Evaluating Event Management Skills and Competencies at Jack Morton

This report analyzes the professional identity and practice within the context of event management, focusing on Jack Morton, a leading event management organization. It begins with an overview of Jack Morton, highlighting its key projects and global presence. The report then identifies essential skills and competencies for event managers, including interpersonal, time management, leadership, organizational, and problem-solving skills. It emphasizes the benefits of ongoing professional and personal development, such as increased retention, confidence, efficiency, and access to expertise. The report explores various learning theories, including behaviorist, cognitive, and experiential approaches, and their relevance to professional development. Self-evaluation methods like SWOT analysis are utilized to assess skills and competencies. Finally, the report outlines a professional development plan, reflecting on the interview process and concluding with a critical reflection on the overall findings. This report provides valuable insights into the skills and development needed for success in the event management industry.

Professional Identity and
Practice

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
Introduction and overview of organization .................................................................................1
Skills and competencies expected by employers for specific role ..............................................2
Benefits and importance of ongoing professional and personal development ...........................3
Range of different learning theories and approaches used to professional development ...........4
Critically evaluate of abilities, skills and competencies for job role in organization by utilising
the self- evaluation models ........................................................................................................5
Best approach to enhance professional and personal development ............................................6
PART 2............................................................................................................................................8
Produce professional development plan in relation to increase skills and competencies ...........8
PART C............................................................................................................................................9
Detailed critical reflection of the interview process ...................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Professional identity is formed upon impression, worth, motives and experience of person
which they bring into their day to day life. It is forever modification, re-formed depending upon
the conditions they face. It is the changing procedure that implies the making sense and re-
interpretation of own values and experiences which can be effected by individual, social and
cognitive factors (Patrick and et.al., 2017). This study is based on Jack Morton. It is the largest
event management organization in the UK. Report will cover the introduction and overview of
organization. It will investigate into skills and competencies expected by employers for specific
roles in organization. Furthermore, study will evaluate the benefits and significance of ongoing
professional and personal development.
PART A
Introduction and overview of organization
Jack Morton is arguably the biggest event management organization in the United
Kingdom. It is the subsidiary firm of The Inter public Group of Companies. Conferences and
Incentives Travel Magazines ranked Jack Morton worldwide as the number one agency based
upon 2016 event based turnover. Event magazines named them the top brand experience agency
in the 2016. They led the mode in world brand experience marketing and are prefect fit closely
any business event. They are the best called for event and experiential marketing, digital and
content marketing, employee involvement (Wald and et.al., 2015). Also, they have special
skillfulness with empirical technology, public event and moving image. They are multi-channel,
multi-discipline and plain multi-skilled. Company has organised major events such as
Commonwealth Games in 2002 at England, opening and closing ceremony at the Summer
Olympics at the Greece in 2004 and organised the largest event that is IBM India live
communication event for 19000 workers in India. Company is also responsible or Mayor of
London's New year's Eve firework display in 2003.
In order to that, Jack Morton has planned and organized the localised as well as
international events and parties across the worldwide. Recently, planned and organised the
opening and closing ceremonies for Commonwealth Games at Scotland in the 2014. selected
company has offices at many locations like Boston, Chicago, Detroit, London, Hong Kong,
Singapore and so on. Jack Morton provided many of the products such as branding and identity,
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digital marketing, consumers conferences, trade shows, exhibition and other events. There are
600 employees working in the Jack Morton. Now they are hired the event manager for effective
planning and organising the events and meetings as the requirement of people (Cruess, Cruess
and Steinert, 2016).
Skills and competencies expected by employers for specific role
The selected job role is the Event Manager who is planned and organized promotional,
corporate and social events. They are accountable for running range of events, ensuring the target
people is involved and information relating to event is marketed properly. Events play large part
in the success of brand or company. As event manager, the person will manage meetings,
conferences, exhibitions, parties and business incentives trips (Salifu and Agbenyega, 2016).
They will handle the entire procedure from the planning step, accurate through to running the
event and carrying out the post event assessment. The role is principally hands-on and frequently
includes performing as part of group. Event manager is the responsible for negotiate with clients
to discover their accurate event needs, produce the detailed proposals like timelines, venues,
suppliers, workers, legal obligation, and budgets.
