Show Time for Events The Event Management Education Gap in Malaysia

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Show Time for Events! The Event Management
Education Gap in Malaysia

• Frederic Bouchon
• Department of Management
• Taylors University College

Kit Thong Bravo Events
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Overview

• Introduction
• Academic offer
• Conceptual Framework
• Findings
• Recommendations
• Conclusion

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1.0 Introduction
Social Needs Social Practices Body of
Knowledge Epistemology Teaching
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Journey through tourism history
2.0 Historical Perspective
Mass Organization
Event as differentiator
Social Needs
Industrial society
Traditional society
Globalized world
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EventsAn expanding activityA new field of
specialization
Taxonomy issues MICE, events, confusion
Event management profession is still being
defined as emerging, due to the lack of
recognised professional body (Getz,
2002). Definition of event management used in
this paper encompasses issues related to
temporary-based themed gatherings.
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Variations in QualityConfusing picture
An expanding field, becoming more and more
professionalized Western countries numerous
studies covering the recent developments (Harris
Jago, 1999, Slaughter et al. 2003).
Need for academic curriculum and training
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Goals of the paper

• Portrait of local education context
• Assessment of current academic trends

• Perceptions of event management professionals.

• Identification of gaps between professions
  expectations and education
• Identification of needs in terms of curriculum
  and research development

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2.0 Academic offer in Malaysia

• Multicultural environment
• Public Universities - Public Fundings, fostering
  national development
• Private Colleges- Importance of international
  students market
• Diploma/ vocational studies - similar approach

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Event Management Education
At the crossroad of specialized professional
fields
Under the umbrella of specialized academic fields
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Taxonomy issues
Based on MQA, 2007
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Event Education Growth

• 1998-
• 2008 - 5 programmes
• Private colleges, market driven
• Tourism studies - Weak enrollment, low prospects
  perceptions (retail, ticketing, booking..)
• Event Management education, solution?
• Vocational and operational

• Education, Private sector
• UK
• Australia
• Education, Government Scandinavia
• France

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3.0 Conceptual Framework
Professional Needs Profession Recognition

• Education offer
• Need for education

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Research Design

• Views from professionals Questionnaires
• Sample of Event Management graduates/
  non-specialists
• Sample all locally trained
• Importance of the newness of the curriculum
• Size of the company
• Specialization of the company

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4.0 Findings

• EVT mgt trained
• Recognition of training value
• Know how
• Wider knowledge (risks, etc)
• Need for EVT mgt education is not obvious from
  professionals non EVT mgt trained
• Depends on the educative background (business,
  hospitality, etc)

• Education Gap
• Course expectations
• Lecturers qualifications
• Level of professionalism
• Business knowledge
• Risk management
• PR and communication
• Need for higher education, understanding of
  social, cultural issues

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Gap in education
Professionals without event management education,
generally based on their own experience, assume
that a career in this industry is possible
without proper event management education. On the
other hand, most of them complain about the
difficulty in finding competent employees that
can handle all the areas of expertise required of
a event management professional
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5.0 Recommendations

• Multidisciplinary field to be structured to offer
  an integrated understanding and vision
• Need for a full programme, from diploma to
  masters degree

• Institutional establishment Professional Body
• Professional association to establish standards
  of practice

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A larger picture

• Epistemology of Event Management
• Events and tourism
• New conceptual approach

Academic research ? University to play a role to
develop the body of knowledge
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6.0 Conclusion

• Field relatively new, especially in Malaysia,
  with Event management programmes starting to
  stand alone
• Evolving field of education, integrating quickly
  new social practices (new technologies)
• Contradictory discourse from professionals
• Need for fully trained professionals for Social
  recognition

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Thank You Grazie ?? Merci Terima
Kasih !