This unit applies to individuals responsible for the development and implementation of exhibition plans and procedures in any industry or community context.

Exhibitions are events that bring buyers and sellers together to view and sell products and services. They may be trade or consumer focused.

This unit focuses on the application of the specific knowledge and skills required for exhibition management. In particular, it includes establishing systems and formats for bringing buyers and sellers together, recruiting and managing exhibitors, and setting up physical exhibitions.

Exhibition management requires the application of significant communication, planning and organisational skills underpinned by detailed knowledge of exhibition operations. A senior coordinator or manager undertakes this role.

Nil

ELEMENT

PERFORMANCE CRITERIA

1

Establish overall exhibition scope and format.

1.1

Assess proposed exhibition concept to determine planning and operational requirements.

1.2

Consult with key stakeholders and agree on exhibition objectives.

1.3

Develop overall format in consultation with stakeholders.

2

Establish and manage exhibition layouts and floor plans.

2.1

Assess the physical characteristics of the exhibition space in relation to its capacity to meet requirements.

2.2

Assess safety, risk and environmental issues that may impact on exhibition layouts.

2.3

Establish criteria for the allocation of space according to exhibition objectives and in consultation with stakeholders.

2.4

Allocate space according to agreed criteria.

2.5

Identify, negotiate and resolve any conflicting demands for exhibition space according to agreed criteria.

2.6

Organise development of accurate and complete floor plans based on agreed layouts and criteria.

3

Establish and manage format for buyer and seller interaction.

3.1

Determine most appropriate format for buyer and seller interaction based on analysis of exhibition objectives, operational constraints and consultation with key stakeholders.

3.2

Establish and monitor procedures and systems for one-to-one appointment scheduling when required.

3.3

Generate and distribute reports and schedules of interaction to buyers and sellers.

4

Recruit and manage exhibitors.

4.1

Develop clear, concise and professional exhibitor prospectus, including full breakdown of costs, benefits and other relevant exhibitor information.

4.2

Distribute and present exhibitor prospectus according to agreed targets and marketing plan.

4.3

Undertake follow-up promotion and negotiation as required to ensure maximum take-up of space and profitability of the exhibition.

4.4

Execute exhibitor contracts and agreements to include full details of commitments made by both parties.

4.5

Provide or organise exhibitor support services.

4.6

Develop and distribute accurate and complete exhibitor kits at appropriate time prior to exhibition.

4.7

Provide or organise exhibitor operational support, including briefings and debriefings according to agreements.

4.8

Minimise use of printed materials and maximise electronic transmission of all exhibitor and exhibition documents to reduce negative environmental impacts.

5

Evaluate exhibition operations.

5.1

Evaluate exhibition effectiveness based on agreed evaluation criteria.

5.2

Ensure outcomes of evaluation are incorporated into future exhibition planning.

This section describes the essential skills and knowledge and their level, required for this unit.

The following skills must be assessed as part of this unit:

planning and organisational skills to establish and manage cohesive operational procedures and systems

communication skills to consult, liaise and negotiate with a wide range of stakeholders on complex planning and operational issues

critical thinking skills to evaluate complex information from multiple sources, and to develop management approaches based on those evaluations

literacy skills to interpret and develop complex and varied exhibition management documentation

numeracy skills to work with budgets and spatial planning issues.

The following knowledge must be assessed as part of this unit:

detailed knowledge of the exhibitions sector, including different types of exhibitions, key planning and operational components and industry networks

broader event management issues that affect exhibition planning and management

issues and challenges commonly encountered in exhibition and exhibitor management

formats and options for bringing buyers and sellers together, including suitability of different formats for different types of exhibition

current exhibition technology and equipment options

legislation, regulations and industry codes that affect commercial exhibitions

specific risk management issues for commercial exhibitions

resource requirements for different exhibition components and activities, including financial, human and physical resources

correct and environmentally sound disposal methods for all types of waste and in particular for recycling high levels of paper based resources associated with exhibitions.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

detailed knowledge of exhibition planning and operations

demonstration of skills through management of an exhibition

ability to coordinate efficient, resource effective and safe exhibitions and provide services that meet agreed client requirements.

Context of and specific resources for assessment

Assessment must ensure:

access to venues for staging of exhibitions

use of current information on which to base planning

involvement of and interaction with stakeholders as part of the planning process.

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

evaluation of exhibition plans and procedures developed by the candidate

case studies to assess candidate's ability to develop approaches for a range of exhibition styles and contexts

review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Exhibition may be:

trade

consumer

combination trade and consumer.

Stakeholders may include:

organising committees

industry bodies

seller representatives.

Exhibition objectives may relate to:

industry exposure

sponsor exposure

numbers and ratios of buyers and sellers

profile of buyers and sellers (e.g. balance between small and large, generalist and specialist, etc.)

media coverage

industry education

dollar value of business completed.

Safety, risk and environmental issues may relate to:

access

maximum numbers of exhibitors

space requirements to avoid overcrowding

allowance for allocation of non-exhibition space to effective waste disposal and recycling facilities

technical issues, including cabling and power sources

food safety requirements and impact on space.

Criteria for the allocation of space may relate to:

exhibitor participation level

required balance and variety of exhibitors

sponsorship arrangements

placement or proximity of equipment required by different exhibitors

guidelines on proximity of exhibitors in direct competition

exhibition layout themes or overall schemas.

Format for buyer and seller interaction may be:

free flow

prearranged appointments

appointments made during exhibition period

scheduled presentations, including plenary, workshops and carousel

combination of different formats.

Exhibitor prospectus may include information on:

overall market context

venue details and features

marketing plans

attendance expectations

previous performance data

participation costs, at different levels

sample layouts and floor plans

buyer and seller interaction format, such as free flow and prearranged appointments

benefits of participation

endorsements

sponsor material or information

support services, including travel and accommodation

information on transport of materials and equipment.

Exhibitor support services may include:

travel

accommodation

assistance with additional promotions

answering general enquiries

providing updated information.

Exhibitor kits may include:

venue details

detailed floor plans

access information

delivery details for materials and equipment

technical services information or contacts

confirmation of travel or accommodation arrangements

confirmation of buyer appointment schedules

times of exhibitor presentations

sponsor material or information

paper-based or electronically transmitted materials.

Briefings and debriefings may include:

location and venue maps

summary exhibition information and support materials

emergency procedures, including emergency telephone contacts.

Evaluation criteria may relate to:

exhibitor, buyer and sponsor feedback

operational efficiency

number of attending buyers

venue service levels

effective use of resources to minimise waste and environmental impacts

profitability of the exhibition to the exhibition management business.

Sector

Cross-Sector

Event Management

The required outcomes described in this unit of competency contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.