Skills and competencies:
There are many skills and competencies which are required for event manager for
effective planning and organizing the events within the Jack Morton. Such as:
Interpersonal skill:
It is the necessary skill which help to be successful event manager in the selected
organization. They has to perform with group and other people in relation to ensure the event is
success. This refers that manager must have competency to tell and listen without any issues
(Luft and Roughley, 2016). It is the essential that the event manager realise needs of clients after
than they discover the different modes for fulfilling those requirements or come up with various
options.
Time management skill:
It is also very necessary skill which help to be successful event manager in the Jack
Morton. The multitasking competencies are an denotation which they are tailor-made to be event
manager. They have the competency to priorities things at the work. It allows to event manager
to be more productive and accomplish more within limited time period. This can help to plan and
organize the events and meetings (Rubens and et.al., 2018).
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leadership skill:
It is also very necessary skill which help to be successful event manager in the Jack
Morton. As event manager, have an learned quality for leading people. Excellent leadership
abilities aid guide team towards the end objective, so that events are successful (Perry, 2017). It
is essential to lead the effective team , giving the proper guidance and all informations related to
events to their team members.
Organizational Skill:
It is also very necessary skill which help to be successful event manager in the Jack
Morton. Everything in an event has to be smoothly make, so that each step of event goes off
seamlessly. However, organizational competencies can be learned, but education them is very
difficult if they are not born with them. This can help to plan and organize the events and
meetings.
Problem solving skill:
It is also very necessary skill which help to be successful event manager in the Jack
Morton. At the last minute, it is tracking down some emergency channel tape or reworking
keynote presentation, so that event manager have to be capable with what they have. By planning
event, event manager faced many problems such as lack of workers, time line, venue and other
issues (McConnell, Delate and Newlon, 2015). Therefore, event manager needs to solve any kind
of issues for effective planning and organizing the events successfully.
Benefits and importance of ongoing professional and personal development
Ongoing professional development is also called as continuous professional development.
It means to the procedure of tracking and writing the abilities, knowledge and experience which
individual gain both formally and informally as they perform, beyond any initial training. The on
going professional is to event manager in the Jack Morton event management company (Patrick
and et.al., 2017). Event manager is very essential professional in which they have planed and
organised the business events, awards ceremonies, hospitality programs across the worldwide.
Benefits and Importance:
On going professional and personal development is very beneficial and important for
building the skills and competencies as well as effective working of an individual in the
organization.
Raise Retention
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There are many of employers are cutting costs for chances like training, company can
stand out from the rest by offering and promoting some options of professional improvement.
This can show that employees care about their career progression and interested in keeping them
at the long term in the company (Wald and et.al., 2015). Through this, an individual is to be
successfully event manager in the organization.
Build confidence:
It is the most essential ability in the job. Therefore, company needs to give professional
improvement training chances allows staff to build confidence in the work they do. Also, its aids
them to raise credibility as they constant to gain new abilities and certificates within the Jack
Morton. Through this, an individual is to be successfully event manager in the organization.
This theory can help to be the event manager by developing the skills and abilities.
Improve efficiency
Through professional development, not only sets of new skills but also allows employees
to learn new things. Other professionals share their experiences, employees can pick up new
thoughts and views (Cruess, Cruess and Steinert, 2016). This can lead to larger productiveness
and efficiency for the Jack Morton. Through this, an individual is to be successfully event
manager in the organization. This theory can help to be the event manager by developing the
skills and abilities.
Access insider knowledge, skills and expertise:
Experienced event manager who have seen and done it will advice thoughts and make
improvement based on the best practices and previous experience to aid create an excellent
memorable event. Skills and knowledge involving like experience of best location and venue for
event, experience in handling challenging condition, innovative thoughts for social and partner
programmes, communication and cultural understanding of event destinations. This theory can
help to be the event manager by developing the skills and abilities.
