The Event Management Body of Knowledge

Introduction
Introduction to
to
EMBOK
EMBOK
The
The Event
Event Management
Management
Body
Body of
of Knowledge
Knowledge
By
Julia Rutherford Silvers, CSEP

Originator of The EMBOK Project
Charter member of the International EMBOK Executive*
*Glenn AJ Bowdin, Joe Goldblatt, Matthew D. Gonzalez, Janet Landey, Philip Mondor, Kathy Nelson, William J. O'Toole, and Julia Rutherford Silvers
© 2007, Julia Rutherford Silvers, CSEP, All Rights Reserved

The EMBOK is a framework that consists of
a variety of facets that represent the
fundamentals of events management. It
brings together the functions of event
management with the event planning
process, as well as provides a structure that
facilitates collecting, analyzing, and
retrieving the knowledge surrounding event
management.
PHASES
The International EMBOK Model
© 2005, International EMBOK Executive, All Rights Reserved
The four major facets of the EMBOK include the Phases, Processes, Core Values, and Knowledge Domains. Taken together
these represent the scope of events management and provide the primary categories for a knowledge management system or
event management system.
CONTINUOUS IMPROVEMENT
CREATIVITY
ST CI ETHICS
I C INTEGRATION
E STRATEGIC THINKING
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
MONITOR
MARKETING
COMMUNICATE
DOCUMENT
OPERATIONS
RISK
INITIATION
PLANNING
I P IM E C IMPLEMENTATION
EVENT
PHASES CLOSURE
The Phases facet of the EMBOK illustrates the sequential nature of event management, highlighting the criticality of time in
any event project. The phases include initiation, planning, implementation, the event, and closure, and are derived from
traditional project management terminology.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
MONITOR
MARKETING
COMMUNICATE
DOCUMENT
OPERATIONS
RISK
INITIATION
PLANNING
IMPLEMENTATION
I P IM E C
EVENT
PHASES CLOSURE
The Processes facet of the EMBOK illustrates both a sequential and iterative system that promotes a comprehensive course of
action as well as a dynamic approach to the changing nature of events. The Processes include assessment (which includes
identification and then analysis), selection, monitoring, communication, and documentation, and are based on widely-accepted
process systems.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
MONITOR
MARKETING
COMMUNICATE
DOCUMENT
OPERATIONS
RISK
INITIATION
PLANNING
EVENT
PHASES CLOSURE
The Core Values facet of the EMBOK specifies those principles that must be infused throughout all decisions regarding every
element, phase, and process of an event to ensure these decisions facilitate successful and sustainable outcomes. These include
continuous improvement, creativity, ethics, project integration, and strategic thinking. No hierarchy of importance is implied; they
are all equally vital to excellence in events management.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
MONITOR
MARKETING
COMMUNICATE
DOCUMENT
OPERATIONS
RISK
INITIATION
PLANNING
EVENT
PHASES CLOSURE
The Domains facet of the EMBOK represents the overarching areas of activity or functions within events management. They
illustrate the full scope of the responsibilities assigned to event organizers as well as categories suitable for an organizational
structure or effective knowledge management. Note that these are organized alphabetically, again without any implied
hierarchy or sequential application.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
MONITOR
MARKETING
COMMUNICATE
DOCUMENT
OPERATIONS
RISK
INITIATION
PLANNING
EVENT
PHASES CLOSURE
The Administration domain deals primarily with the proper allocation, direction, and control of the resources used in an event
project. Since resources are finite by definition, it is imperative that they be acquired, developed, and utilized in the most
efficient and effective manner to benefit the event project.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
Financial
ADMINISTRATION
Human Resources
CLASSES ASSESS
DOMAINS
DESIGN Information SELECT

Procurement MONITOR
MARKETING
Stakeholders COMMUNICATE
DOCUMENT
OPERATIONS Systems
Time
RISK
INITIATION
PLANNING
EVENT
PHASES CLOSURE
The Design domain focuses on the artistic interpretation and expression of the goals and objectives of the event project and its
experiential dimensions. The elements developed within each functional area combine to create the event experience encounter
that will either be enjoyed or endured.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES Catering ASSESS

