CHAPTER-1-PEM.pptx

CHAPTER 1
INTRODUCTION TO
EVENT
MANAGEMENT

MEANING OF EVENT
• According to Professor Philip Kotler,
• “Events are defines as occurrences designed
to communicate particular messages to target
audience”.

MEANING OF EVENT MANAGEMENT
• Event Management is the process of:
Planning
Organizing
Co-ordination
Analyzing
Marketing
Producing and
Evaluating An Event.
It is different way of promoting a product,
services or idea

Why Event Management/ Need
• Needed everywhere – In the field of
entertainment, finance, government , fashion,
sports, music etc.
• Team work – Successful events
• Creative thinking – Thinking out of box,
problem solving.
• Strong leadership – To deal clients, suppliers,
flexibility

Global reach
Provides career opportunities sponcorship
managers, Event coordinators, Event designer
etc…
Better pay
Professional growth opportunities

CHARACTERISTIC OF EVENT MANAGMENT
• Creative Process: The team must be creative and dynamic. It must
come up with new ideas.
• Objective: goals to be achieved.
• Effective Leadership: managers should motivate employees
• Successful promotion: Publicity of the event, Advertising of the
event, maintaining good public relations.
• Planning and control:
Developing a mission statement for event.
Establishing objectives of the event.
Preparation of event proposal.
Evaluating the performance of the event.

Analysis of events
Step-1 -> select event for analysis
Step-2 -> collect and collate information
Step-3 -> organize the analysis meeting
Step-4 -> set frameworks and rules for the analysis
Step-5 -> conduct the analysis
Step-6 -> implement changes and follow up

The event manager must also look into
the following fields in order to avoide
unnecessary problems in his events.
1. Budget of the event.
2. Aim of the event
3. Skilled employees
4. Impact on society
5. Policies and procedures
6. Avoiding risks
7. involvement of media
8. Safety and security
9. Controlling cost
10. Available competitors

TYPE / CATEGORIES / SCOPE OF EVENTS
• Social / life cycle events: events like birthday party,
graduation day, engagement, wedding,
• Education and career events: events like education fair,
job fair, workshop, seminar, debate, competition…
• Sports events: events like Olympics, world cup,
marathons etc.
• Entertainment events: Events like music concerts, fairs,
festivals fashion shows, award functions, celebrity nights,
stage shows etc..

• Political events: Events like political procession,
demonstration rally, political functions etc..
• Corporate events: events like meeting, conferences,
exhibitions, product launch road shows, buyer-seller meet
etc..
• Religious Events: These are such events which satiate the
religious sentiments of the people.
Ex: Kumbha mela, Diwali fair etc…

MEANING OF DECISION MAKING
According to professor JAMES STONER,
Decision making is the process of identifying
and selecting a course of action to solve a
specific problem.

DECISION MAKERS
• Event manager: Responsible for supervising and
motivating employees.
• Client: Hosting the event. The client shares his ideas
with the event manager,
• Catering manager: Ensuring guests are treated well
during the event. organizing the food and beverages at
an event.
• Logistics Manager: storage and distribution of event
organization is ensure the right products are delivered to the
right location on time.

REASONS OF EVENT MANAGEMENT
• Develops the theme of the event
• Provides career opportunities
• Develops leadership qualities
• Develop team sprit
• Encourages creativity
• Financial management

5C’sofEventDesigning
 Concept
 Costing
 Canvassing
 Customization
 Carrying out
2

3
• Concept
Thefirst ‘c’ of event management is the first
step in event. Idea generation, decidingtheme
on which the event is based on, what do we
want to do? This is the question thatis
answered through this first ‘C’ ofevent
management.

• Costing
One of the most essential factor to be kept in mind is
costing or checking the budget for the event which
comesunder the category of costing.
4

• Canvassing
Canvassingmeans doing networking and
advertising .objective of raising funds and
obtaining sponsorships for the conducting
of the event.
5

6
• Customization
Asthe name suggests, customization means
making the necessary changesin the eventas
per the requirements of theclients.

