Analysis of the CEM Learning Program Curriculum

Blueprint in relation to the EMBOK

26 October 2010

The following represents a mapping of the CEM Learning Program Curriculum Blueprint* to the
International EMBOK Model framework. The CEM Learning Program Curriculum Blueprint is categorized
into 11 major areas of study, 128 essential concepts, and 515 knowledge topics**. Please note that some
of the CEM Blueprint items appear in numerous places within the EMBOK framework and some items
appear under phase headings or general domain headings rather than individual task/knowledge areas
within each domain.
I. EVENT MARKETING ATTENDANCE AND EXHIBIT/SPONSORSHIP PROMOTION
II. EVENT OPERATIONS
III. FLOOR PLAN DEVELOPMENT
IV. EXHIBITION AND EVENT SALES
V. CONTRACTED SERVICES AND VENDORS
VI. SECURITY, RISK AND CRISIS MANAGEMENT
VII. HOUSING AND REGISTRATION MANAGEMENT
VIII. FACILITIES AND SITE SELECTION
IX. FINANCE, BUDGETING AND CONTRACTS
X. STRATEGIC PLANNING AND MANAGEMENT
XI. CONFERENCE AND MEETING MANAGEMENT PRINCIPLES FOR THE EXHIBITION MANAGER
*CEM, the Certified in Exhibition Management designation, is the credentialing program offered by the International Associati on of
Exhibitions and Events (IAEE). The CEM Learning Program Curriculum Blueprint, dated August 2008, may be found
athttp://www.iaee.com/downloads/1279571863.75700100_b73b0045d3/CEM%20LEARNING%20PROGRAM%20BluePrint%20V2-0808.pdf.
** This mapping does not include all the knowledge topics.

International EMBOK
Model

Initiation

Planning

Implementation
The Event

Closure

CEM Learning Program Curriculum Blueprint

I. A. c. Globalization of the Industry
I. A. d. How economic influences impact events and exhibitions
I. B. b. Defining the Goals and Objectives of the Event
I. B. e. Research of the Current Marketplace and Competitive Analysis
II. B. Event Definition/Perimeters Event Definition/Perimeters
VIII. C. Defining Event Needs
X. STRATEGIC PLANNING AND MANAGEMENT
X. A. c. Globalization and Economic Influences of the Exhibition and Events
Industry
X. B. Strategic Planning for Improving and Launching Events
II. D. Setting Time Lines and Project Management
X. G. Developing a Strategic Management Plan
X. H. Launching a New Exhibition/Event
X. I. Project Management Considerations
X. I. a. Project Planning
VII. F. On-Site Management
I. G. Measuring the Success/Return on Investment of all Marketing
Strategies
II. Q. Evaluations and ROI measurement
III. F. Post Event Evaluation
VI. Q. Evaluation Criteria
X. J. Evaluation
XI. J. Evaluation Considerations

ADMINISTRATION

Financial

Human Resources

Information

Procurement

Stakeholders

Systems

I. B. h. Setting fees (registration, booths, sponsorships, advertising, etc.)

I. E. Budgeting
II. C. Budget Development
V. H. Payment and Billing
VII. D. f. Financial and Accounting Processes
IX. FINANCE, BUDGETING AND CONTRACTS
IX. A. Defining Revenue Potential
IX. B. Defining Costs and Expenses
IX. C. Establishing Fees
IX. D. Accounting Principles
IX. E. Developing the Budget
IX. F. Managing and Controlling Cash and Cash Flow
IX. G. Payment Methods and Currency Considerations
IX. H. Billing and Invoicing
XI. C. Budget Considerations
II. A. Management Team
II. I. Planning on-site staffing
IV. M. Motivation
V. B. i. (p. On-Site Temporary Personnel
V. D. Labor Relations, Rights and Rules
VI. L. Staffing Issues
X. I. d. Teams and Team Building
XI. D. Management Considerations
XI. D. a. Identifying the team and responsibilities
I. C. c. Database/List Management and Maintenance
I. G. Measuring the Success/Return on Investment of all Marketing
Strategies
II. Q. Evaluations and ROI measurement
III. F. Post Event Evaluation
IV. F. Data Collection and Management
VII. D. Data Management and Collection
X. J. b. Analyzing Data and Statistics from the Event
III. B. Working with the General Service Contractor
V. CONTRACTED SERVICES AND VENDORS
V. A. Identifying Contracted Services and Vendors
V. B. Contracted Service Choices and Contractor/Vendor Functions
V. B. d. Facility Types/Facility In-house/Preferred Services
V. C. General Service Contractors (GSC)
V. E. Developing and issuing RFPs
V. G. The Working Relationship
V. G. a. Establishing management and contractor roles and responsibility
V. G. d. Work Orders and Specifications
VIII. I. Developing related RFPs - RFP Components and Contents
II. F. Vendor and Facility Relations
V. G. b. Identifying the key players
VI. P. Orienting Staff, Leadership, Key Stakeholders
VIII. H. Management Perspectives
X. C. Identifying the Key Stakeholders and Defining Their Roles
I. C. c. Database/List Management and Maintenance
I. F. Technology
III. E. a. Automation and Floorplan Design Software and Resources
VI. D. e. Badging and Identification Systems
VII. C. Systems Analysis
VII. H. Evaluation Processes