DOMAINS
DESIGN
Content SELECT
MONITOR
MARKETING Entertainment COMMUNICATE
Environment DOCUMENT
OPERATIONS
Production
Program
RISK
Theme INITIATION
PLANNING
EVENT
PHASES CLOSURE
The Marketing domain addresses the functions that facilitate business development, cultivate economic and political support,
and shape the image and value of the event project. The nature of the event as an “experience” necessitates a thorough
understanding of the unique buyer-seller relationship associated with this intangible product. This domain deals with the
development and management of the:
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
Marketing Plan MONITOR
MARKETING
COMMUNICATE
Materials
DOCUMENT
OPERATIONS Merchandising
Promotions
RISK
Public Relations INITIATION
Sales PLANNING
I PSponsorship
IM E C IMPLEMENTATION
EVENT
PHASES CLOSURE
The Operations domain concentrates on the people, products, equipment, and services that will be brought together on-site to
produce the event project, as well as the roles, responsibilities, applications, and maneuvers associated with each. Impeccable
coordination is required in order to manage this symphony (or cacophony) of logistical and functional requirements and
expectations.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
MONITOR
MARKETING
COMMUNICATE
DOCUMENT
OPERATIONS Attendees
Communications
RISK Infrastructure
INITIATION
Logistics PLANNING
I PParticipants
IM E C IMPLEMENTATION
Site EVENT
PHASES
Technical CLOSURE
The Risk domain deals with the protective obligations, opportunities, and legalities traditionally associated with any enterprise,
including an event project. These areas are inextricably linked with every choice made and all activities conducted, and are
increasingly mandated by stakeholders ranging from regulatory authorities to discriminating event consumers.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
MONITOR
MARKETING
COMMUNICATE
DOCUMENT
OPERATIONS
Compliance
RISK
Decision Mgmt.
Emergency Mgmt. INITIATION
PLANNING
Health & Safety
Insurance EVENT
PHASES
Legal CLOSURE
Security
The EMBOK framework is an open source tool in the public domain. It does not cost anything to use it; you are free to adapt it to
your specific needs. It serves as a point of reference for a broad spectrum of stakeholders including event organizers, industry
associations, educational institutions, sponsors, regulatory agencies, and quality assurance and competency initiatives
worldwide.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
MONITOR
MARKETING
COMMUNICATE
DOCUMENT
OPERATIONS
RISK
INITIATION
PLANNING
EVENT
PHASES CLOSURE
ADMINISTRATION
Financial So, to answer the question “What’s in it
Human Resources for me?” or “How do I use the EMBOK
Information framework?”…
Procurement
Stakeholders
Systems •Event professionals may use it to identify the gaps in
Time
their expertise and experience in order to steer their
Catering professional development endeavors or to determine
Content areas of specialization for their career paths or
DESIGN
Entertainment
marketing efforts.
Environment
Production •They may use it as an event management system, an
Program assessment system, a risk management system, a
Theme knowledge management system, and countless other
adaptations.
MARKETING
Marketing Plan
Materials
•They may use it to develop checklists, task lists, and
Merchandising
numerous other job performance aids, as well as
Promotions
Public Relations
workforce training programs.
Sales •The EMBOK can be a structure for everything from
Sponsorship creating budgets to analyzing insurance
requirements; estimating staffing needs to
OPERATIONS
Attendee
Communications developing sponsorship strategies; establishing site
Infrastructure selection criteria to devising procurement plans; and
Logistics conducting feasibility studies to performing risk
Participant
assessments.
Site
Technical But, bottom line, organizers using the EMBOK
Compliance
framework may approach the complex job of event
Decision management in a comprehensive manner, ensuring
all critical functional responsibilities, possibilities,
RISK
Emergency
Health & Safety and opportunities are addressed properly and
Insurance completely.
Legal
Security
When one looks at the 35 elements included in the five
domains and then considers the vast number of
applications and implications each element represents,
as well as the effect each decision regarding each
element has on every other element, the scope of
responsibilities (and opportunities) may seem
overwhelming.
However, using the

EMBOK allows one to
systematically approach
one’s duty to perform due
diligence, reducing the
ubiquitous “Oh, I forgot!”
or “I didn’t know!”, and
Entertainment increasing the effective
use of opportunity
management to the benefit
Sponsorship of the event host and
attendee alike.

The EMBOK will help us all become better professionals, AND be recognized AS professionals by illustrating the scope and
complexity of this profession to internal and external constituents and stakeholders, current and future practitioners, and
allied and supplier industries, thereby increasing respect and reverence for the profession of events management and the
specialized skills and knowledge it requires.
CREATIVITY
ST CI ETHICS
I C INTEGRATION
ADMINISTRATION
CLASSES ASSESS
DOMAINS
DESIGN
SELECT
MONITOR
MARKETING
COMMUNICATE
DOCUMENT
OPERATIONS
RISK
INITIATION
PLANNING
EVENT
PHASES CLOSURE

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Introduction

Julia Rutherford Silvers, CSEP

© 2007, Julia Rutherford Silvers, CSEP, All Rights Reserved

DESIGN Information SELECT

CLASSES Catering ASSESS

However, using the

© 2007, Julia Rutherford Silvers, CSEP, All Rights Reserved

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