Analysis of the CFEE Core Curriculum in relation to

the EMBOK
26 October 2010

The following represents a mapping of the CFEE Core Curriculum* to the International EMBOK Model
framework. The CFEE Core Curriculum is categorized into 6 core curriculum areas, 31 objectives, 61 key
instruction elements, and 292 learning outcomes (plus 7 elective topics)**. Please note that some of the
CFEE Core Curriculum items appear in numerous places within the EMBOK framework and some items
appear under phase headings or general domain headings rather than individual task/knowledge areas
within each domain.
1. SPONSORSHIP/SPONSOR SERVICE
2. ADMINISTRATION/ MANAGEMENT
3. HUMAN RESOURCES
4. MARKETING/MEDIA RELATIONS
5. OPERATIONS/RISK MANAGEMENT
6. NON-SPONSORSHIP REVENUE PROGRAMS
*CFEE, the Certified Festival and Events Executive designation, is the credentialing program offered by the International Festivals and
Events Association (IFEA). The CFEE Core Curriculum, dated 2005, may be found
at http://www.ifea.com/joomla1_5/index.php?option=com_content&view=article&id=134&Itemid=108.
** This mapping does not include all the learning outcomes.

International
EMBOK Model

CFEE Core Curriculum

Initiation

Objective 1. 1. Assessment of an events sponsorship potential

1. C. Event inventory: What is the property?
1. C. a) Understand the basics of the event: concept, dates, location,
organizational structure
1. C. c) Understand the role that research plays in the understanding of
audience demographics and how it can be applied to sponsorship solicitation
2. A. Business Plan Basics
2. A. a) A business plan precisely defines your business, including a well
thought out mission and vision, identifies your goals, and serves as your firm's
resume.
2. A. b) Understand the difference between a Strategic Plan and a Business
Plan.
6. B. Demographics and NS Revenue
Elective: Current Industry Issues & Trends

Planning
Implementation
The Event

Objective 1. 6. Sponsor servicing and fulfillment

Closure

ADMINISTRATION

Financial

Objective 1. 7. Post event reporting and evaluation

6. J. c) Administrative audits
Elective: Writing Skills
Elective: Presentation Skills
2. ADMINISTRATION/MANAGEMENT
Objective 2. 1. Provide a working knowledge of a business plan the roadmap
for success.
Elective: Economic Impact
Objective 1. 2. Assembling and valuing rights packages
Objective 1. 3. Valuing intangible assets & determining appropriate fees
1. H. Determining value
1. H. c) Understand a basic valuation formula involving tangible values,

Human Resources

intangible values, and marketplace factors.

