James Cook University .

Apprentice schemes offer work with companies , which means apprentices can earn a wage while they train . David Preston , CEO of Realise , says : “ The key message for the apprentice is earn while you learn , get the experience on the job .”

Similarly , Richard John , founder of Realise , adds : “ The maths is evident ; £ 40,000 ($ 54,760 ) of debt compared to securing a qualification debt-free and 18 months of salary .”

While there is a suggestion that the hands-on aspect of on-the-job training provides a more effective solution , some professionals disagree . Dr Jennifer Hagan , Teeside University ( in the UK ), states : “ There is a perception that the only way to train and learn in the industry is to get straight in hands-on but , in reality , every successful events professional knows the value of evidence-based practice and research , structured approaches to planning , knowing the details of relevant policy , risk assessment etc .”

Paul Cook , founder of the Hybrid Centre and former MPI UK president , comments : “ If an individual has a university education , they show the ability to go further . Many industries demand a university education due to the discipline and creative thinking offered . Indeed , you are at a disadvantage

without a university education .”

Miguel Neves , CMP , editor-in-chief at EventMB and MA Conference and Events Management , University of Westminster , graduate , adds : “ They [ degrees ] are not topics that had an immediate impact on my job roles after leaving University , but they have had a very beneficial impact on my overall career , particularly when it comes to understanding and connecting with the global community of event professionals , something that I benefit from every day in my current role .”

Neves adds : “ University education , particularly at the post-graduate level , is more theoretical and research oriented . This can be especially useful career-wise , but not usually applicable for entry-level jobs . This creates a disconnect between what graduates are expecting and what companies are looking for .”

Yet , while there are points of contrast , a healthier view , for the future of the industry , should be that alternative forms of education are not necessarily distinct competitors , but complementors .

Co-operation is the key to our future Discussing attempts to compare university and apprentice style education , Paul Cook states : “ If the approach towards education is too binary in terms of university education or on the job

training , it doesn ’ t help the sector .”

Instead , co-operation between all aspects of the sector , including upskilling-focused training , offers the best avenue for improving the standard of events education , and , in turn , the events industry itself . Cook adds : “ Advisory groups to universities and apprentice schemes need to communicate to ensure the training offered by both is of a high standard .”

Significantly , belief in the increasing importance of co-operation between distinct aspects of events education has grown because of the pandemic .

Dr Caroline Jackson , vice-chair of UK industry association , Business Visits and Events Partnership , states : “ Over the next 10-15 years it is anticipated that each of these routes to and through events education will continue to develop , converge , and grow . The pandemic has demonstrated that there is a demand for education and that , for some , this gave them time to pursue personal skills development .”

Without co-operation and communication between event professionals , event education providers , and events companies , the industry risks a disconnect between the individuals educated , and the industry they enter .

Yet , this focus on the education of young professionals should not take away from the need to upskill across the industry . Live Group says its event briefs have moved from 65 % regarding in-person live events , to fewer than 5 %. This dramatic shift in the industry leaves many experienced professionals returning to a novice state . As a result , the value of upskilling courses for all individuals has reached an unprecedented level .

Paul Cook again : “ I don ’ t think you ever leave school . If you never look at where you are and how to improve , you ’ re in danger . There has never been a more important time to upskill , but that need to upskill will never go away . You never want to be dated .”

Above : Dr Caroline Jackson

Above : Paul Cook