him hay phiu lu la cac thi trng phat trin nhanh nht trong du lich giai tri. D an nay tip tuc c chng minh bi s tng trng nhanh chong trong cac chng trinh du lich sinh thai trn toan th gii. Trong ca nhng nc phat trin va ang phat trin, quan tri s kin phai suy nghi lai cach tip cn vi cac s kin bao v nhng kinh nghim cam ng cao (high-touch) cho khach. Nhu cu nay danh cho cp cao cua s kich thich co th la mt phan ng trc tip hp dn thp ki dai vi Internet, ma c ban la mt n lc n c (This need for high levels of stimulation may be a direct response to the decade-long fascination with the Internet, which is essentially a solitary endeavor.). Mang Internet co th trc tip hoc gian tip tao ra mt nhu cu ln hn cho cam ng, cho con ngi, nhng s kin trc tip. Bng s hiu bit cac nhu cu tm ly cua khach va cung cp ki nim, quan tri s kin co th trong thc t co nhiu c hi hn ti a hoa cac kt qua ma khach hang mong mun. C HI NGH NGHIP Bang 1-2 lit k 15 cng vic (established) s nghip quan ly s kin. Khng ai co th xac inh chinh xac bao nhiu cng vic co th c thm vao danh sach nay trong tng lai gn, trung va dai han. Tuy nhin, bng cach s dung tin hiu nhn khu hoc va tm ly c xac inh trong chng nay, quan ly s kin co th bt u tng tng nhng gi co nhiu kha nng phat trin trong s nghip tng lai. Gia hoa dn s Bc My chc chn se oi hoi mt h thng chm soc sc khoe manh cung cp mt li sng thoai mai. S tng trng nay trong linh vc chm soc sc khoe chc chn se tao ra vi tri mi cho cac nha quan ly s kin du lich, vui chi giai tri, th gian, giao duc, lin quan trc tip phuc vu ngi cao tui vi cac chng trinh phu hp vi kha nng th cht cua ho va li ich ca nhn. S phat trin nhanh chong cua cng ngh giup chung ti co kinh nghim trong thp ky qua co th tip tuc va thm chi tng tc. Vi vy ngi quan ly s kin chuyn nghip phai ap ng cac thach thc cng ngh cua th ky 21 thng qua 1 cam kt giao duc thng xuyn. Nh nhng nn tang cng ngh mi xut hin, ngi quan

SVTH: TRN THI PHNG THANH

LP: 36K03.1

 AN MN HOC

GVHD: TS. NGUYN THI MY THANH

ly s kin phai cai thin ky nng cua ho lin tuc ap ng nhng thach thc gay gt hoc co nguy c bi bo lai phia sau s tin b cua cng ngh. Chung ta se thy s xut hin cua mt quan ly s kin (eventologist), mt trong nhng ngi kt hp cam ng cao va cng ngh cao cung cp 1 s kin ao va trc tip tao iu kin cho khach at c ti mc tuy bin, tc va dich vu thng qua cng ngh phu hp va chu trong hn na ap ng nhu cu cua ca nhn mi ngi.

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Bang 1-2 15 vi tri quan ly s kin va bi canh kinh nghim thng yu cu. Chc v Qun l s kin Bi cnh v kinh nghim Thng thng yu cu chnh, thng lng Giam c dich vu n ung Nha qun l s kin cng dn Nha qun l dich vu hi nghi Quan ly on t gia nh Nha qun l s kin l hi Nha quan ly s kin gy quy Phi hp thc phm ung, t chc, ti chnh, gim st, bn hng, m phn Kh nng nghin cu php l, quan h con ngi, ti chnh, tip th, hu cn, m phn T chc, gim st, ti chnh, hu cn, quan h con ngi, m phn Qquan h qun l nhn lc, tip th, ti chnh, t chc, gim st, m phn T chc, ti chnh, tip th, iu phi tnh nguyn vin, gii tr, vn ha ngh thut, m phn Nghin cu, gy qu, ngh bng vn bn, tip th, quan h con ngi, iu phi tnh nguyn vin, ti chnh Nha qun l s kin Chnh tr Lin kt vi mt nguyn nhn hay ng phi chnh tr, iu phi tnh nguyn vin, ti chnh, tip th, quan h con ngi, gy qu Nha qun l s kin im thu hut T chc, tip th, hu cn, quan h con ngi, ti

SVTH: TRN THI PHNG THANH

LP: 36K03.1

 AN MN HOC
Quan ly sk Quan h cng chng

GVHD: TS. NGUYN THI MY THANH

Vit, t chc, nghin cu, ti chnh, tip th, quan h con ngi, quan h cng chng, hu cn, m phn

Nha qun l s kin bn l Qun l s kin hop mt trng Nha quan ly SK chu k x hi Nha quan ly s kin th thao

Tip th, qung co, t chc, ti chnh, quan h con ngi, hu cn, m phn Nghin cu, t chc, ti chnh, tip th, m phn, iu phi tnh nguyn vin Quan h qun l nhn lc, t vn, t chc, ti chnh, thng lng Qun l chung kin thc v th thao, t chc, ti chnh, tip th, m phn, iu phi tnh nguyn vin, gim st

Nha qun l s kin du lch Quan ly s kin Trng i hc / cao ng

T chc, hiu bit v chnh tr, ti chnh, tip th, nghin cu t chc, ti chnh, gim st, tip th, hu cn, quan h con ngi, m phn

Mc d chng ti khng th d on chnh xc tng s nhng g s xy ra sau mt nm k t ngy hm nay, t hn nhiu 5 nm k t thi im ny, chng ta phi c chun b bng cch chp nhn trach nhim i vi vic khai thc cc cng ngh mi phc v tt nht cho khch. C HI GII TNH Mc d cc nghin cu v gii tnh trong t chc s kin lin tuc chi ra rng s lng phu n it hn s lng n ng trong ngh ny, cc nghin cu gn y ( Profile of Event Management) cng ch ra rng nhiu ngi n ng ang bt u bc vo ngh. i vi nhiu l do, iu quan trng l cc ngnh ngh thu ht c nam gii v ph n.

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Trong nhng lnh vc m ph n thng tr (v d, ging dy, iu dng) tin lng san phng. Trong lch s, lao ng n c inh gia thp ng k trong

