Ashfield Meetings & Events and Sheffield Hallam University have collaborated for the latter's 'Managing Exhibitions, Business & Corporate Events’ module which forms part of their BA (Hons) Event Management course.

On 1 November, Caroline Westwood (Senior Lecturer, Sheffield Hallam University) brought a group of second year students to visit Ashfield Meetings & Events’ headquarters in Ashby De La Zouch. After a tour of the office and open discussions with a cross-section of staff – including the agency’s current undergraduate placement students – Ashfield provided the group with a fictitious event brief to respond to. The brief, which forms 60% of the module, was designed to prompt the students to consider the various elements involved in organising a full service event. The students will pitch their ideas back to a panel of Ashfield staff in December, replicating the pressures of competing for new business in the event industry.

Helen Capelin (Head Of Operational Excellence, Ashfield Meetings & Events) commented on the visit: “Education, training and continued professional development is very important to our agency so when Caroline approached us to be involved it was an easy decision. We thoroughly enjoyed spending time with the students and showcasing the day-to-day realities of a busy event agency. It was encouraging to see their passion for the industry and their excitement at the challenge we have set them. It will be interesting to see what new ideas they will bring to the table by looking at the brief from fresh perspectives.”

Ashfield Meetings & Events place a strong emphasis on connecting and collaborating with the next generation of event planners. In addition to supporting initiatives like this and providing guest lecturers to different academic institutions, the agency’s popular undergraduate placement programme is currently in its sixth year.

Sheffield Hallam University align with Ashfield Meetings & Events for elective module