Objective 2. 3. Highlight budgeting and finance elements P&L, cash flow,
balance sheet.
2. C. Budgets and Financials
2. C. a) Understand the basics of a successful profit and loss statement; how
to forecast budget revenues and expenses; how to effectively manage
expenses; understand revenue sources.
2. C. b) Understand the importance of non-event generated revenue;
understand how to maximize event-generated revenue.
2. C. c) Understand the meaning of a balance sheet; know how to read one
and determine the health of an organization.
2. C. d) Understand the meaning of a cash flow statement; cash is king.
2. C. e) Understand effective staff and consultant management of financials,
including audits (internal and external), as well as event-related cash audits.
3. G. e) Provide a working understanding of the various benefits available to
companies and their extension to and inclusion in the compensation of
employees time off (vacation, sick leave, personal time, etc.), group medical
insurance (and other medical benefit alternatives like medical reimbursement
plans and cafeteria plans), retirement benefits (401ks, 403bs, etc.), credit
union (and other) memberships, etc.)
6. NON-SPONSORSHIP REVENUE PROGRAMS
6. A. Basic NS Revenue positives and negative features
6. C. New Revenue Ideas
6. D. Cash and Inventory Controls
6. H. a) 6. Pricing
6. J. Cost Control as Added Revenue
Elective: Leadership/Management Skills
1. C. d) Understand the demographics of the organization (i.e. Board,
members, volunteers, etc.)
Objective 2. 2. Develop an understanding of the leadership necessary to
manage an organization.
2. B. Management: Leadership and Staffing
2. B. a) Understand where to go to obtain quality employees; how to develop a
successful job description; how to interview effectively.
3. HUMAN RESOURCES
3. A. Role Human Resources Plays in the Achievement of Organizational
Mission and Objectives
3. B. Basics for Organization of the Human Resources Function in Various
Phases of an Organizations Development (considering stages of business
development and size of the organization)
3. C. Successful Hiring
3. C. c) Provide a background and understanding of the importance of
diversity in an organization and some useful tools to promote and ensure
access to a diverse pool of candidates. Provide an understanding of
common impediments (and solutions for them) to achieving diversity goals and
expectations.
3. D. Basics of Corporate Human Resources Policies and Employee
Handbooks
3. E. Basics for a Program of Evaluation and Performance Improvement.
3. F. Discipline and Human Resource Risk Management
3. G. Compensation, Benefits and Reward
3. G. d) Provide understanding and resources to ensure compliance with
federal minimum wage and other (state and local) wage and hour laws and
regulation. [Wage and hour requirements (overtime, etc)]
3. H. Training and Personnel Development
3. J. Board of Directors Governance and Function

Information

Procurement

Stakeholders

3. K. Human Resource Function and Volunteers

3. M. Other Resources for Human Resource Professionals.
Objective 5. 6. Review the leadership role of operations personnel.
5. K. Leadership
5. L. Volunteer Management
1. J. b) 7. Follow-up/Post event reporting
Objective 5. 2. Review the process of soliciting, securing, and managing
contracted services.
5. C. Bidding and Contracting Services
5. D. Management of Contracted Services
6. J. a) Standardized bids and contracts
1. J. Sponsor servicing and fulfillment
1. J. b) Understand the basic fundamentals involved in the establishment of a
professional servicing system
Objective 2. 5. Understand the business aspects of the event and its
importance to a community.
3. J. Board of Directors Governance and Function
4. G. c) Creating win-win relationships with media
Objective 5. 4. Examine the essential role that interpersonal/relationship
building skills play in festival management.
5. F. c) Understand the establishment of positive partnerships with
professional/ regulatory personnel and agencies
5. G. Relationship Building Skills
6. H. a) 3. Consideration of public relations and community relations issues

Systems
Time

Elective: Time Management

5. B. b) Understand the process of creating schedules

DESIGN
Catering

6. F. Food and Beverage

6. F. a) Understand key fundamentals related to all food and beverage
operations
6. F. b) Understand key issues related to alcohol sales

Content
Entertainment

Environment

1. B. a) 5. CELEBRITIES/PERSONALITIES: performers, musicians, media

stars
1. E. a) Understand the hospitality possibilities as related to a specific event
(i.e. tickets, passes, parking, merchandise, VIP areas, reserved seats,
upgraded experiences)
Objective 5. 1. Examine the key elements of site plan development.

Production

Program

Theme

1. B. Determination of controlled assets

1. B. a) Understanding that every organization is comprised of a number of
public or private events, activities, etc. which it owns or controls.
1. B. a) 4. ATTRACTIONS: traveling exhibits, team appearances, marching
bands
1. E. b) Understand other potential hospitality experiences related to the event
and organization (i.e. private parties and receptions, preview/kick-off activities,
golf outings, lodging)
6. I. Specialty Revenue Items
6. I. a) Carnivals/amusements
6. I. b) Arts and craft shows
6. I. c) Commercial exhibits
6. I. d) Parades
4. C. c) Understand the elements that drive a brand from the visual and
experiential.