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 AN MN HOC

GVHD: TS. NGUYN THI MY THANH

th gii ca cng vic so vi lao ng nam. Trong thc t, trong cac cuc hi hop lp k hoch ngh nghip, theo nghin cu tin lng hng nm ca Hip hi M ca Hip hi iu hnh thi lng cua phu n kim c tip tuc t hn nam gii 15%, mc d thc t l h ng hn nam gii ng k trong ngh nghip. Nam gii s tip tc bc vo ngh, do phong ph cc mng ca c hi ngh nghip ang ch i h v mc lng hp dn ang c xc lp. Tuy nhin, t c thnh cng lu di, cng vic phi cung cp s thng tin cho tt c ngi lao ng. Thng tin gn lin vi ch mt phn so lng bng. Thng tin yu cu nh mt nh tuyn dng qun l s kin, bn phi cung cp c hi thng tin, li sng v o to cho ngi lao ng s kin, h c th t c tc tng trng chuyn nghip trong t chc s kin c th. Nu khng c nhng c hi ni b, cac nha qun l s kin s tip tc tm kim cng n vic lm mi v a h b nh th ch v kinh nghim m h t c trong khi lm vic cho cng ty ca bn. C HI GIO DC Khi n bn th hai ca Special Events c vit vo nm 1996, ti xc nh 30 n 40 trng cao ng v cc trng i hc cung cp cc kha hc, bng cp, chng ch trong cc nghin cu lin quan n qun l s kin. Trong mt cuc nghin cu vo nm 1999 ca Hi ng cho khch sn, nh hng, v Gio dc th ch (CHRIE), ti xc nh c hn 140 t chc gio dc i hc cung cp c hi gio dc lin quan n qun l s kin. Cui cng, nh co tin b k thut chng ti c kinh nghim trc tip chu trch nhim v s co li v cng c cc th trng ton cu. m bo thnh cng trong tng lai v pht trin ngh nghip, mt ngi qun l s kin phi nm ly th trng ton cu nh l mt c hi ch khng phi l mt thch thc. Thng qua nghin cu, tp trung v nhy cm vi s khc bit vn ha, qun l s kin chuyn nghip s c th gt hi nhng li ch v hn ca nn kinh t ton cu mi. Trong cun sch ny, chng ti cung cp mt k hoch chin lc cho vic hc tp nh th no xc nh v chinh phc cc th trng ny m bo tip tc pht trin c nhn v cng vic lu di. C l l tc tng trng nhanh nht c pht trin

SVTH: TRN THI PHNG THANH

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GVHD: TS. NGUYN THI MY THANH

v cung cp bi cc chng trnh ao tao t xa. Ti i hc George Washington, hn 4000 ngi ng k hng nm c nhn cho chng trnh chng ch, tuy nhin, h thng phn phi pht trin nhanh nht l cho o to sinh vin t xa ti 24 quc gia trn ton th gii. CHNG CH Trong lch s, ngh nghip hin i s dng cc giy chng nhn t nguyn ha chuyn nghip nh mt phng tin lm chm hoc ngn cn c quan qun l (v d nh chnh quyn a phng v nh nc) t vic to ra yu cu cp php. Khi mt ngh c th

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chng t kh nng iu chnh bn thn mt cch hiu qu, chnh ph t c kh nng can thip. Ngh t chc s kin u tin gii quyt vn v bng cp vo nm 1988, khi Hip hi T chc S kin c bit Quc t cng b hnh thnh lc lng c nhim ca S kin c bit c Chng nhn Chuyn nghip (CSEP). T chc ny nghin cu mt lot cc chng trnh chng nhn xc nh ci no s phc v nh mt m hnh hp l cho ngh nghip s kin. Cui cng, m hnh ca Canada ni ln nh l mu tt nht t xy dng cc chng trnh CSEP. Chnh ph Canada thng qua Hi ng giao duc va Du lch Alberta (ATEC) tin hnh mt nghin cu chuyn su to hai tiu chun ngh: qun l s kin v iu phi s kin. ISES sp nhp hai tiu chun ny vo mt v tr ton din duy nht c qun l s kin v s dng cc nghin cu ATEC pht trin mt c th ca kin thc cho ngh nghip mi ny. Bn linh vc kin thc xc nh bi ATEC v ph duyt bi ISES l quan ly, iu phi, marketing v qun l ri ro. Cun sch ny c da trn chng trnh chng nhn CSEP v cung cp mt cm nang tuyt vi cho cac chng trinh chng nhn CSEP. Cun sch ny v cc t in quc t v Qun l s kin (Wiley, New York, NY, 2000) l vn bn chnh cn thit nghin cu thnh cng trong vic kim tra CSEP.

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Phat trin ngh nghip cua ban

Gn y quan tri s kin ang ni ln nh 1 ngh chuyn nghip, iu o thc s cn thit cho ban co th quan ly cn thn mc tng trng cua ban duy tri vic phat trin s nghip trong nhiu nm ti. Co v s th thach ma ban phai i mt khi tin thn trong bt ki cng vic nao, t y cho n lut, thm chi la ca nganh quan tri s kin. Phn tich cac th thach trn va xy dng chin lc anh gia nhng tr ngai o la phng phap hu hiu nht tip cn thanh cng dai han. 4 tr ngai chinh ma 1 ngi quan tri s kin chuyn nghip thng gp phai la thi gian, tai chinh, cng ngh va nhn lc. o chinh la 4 tru ct ma ban quyt inh tai thit hay xy dng 1 ngh nghip thanh cng (Xem Hinh 1-2). Chng nay se giup ban chuyn i nhng th thach, tr ngai trn thanh c hi cho vic phat trin cung nh co kin thc chuyn su hn v cac ngun lc cp thit sn co trong linh vc mi me nay. LM CH BN THN Bn thn bn chnh l ngi u tin bn phi qun l. Kh nng t chc, u tin, quan st v y quyn cho ngi khc ch l th yu c th qun l thi gian v cc ngun lc chuyn nghip v hiu qu. Mt khi bn qun l bn thn bn tt, bn s thy rng vic qun l nhng ngi khc d dng hn rt nhiu. Qun l bn thn c bn lin quan n vic thit lp mc tiu c nhn v mc tiu chuyn nghip v sau t ra mt k hoch chin lc t c chng. iu ny lin quan n vic la chn. V d, bn c th dnh nhiu thi gian hn cho gia nh ca bn, v s c th

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Hnh 1-2 Phng php tip cn Bn Tru ct: Nn tng cho Thnh cng bn xc nh mt trong nhng lnh vc cua qun l s kin ma bn chn chuyn mn

SVTH: TRN THI PHNG THANH

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ha. Cc lnh vc ny s cp i ca bn thi gian vi gia nh v bn b, c bit l khi bn ang xy dng s nghip ca bn, nhng ngi khc s cho php bn lm vic mt lch trnh bn thi gian. Hip hi hoc vic lp k hoch cuc hp ca cng ty c th yu cu bn lm vic 09:00 sang n 05:00 cho 40 tun ca nm hoc sau c th t 07:00 n 22:00 trong qu trnh chun b hi ngh hay sn xut. Ngc li, cc v tr qun ly s kin khch sn, c th yu cu nhiu gi mi ngy vo nhng ngy cui tun. Bn thy y, ngun ti nguyn chnh ca nhng ngi qun l s kin l thi gian. N l mt trong nhng loi hng ha m mt khi u t, l mt mi mi. Thit lp mc tiu c nhn v mc tiu chuyn nghip c mt mi tng quan trc tip vi cc loi cng vic bn s thc hin vai tr mt ngi qun l s kin. Hy vng rng, thnh qu lao ng ca bn s i din cho mt s tr li tuyt vi v u t thi gian ca bn. LM CH QU THI GIAN Yu t chia khoa trong vic quan ly quy thi gian hiu qua la kha nng tn dung thi gian mt cach hp ly bng cach phn bit u la thi gian cp thit va u la thi gian quan trong. S cp thit y co th hiu, o la kt qua cua vic nghin cu kem va hoach inh ti. Tuy nhin, s quan trong y co th hiu o la kt qua cua vic tn dung tt cac cng vic u tin cua thi gian, ngun lc va cac muc tiu tng th/bao quat. Ti nhn ra rng nguyn tc nay i theo cng vic ban hang, khi ti con la thanh nin, ln u tin ti a bit cach phn bit u la thi gian ring t va u la thi gian cho cng vic. Ca ngi quan tri s kin cung vy, vic o phai noi la qua i thng xuyn, ngi quan tri phai yu cng vic minh lam kim sng (do phn bit ngi ny vi hu ht dn s lao ng ca th gii) - kt hp thi gian c nhn v chuyn nghip gy thit hi cho mnh (combines personal and professional time to his or her detriment). Theo kinh nghim cua ring minh, ti thng phn tich cn thn