Time

DESIGN
Catering

Content
Entertainment

Environment

Production

Program

VII. H. a. Monitoring Technology Developments

VII. H. b. Evaluating Systems and Procedures
IX. D. c. Technology and Software Resources
XI. D. c. Technology resources
I. D. Setting Time Lines and Project Management
IV. G. Project Management in the Sales Process
V. C. f. Master Schedules, Time Lines, Critical Path
X. I. b. Preparing a Master Schedule and the Critical Path for All Projects
XI. D. b. Project timelines
XI. CONFERENCE AND MEETING MANAGEMENT PRINCIPLES FOR
THE EXHIBITION MANAGER
XI. C. a. 5. Food and Beverage needs
XI. E. g. Food and Beverage Management
XI. E. h. Banquet Event Orders and Work Orders
XI. B. Programming and Educational Offerings
XI. B. g. Educational Content Development
XI. B. h. Delivery options
V. B. i. (j. Production (Special Event/Entertainment)
II. J. g. Signage, decorations and other considerations to customize facility
to the event
III. C. Developing the Floor Plan
III. D. Traffic Enhancements
V. B. i. (a. Floral
V. B. i. (e. Furniture and Equipment Rental
XI. B. i. Meeting and Education Environment
V. B. i. (k. Audio Visual
XI. C. a. 1. Audiovisual
XI. E. d. AV Considerations
XI. E. j. 1. Production Companies
XI. E. j. Special Events
XI. I. c. Tours and Partner Programs

Theme
MARKETING

Marketing Plan
Materials
Merchandise
Promotions

Public Relations

Sales

I. EVENT MARKETING ATTENDANCE AND EXHIBIT/SPONSORSHIP

PROMOTION
I. B. Developing effective attendance and exhibitor/sponsorship
promotional marketing plans
I. C. Components of Integrated Marketing
IV. B. Integrated Marketing
IV. H. Sales and Marketing Collateral
II. E. b. Sponsorship and Advertising Management
I. C. d. Public and Press Relations, Considerations and Management
VI. C. d. Media and Public Relations Management
X. D. Public Relations
X. E. Creating and Maintaining Positive PR and Media Relations
X. F. Communicating the Organization/Events Message
II. O. On-site sales management Selling future year(s)
IV. EXHIBITION AND EVENT SALES
IV. C. Sales Vs. Marketing
IV. D. Understanding the Customer
IV. E. Planning the Sales Campaign
IV. I. The Sales Process
IV. J. Relationship Selling
IV. K. Selling Internationally

