Education and further training

Securing the future with education

The German trade fair industry is successful nationally and internationally – with its concepts, organizational skills and business models. To keep it that way, it needs a strong offspring. The next generation of well-trained exhibition experts comes from colleges and universities, the industry itself, and private educational institutions.

We at the Institute of the German Trade Fair Industry have made it our mission to support and intensively promote qualified training and further education in the trade fair and event industry. With various cooperations and knowledge transfer we take care of clear job descriptions, practical and up-to-date content in education and training to prepare young talents for best career opportunities in a demanding industry.

Cooperation – Practical support for educational institutions

If further education providers and training institutions work on curricula on the topic of exhibition and event management, we act as cooperation partners and consultants. We give lectures and hold seminars on the subject of the trade fair and event industry. Above all, we provide teaching and training materials covering topics, contents and requirements of the industry – for a sound theoretical education very close to the practice.

Knowledge transfer – In dialogue with lecturers and teachers

The intensive personal and professional exchange with vocational teachers who train future event managers is an important aspect of our work, since lecturers and teachers are directly involved in training the future exhibition and event experts. We encourage knowledge transfer and support teachers and trainers with literature, teaching material and with our contacts into the practical side of the exhibition and event business.

The annual AUMA Expert Training Forum for Vocational Teachers who educate future event managers focuses on best practice examples, trends and hot topics in the German exhibition and event industry, as well as on teaching methods and instruments. Currently it is the only officially recognized training for vocational teachers in Germany.

Impressions AUMA Expert Training Forum 2017 (German)

Networking with economists

The Institute of the German Trade Fair Industry also supports the Federal Dean Conference on Economic Sciences (BDK). This network consists of the deans of economic departments at universities in Germany. With this cooperation we anchor the topics of exhibitions and events in teaching and research at universities, furthermore, within this network we are the central contact for all exhibition related issues.

BundesDekaneKonferenz Wirtschaftswissenschaften (German)

For universities and scientific institutions, exhibitions are the ideal platform to present and market their innovations and research results. That is why we have teamed up with Messearbeitskreis Wissenschaft (MAK). The central themes of MAK are science marketing, science management, research and technology marketing and professional knowledge and technology transfer with regard to the exhibition industry. Members of MAK consist of representatives from German Federal States who are responsible for the trade fair appearances of the universities as well as representatives of universities, scientific institutions and transfer offices, who regularly attend trade fairs. They often exhibit at joint stands under the label "Science Made in Germany". Exhibition organizers are also among the members.

Messearbeitskreis Wissenschaft (German)

Exhibitions in the classroom – An interesting topic for students and teachers

Exhibitions play an important economic role. That is why we made an effort to ensure that the topic is also incorporated in general school education. In cooperation with the Institute for Economic Education at the Carl von Ossietzky University Oldenburg, the series “Practical Contact Trade Fairs: Part I to IV” was created for teachers and students. It is designed as assistance to the teachers and offers teaching material within the frame of economic courses at general education schools and can be used free of charge.

Praxiskontakt Messen.jpg

“Practical Contact Trade Fairs” teaching units for schools (German)

Praxiskontakt Messen Teil 1 - Unternehmerischer Marketing-Mix

Praxiskontakt Messen Teil 2 - Unternehmen in globalen Maerkten

Praxiskontakt Messen Teil 3 - Strukturwandel auf Märkten

Praxiskontakt Messen Teil 4 - Strukturwandel auf Märkten

Career – From school to event business

The exhibition and event industry offers young people interesting job prospects and best career opportunities. Therefore, we support school graduates and trainees in their professional orientation. We inform about occupations in the industry and about different education and training pathways – apprenticeship, dual studies, classical university studies – and we introduce them to various programs and providers for further education. The AUMA database is a good resource for an initial overview of educational institutions offering studies, courses, and trainings in exhibition and event management and personal contacts at the educational institutions.

Trade fair seminars – Specialised training for successful exhibitors

When small and medium-sized companies or start-ups decide to take part in a trade fair for the first time, they are often entering new territory. Two services in Germany are of special interest to them: a federal support programme for young innovative companies, and the “Seminar Alliance” (Seminar-Allianz). Among the benefits of the federal support programme for young innovative companies is a free phone consulting session with a qualified trade fair expert. We coordinate these sessions and split the costs with the respective trade fair organiser.

The “Seminar Alliance for German Trade Fairs in AUMA” (Seminar-Allianz der deutschen Messen im AUMA) consists of 12 trade fair organisers. Together with AUMA and FAMAB they offer a programme of seminars and coaching sessions for exhibitors, to ensure the best possible quality and results of trade fair participation. This programme is designed and carried out by the Akademie Escolar.

The trade fair organisers in the Seminar Alliance are Messe Berlin, Messe Düsseldorf, Messe Essen, Messe Frankfurt, Hamburg Messe, Messe Karlsruhe, Koelnmesse, Leipziger Messe, NürnbergMesse, Messe Stuttgart, MCH Swiss Exhibition (Basel) and Reed Exhibitions in Austria.

Seminar Alliance brochure, 2018 programme (in German)

If you are interested in further training opportunities and seminars for exhibitors, please consult the AUMA database for provider addresses and contacts.

100PRO – Traineeship initiative for new trade fair experts

100PRO - Die Ausbildungsinititative.

Trade fair companies themselves play an integral role in the overall range of training opportunities in the German trade fair industry. So it only makes sense for AUMA to support the 100PRO traineeship initiative together with partner organisations. We want the quality of the “trade fair specialist” (Veranstaltungskauffrau/-mann) and “trade fair technology specialist” (Fachkraft für Veranstaltungstechnik) training programmes to be improved on a continuous basis, because well-educated specialists are crucial to the success of the German trade fair industry over the long term. They help to ensure that trade fairs and events of all types and sizes are organised and carried out with professionalism and commitment. 100PRO - Die Ausbildungsinititative (German).

Finding the right place to study – The addresses of the exhibition and event industry

If you are interested in educational or further training programmes in the event industry, you’ve come to the right place. Our AUMA database provides the right addresses and contacts for colleges, universities and other educational institutes throughout Germany. Enter search terms like Ausbildungsträger (training institutes), Weiterbildungsträger (further training institutes), Universitäten (universities), Fachhochschulen (vocational colleges), Seminare (seminars) and Trainings (workshops) to set off on your path to a successful career in the event industry.

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