21
kha nng danh thi gian cho ca nhn va cng vic hang tun va nhn ra rng co 168 ting mi tun, trong 168 ting o, thi co 56 ting la danh cho vic nghi ngi va 21 ting danh cho n ung, chi con lai 91 ting cho cng vic va cac vic ring t. Trong

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sut gn 15 nm sng ti a s dung tm 70 n 80 ting quy bau giai quyt cac cng vic co lin quan n cac hoat ng ngoai, chi lai 10 ting mi tun danh cho ca nhn va gia inh. Khi hoan thanh xong bang phn tich trn, ti co th danh thi gian cho cac muc tiu mi khac. Mt trong nhng ly do ti ban i doanh nghip cua minh la vi ti mun danh thi gian nhiu hn cho gia inh va cai thin ban thn ca v vt cht ln tinh thn. Vi th, ti nhn ra rng nu nh lam vic mt cach thng minh hn thay vi lu hn thi ti co th hoan thanh cac tac vu chi trong 50 gi ng h trong khi thng thng, no se chim ti 25% quy thi gian cua minh hoan thanh. Chin lc mi nay con cho phep ti danh thm thi gian cho gia inh va lam vic at c nhng muc tiu ca nhn ma ti a ra t trc. Quan tri thi gian hiu qua thng bt u vi vic t ra cac cng vic cn phai lam trc (cng vic u tin) cho ca nhn va chuyn mn, c bit la nganh nay thng dn n tinh trang kit sc vi qua tai. La mt ngi quan tri s kin, nn vic tim ra mt phng phap cn bng khi lng gia cng vic, gia inh, giai tri, nghi ngi, va ng vin tinh thn la rt thit yu xy tip cn s thanh cng dai han. Tp sach nay khng chi giup ban tim c s cn bng o, ma con chi ban cach lam th nao tich hp cac nguyn ly quan tri thi gian va tt ca cac khia cng cua nganh quan tri s kin. Vic tich hp cac nguyn ly nay se cho ban nhiu thi gian hn nghi ngi, giai tri, va cai thin ban thn, ma vn thu nhp kha hn vi it thi gian lam vic hn. Cac gi y di y se giup ban phat trin 1 h thng quan ly thi gian hiu qua cho ca nhn cung nh cng vic chuyn mn: 1. Tao quy thi gian cho ring minh va lin h quy nay n trc tip vi cac cng vic cn giai quyt lin quan ti tai chinh va ca nhn. Vi du, nu nh ban mun bn gia inh minh thng xuyn, thi hay lp quy thi gian quy inh danh cho gia inh cua ban mi tun 2. Phai xac inh rng thi gian ma ban phn tich la ang gia n hang gi. Phai lun t nhc nh minh nn tn dung thi gian bng cach t cac ki hiu nho gn in thoai va ngng cc cuc gi in thoi khng lin quan va cac

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li nhun.

GVHD: TS. NGUYN THI MY THANH

phng tin hoc hoat ng khac ma ban thy no khng giup ban kim thm 3. Hay lam 1 danh sach cac cng vic cn phai hoan thanh vao ngay tip theo trc khi ban ri khoi vn phong. Bao gm ca danh sach cac cuc goi ban inh goi n va hay mang theo d dang tham khao. Trong thi ai giao tip di ng, ban co th goi lai bt c khi nao. Khi mi cng vic c hoan thanh, ban gach bo no i, va chuyn nhng cng vic con dang d sang danh sach dung cho ngay tip theo 4. Xac inh cac cuc gp g co thit yu hay khng va tim phng phap giao tip hiu qua nht. Nhiu cuc gp thng c thc hin thng qua goi in thoai hn la gp mt trc tip. Nhiu cuc gp khac co th bi huy va khi o thng tin se c giao tip thng qua cac ban ghi chu, tin tc, thm chi la quay phim hoc ghi m. 5. Khi nhn 1 cuc goi, phai xac inh rng ban co la ngi thich hp nht tra li hay khng. Nu khng, thi chuyn hng cuc goi ti ngi khac tt hn.

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Chng han nh, khi ai o lin h vi ban bit thm chi tit v quan tri s kin cng nghip, thi hay gii thiu ho tham khao ti Hip hi T chc S kin c bit Quc t (1-800-688-ISES). Noi rng nu ho co cu hoi gi thm, thi ban rt se vui long khi tra li ho sau khi ho lin h vi ISES. 6. Khi m mail hoc oc fax, hay x ly ln lt tng cng vic. Phan hi lai cac i tac thng thng bng cach lai giy ghi chu trn tp tai liu va i kem vi card business. iu nay khng chi hiu qua ma con tt cho mi trng lam vic. X ly cc ti liu kinh doanh khi nhn c bng cch thit lp dnh mt thi gian quy nh trong ngy x l cc nhim v quan trng ny. 7. Nh dich vu gi mail qua m khi ban phai i cng vu trong thi gian nhiu hn 3 ngay. iu nay se cho phep ban co th phan hi lai i tac vi thai ung gi. 8. Chun bi danh sach nhng cng vic cn phai x ly cho bui meeting. phn phat ban danh sach o trc bui meeting va xem tng bang a co thi gian

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hop hay cha. Ti thi im thich hp, yu cu ngi tham gia meeting chun bi 1 ban tom tt nhng vic ho a cng hin va chuyn no ti cp trn cua ban bt u meeting. iu nay se giup ban chun bi tt hn trong vic cng hin/giup cac thanh vin tham gia meeting. 9. Thit lp 1 lich lam vic d hiu tng tac bao gm tn i tac, ia chi, va s t cua ngi ma ban ang lam vic. Hay s dung thm cac chng trinh quan ly thng tin ca nhn trn may tinh nhng thng tin trn lun ng hanh cung ban 10. y thc cng vic khng cn thit cho tr l. Cch duy nht ng nhn sng to ca bn l nhn bn chnh mnh (The only true way to multiply your creativity is to clone yourself). o to tt va khen thng thi tr l hnh chnh s nng cao nng sut ca bn v thm ch cho php bn i khi phi mt mt thi gian rt xng ng i. LM CH TI CHNH Tr thnh mt ngi qun l tin bc khn ngoan v co k lut l mt tr ct khac na, trn bn c th xy dng mt s nghip lu di trong qun tri s kin. Trong sut s nghip qun ly s kin ca bn, bn s c yu cu c v gii thch bng tnh cha d liu ti chnh. Bn khng th giao ph cho ngi khc. Thay vo , bn phi c kh nng hiu c nhng gii thch ca h v cac d liu ny v sau phn on da trn phn tch cui cng ca bn. Nhiu nh qun l s kin l khng quen (uncomfortable) vi k ton. Khi phng vn sinh vin nhp hc vo chng trnh t chc s kin ti i hc George Washington, ti lu rng hn 90 phn trm ni rng h khng quen (not comfortable) vi k nng ti chnh hoc k ton. Sharon siegel, pho chu tich iu hanh cua Deco Productions thuc Miami, bang florida, a s hu cng ty trong nhiu nm va hiu ro tm quan trong cua s thn trong trong quan tri tai chinh. Sharon cho hay d tru nhng gi lin quan ti chi phi hoat ng la iu rt quan trong, c bit la khi ban ang xy dng va bao quan tai san. Siegel, chu s hu cua cua Celebrations, a sat nhp

