Unit 1

Introduction to Event Management

Arpitha S
Faculty,
Dept. of Commerce and Management
DSBA
 Contents
Introduction to Event Management: Meaning, scope, types of events, tools for
Event planning and Management, MICE Events, Event Operations and
Services.
Introduction
 E - Entertainment (Event includes entertainment involving fun, games and information)
 V - Venue (Place for conducting the event successfully)
 E - Equipment (Technical and non-technical equipment used to run the show successfully)
 N - News (News about the new product, movies, activities and offers which are going to take
place)
 T - Team (Event is a teamwork, group of individuals taking different responsibility to make it
successful)
 S - Strategy (different strategy used like financial, marketing, technical and human
resources)
 Event
The term events synonyms are occurrences, happening, incident, occasion and
experience. All these terms signify that events are occasions that occur on its
own. At times, events can also be termed as a planned activity directed

towards attainment of a defined goal or objective.

Definition
According to “Philip Kotler”, Events are defined as “Occurrences designed to
communicate particular messages to target audience”.
 Event
An event can be described as a public assembly for the purpose of celebration,
education, marketing or reunion. Events can be classified on the basis of their
size, type and context. An event can be a social / lifecycle event like a birthday
party, engagement, wedding, funeral etc. or an education and career event like
an education fair, job fair, workshop, seminar, debate, contest, competition etc.
 Event Management
The event management means planning, arranging, and execution of the
events .
 Features
 Uniqueness-Each event will be different. There are the participants, the
surroundings, the audience and other variables that make the event unique.
 Intangibility-An event organizer has to consider that tangible items will
help to make the idea of how good an event has been memorable.
 Ambience and service-An event manager can try to make an event a
success by giving careful attention to details. Though people cannot be
compelled to enjoy themselves
 Labor intensive-Complex and unique events require labor-intensive
organization and operation, a high level of communication and planning, a
big amount of time and effort. No two events are likely to need the same
number of staff.
 Features
 Perishability- An event cannot be repeated in the same way. Thus event
managers have to use a variety of techniques to encourage activities in
quiet periods
 Rituals and Ceremony-This is the major characteristic of events. Ritual
and ceremony emphasize the continuity of tradition.
 Personal contact and interaction- To make an event successful event
managers must be aware of the fact, that an enjoyable atmosphere is
dependent on the actions and reactions of people
 Fixed time scale- Events – like projects – run to a fixed timescale – short
or very long
 Types of Events
i. Religious Events
These are such events which satiate the religious sentiments of the people
and reinforce the belief systems and mark solidarity towards ones very own
religion and religious practices. Example: Kumbha mela,Bengaluru Karaga
etc.
ii. Social Events
Social gatherings symbolize a sense of togetherness and bonding. These are
usually organized to celebrate major life events and religious ceremonies.
Weddings, anniversaries, gala dinners etc., qualify to be social events. Festive
celebrations such as - Navarathri celebrations, Ganesh Chaturthi etc., are a
combination of both religious and social events.
iii. Political Events
They include any function/gathering initiated and organized by a political
organization or candidate exclusively to advance and promote political
purposes.
These are gatherings at which people of similar political beliefs assemble to
listen to speakers or express their support, raise morale. Example: Political
rallies, political padayatras etc.
 Types of Events
iv. Networking Events
Networking is the process of intentionally meeting people, making contacts
and forming relationships in the hope of gaining access to such business
related benefits as referrals, ideas, business leads, career advice and so on.
These events may be Formal or informal and are usually organized by
professional organizations or community centers.
Example: Business networking event organized by the Karnataka Chamber of
Commerce (FKCCI).
Awareness building Events
These are the events which intend to create awareness among the general
public with regards to certain causes or social responsibilities meant for the
common good of the people. These events can include rallies, candle light
marches, marathons etc.
• Education/Academic Events Academic events are those where students,
academicians and industry representatives meet and discuss topics related
to education. The goal is to approach the positions of the three stake
holders in education through the exchange of opinions and experience.
Seminars, workshops and conferences are examples of such events
 Types of Events
v. Entertainment Events
Entertainment events are of many types and generate the maximum publicity
and viewership among target audiences. These can include live programmes
like musical concerts, dance / drama performances or recorded and televised
events like the Oscar Awards, Golden Globe or the Filmfare awards.
 Types of Events
Vi. Sports Events
All events conducted to promote sports activities, be it indoor or outdoor
maybe called a sports event. Sports events today are being collaborated with
entertainment industry thus gaining more acceptance and popularity than ever
before. Example: Indian Premiere League, FIFA world cup etc.
viii. Charity Event: The primary purpose of any event is to generate funds
for a cause, charity or non profit is considered a charity event.
ix. Celebrity Events: Celebrities are often involved in events as well as hold
their own from award ceremonies and fundraisers to private parties and
birthdays the life of a celebrity event organizer is action packed.
 Corporate events
Corporate events are an effective way for companies to engage with employees or
customers.
A corporate event is one that's sponsored by a company and focuses on either its
employees or clients.
There are many reasons for organizing a corporate event, with some of the most
popular being:
• To educate staff or members of the public regarding various concepts promoted by
the organization
• To motivate employees by rewarding them for their work
• To celebrate various company milestones along with clients, employees or both
 Types of Corporate events
i. Seminars and conferences
ii. Trade shows
iii. Golf Events
iv. Appreciation events
v. Company milestone events
vi. Team building events
vii. Product launch events
viii. Board and shareholders Meetings
Private Event means a private gathering limited to members and
guests of members of a family, organization, or club, where the event is
not open to the general public.
Indoor Event means any banquet, dinner, show, entertainment,
amusement, dance, exhibition, lecture, concert,, performance or other
similar activity held in a Committee Room, the Council Chambers or
the Rotunda whose requirements exceed that of a Meeting .
Outdoor Event means any public or private exhibition, parade, procession,
athletic event, commercial performance or show, held outdoors on public
property, including any highway, park or other public right of way or place.
 Scope of Event
 Commercial, marketing and promotional
 Exhibition and fairs
 Festivals
 Fund raising and charitable
 Government
 Business events
 Entertainment, art and Cultural
 Sporting
 Meeting conventions
 MICE Events
MICE is an acronym that stands for meetings, incentives, conferences, and
exhibitions.
A closer look at the four pillars of MICE
As outlined above, the MICE sector is made up of four main event types:
meetings, incentives, conferences, and exhibitions.
 Meetings