Range of different learning theories and approaches used to professional development
Learning is an abiding change in behaviour or the capabilities to behave in given manner
that outcomes from activity or other kinds of experience. Learning theories are approaches
whose main interest is to associate study with education (Salifu and Agbenyega, 2016). In this
context, there are many learning approaches such as:
Behaviourist Approach
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Behaviourist theory to learning is based on the thoughts which learners respond to
encouragement in their surrounding. The role of learning helper is to give relevant and useful
encouragement, so that the helper responds and gains the needed the knowledge and experience.
This theory to learning focuses around the feeling which appropriate behaviours can be taught
through continuous repetition of task combined with feedback and contiguous from the helper.
Positive feedback boost and strengthen success while negative feedback and immediate
correction discourages the continuation of mistake or undesirable attitude (Luft and Roughley,
2016). Positive feedback helps to developing the career which is to be event manager. The main
of utilization of the behaviourist approach is to learning in training and teaching which is to
specify clear behavioural goals at the beginning and then supply learning chances. This ensure
that goals are met.
Cognitive Approach:
This theory is concerned with the role of the active mind in processing learning chances
and evolving. Cognitive approach is acquisition of knowledge and abilities, formation of mental
structure and processing of info and values. This theory is considered learning happened in both
cognitive domain which involves memory and understanding and affective domain which
includes feelings and changes in emotions as outcome of learning (Rubens and et.al., 2018). This
theory can help to be the event manager by developing the skills and abilities.
Experiential Approach:
This learning model believes that learning is dynamic procedure in which they are
continuously able to construct their own learning and development by moving through cycle in
which four aspects like concrete experience, reflective observation, abstract concept and active
experimentation. This learning cycle is continuously reviewed and feelings challenged or
confirmed for the basis of experiential learning theory (Perry, 2017). The series is explained in
following manner such as life experience of person form the basis for observation and reflection
on what has been scraped advance learning. This theory can help to be the event manager by
developing the skills and abilities.
Critically evaluate of abilities, skills and competencies for job role in organization by utilising
the self- evaluation models
It is very necessary to self evaluation of the skills and competencies as well as abilities
through utilising the methods or models for job role that is Event Manager in the Jack Morton.
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An individual used the SWOT analysis and performance management for self evaluation of
skills, abilities and competencies for job role in the firm (McConnell, Delate and Newlon, 2015).
In the SWOT analysis, my leadership skill is very good which impact positive on team work and
build relationship with team members in the workplace. My communication skill is very weak
which impact negative on the interaction with my superior and team members. For example:
Strengths
 Good leadership skills.
 Critical and innovative thinking.
 Highly passionate for planning of every
events.
 Highly motivate for organizing the
events.
Weakness
 Lack of communication skill.
 Lack of confidence level.
 Easily distracted.
 Poor time management skills.
 lack of financial and accounting skills.
Opportunities
 Meeting with new people in the events
 Increasing the valuable transferable
skills.
 Improving decision making skills.
Threats
 Facing many problems during the event
like time, venue, budget etc. due to lack
of problem solving skills.
 Working under pressure as per planning
of event.
Performance management:
It is the method which is utilised as self evaluation of skills, abilities and competencies
for event manager in the Jack Morton. Through this method, an individual can easily evaluate
weak skills and abilities which is highly negative impact on their performance and behaviour
within the workplace (Patrick and et.al., 2017). With this method, an individual can identify the
great abilities and competencies which is highly effected on working as planning of event on the
behalf of Jack Morton.
Best approach to enhance professional and personal development
The Kolb's Experiential learning cycle is the best approach for enhancing the professional
and personal development which is beneficial for event manager of Jack Morton. In this theory,
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four aspects like concrete experience, reflective observation, abstract concept and active
experimentation.
Concrete Experience:
In this aspect, an event manager feel the current situation and new experience as per
solving the situation. Also, they rendition of existing experience to new experience which help to
improve the skills and competencies for planning and organizing the events on the behalf of Jack
Morton (Wald and et.al., 2015). This can help to be successful event manager in the Jack
Morton.
Reflective observation:
In this aspect, an event manager observe the inconsistencies among experience and
understanding the current situation during the event. Also, they observe the new experience and
things for solving the situation. This can help to be successful event manager in the event
company.