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cng ty cua ba vi mt cng ty giai tri va chuyn cung cp cac dich vu quan ly s kin hang u, bao gm thit k va ch tao cac chi tit trang tri. quan ly chi phi, cng ty cua ba c t tai toa nha vn cung la cn h cho thu cua chng ba. Vic nay khng chi giup bao v dy chuyn di, ma con cai thin thu nhp thng kinh doanh chuyn tuyn (referral) tao ra thng qua hoat ng cua bn cho thu. Cac bai tp tai chinh cho phep cac nha quan tri thng thai co th quan ly tt hn cac s kin trong tng lai bng cach thu thp va phn tich thng tin chinh xac co th i n kt lun sang sut. Trong tp sach nay chung ta a co cai nhin vao nhiu goc canh ma nh o ban co th se thoai mai hn trong cng vic k toan cung nh giup cai thin li nhun rt nhiu. am bao mt tng lai dai n inh va thinh vng trong nganh nay. Cac ki thut di y cho nganh quan tri tai chinh s kin se giup ban thit k 1 khung lam vic vi li nhun dai han: 1. Hay t ra cho minh cac muc tiu tai chinh ngn han, va han va dai han. 2. Tim t vn vin chuyn nghip 3. Phn tich va s dung hiu qua cng ngh tai chinh 4. Kim tra kha nng tai chinh cua ban thng xuyn va co h thng 5. iu khin chi phi hoat ng va xy dng tai san. LAM CHU CNG NGH Tin b mi t my fax cng nh cc cng ngh mi t cc h thng tch hp cc mng k thut s (ISDNs) vi mng Internet (xem bn cnh) v e-mail c chuyn i theo cch thc ma cc nh qun l s kin hot ng kinh doanh (transforming the way in which event managers conduct business). V d, hu ht cc h s xin vic m ti xem xt m t k nng my tnh v bit vit phn mm. Mc d y l mt yu cu c bn cho hu ht cc cng vic hnh chnh, tht ngc nhin l nhiu nh qun l s kin c vn cn phn no b e da bi thi i my tnh. Khc phc s e da ny thng qua vic la chn cng c thch hp gii quyt nhng thch thc hng ngy l mt u tin cn thit cho cc nh qun l s

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kin hin i. Nhng cng c c bn c th bao gm cc chng trnh phn mm x l vn bn, qun l ti chnh, v qun l c s d liu. K nng x l vn bn cho php nh qun l s kin to ra vn ban hay v (wellwritten) cc ngh, tha thun, k hoch sn xut, v cc ti liu quan trng khc cho cng vic kinh doanh hng ngy d dng v hiu qu. Nhiu nh qun l s kin kt hp phn mm thng mi trn my tnh bn vi cc cng c x l vn bn to ra cc minh ha cho xut v ti liu qung co khc Trc chng ti tho lun v tm quan trng ca qun tri ti chnh mt cch khn ngoan. Phn mm bng tnh ti chnh cho php ngi qun l s kin hin ai x l mt cch nhanh chng, hiu qu v chnh xc hng trm mc tp ch hng thng v xc nh ngay lp tc thng tin li nhun hoc l t cc s kin ring bit. Cc h thng phn mm ny cng cho php bn to ra cc bo co ti chnh chi tit p ng c quan thu cng nh cung cp cho bn mt ti liu tt v lch s ca thu nhp v chi ph. Quan trng nht, vic s dng cc cng c qun l ti chnh in t s cho php bn xc nh ngay lp tc dng tin ca bn theo

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iu hng Internet cho Qun tr S kin Thnh cng

Hng triu ngi ang s dng Internet p ng nhu cu thng tin, tip th, nhu cu c nhn v chuyn nghip khc. Ngi ta d on rng con s ny s sm tng ln ti 1 ty. Internet s gim hoc loi b s cn thit t tp ca con ngi? Ngc li, nh tng lai hc nh Alvin Toffler v William Hallal d on rng cng ngh thng tin cha tng c ny s lm tng ham mun cho nhng cuc hi hp cng cng, nh hng trm triu ngi thng xuyn hi hp v tm thy li ch chung rng cn phi c hi hp cng cng tha mn y nhu cu ca h. Internet l mt mng li phc tp ca hng triu my tnh gi v nhn cc thng tin trn ton cu. Bc u hnh thnh bi C quan d n nghin cu phng th tin tin B Quc Phng, Internet c ci t nh l mt mng rt n nh khng c im duy nht ca ngun gc. Ban u, ch c chnh ph, cc nh khoa hc trng i hc, v nhng k thut vin s dng Internet chia s thng tin, do giao din phc tp

SVTH: TRN THI PHNG THANH

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mt trang ch, mt trang ch khc c lin quan xut hin. Mt trong nhng cch d nht v nhanh nht tin hnh nghin cu l thng qua h thng Internet. V d, nhng ngi qun l s kin mong mun xc nh ngun gc ca gii tr hoc cng c th xem xt mt lot cc trang ch c lin quan n ch ny hoc truy cp vo mt phng chat - mt lin kt trc tip tr chuyn qua Internet phng vn nhng ngi quan tm n cng mt ch vi h. Thnh vin ca ISES s dng mt h thng bng thng bo in t khng c trn Internet gi dch v m h cn khi xy dng xut hoc nghin cu cc im n khc. Bng thng bo tng t nh mt phng chat ch n cho php nhng ngi tham gia giao tip khng ng b. Bng cch so snh mt phng chat l mt cuc tr chuyn ng b trong thi gian thc. Nu bn c th ch i mt hoc hai ngy ly cc thng tin bn yu cu, cc bng thng bo c th l mt la chn kh thi. Tuy nhin, nu bn cn thng tin ngay lp tc, bn s mun i trc tip n cc phng chat hoc trang ch.

ca n. Vi s sng to ra trnh duyt, mt chng trnh phn mm c kh nng xem phn ha ca Internet (c gi l World Wide Web), Internet hin nay l cch thc thng tin lin lc pht trin nhanh nht trn th gii. Khng ch t khi pht minh ra my in thng tin mi c truyn i nhanh chng nh vy. s dng Internet, bn s cn phi xc nh mt my ch truy cp a phng, chng hn nh mt trong nhng dch v thu bao trc tuyn ln hoc mt trong hng trm cc cng ty truy cp a phng. Mt khi bn c nhn vo mng (c ngha l "ch o") khng gian, bn c th d dng di chuyn gia hng ngn cc trang web (hoc trang ch) s dng cng c tm kim cho php bn tm kim cc thng tin c lp ch mc. Trong ngh t chc s kin c hng trm trang ch trn h thng Internet (xem ph lc 1 v 2 cho mt s v d). Xem cc trang web vi mt trnh duyt trn World Wide Web bng cch s dng phng php point-and-click l d dng v vui v. Nhiu trang cha cc lin kt, l mt cch truy cp thng tin. Sau khi bn nhp chut vo mt t kha c nh du (siu vn bn) trn

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nghin cu. c kt ni, ng nhp, iu hng, v lt cc siu xa l t chc s kin tm thy thnh cng ln hn.