• Carrying out
This ‘C’ is about the execution and
implementation of an event according to the
final concept. It brings all planning intoaction.
TRINITYINSTITUTEOFPROFESSIONAL
STUDIES

SWOT
Strengths
Highly motivated staff
Customer
Execute plans with the budget
Interactive activities
Opportunities
Growing demand
New acquisitions
New products and services
Support from local
authorities
Weakness
Tax structure
Brand portfolio
Future profitability
Threats
Rising cost of raw material
Or infrastructure
Noon derived license/special
permits.

Scope of event managers
• As a career choice
• Professionals preferred
• Wedding management
• Awards/fashion events
• Sports mangemnt
• Work wise with client servicing, planning, creative
marketing
• Skill speak
• Fund raising and charitable
• Marketing
• Entertainment, art and culture

FIVE C’S OF EVENT MANAGEMENT
1. CONCEPTUALIZING
suitable theme or concept around which the event is to be centred. The theme should be
conceptualized keeping in mind the event objective, target audience, the tentative venue,
media to be used etc.
2. COSTING
Costing involves the preparation of budgets, cost estimates and the sources of
acquiring funds.
3. CANVASSING
networking and advertising .objective of raising funds and obtaining sponsorships for the
conducting of the event.
4. CUSTOMISING
Customisation of an event focuses on client satisfaction. suitability to match changing
trends and tastes of clients.
5. CARRYING OUT
This phase involves the actual execution of plans

EVENT MANAGER TECHINICAL STAFF
• A person who plans and executes well.
• Good public relation
• Creativity, technical and logisticalelements
• Multi-dimensional profession
• Event mangers skills
1. Eye fordetails
2. Strong organizational skills
3. Leadership qualities
4. Patience
5. Market awareness
6. T
onsof creativity

TECHNICAL STAFF FOR EVENT
MANAGEMENT
•Venue manager
•Stage manager (operator)
•Lighting operator
•Audio video company
•Decorator and florist
•Catering company
•Entertainers
•Front office
•Office manager
•Marketing and publicity manager
•Event coordinator
•Choreographer
•Ticket sales manager
•Costume designer

ROLES OF EVENT
MANAGER/FUNCTIONS OF DECISION
MAKERS
• Delivering events on time
• Setting and communicating
• Providing leadership, motivation
• Being responsible for all project budgets
• Ensuring excellent customer service
• Coordinating staff

Qualification of event manager:
No minimum qualification but major requirement
is skills and creativity.
How to become event manager: by field
work/experience. Or learn 6 to 12 m months certificate
course.
Life of event manger: it is hard and he works 24/7. being
social is very important.

QUALITIES OF GOOD EVENT
MANAGER
• Flexibility
• Creative and innovative
• Good time management skills
• Leadership skills
• Superior organizations skills

Establishing policies and
procedures of an event.

Event management policies to be
followed in conducting of events:
1. Vision policy
2. Legal policy(rules, regulation, permission, licensed,
clauses etc)
3. Service level agreement policy
•A. Food
•B. Facilities
•C. Media(A-V aids, telecommunication support system
•D. Time frame
4. Reservation policy( regestered well in advance to due
time, space, funds and people constraints)

Cancellation policy (policy should give win to win
situation)
Escalation policy (right people are notified at the right
time)
Work flow policy ( working out the SWOT of the
company)
HR policy
Marketing policy ( timing of marketing, demand and
supply, competition, innovative methods of marketing
using technology.)

10. Billing policy
11. Compliance policy (Do's and Don'ts)
12. Security policy
13. Environment and Pet policy
14. Transportation policy(mode of transportation, cost
of transportation, destinations, arrivals and
departures timings etc)
15. Technical policy

Steps which are used by the event manager in development and
implementation of policy for the event
1. Identifying the purpose/ aim
2. Identifying through and responsibility of different people involved the event
3. Collecting of the information
4. Formulating and drafting a policy of the event
5. Consultation
6. Implementation of the policy
7. Monitoring and reviewing the policy
8. Revising the policy
9. Evaluation and finalizing

Procedures to be followed in
conducting of event
1. Identification of objectives
2. Planning of events
3. Service requirements
4. Tapping skilled employees
5. Forming teams
6. Assignment of roles and responsibilities
7. Checklist for events
8. Risk analysis

Procedures to be followed in conducting
of event (continued)
9. Crisis management
10. Coordinating teams
11. Monitoring
12. Outcome analysis
13.Reporting and evaluation
14. Self assessment
15. Revision of procedures

