Education needs in the exhibition industry - results of a recent study. By: Prof. Dr. Astrid Mühlböck, Professor for Trade Show and Exhibition Management, University of Applied Science, Bad Honnef, Germany

1. Education Needs in the Exhibition Industry
First Results of a Recent Study
Prof. Dr. Astrid Mühlböck
Taipei, March 3rd, 2010

2. Thank You
Everybody Participating in
the Questionnaire
March 3rd, 2010 2

3. Selected Results concerning
vocational training, on:
1. Information on Survey Participants
2. Current Situation
3. Target Group for Vocational Training
4. Content of Vocational Training
5. General Settings on Vocational Training
6. Objectives of Vocational Training
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4. Survey Participants –
Geographic Origin
Americas
4,9%
8,6% Middle East / Africa
Asia Pacific
Europe
53,1%
33,4%
Results coincide to a high
degree with UFI general
regional structure
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5. Survey Participants –
Field of Activity
Venue Owner /
Manager only
6,0%
Association
9,6%
Exhibition Organizer
43,4% only
Exhibition Organizer
and Venue Owner /
Manager
41,0%
Clearly more members doing
exhibitions + venue
participated in the survey.
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6. Survey Participants –
Size of Company
1 - 9 employees 7%
10 - 49 employees 34%
50 - 249 employees 43%
250 - 499 employees 10%
> 500 employees 6%
84% of companies parti-
cipating had less than 250 0% 20% 40%
employees.
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7. Current Situation –
Provider of Training
Private Training Company 19
Company Internal 16
Industry Association 13
University 9
Others 3
High importance of
private companies 0 5 10 15 20
and internally
provided trainings Counts per Category
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8. Target Group –
Position in Company
Middle manager 63
First line manager 54
Non-manager 34
Top manager 33
Part-time employees 7
Others 4
First line and middle 0 20 40 60 80 100
management to profit most
from training Counts per Category
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9. Target Group –
Field of Activity
Sales 4,51
Marketing 4,49
Customer Services 4,48
Information Technology 3,91
Accounting 2,94
0 1 2 3 4 5
Sales, marketing and customer
services receive highest average value
marks, accounting lowest. 1 = not important 5 = very important
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10. Content –
General Interest
Organization of Exhibitions 82%
Soft Skills 64%
Other Event Management
61%
Knowledge
Organization of Trade Fair
58%
Participation
Venue Management 47%
Organization of Exhibitions
most important 0% 20% 40% 60% 80% 100%
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11. Content –
Other Event Management Skills
Public relations 4,36
Sponsoring 4,29
Social-media skills 4,09
Congress & seminar organization 4,08
Sustainability 3,98
Destination management 3,47
Hospitality management 3,40
Public relations and Sponsoring 1 2 3 4 5
most important topics.
average value
March 3rd, 2010 1 = not important 5 = very important 11

12. General Setting –
Training Formats
Workshop 4,2
Seminar 3,89
Congress 3,16
Workshops Webinar 2,84
seen as most
appropriate
0 1 2 3 4 5
formats
average value
1 = not important 5 = very important
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13. General Setting –
Max. Days of Absence per Training
up to 3 days
5,0% 4 - 7 days
6,2%
8 - 13 days
more than 14 days
54,2%
34,6%
Trainings should not
take up more than a
week at a time (88%).
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14. Objectives of Vocational Training
Increase service quality
Increase customer satisfaction
Increase competitiveness
Improve employees work quality
Increase turnover and profit
Gaining of core skills for employees
Incentives for employees
Increase flexibility of employees
Improve work climate
Retain current employees
Adoption of addional qualifications
Attract new employees
More than 84% named 0% 20% 40% 60% 80% 100%
increase in service quality
March 3rd, 2010 Percentages per category 14

15. Further Questions?
Thank you for your attention!
March 3rd, 2010 15