Bt k nhng dch v g m bn s dng, h thng Internet l cng c qun l s kin nng ng nht trong vic chuyn i cc s kin tng lai thng qua khng gii hn vic gio dc v

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v tr tip tc m bo rng vo cui thng, bn c thu nhp trang tri cc ha n v to ra li nhun cho t chc ca bn. Hc cch s dng cc h thng ny l tng i n gin, v hu ht cc nh qun l s kin cho bit h rt n tng vi s d dng v hiu qu ca cng ngh ny so vi nhng ngy ca bt ch hoc bt danh mc cc tp ch ti chnh. C rt nhiu thng hiu c sn mua, v ti khuyn bn nn xc nh ngay t u cc nhu cu qun l ti chnh ca bn v sau chn phn mm m chi ph-hiu qu s p ng nhng nhu cu hin ti v trong tng lai gn. Mt h thng c s d liu s cho php bn thu thp mt lng ln thng tin, t cc nh cung cp khch hng tim nng vo danh sch khch mi v t chc thng tin ny thu hi d dng. Qun l s kin ng ngha vi hng trm ngun li mi nm v kh nng lu tr, t chc, v ly li thng tin mt cch nhanh chng v chi ph-hiu qu cng nh an ton l v cng quan trng cho cc hot ng kinh doanh v ci thin thu nhp C rt nhiu h thng phn mm c sn v phn nhiu c th c ty chnh ph hp vi nhu cu c nhn ca t chc ca bn. Tuy nhin, ngi qun l s kin c th khng nhn ra thi gian cn thit nhp d liu ban u v khun mu cn thit tip tc b sung vo c s d liu ban u theo mt cch c h thng. Theo Dan Mummaw, qun l s kin t Lansing, Michigan, s dng hiu qu cng ngh thng tin i hi s cam kt ca ton i. "Chng ti yu cu tt c mi ngi trong vn phng phai n khp vi nhau (to pitch in) v gip chng ti xy dng c s d liu. l kh khn ban u v mt s ngi thc t cn ri khi t chc, nhng kt qu cui cng chng ti l mt t chc hiu qu hn v c li nhun," Mummaw ni.

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Cho d con ngi, ti chnh, hoc mc ch ca t chc, cng ngh thng tin l lin kt quan trng gia mt t chc trung bnh sm suy gim hoc mt cng ty t chc s kin tuyt vi vi tim nng pht trin m rng. Cc th tc sau y s dng cng ngh qun l s kin cung cp mt cch tip cn mua c cng ngh ph hp vi nhu cu ca bn: 1. Xc nh nhu cu cng ngh trong t chc ca bn. 2. Xem xt v la chn cng ngh thch hp. 3. Thit lp mt lch trnh thc hin. 4. Cung cp o to y cho tt c nhn vin. 5. nh gi nhu cu ca h thng v thch ng vi cng ngh mi. KY NNG LAM CHU NGUN NHN LC Trao quyn cho cp di l mt trong nhng k nng ngun nhn lc quan trng nht nh qun l s kin phi nm vng. Hng ngn quyt nh phi c thc hin to ra cc s kin thnh cng v nh qun l s kin khng th lm tt c chng. Thay vo , h phi thu ng ngi v trao quyn cho h thc hin mt lot cc quyt nh quan trng.

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Trao quyn cho nhn vin s kin v tnh nguyn vin l tng phn vi l do chnh cho s tht bi ca hu ht cc mi quan tm qun l s kin. Theo cc cuc phng vn chnh thc vi hng chc doanh nghip qun l s kin, thch thc ln nht khng phi l sng to m l qun l ti chnh. C l y l l do ti sao trong nhiu cng ty gim c ti chnh (CFO) l mt trong nhng ngi c bi dng nhiu nht cp tha hnh. Khi nhiu nh qun l s kin tr nn uyn bc hn v ti chnh, qun l ngun nhn lc v k nng kinh doanh khc, h ang thc s th hin k nng kinh doanh s dng lao ng hin ti ca h. Nhiu ngi lao ng thc s tr thnh doanh nhn (hoc nh chng thng c gi, intrapreneurs) khi h th hin cc k nng cn thit qun l mt mi trng cnh tranh phc tp t ch.

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V vy, mt trong nhng li ch ca lam chu k nng trong qun l s kin l kh nng hc hiu lm th no iu hnh hot ng kinh doanh ca ring bn mt cch hiu qu ci thin hiu sut ca bn nh mt nhn vin. Ngoi ra, bn c th ci thin c hi ca bn mt ngy no c th t ch v vn hnh luyn tp cng vic qun l s kin ca ring bn mt cch hiu qua. Qun l vn ti chnh ca bn yu cu hc hi, t vn chuyn nghip v k lut. KHNG C VT THAY TH KHI THC HIN Khi gp i ca mnh v lng nghe s bo m ca h ci thin li nhun, Harold Gineen, cu ch tch ca ITT, ni nguyn tc thing ling nht trong tt c nguyn tc kinh doanh qun l s kin: "KHNG C VT THAY TH KHI THC HIN." Bn iu c bn ca thnh cng lu di trong qun l s kin thi gian, ti chnh, cng ngh v ngun nhn lc qun l - phi c p dng t c thnh cng nht qun. Thit lp cc tiu chun o lng thnh tch ca bn s gip bn s dng cc yu t c bn xy dng mt nn tng vng chc cho s nghip qun l s kin ca bn. Theo Sharon Siegel v nhiu ng nghip ca c, tt c cc nh qun l s kin cui cng c o c bng cc mn trnh din cui cng ca h. vic p dng n nh cc bi luyn tp tt nht s gip m bo nhiu ngi sao n v trnh din.

Nhng thch thc v c hi

Ba thch thc quan trng ang ch n bn trong vic pht trin lu dai, s thnh vng ca s nghip giup ch cho s chuyn nghip trong cng vic qun l s kin. Mi mt thch thc u lin quan n nhng th (thch thc) cn li . Mi trng m doanh nghip ang pht trin, s thay i nhanh chng trong ngun lc sn c, v cc yu cu v gio dc lin tc to thnh mt tam gic nng ng hoc l s h tr bn ln cao hoc by bn, hay gii hn s thnh cng ca bn. Bn s thy rng kh nng ca bn lm ch tng thch thc nh hng ng k n t l thnh cng ca bn trong sut s nghip ca bn.