Sponsorship
OPERATIONS

Attendees

Communications

Infrastructure

Logistics

Participants

Site

Technical

RISK

Compliance

IV. L. Selling Green

II. E. b. Sponsorship and Advertising Management
II. EVENT OPERATIONS
V. B. e. Registration
V. B. f. Housing Management
VI. D. e. Badging and Identification Systems
VII. HOUSING AND REGISTRATION MANAGEMENT
VII. A. Registration Management Components
VII. B. Housing Management Components
VII. E. Badging and Identification Systems
VII. G. a. Message Centers, Internet/Email Stations, Product Locators
XI. G. Managing the housing process
XI. H. Travel Management
XI. H. g. 2. International attendee services
II. J. a. Pre-event and Briefing Meetings - Facilities, Vendors/Services
Contractors
II. N. Management of Event/Exhibition
VI. L. c. Communications Teams
XI. F. On-site management
XI. F. a. Facility Contacts/Staffing
XI. F. b. Pre and Post Meeting Briefings
II. F. h. Transportation
II. K. h. Utility, rigging, communications, internet set up and management
II. M. Cleaning and floor clearing management
V. B. i. (m. Transportation - Shuttle, DMCs
XI. I. On-site transportation considerations
II. G. Materials shipment
II. J. Arrival On-Site
II. K. Move-In
II. P. Move-Out
XI. E. Meeting Management Logistics
II. E. Exhibitor Services
II. F. i. Fire Marshall approval of floor plans
II. H. Site Inspections
II. L. Special areas set up - Demo areas, F&B areas, Internet areas, etc.
III. FLOOR PLAN DEVELOPMENT
VIII. FACILITIES AND SITE SELECTION
VIII. A. Overview of Facility Options
VIII. B. Evaluating facilities types and their services
VIII. D. Establishing geographic location
VIII. E. Identifying Facility and Destination Requirements
VIII. F. Evaluation of Potential Sites/ Destinations
VIII. G. The Site Visit
XI. E. a. Room Assignments
XI. E. b. Room set ups
II. K. h. Utility, rigging, communications, internet set up and management
V. B. i. (k. Audio Visual
VI. D. f. Technology Resources for Exhibition/Event Security
II. J. h. Review of Safety, Crisis, Security Policies with contractors and
facility
VI. SECURITY, RISK AND CRISIS MANAGEMENT
VI. A. Security, Emergency and Crisis Issues Related to Exhibitions
VI. B. Assessing Risk Management
II. F. i. Fire Marshall approval of floor plans
II. K. i. 2. Enforcement of Regulations

Decisions

Emergency

Health/Safety

Insurance

Legal

Security
No Match*
* Continuous Improvement is
included in the International
EMBOK Model as a core value,
and Sustainability is included in
the Silvers EMBOK Curriculum
Model as a Core Value

V. D. Labor Relations, Rights and Rules

VI. E. g. Food Services Considerations
VI. E. h. Liquor Liability and Issues
VI. H. e. Event and Exhibit Rules and Regulations
VIII. G. e. ADA Considerations
XI. E. j. 2. Music Licensing
XI. H. g. 1. Visas and entry requirement considerations
V. C. d. General Criteria for Making the Choice
VI. C. b. Planning vs. Reacting
VII. F. f. Management and Troubleshooting
VIII. E. Identifying Facility and Destination Requirements
VIII. F. Evaluation of Potential Sites/ Destinations
VIII. J. Selection Process
II. F. d. First Aid/EMT Scheduling
II. K. e. Management of safety and emergency considerations
VI. C. c. Crisis vs. Emergency
VI. H. Crisis and Emergency Management/ Preparedness
VI. I. Developing the Crisis Management Plan
VI. J. Development and Dissemination the Preparedness Plan
VI. K. Working with the Venue on Crisis Management
VI. M. Updating and Maintaining the Plan
VI. N. Modifying the Plan for Specific Events and Destinations
VI. O. Drills and Practice Runs
II. F. d. First Aid/EMT Scheduling
II. K. e. Management of safety and emergency considerations
II. M. c. Sanitation issues i.e. food, regular trash, etc.
VI. I. b. 2. Health and Sanitation Related
VII. F. e. Traffic Patterns, Flow and Crowd Control Issues
VI. E. Insurance and Risk Management Considerations
VI. E. a. Identifying Liability Issues
VI. E. b. Types of Insurance
VI. F. Exhibitor Insurance and Documentation
VI. G. EAC Insurance
V. F. Finalizing the Agreement
V. F. a. Contract terms
IX. I. Contract Management and Negotiation
IX. J. Exhibition Contracts
IX. K. Vendor Contracts
IX. L. Hotel Contracts
IX. M. Facility Contracts
IX. N. Rates and Additional Concessions
IX. O. Cancellation and termination clauses
IX. P. ADA Considerations
IX. Q. Terminology and Components of Contracts
IX. R. Terms and Conditions of Contracts
IX. S. Legal Implications and Considerations
IX. T. Dispute Resolution
II. F. c. Security Scheduling
II. K. d. Security Management - Staffing, schedule, badging issues
VI. D. Exhibition Security
X. K. Implementing Processing Improvements
XI. E. k. Planning Green Meetings