Event Management

The course is intended to deliver a good understanding of the Experiential Marketing and Event Management industry and its best practices. A particular aim of the course is to give candidates a clear perspective of the theory and working of the industry depending on their particular role in the process.

The course is appropriate for all mid-level management staff at the media/marketing division of any local or multinational company, new entrants to the industry and of course aspiring entrepreneurs. No previous qualifications or experience are needed.

Participants will gain knowledge and understanding of event management, and learn:

•             To design and deliver persuasive pitches
•             To create and deliver memorable event & Activation experiences
•             Deliver business value for clients

Also gain broader analytical, business and personal skills that are applicable within the events and experiential marketing sector


The course will consist of 2 basic modules with approximately 6 lessons each on both Experiential Marketing and Event Management. The topics and areas to be covered in each of the modules are mentioned below as part of course content.

Module 1: Experiential Marketing:
1.            What is Experiential Marketing?
2.            Understanding your Clients Brand
3.            Defining the Campaign Objectives
4.            Experiential Marketing Frameworks
5.            What is Integrated Marketing Communication (IMC)
6.            Developing the Right Strategy
7.            Consumer Engagement at the Core
8.            Importance of Touch Point Selection
9.            Importance of Digital
10.          Real life Briefs and Case Studies
11.          Creative and Client Services
12.          Execution Excellence
13.          Measuring and Monitoring
14.          A Project

Module 2: Event Management:
1.            Types of Events
2.            Understanding the Audience
3.            Making a Persuasive Pitch
4.            “Plan Plan Plan” – Project Planning
5.            Social Media and PR Strategy
6.            How to differentiate?
7.            Safety and Security
8.            Finance is King - Managing Funds
9.            Vendor Management
10.          Dealing with procurement
11.          The structure and the team
12.          Real life events
13.          Showcasing your events
14.          Project

NOTE: This course is aimed at individuals ranging from complete beginners to individuals with up to 3 years of job experience in their field.


Event planners should have a thorough knowledge on the logistics and planning of events. This not only includes the marketing and operations aspect, but also managing finances and making the event unique.

Instructor Profile

Saad Khan

An optimist at heart and an entrepreneur by choice, Saad spent most of his career working for large multinational corporations. After graduating from LUMS with an MBA, he joined ICI Pakistan before moving to Shell to work on their retail planning and operations side.  Not able to resist the attraction of the high-paced, fast-growth environment of the Telco’s, he joined Telenor Pakistan and was a part of their launch team. Later he switched to Mobilink and was heading their Business Planning function before getting convinced to jump onto the entrepreneurship bandwagon! He started his company Activemedia along with two other classmates from LUMS who were already associated with the media & marketing industry. The company has experienced exponential volume growth since its inception in 2010 and Saad proudly shares the story and learnings from this journey at every chance he gets.

In his personal life, he loves to play with his two young kids and rides a motorcycle with his friends on the weekends.

Days:  Fridays and Saturdays

Time:   Friday- 6pm-8pm,  Saturday- 2pm-4pm

Duration: Four consecutive weeks starting from January 11, 2019.






  • Upon successful completion of the course with at least 80% attendance in the classes, you will be awarded with a certificate of attendance.

  • If you need a detailed document listing your contribution in lectures, seminars, including contact hours and the grades you were awarded on each assignment, please contact: lifetime.learning@lums.edu.pk.


  • All participants will be issued their smartcards in the first class. 

  • During your course, please bring along your smartcard and CNIC to ensure entry into LUMS campus

  • Students are only allowed to be on campus one hour before and after the class. Failure to abide by these timings will result in the security team calling you.

  • The smart cards are non-transferrable. Giving your smartcard to anyone else for use (friends, family etc.) will be charged as misuse of identification.

  • In case of damage or loss of the smart card, the participant will be required to submit a fine of PKR 2000.

  • It is obligatory for all participants to return their smartcards in their last class in order to get their certificates at the Graduation Ceremony.