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PHT TRIN KINH DOANH Mi t chc phi i mt vi cnh tranh gia tng khi nn kinh t th gii tr nn nh hn v bn thy rng bn khng cn cnh tranh trong mt th trng a phng. Thc hin mt phn tch cnh tranh trong khu vc th trng ca bn l mt bc quan trng trong vic xc nh i th cnh tranh hin ti v tng lai ca bn v lm th no bn s phn bit chnh mnh thc y li nhun. Mt cch lm iu ny l chu o xem xt phm cht c o ca t chc. Sau khi bn xc nh c nhng phm cht ny, so snh chng vi nhn thc ca khch hng hin ti v tng lai so vi t chc khc. Nu bn c thc s tt c nhng g khc nhau t ng nghip ca bn ? Nu bn khng xc nh phm cht khc bit duy nht ca bn, bn c th cn phi iu chnh cc dch v hoc sn phm m bn cung cp t c bc ci tin quan trng ny. Sau y l mt hng dn thc hnh tt nht trong phn tch li th cnh tranh. 1. Kim tra li th cnh tranh c o ca t chc: cht lng, cung cp sn phm, gi c, a im, nhn vin c o to v c kinh nghim, uy tn, an ton, v nh vy. 2. Kho st khch hng hin ti v tim nng ca bn xc nh nhn thc ca h v cc thuc tnh c o ca bn so vi cc t chc cnh tranh. 3. Gi nc danh v truy cp vo i th cnh tranh ca bn v ghi chp v cch h so snh vi li th cnh tranh c o ca bn. 4. Chia s thng tin ny vi nhn vin ca bn v iu chnh nhim v v tm nhn ca bn thc y pht trin kinh doanh ln hn. 5. Xem xt li v tr ca bn c h thng mi qu doanh nghip xc nh lm th no bn ang lm v iu chnh k hoch ca bn khi cn thit. Cho d bn l ch s hu, ngi qun l hoc nhn vin, duy tr mt li th cnh tranh trong qun l s kin l b quyt thnh cng trong pht trin kinh doanh lu di. Kt hp vi k thut ny lin tc xem xt cc ti liu kinh doanh thng mi v chung cng nh thng tin v cc xu hng mi ni ni chung duy tr v th cnh tranh nht.

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Marketing mi quan h ang ngy cng quan trng v s pht trin ca cc chng trnh mi quan h ca cc nh bn l trong nhng nm 1950. T chc hin i ch l by gi vic hc nhng g ngi mua v ngi bn trong th trng c i bit hng trm nm trc. Tt c doanh s bn hng da trn cc mi quan h. Ng trong mi quan h l thc t m ngi mua v ngi bn nh, tn trng v tin tng ln nhau. Gi cng cao, quan trng hn qu trnh ny s tr thnh. V vy, qun l s kin phi s dng cc s kin tip tc qu trnh quan trng ny. Theo Advertising Age v s gia ln khc ca mi quan h marketing ton cu, marketing mi quan h l phn khc pht trin nhanh nht trong ton b ngnh ngh tip th. Qun l s kin phi u t ng thi l t chc ln hn lm g hiu lm th no s dng cc s kin xy dng mi quan h vng chc thc y lng trung thnh, t-of-ming xc nhn, v cc thuc tnh ci quan trng khc ca mt khch hng mnh m v mi quan h khch hng.

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PHT TRIN TI NGUYN Ngay cang nhiu cac t chc tao chu cua ho trn trang mang toan cu (World Wide Web), ngi tiu dng s c tip xc vi cc ngun lc ngy cng v hn i vi t chc s kin. Thch thc ca bn l la chn nhng ngun lc ph hp vi nhu cu th trng ca bn v trau di chng m bo cht lng n nh cao nht. Mt trong nhng l do m thng hiu tr nn quan trng l do mong mun cua ngi mun dung nhng san phm ang tin cy v co tin cy. nh v bn thn v t chc ca bn nh mt dch v cht lng cao v ng tin cy thng qua cc la chn cn thn ca bn v sn phm dch v s tip tc m bo thnh cng lu di ca bn. Cho d la bn ang la chn cc nh cung cp hay xc nh cht lng giy in ti liu mi ca bn thi mi quyt nh s phn nh s thch ca bn v quan trng hn l cc khch hng ca bn. Xc nh sm thng qua nghin cu nhng ngi bn ang phc v v sau la chn nhng ngun lc ph hp vi nhu cu, mong mun v mong i cua ho. iu ny c th c thc hin nh sau: 1. Xc nh thng qua nghin cu th trng m bn ang phc v.

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2. Thit lp mt c s d liu thu thp thng tin v nhu cu, mong mun v mong i ca khch hng ca bn. 3. Thng xuyn xem xt cc sn phm mi (mt s nh qun l t chc s kin dnh mt ngy c th mi thng xem cc nh cung cp mi) v xc nh xem h p ng cc tiu chun ca khch hng ca bn. 4. Kt ni nhu cu, mong mun v k vng vi nhau mi doanh nghip c pht trin. V d, lm khch hng ca bn thch lam n vi bn vo bui ti hn? Nu vy, hy m ca tr vo cui mt m mi tun. 5. Thng xuyn kim tra cc th tc ni b ca bn chc chn rng bn ang pht trin kinh doanh mi bng cch nh v cc sn phm v dch v ca bn la cht lng v la ngun lc ng tin cy cho khch hng ca bn. HC TP SUT I: HNG DN CHO NGI S DNG Nu nm 1950 l mi m trong qun l s kin, nhng nm 1990 v cng vo thin nin k mi c th c m t l "s phc hng." Bn l mt phn ca mt k nguyn ca vic hc tp v m rng kin thc trong lnh vc qun l s kin cha tng c. Cun sch ny s l sach v long (primer) ca bn hng bn n ngun lc b sung m bo rng bn pha trc ch khng phi ng sau ng cong hc tp trong s thay i v m rng nhanh chng cua ngh ny. Mt cch lm iu ny l thit lp cc tiu chun hc tp cho chnh mnh trong sut ngh nghip ca bn. Tham d mt hoc hai hi ngh ngnh cng nghip hng nm, tham gia vo cc hot ng chng a phng, hoc thit lp dnh thi gian mi ngy c ti liu lin quan (xem Ph lc 3 v 4) v ngh chc chn s gip bn hin ti. C l cch tt nht chng to nhng gi minh hoc la dy cho ngi khc nhng g bn hc c. Thu thp thng tin m sau ny c th c chia s vi cc ng nghip chuyn nghip ca bn l mt cch tuyt vi pht trin thi quen hc tp sut i. Xem xt cc k thut sau y hc tp sut i:

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1. Ngn sch thi gian v ti chnh h tr gio dc thng xuyn trn c s hng nm.