MARKETING

Marketing Plan

Materials

Merchandise

Promotions

Public Relations

Sales

Sponsorship

OPERATIONS

4. MARKETING/MEDIA RELATIONS
1. D. Marketing inventory
1. D. a) Understand the relationship between event
marketing/media/promotion and the exposure desired by sponsors
1. D. d) Understand the role of web sites in the marketing mix and the
sponsors sales process
Objective 2. 4. Develop an awareness of the marketing functions necessary
for a successful business.
Objective 4. 2. Provide a basic outline for structure and organization of
marketing and media relations planning.
4. A. Role of Marketing and Media relations
4. B. Audience Demographics
4. C. Basics of Branding
4. D. Strategic Marketing
4. E. Basics Tactics of Marketing
1. D. c) Understand the events collateral materials (i.e. publications, programs,
maps, posters, brochures, banners/signage) role as a sponsorship sales asset
4. E. a) Provide information on the many tactics of marketing including
advertising, PSAs, promotions, collateral materials, web marketing.
1. E. a) Understand the hospitality possibilities as related to a specific event
(i.e. tickets, passes, parking, merchandise, VIP areas, reserved seats,
upgraded experiences)
1. F. c) 3. vi. Merchandise/premium rights
6. E. Merchandise
1. D. b) Understand the events advertising expenditures and mix; co-sponsor
promotion possibilities; historic PR/publicity coverage; and data base
availability
4. E. a) Provide information on the many tactics of marketing including
advertising, PSAs, promotions, collateral materials, web marketing.
1. D. b) Understand the events advertising expenditures and mix; co-sponsor
promotion possibilities; historic PR/publicity coverage; and data base
availability
Objective 4. 3. Provide working knowledge of media relations and tips and
techniques to conduct full media relations efforts.
4. E. a) Provide information on the many tactics of marketing including
advertising, PSAs, promotions, collateral materials, web marketing.
4. F. Basics of Media Relations
6. H. Admission Tickets
6. J. b) Centralized inventory operations
1. SPONSORSHIP/SPONSOR SERVICE
Objective 1. 4. Creating compelling sponsorship proposals
Objective 1. 5. Making the commitment needed for sponsorship renewals
1. A. What a sponsor is
1. E. Hospitality inventory
1. F. Basics of program development
1. F. a) Understand the need to establish a sound philosophical base for any
sponsorship program prior to any sales (i.e. are there any unacceptable
categories; how much commercialism is acceptable what is an event willing
to sell-off?
1. F. b) Understand the typical levels of sponsorship programs
1. F. d) Understand the process of packaging rights and benefits by level
1. I. Creating compelling proposals
4. G. Media Sponsorships
1. J. Sponsor servicing and fulfillment
1. J. b) 6. On-site management

Attendees

Communications

Infrastructure
Logistics

Participants

Site

5. OPERATIONS/RISK MANAGEMENT
1. E. a) Understand the hospitality possibilities as related to a specific event
(i.e. tickets, passes, parking, merchandise, VIP areas, reserved seats,
upgraded experiences)
5. H. e) Understand the creation and implementation of a credentialing system
6. G. Hospitality
6. G. b) Understand common hospitality driven revenue programs
6. H. Admission Tickets
5. I. b) Understand fundamental contingency plan requirements:
communication, designated leadership, specialized supplies and equipment.
1. E. a) Understand the hospitality possibilities as related to a specific event
(i.e. tickets, passes, parking, merchandise, VIP areas, reserved seats,
upgraded experiences)
5. J. Traffic Management
5. B. Development of a set-up and tear-down schedule
1. B. a) 5. CELEBRITIES/PERSONALITIES: performers, musicians, media
stars
5. H. e) Understand the creation and implementation of a credentialing system
6. I. Specialty Revenue Items
6. I. a) Carnivals/amusements
6. I. b) Arts and craft shows
6. I. c) Commercial exhibits
6. I. d) Parades
Objective 5. 1. Examine the key elements of site plan development.
5. A. Creation of a site plan
5. A. c) Understand the relationship of site planning to security and access
control
5. A. d) Understand the integral relationship between site plan and site
selection
5. H. c) Understand the process of securing event perimeters and gating
5. I. f) Understand the creation of a site evacuation plan
6. H. a) 4. Perimeter integrity and security
6. H. a) 5. Access control

