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

1. 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

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

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

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

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

6. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
• Chalk & Board
• Presentations
• Drills
• Organising an Event
TEACHING METHODOLOGIES

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

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

9. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Event: Press Conference of a Movie

10. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Event: Wedding

11. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Event: Seminar

12. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
CHARACTERISTICS OF EVENT
• Unique
• Personal Contact & Information
• Labour Intensive
• Fixed Timescale
• Perish ability of Events
• Expensive

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

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

15. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
KEY ELEMENTS
OF
EVENT
Event Infrastructure
Organiser
Sponsors
Venue
Media
Target Audience
Logistics

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

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

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

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

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

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