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2. Yu cu hoc khuyn khch nhn vin ca mnh tham gia vo gio dc qun l s kin lin tc bng cch tr cp cho s o to ca h. Yu cu h ng gp bng cch mua sch c lin quan n cc mn hc. 3. Thnh lp mt nhm nghin cu chun b cho S kin c bit c chng nhn Chuyn nghip (CSEP). 4. Dnh ra mt thi gian c th mi tun c sch chuyn ngnh. Thu thp thng tin c lin quan v sau nh du, ct, lu hnh, hoc tm thng tin ca tp tin vo thi im ny. 5. Tham d hi ngh ngnh cng nghip v cc cuc trin lm bc l bn thn vi nhng tng mi trn c s hng nm. Hy nh rng khi tr v t chc ca bn, bn s c yu cu dy nhng g bn hc c cho ngi khc. Do hy tr thnh mt chuyn vin v ngh nghip ca bn. Khi kim tra mi trng kinh doanh, la chn ngun lc ma ngun lc o chng minh cht lng, tin cy ca bn v tham gia vo mt chng trnh hc tp sut i, bn s vt xa cc i th cnh tranh hin ti v tng lai ca bn. Cun sch ny s gip bn hiu c ngh t chc s kin va la ngh thut va la khoa hc, i hi khng ch s sng to ca bn m cn kh nng lp lun v din xut ca bn. Tuy nhin, bt k cun sch nao cung ch l mt cht xc tc cho tng lai thm d mt lnh vc nghin cu. Kt qu ca vic s dng cun sch ny la thc y tng trng trong tng lai ca bn, bn s phi thit lp s cht ch cn thit tr thnh mt hc gi v qun l s kin v mt c quan trong t chc ca bn. duy tr v tr ca bn, bn s khng ch cn phi chi tr li cun sch ny nh mt ti liu tham kho trung tm ma con bt u mt tp tin ton din v cc ngun ti nguyn gio dc b sung. Cun sch ny cung cp nhiu ngun lc ph lc m t bn c th lp rp c s kin thc ny. Sau khi hon thnh s dng cun sch ny, s dng Ph lc 1 nng cao cch hiu ca bn v ngh nghip bng cach lin h vi t chc nim yt yu cu ti liu gio dc ci thin v duy tr thc hnh ca bn. Bc s, lut s, k ton cng nh nhiu ngnh ngh khc c thnh lp u yu cu gio dc lin tc p ng cp php hoc cp giy chng nhn tiu chun. Ngh nghip ca chng ta

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phi nng ln cng mt cp nng lc (competence). iu ny s xy ra thng qua vic bn s dng cun sch ny v cam kt vi cc c hi gio dc trong tng lai.

Co c (Getting) Tp trung
Mc d ISES xc nh c gn hai chc ngnh ngh trong ngnh cng nghip s kin, bn sm phi quyt nh bn s tp trung nghin cu ca bn bng cach nao. Sau khi c li ni u v chng ny, bn s c th hiu c s v m cua ngh quan tri s kin thng qua m t ngn gn ca nhiu linh vc nho. By gi l thi gian bt u tp trung cho nghin cu ca bn trn mt hoc hai linh vc nho c th, chng hn nh du lch, hi hp, lin hoan, hp mt, v quan tri s kin chu k i sng x hi

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S dng danh sch cc v tr qun tri s kin c m t trong Bng 1-2 nh mt cng c c c tp trung, v chn mt hoc hai lnh vc m bn mun tp trung nghin cu (studies). Bn lu nhng im tng ng trong nn tng v kinh nghim trong tng v tr? Cha kha thnh cng ca bn trong kinh doanh ny (hoc bt k vn khc) l mt nn tang vng chc v t chc, thng lng, ti chnh v tip th. Kinh nghim v quan h con ngi cng l iu cn thit, nh l k nng iu phi tnh nguyn vin c lin quan. Ngy cng quan trng l kh nng ca bn thit k, thc hin v phn tch nghin cu. Xuyn sut cun sch mi k nng u c tho lun chi tit. Tuy nhin, by gi bn phi bt u tp trung vo cch bn s p dng nhng k nng theo ui s nghip ring ca mnh. Qun tri s kin l mt ngh m cung cp cc k nng s dng trong mt lot cc lnh vc lin quan. Cn c trong khoa hc qun tri, bn cng s hc cc k nng v tm l hc, x hi hc, nhn chng hc v thm ch c khi bn tip tc pht trin s nghip ca bn. Khi bn chuyn t mt linh vc nho khc, nhng k nng nn mng s phc v bn tt. o l nhng yu t di ng ca chng trnh ny rng bn c th mang theo bn mnh v p dng cho nhiu loi s kin khc nhau.

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Lm th no s dng cun sch ny

T HOC: NHT KY OC SACH Mi chng ca cun sch ny th hin tng ca nhiu nm c sch chuyn nghip ca tc gi ny. V vy, khi bn tip cn mt chng mi, hay tm kim cc bi vit lin quan trong ngnh cng nghip thng mi v tp ch chuyn ngnh cng nh cc phng tin truyn thng ni chung nh nht bo. Nh bn nhn ra cc bi c nay se giai thoat cho thi gian hc tp ca bn. Khi bn hon thnh hai giai on hoc khoang 20 pht cua minh, hay cho mnh mt phn thng bng cch c bi c lin quan v sau lu trong nht ky c sch ca bn tiu , tc gi, ngy, v m t ngn. Pht trin thi quen ny trong sut thi gian hc tp ca bn s bt u mt qu trnh lu di m qua trinh o s thng cho bn nhiu iu trong sut s nghip ca bn. Hy chc chn rng bn pht trin mt h thng thanh hang cho cc bi c tham kho v s dng nht ky oc sach nh mt h thng phn loi d dng tham kho. DANH SACH KIM TRA TIU CHUN T hon thin l mc tiu ca tt c mi ngi thnh cng. N l mt qu trnh lin tc. m bo t hon thin v cai thin kinh doanh lin tc i hi phi s dng mt truyn thng c trong mt bi cnh mi. Thut ng Tiu chun (Benchmarking) ln u tin c s dng bi Tng cng ty Xerox m t cch cc nh lnh o doanh nghip sang tao (reinvented) li t chc ca mnh cnh tranh hiu qu hn. Qu trnh ny thnh cng n ni Xerox ginh c gii thng danh gi nht trong cc cng ty M,

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Giai thng Malcom Baldrige cho cht lng. Cc nguyn tc ca tiu chun rt n gin, tuy nhin, s thi hanh (the application) i hi s cam kt v k lut. Tiu chun l mt qu trnh qun l m o bn nghin cu cac t chc tng t xc nh nhng h thng h ang s dng ma nhng h thng o c th tr thnh tiu chun cht lng cho t chc ca bn. Mt khi bn xc nh nhng tiu

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trong mt khong thi gian cu th.

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chun, thi mc tiu ca t chc cua ban l p ng hoc vt qu cc tiu chun ny Cc bn danh sch kim tra tiu chun trong cun sch ny l nhng tiu chun ca bn. o l kt qu ca 25 nm nghin cu ca cc c nhn v cc t chc thnh cng trong ngh qun tri s kin. Mc tiu ca bn nn pht trin s cht ch p ng hoc vt qu cc tiu chun ny trong s nghip qun tri s kin ca bn. S KT NI QUAN TRONG CHO S THNG TIN TRONG S NGHIP Ngoi rt nhiu cc bng, biu , v cc m hnh trong cun sch ny, mi chng bao gm bn s kt ni quan trng gip bn thng tin nhanh chng. Bn cht ca s kin c bit l kt ni mi ngi thng qua mt hot ng chia s v do mi chng bao gm cc hng dn c th cho ton cu hoa, cng ngh, ti nguyn v s kt ni hc tp. Hy chc chn rng bn xem xt cn thn cc phn vo cui mi chng m rng, cng c, v cui cng l m rng s kt ni ca bn trong ngh quan tri s kin ton cu th k hai mi mt. PHU LUC Phn quan trng nay ca cun sch c thit k cung cp cho bn ngun ti nguyn rng ln mt a im s dng trong sut cuc i chuyn nghip ca bn. Xem li cc danh sch v xc nh khoang trng ma ban ang co trong s iu hanh, marketing ca bn hoc cc khu vc khc, v s dng cc ngun lc bt u m bo ong kin. Hn na, khi qun tri s kin l mt mn hoc mi ni v nhanh chng m rng ngnh ngh, bn c th nhn thy nhng khong trng trong cc ph lc m bn c th lp y. Gi cho ti ngun lc ca bn ti joe.goldblatt@jwv.edu v bn s c cng nhn trong cc phin bn tip theo.

