Source: China Trade News.
Recently, the author was invited to attend a review meeting on the training program for exhibition economy and management at South China University of Technology. The concepts of economics, management and innovation established through its T-shaped talent training structure and elite training model helped the author recognize the segmented foundation for cultivating high-end exhibition talent in China.
As an industry practitioner, when encountering this type of topic, one instinctively compares it with enterprise and market needs. It can be said that what a qualified exhibition major graduate studies every day should be what the industry needs in the future. However, the author believes that universities should cultivate talent for society from the strategic height of national economic and social development. A market-oriented education philosophy should not fall into the misunderstanding of becoming enterprise-oriented and merely following enterprises.
For a long time, the industry has believed that exhibition majors should, on the basis of enrichment and improvement according to practical needs, enable students to master effective tools and the ability to learn again. Therefore, it is essential for exhibition students to acquire basic exhibition theory, marketing, management, mathematics, design and new technology knowledge. These are all needed in practice. For example, project management requires certain management knowledge, involving team formation, compensation systems, incentive mechanisms, cost-benefit control, venue planning and design, media promotion, especially the operation and promotion of new media, and the use of e-commerce. Project planning also requires understanding macroeconomics and policy, as well as corresponding writing ability. That is another level of requirement.
In this way, what appears before the world is a towering tree with exhibitions as its trunk, full of fruit and flourishing branches. One may ask: daily work requires drafting various reports and requests, so should official document writing courses be offered? Official websites, WeChat posts and various roadshow promotions require news writing, so should news writing courses be offered? If a major already offers university Chinese, it can provide basic training. In addition, exhibitions also involve logistics, customs declaration, inspection declaration and intellectual property protection. Should related courses be offered as well? It seems that systems such as conferences, tourism and festivals must also be included.
However, how can professional characteristics be reflected while avoiding a situation that is broad but not specialized and broad but not refined? In theory, the exhibition industry is considered an interdisciplinary field, but in reality it has become a catch-all and a kaleidoscope, even leading to the awkward situation of first-class universities having second-tier majors.
To get out of this difficulty, the issue must be clarified from the perspectives of discipline design, training objectives and institutional characteristics.
At present, the T-shaped training structure reviewed by South China University of Technology is relatively complete. Horizontally, the training program covers economics, management, innovation practice and personal qualities. Vertically, it includes exhibition fundamentals, exhibition management, exhibition technology, and festivals and tourism, thereby forming a complete disciplinary system.
At the same time, South China University of Technology has established two laboratories: an engineering management laboratory and an information technology laboratory. In terms of disciplinary system construction and supporting facilities, this fully reflects the characteristics of a 985 engineering university. Since each cohort enrolls only 35 to 40 students, it reflects the concept of elite education.
The author once held the somewhat extreme view that undergraduate exhibition students were in an awkward position, and that exhibition students at prestigious universities were even more awkward. This came from an understanding of the exhibition industry as a service industry, where service awareness is especially important. In plain terms, it requires flexibility: starting with awareness and building from experience.
Taking South China University of Technology as an example, its elite training route fits its institutional characteristics. First, it was the first university in China authorized by the Ministry of Education to establish a doctoral program in this field, and it holds an authoritative position in the festival and event field. As exhibition theory develops, especially with growing emphasis on event management, its advantageous disciplines are further highlighted.
Second, as an engineering and technology university, it can pursue a high-end route in majors closely related to exhibitions. For example, the design of exhibition engineering and equipment, as well as innovation and improvement of their functions, can also become directions for deeper disciplinary exploration and higher-level talent training. This fully reflects its own training characteristics.
Third, following an elite training route and improving the ability to learn again conform to industry characteristics. Like the news industry, exhibition talent also needs the ability to handle problems quickly. A well-known media organization once required reporters to work in three three-minute periods: the first three minutes to accept and understand the task, the second three minutes to collect information, and the third three minutes to write an interview outline. Of course, exhibition professionals do not face exactly the same time pressure, but what they need more is the ability to grasp the industry trends of newly encountered exhibition themes, enter the role quickly and accurately understand industry needs.
Objectively speaking, from the perspective of the broader exhibition discipline, China's exhibition industry has reached the stage where it should output high-level talent to society.
The author is deputy secretary-general of the China Convention and Exhibition Society and deputy general manager of Guangdong Modern Exhibition Management Co., Ltd.