Abstract Conceptualization:
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Illustration 1: Kolb's Learning Styles and Experiential
Learning Cycle
Source: (Kolb's Learning Styles and Experiential Learning
Cycle, 2018)

In this aspect, event manager think for taking the new thoughts an changes in the existing
abstract concept which has learned from their experience (Kolb's Learning Styles and
Experiential Learning Cycle, 2018). This can aid to effective planning and organizing the events
on the behalf of Jack Morton. This can help to be successful event manager in the event
company.
Active Experimentation:
In this aspect, event manager implement their thoughts to the world around them to see
what happens. With this, they applied the ideas practically in the situation of events. This can aid
to effective planning and organizing the events on the behalf of Jack Morton. This can help to be
successful event manager in the event company.
PART 2
Produce professional development plan in relation to increase skills and competencies
The professional development plan is made by individual for working nearly with the
employees to determine necessary abilities and resources which help career goals of employees
and business needs of company (Salifu and Agbenyega, 2016). This can start when I was join
team. Professional development plan writes the objectives, needed abilities and competencies
improvement and goals of employees will require to achieve in relation to help constantly
improvement and career development. This can help me to be successful event manager in the
Jack Morton.
Skills and Competency Activities and resources Time frame Take review
Communication skills I am unable to
communicate in front of
large audience, so that I will
attend the training session
for improving the verbal
and written
communication. It is the
very necessary to
communicate with team
members for event planning
I will improve
this skill within
the 1 week as per
the job role.
For that, I will take
review about my
skills from
supervisors.
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in the organization.
Time management skill It is the very necessary to
have this skill. My time
management skill is very
weak, so that I will improve
my skills for managing the
any form of event in the
organization. For that, I will
focus on planning and
organizing events.
I will improve
this skill within 1
week as per job
role.
For that, I will take
review about my
skills from
supervisors.
Financial and accounting
skills
I will attend training,
reading the books and
learning from the online
resources for improving this
skill which is very
necessary to job role.
I will improve
this skill within 2
week as per job
role.
For that, I will take
review about my
skills from
supervisors.
Problem solving skills I will attend training,
reading the books regrading
the situations and learning
from the online resources
for improving this skill
which is very necessary to
job role.
I will improve
this skill within 2
week as per job
role.
For that, I will take
review about my
skills from
supervisors.
PART C
Detailed critical reflection of the interview process
I was gone the interview for the job role which is event manager in the different
organization. Thus, I was realised that many of skills are weak and strong. My leadership skill is
very weak, so that I will make efforts to develop this skills. also, my confidence level is weak
when I was give the interview. When I was going for interview in the director's office, firstly, I
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was knocked the door ask him to that may I come in sir and he said that yes come in and please
sit down. I was asked that Good morning sir and he was replied that Good morning. He was
asked me question about myself and qualifications. I was replied my name, graduation and post
graduation, any kind of activities etc. he was asked my about the event manager's responsibilities
while planning and organizing the events. He was asked me “how would you deliver an
outstanding event on limited event on limited budget than I was replied that I was able to create
the innovative ideas for working on limited budget. Then, he was asked me to that “what
marketing techniques do you use\, so that I was replied that I will utilise the digital marketing
because nowadays, it is very important for business.
In order to that, I was felt very nervous when I was given the answerers. I was felt that
the interviewers is very strict, but non he was kind and interact very nice. Then, he was asked me
about my interest, so that I was replied that listening to music, playing Badminton etc. After that,
he was talked about job position, company policies and so on. Also, he was said that they send
the email about the joining date and time. Lastly, I was thanked to him and he was wished that
have great day. Overall, my interview process is very good and I wish that I am getting this job
role in the largest event management company of the UK.
CONCLUSION
This report has summarised that introduction and overview of event management
company. It can be concluded that different skills and competencies are required like time
management, communication, leadership and organisation skills which help to be event manager
of company. It can be discussed that various learning theories like behaviourist, experiential and
cognitive for improving the skills and abilities of an individual. Furthermore, study has
completed that Kolb's experiential learning cycle for professional development of event manager
in the company. It can be concluded that reflection of interview process as per job role of event
manager in the company.
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