VAI TRO VA PHAM VI Vai tr ca cun sch ny l m rng c s tri thc trong mn hoc mi ni la Quan tri s kin. Phm vi nhim v ca n l cung cp cc k thut c th cai thin ngay

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lp tc s thc hnh ca bn nh mt ngi qun l s kin. Nhu cu ngh nghip ca bn cui cng s quyt nh cch bn s dng cun sch ny ci thin kinh doanh ca bn. Tuy nhin, nu bn chn thnh quan tm trong vic m rng kin thc c bn trong qun tri s kin thng qua vic theo ui cng vic ca bn, s thc hnh ca bn s c ci thin trong t l tng ng vi trnh ca bn cam kt. iu ny l rt quan trng khi n mang lp i lp li. Nu bn quan tm trong vic m rng c th ca kin thc trong qun tri s kin, k nng ca bn s c ci thin trong t l tng ng vi trnh ca bn cam kt.

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V vy, nh trong hu ht cc ngnh ngh, bn cng lm vic thi ban cang hoc c nhiu hn. V nh cng ng trong tt c cc ngnh ngh, bn cng hc nhiu hn thi ban cng kim c nhiu hn. Ti khuyn khch bn tr thnh mt hc gi v ngh nghip hp dn ny, v nh xut trc , hay c cun sch ny mt ngy no , mt ni no , bn s c yu cu dy cho nhng ngi khc. Ti oi hoi (challenge) bn t c s lam chu thng qua cc trang ny ban se anh hng s li ngh ny chun b tt hn cho nhng ngi theo sau (I challenge you to achieve mastery through these pages so that those you will influence will leave this profession even better prepared for those who will follow.) Ti cung ging nh bn, l mt sinh vin ca ngh ny. C c hi hc tp mi mi ngy. Hn mt thp ky trc, ti ng bn ngoi ca s bnh vin nhi nhn mt cach triu mn a con trai mi sinh ca chng ti, Sammy. Ch vi gi trc , ti gi in thoi cho anh em h Carola ca ti New Orleans lc mt gi vo bui sng thng bo s ra i cua Sammy v nghn nc mt, ni vi c y v gia nh rng cu be s c t tn theo tn ch ti, cha c , ngi va mi qua i. Tai l k nim cuc sng mi cung nhau nay, chng ti a ci thanh ting v "li nguyn" m c th i km vi tn ca con trai ti. No s vui ve, quyn r, nng tnh, v ho phng nh ch Sam ca ti? Tim nng/kha nng ca anh y l v hn. Khng T tuyn b hng ngn nm trc y rng "chng ta b nguyn ra sng trong thi gian th v thc s." Ging nh Sammy, bt k con ng bn i trong ngh t chc s kin v cng hp dn la gi, bn c th yn tm tm kim c hi trong thi gian rt th v.

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Trong dng cui ca quyn Megatrends (nm 1982, Warner Books) bn chy nht ca mnh, John Naisbitt cao qu th gii, ng dnh nhiu nm phn tch: "Thin Cha ca ti, thi gian tuyt vi sng trong o la gi". Tng lai m bn v ng nghip ca bn s to ra s thc hin li nguyn ca Khng T, nim vui ca Naisbitt, v s m bo cui cng ca nh th Php Paul Valery, ngi vit: "Nhng rc ri vi tng lai l n khng cn l nhng g c s dng l" (The trouble with the future is it no longer is what is used to be.) tng lai ca bn l an ton khi bit rng tng th c 150 triu ca sinh n mi hng nm trn th gii, v do , cng ging nh nhiu s kin (v nhiu hn na) qun l.

S kt ni tin b trong s nghip

S KT NI TOAN CU Kt ni ton cu vi cc nh qun l s kin trn ton th gii thng qua mt danh sch phc (serve) v Internet nh Qun tri S kin, c qun l bi i hc Leeds Metropolitan ti Vng quc Anh. Th gii cc s kin cung cp mt din n ton cu tho lun cc ch qun tri s kin ca c nh nghin cu, cc hc gi, sinh vin v cc hc vin trn khp th gii (www.worldofevents.net). S KT NI CNG NGH Pht trin mt h thng qun l d liu trn nn web tng tc cho php bn thu thp v truy cp d liu qun l s kin ca bn t khp ni th gii. H thng tt nht t c iu ny l to ra mt c s d liu mng ni b ma

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c th c truy cp bi mt ngi qun l s kin c y quyn t bt k im no xa xi trn tri t. N l rt quan trng bo v d liu qu gi ca bn. S bo v c th c thi hnh bng cch thit lp cac mc truy cp khc nhau: xem xt d liu duy nht, thm d liu, hoc xa v sa i d liu. S KT NI TAI NGUYN

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D liu v cc cuc hp v cc s kin (DOME) c s d liu Internet v cng c tm kim danh sch hng trm bo co nghin cu c lin h vi cc nh cung cp nghin cu. Cc nhn vin DOME cng thit k v tin hnh cc nghin cu ban u c li cho ngnh cng nghip t chc s kin. Hay truy cp DOME ti www.domeresearch.org. Hn 150 trng cao ng v i hc trn ton th gii a cung cp cc kha hc, chng trnh o to, bng cp, chng ch, v cc ngun lc khc. Chng trnh qun l t chc s kin i hc George Washington (GW) l chng trnh gio dc ln nht v ton din nht th gii cp chng ch chuyn nghip trong qun l s kin (12 trng cao ng t Braxin n Barcelona cp php cho chng trnh GW). i vi danh sch min ph ca cc chng trnh ny, hy truy cp www.gwu.edu / emp. S KT NI (CONNECTION) HOC TP Xy dng k hoach mt, ba, nm v 10 nm hoc k hoch chi tit xc nh mc tiu ngh nghip v con ng cng danh ca bn. nh gi k nng hin ti ca bn v mc kinh nghim v ln danh sach cac chng trinh gio dc, ngun lc thc t v l thuyt m bn s cn t c mc tiu v mc ich (objectives) ca bn. c Dollars and Events: How to Succeed in the Special Events Business (1999, Wiley) cua Joe Goldblatt v Frank Supovitz, What Color Is Your Parachute? 2001: A Practical Manual for Job-Hunters and Career-Changers [What Color Is Your Parachute (ba mm)] (2000, Ten Speed Press) ca Richard Nelson Bolles, v What Color Is Your Parachute Workbook: How to Create a Picture of Your Ideal Fob or Next Career cua Richard Nelson Bolles (1998, Ten Speed Press).

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