Lifetime Learning @LUMS is excited to announce that we are now offering accommodation for our Session 4 Participants in Askari 11 (Near Bedian Road), Lahore. Details of the accommodation are below;

- Every apartment comprises of 2 bedrooms, 2 attached washrooms, 1 study room, 1 kitchen and a lounge
- Each room will be shared by 2 participants
- Charges per person are PKR 1000 per night
- All apartments are fully furnished
- Participants above the age of 18 years (i.e. CNIC holders) are eligible to apply for accommodation
- LUMS will be providing free transportation to LUMS for the residents

please email us at lifetime.learning@lums.edu.pk for all your accommodation related queries.


PKR: 30,000


  • 10% Early bird discount

  • 20% off to the LUMS community i.e. LUMS students, alumni (including LLL alumni), staff, and faculty

  • 20% off to the LUMS community members’ family i.e. spouses and children

  • The following Group Discounts are offered:

  • -2 participants get 10% off each,

  • -3 participants get 15% off each, and

  • -If more than 3 participants apply, they get 20% off each.

Note: Please note that compound discounts are not applicable, and if you are eligible for two discounts then only the greater discount offering will apply.

We have limited seats, so hurry up & book your slot by making a partial payment of PKR 2000 only!


  • Fees can be paid online via credit/debit card OR via payment vouchers at any Allied Bank branch.

  • Please keep a copy of the payment receipt with you.

  • All fees have to be paid before the payment deadline.

  • A participant's enrollment is not confirmed until the complete payment has been made.

Lifetime Learning @LUMS Refund Policy

Withdrawal from the Programme:

  • If a participant finds it necessary to withdraw from the programme before the commencement of classes, he/she must inform the Lifetime Learning @LUMS Management (lifetime.learning@lums.edu.pk) in writing, seven (7) working days before the commencement of the session.

  • In case a participant wishes to withdraw from the Programme after the commencement of classes, he/she may appeal to the Lifetime Learning @LUMS Management seven (7) working days before the commencement of the session by providing a genuine reason (such as sickness, family emergency etc.) with evidence.

Admission Cancellation:

  • For the applicants who do not make a complete payment or withdraw from the course due to any reason, the registration fee of PKR. 2000 will not be refunded.

  • If a course is cancelled by the management, the participants can demand a complete refund (including the registration payment).

Separation / Suspension:

  • If a participant is suspended from the Programme due to disciplinary reasons, the dues deposited by him/her for the course semester will not be refunded.

  • The University reserves the right to change its policies and fee structure at any time.

  •  The amount will be refunded within two weeks on receipt of refund application along with all required documents.

  • In case of any query regarding the fee, courses or any other issues including refunds or accommodation, please email us at lifetime.learning@lums.edu.pk or accountsreceivable@lums.edu.pk.

  • Please ensure you have read all our terms and conditions including the payments and refund policy.

  • You must meet all the below mentioned minimum requirements to be eligible.

  • Please complete all sections in the 'Register Now' form on your right-hand side. Incomplete forms will not be accepted.


Once you have completed the online registration form and registered for your desired course(s), you may proceed to payment. You can pay online (via credit/debit card) OR by downloading the voucher (and paying at any Allied Bank Branch). 

Once you make the payment, you will receive a confirmation email within 24 to 48 working hours and your payment status will automatically get updated.


  • Read up about the course in advance, so that you are aware of what is happening in the classes from day one.

  • Attend all the lectures and group activities for this course.

  • Submit all assignments and projects given to you on time.             


To be eligible for a course at the Lifetime Learning at LUMS you must meet following criteria:

  • A good grasp of basic English language as most of the Lifetime Learning courses will be taught in English.

  • Minimum age requirement of 15+ years.

LUMS treats all students alike regardless of their disabilities. We try to assist all students with disabilities as much as possible and encourage them to come and grow with us. People with disabilities are requested to let us know of any special needs well in advance, so that there are no problems on the day they join the course.

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