Event Management- Methods & Principles

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

Affiliated to Institution of G.G.S.IP.U, Delhi

BJMC: Event Management-

Methods & Principles

24303

Divya Rastogi Assistant Professor


• 1. Events and Event Management : What are events, Types of Events & Event Management

• 2. Understanding Events

– i. Events as a communication tool

– ii. Events as a marketing tool

• 3. The Need : Why do we need events; Growing importance of events like exhibitions, seminars and conventions worldwide.

• 4. Elements of Event Management : Event Infrastructure, Organizers, Sponsors, Logistics.

UNIT-I EVENTS: NEED & MANAGEMENT


UNIT-II CREATING AN EVENT

• 1. Conceptualization and Planning

i. The Nature of Planning, Project Planning, Planning the Setting, Location and Site

ii. The Operations Plan, The Business Plan, Developing the Strategic Plan

• 2. Organization

i. Setting up an Event Organization structure

ii. The Committee Systems, Committee and Meeting Managemen

• 3. Programming and Service Management

i. Programme Planning, The Elements of Style, Developing a Program Portfolio

ii. The Programme Life Cycle, Scheduling


UNIT-III: HUMAN RESOURCE AND REVENUE

• 1. Human Resource Management i. Need Assessment, Policies and Procedures, Job Descriptions,

Recruitment and Motivation

• 2. Generating Revenue i. Fund-Raising, Grants, Merchandizing and Licensing, Food and

Beverage Sales, ii. The Price of Admission, Sponsorship

• 3. Financial and Risk Management i. The Budget and Cost-Revenue Management, Cash Flow

Management, ii. The Key Financial Statements, Measures of Financial Performance,

Financial Controls, iii. Risk Management


UNIT-IV: EVALUATION AND ASSESSMENT

• 1. Market Research

i. Why People Attend Events, Consumer Research on Events, Visitor Surveys

ii. TheSampling Method, Attendance Counts and Estimates, Market Area Surveys

• 2. Communications-Reaching the Customer

i. The Communication Mix, Developing and Communicating a Positive Image.

• 3. Evaluation and Impact Assessment

i. Evaluation Concepts, Observation Techniques and Applications, Evaluation of Costs and Benefits


• Chalk & Board

• Presentations

• Drills

• Organising an Event

TEACHING METHODOLOGIES


According to Marketing Guru Philip Kotler, “ event is an occurrence designed to communicate particular message to target audience.

An event is a live multimedia package carried out with a pre-conceived concept customised or modified to achieve the clients objective of reaching out and suitably influencing the target audience by providing a complete venue for two way interaction.

Occurrence happening at a determinable time and place with the participation of human agents . It may be a part of a chain of occurrences as an effect of a preceding occurrence and as the cause of a succeeding occurrence.

BASIC DEFINITION OF EVENT


THE PURPOSE OF THE EVENT

• Before planning an event, one should be aware of the objective of the event, why are you holding it? What are your goals and intentions? Be clear about your objective.

• The purpose of the event is the foundation. Your objectives will affect how you plan and set up your event.


Event: Press Conference of a Movie


Event: Wedding


Event: Seminar


CHARACTERISTICS OF EVENT

• Unique

• Personal Contact & Information

• Labour Intensive

• Fixed Timescale

• Perish ability of Events

• Expensive


EVENT MANAGEMENT: MEANING & DEFINITIONS

Event management is about professionally organizing an event whereby the organizer uses his knowledge/expertise in creating value for parties involved.

The whole idea is that whatever be the situation, if the occasion demands organization and management of events, event management comes into the picture.

Management of an event compasses all the activities including PLANNING, ORGANISING, STAFFING and EVALUATION. It includes all operational tasks such as venue selection, stage design, arranging the infrastructure, facilities required, etc networking with other activities such as PR , ticketing, sales for desired result.


TYPES OF EVENT

1. Entertainment Events 1. Mega Events 2. Social/Lifecycle Events 2. Major Event 3. Corporate Events 3. Regional Event 4. Sports Event 4. Minor Event 5. Religious Event 6. Educational Events 7. Political Event 8. Charitable/Fund Raising Events

On the basis of Nature

On the basis of size


KEY ELEMENTS

OF

EVENT

Event Infrastructure Organiser

Sponsors

Venue

Media

Target Audience

Logistics


During the planning process, the organisation structure of the organisation must also be decided.

• Low level of complexity, centralised decision making, common

for small events and flexible. Difficult after a point of time as the

organisation grows.

Media Venue Hospitality

EVENT MANAGER

1. Simple Structure

EVENT ORGANISATION STRUCTURE


2. Functional Structure

• This structure departmentalises employees by their function i.e.

by their intended output.

EVENT DIRECTOR

Marketing Manager

Accountant

Food & Beverage Manager

Cultural Manager

Media Publicity


3. Network Structure

• These are defined as a small centralised organisation that relies

on other organisations to perform its business function on

contract basis

EVENT DIRECTORATE

Marketing Consultant

Venue Management

Security Agency

Local Agent

Catering Company

Account Consultant


4. Task Forces or Committees Structure

• Large organizations such as local government authorities, sometimes deciden to produce an event by assembling a task force. It’s a temporary structure composed of from the staff with skills from various departments within the organization. Once assembled task force manages group for the event, it performs planning function and utilizes both external and internal resources. Eg. Annual Day, et al.

EVENT BOARD

Account/ Finance Committee

Catering Committee

Artistic Committee

Audio/Video Committee

Legal Committee

Promotion Committee

VIP Committee


5. Matrix Structures

E.M Production Marketi

ng

Sales HR Adminis

tration

Production

Staff

Marketi

ng Staff

Sales

Staff

HR Staff Admin

Staff

Large Organisations such as Corporate Event use structures that is based on

the structure of project working within the organisation structure. Works in

organisations where high degree of cooperation and flexibiltiy can be

achieved


Suggested Readings

1. Event Sponsorship

Bruce E Skinner, Published byVladimir Rukavina Wiley 2002, ISBN

0471126012

2. Event Planning

Judy Alley, Published by Wiley India

3. Successful Event Management

Anton Shene, Bryn Parry, 2nd Edition, Published by Cengage Learning

India Private Limited

4. Event Management

LynnvanDer Wagen and Brenda R. Carlos, Published by Pearson Prehtice