Technical
RISK

Compliance

Decisions

Emergency

Health/Safety

5. OPERATIONS/RISK MANAGEMENT
Objective 5. 3. Provide a basic understanding of insurance and risk
management procedures.
5. F. Basics of Risk Management
3. C. b) Provide an understanding of federal hiring and nondiscrimination
policies in the hiring process (tools and methods for compliance with the law)
3. D. c) Provide an understanding of the policies that are effectively required
by the law.
3. G. d) Provide understanding and resources to ensure compliance with
federal minimum wage and other (state and local) wage and hour laws and
regulation. [Wage and hour requirements (overtime, etc)]
3. I. Compliance and Federal Governance.
6. F. b) Understand key issues related to alcohol sales
5. C. e) Understand the process of bid selection
4. F. f) Develop a working knowledge of how to deal with crisis communication
Objective 5. 5. Generate an understanding of the critical crowd control,
security, and contingency planning issues.
5. I. Contingency Planning
5. I. f) Understand the creation of a site evacuation plan
3. K. c) Consider and understand legal and corporate human resource policies
and their applicability to volunteers (operational standards, ethical standards,

Insurance

Legal

Security

No Match*
* Continuous Improvement,
Creativity, and Ethics are
included in the International
EMBOK Model as a core
values.

workplace/event safety, compliance with law, nondiscrimination policies,

effective customer service, etc.)
Objective 5. 5. Generate an understanding of the critical crowd control,
security, and contingency planning issues.
5. A. e) Understand key service and safety issues related to site planning
5. H. Security and Crowd Control
3. K. d) Provide and understanding and overview of risk management and
insurance coverage opportunities for volunteers.
Objective 5. 3. Provide a basic understanding of insurance and risk
management procedures.
5. E. Key Elements of Insurance
6. F. b) 5. Legal and insurance requirements
1. F. c) Understand the types of rights generally associated with sponsorship
packages:
1. F. c) 1. Exclusive Rights (available to only sponsors at a specific level)
1. F. c) 2. First Rights (sponsor receives the first opportunity to select a
specific asset or opportunity as their own)
1. F. c) 3. General Rights available to all sponsors and vary in quantity,
including:
1. F. c) 3. i. Trademark use rights
1. F. c) 3. ii. Resale rights (Third-party)
1. F. c) 3. iii. Media rights (includes telecast)
1. F. c) 3. iv. Promotional rights (includes publications, data base)
1. F. c) 3. v. On-site rights
1. F. c) 3. vi. Merchandise/premium rights
1. F. c) 3. vii. Hospitality benefits
1. F. e). Understanding the terms of sponsorship agreements: level; # per
level; exclusivity; multi-year; renewal options
Objective 3. 3. Provide a working knowledge to federal (and typical state and
local laws and regulations) regarding wage and hour and other personnel
related law and policy.
3. D. d) Understand the risks of policymaking (statement of policy vs. contract)
3. F. b) Understand the concept of progressive discipline and how to use (and
limit its use) as a tool and potential right of an employee. (Hard/absolute
standards and policies vs. performance driven or soft standards).
3. F. c) Understand the legal risks inherent in use of discipline.
5. C. f) Understand the basics of a contract and the development of a standard
contract format
6. F. b) 5. Legal and insurance requirements
Objective 5. 5. Generate an understanding of the critical crowd control,
security, and contingency planning issues.
5. A. c) Understand the relationship of site planning to security and access
control
5. H. Security and Crowd Control
Elective: Creativity/Innovation
3. L. IFEA Code of Ethics (Industry Ethical Standards)
4. H. Creativity