Meetings are usually a single-day event held in hotel conference rooms or at

convention centers. They can vary in size from only a small group of senior
executives to larger gatherings like annual shareholder meetings.
• The purpose is to bring together people from one company, industry, or
project to address challenges, discuss plans, and set goals. Catering is often
kept simple and there’s rarely an entertainment program.
 Incentives

• Incentives are probably the most fun part of the MICE segment. They
include all types of travel rewards a company offers to individual staff,
teams, or partners .In this context, the goal of an incentive is to thank
people for their great performance, boost morale, or increase employee
loyalty.
• Incentives can take different forms depending on the company organizing
them. Some may send their team for an all-inclusive weekend trip to an out
-of-town resort. Others might plan a variety of activities closer to home to
encourage staff to bond in an informal setting.
 Conferences

They often last more than one day and can vary in size, but usually they have
more attendees than meetings. As with incentives, conferences can look very
different depending on the organizers and the industry behind them.
Common activities at conferences include one, a mix, or all of the below:
• Panels: A group of experts discusses a topic and presents new findings. A
moderator asks questions, ensures good flow, and may take questions from
the audience.
• Presentations: At a company conference, senior leaders may present the
latest successes or results of the business. At public industry conferences,
thought leaders may be invited as guest speakers to share the newest trends
and insights. Presentations often rely on props, slides, or other visual
elements.
• Speeches: Also known as keynotes, speeches often mark the beginning or
end of a conference. Sometimes it’s the host or organizer welcoming or
thanking attendees for joining. Other times an industry leader may address
an important issue and share ideas for solutions.
• Discussions: They can be part of a panel. In this case, a select group talks
about a topic while the audience listens. Some organizers use breakout
rooms to encourage active debate among small groups of attendees.
• Workshops: A small group of participants works on a specific problem
case or researches a certain topic. This approach is a great way to offer
attendees an interactive learning experience.
The purpose of conferences varies, but usually, they’re meant to address and
find solutions to challenges in a business or industry.
 Exhibitions

Also referred to as trade shows, exhibitions are usually massive events that
draw thousands of visitors and exhibitors from around the world. They can last
anywhere from several days to a week. Exhibitions are usually very industry-
specific and have a well-defined target market.
Exhibitors go to trade shows to present and promote their product or service,
drive business, and liaise with existing and potential partners. Industry
professionals go to network, find clients or jobs, and discover new ways to
solve problems.
Common activities at exhibitions can include one, a mix of, or all of the
activities present at conferences, as well as:
• Networking events: Trade shows often have networking parties for
subgroups among their attendees. This is a great place to meet potential
partners, discuss collaborations, and exchange thoughts on current trends.
• Awards: An award show is part of many exhibitions and honours industry
leaders for their achievements. Even if you’re not up for an award, it’s
worth checking out the nominees for inspiration.
• New business pitches: Since trade shows want to promote growth and
innovation in their industry, there’s often a dedicated event for new
business pitches. It’s great for start-ups to gain visibility, funding, clients,
and job applicants.
 Types of Exhibitions

a) Solo Exhibition
b) Collective Exhibition
c) Temporary Exhibition
d) Itinerary Exhibition
e) Online Exhibition
 Tools for Event Planning &
Management
i. Use Communication Tools like Slack or Skype to coordinate your Event.
ii. Stay Focused- The distraction limit tool.
iii. Plan and manage your Event tasks with Monday.com
iv. Go to webinar- The ultimate pre Event planning tool
v. Google drive
vi. Swift digital Event management platform
vii. Trello boards.
 Event operations and Services

A; Setting up Events:
i. Venue
ii. Food and Drink
iii. Entertainment
iv. Décor
v. Staff
vi. Marketing
vii. Software
viii. A/V
ix. Miscellaneous
B: Maintenance facilities in Event Management:
i. Make sure the garbage cans are always empty
ii. Plan for any type of maintenance emergencies
iii. Keep the floors clean
iv. Agree upon detailed cleaning before the next event day.
v. Keep the bathroom well stocked at all times
C: Ticketing in Event Operations:
i. Reach
ii. Real time data analytics
iii. Seamless Event check in
iv. Data collection
v. Customer Service
D: Food and Beverage in Event operations:
i. Venue
ii. Audience
iii. Theme
iv. Time
v. Budget
E: Logistic Management:
Types of Logistics:
i. Inbound Logistics
ii. Outbound Logistics
iii. Reverse Logistics
iv. Third party logistics