The event manager and the people
involved in conducting the event
A) Functions of event manager
1. Risk management
2. Policy implementation
3. Policy details
B) roles and responsibilities of different people in the
event
1. BOD
2. Management
3. Staff
4. Office of development and engagement
C) People involved in conducting events( Event
management team)

PROCEDURES FOR EVENT
MANAGEMENT
• Identification of objectives
• Organize a team
• Set a date
• Create a master plan
• Determine administrative processes
• Identify and establish partnerships and sponsors
• Create a publicity plan

RECORD KEEPING SYSTMES
• Record keeping system is a systematic
procedure by which the records of an
organization are created, captured,
maintained and disposed of.

BENEFITS OF RECORD KEEPING
SYSTEM
• Plan and work more efficiently
• Measure profit and performance
• Prepare budget
• Face risks and uncertainties
• Innovate and expand activities

TYPES OF RECORD KEEPING SYSTEM
• 1. ELECTRONIC RECORD KEEPING
• 2. MANUAL RECORD KEEPING

1. ELECTRONIC RECORD KEEPING
Most businesses use accounting software
programs to simplify electronic record
keeping, and produce meaningful reports.
2. MANUAL RECORD KEEPING
Some business owners may want to use a
simple, paper-based record keeping system.

ADVANTAGES OF USING ELECTRONIC
RECORD KEEPING
• Helps you record business transactions, including income and
expenses, payments to workers, and stock and asset details
• Efficient way to keep financial records
• Easy to generate orders, invoices, debtor reports, financial statements,
employee pay records and inventory reports
• Automatically tallies amounts and provides reporting functions
• Allows you to back up records and keep them in a safe place in case of
fire or theft.
• Many accounting programs have facilities to email invoices to clients,
orders to supplies

ADVANTAGES TO USING MANUAL RECORD KEEPING
• Less expensive to set up
• Correcting entries may be easier with manual
systems
• The risk of corrupted data is much less
• Data loss is less of a risk
• Problems with duplicate copies of the same records
are generally avoided
• The process is simplified as you don’t need to be
familiar with how accounting software calculates and
treats your information Developing record keeping
systems

FUNCTIONS OF EVENT MANAGEMENT
• FUNCTIONS OF EVENT MANAGEMENT
• Planning
• Organising
• Staffing
• Directing
• Co-ordination
• controlling

SKILLS REQUIRED FOR EVENT
MANAGER
• Analytical thinking and problem solving
• Client/customer service
• Negotiation skills
• Ability to work under pressure and meet
deadlines
• Teamwork, facilitation and co-operation
• Planning, co-ordination and organization
• Networking skills

CASE STUDY
The challenge :-
A UK-based company specializing in Christmas-themed
corporate events wanted to encourage its customers re-book
for the following year.
These large-scale events were attended by up to 1200 guests
from various different companies and typically only 20% of
attendees would rebook for the following year.
There were two key challenges – firstly, to increase the
number of re-bookings and secondly, to gather useful
information on other types of events that could be used for
future marketing campaigns.

Solution
The event organizer of each company attending was sent a
personalized postcard with a photo of their group at the
previous year’s event.
The postcard also contained a call to action to visit a
personalized URL .
This led the event organizer to a unique landing page that
contained two more pictures of their group at the event,
details of the next year’s event, an online booking facility,
plus a free gift for the organizer.
There was also a survey page to gather more information
about any future requirements such as team building days,
corporate hospitality and marketing events.

Results :-
84% of people visited their personalised
URL(uniform resource locater).
56% rebooked the event for the following year
(almost three times more then the previous year.)
Significantly increased database and knowledge
of prospects for other types of events.

SEATING ARRANGEMENTS
• P Q R S T U V and W are sitting in a circle
facing center.
• P sits 2nd to the right of W who is 3rd to the
left of T.
• Only 2 person sits between R and V
• S and T are immediate neighbor of R and V
• T sits between R and S
• U IS NOT AN IMMEDIATE NEIGHBOUR OF R

Q1: who sits facing U?
Q2: who is third to the left of V?
Q3: who is immediate left of S?

CHAPTER-1-PEM.pptx

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