Page 236 - DMGT304_EVENT_MANAGEMENT
P. 236
Unit 10: Leadership
Leaders pay close attention to the attitude of the culture of the organization sponsoring the Notes
event and the politics that are driving that culture.
10.4.1 Making the Perfect Match through Needs Assessment and
Analysis
Once you have completed the brainstorming and mind-mapping activities satisfactorily, it is
time to make certain that your creative ideas perfectly match the goals and objectives of your
event. This is accomplished through needs assessment and analysis.
Needs assessment and analysis enables you to create an event that closely satisfies the needs of
your stakeholders. You actually began this process by asking “Why?” and “Who?”
Now it is time to take it one giant step forward and survey the stakeholders to determine if your
creative solutions will satisfy their needs. To accomplish this part of the design phase, develop
your ideas into a series of questions, query the key constituents for the event, and determine if
the various elements you have created—from advertising to décor, from catering to
entertainment, and everything in between—meet their expectations.
Once you are confident that you have assessed the needs of the stakeholders adequately and
confirmed that you have, through analysis, determined how to meet these needs, you are well
prepared to confirm the final feasibility of your event design.
Self Assessment
Fill in the blanks:
6. ....................................... such as gender, age, income, and other pertinent facts about the
future market for an event.
7. ....................................... research is relatively inexpensive to conduct and easy to tabulate
and analyze with computers.
8. ....................................... research is generally more expensive than quantitative research
due to the time that is involved in probing for deeper, more meaningful answers than
only digits.
9. The cost of training interviewers, the interviewers’ time, the time for analyzing the data,
and other costs contribute to the .......................................
10. Although the cost is greater, many Event Leaders require both .......................................
studies to validate their assumptions or research their markets.
10.5 Project Management Systems for Event Leaders
According to Event Project Management (Wiley, 2002), there are several reasons why project
management offers you unique resources for improving your practice. Using a project
management system will help you establish a systematic approach to all events. Like the five
phases of Event Leadership, the project management system provides you with a superstructure
to enable you to systematically approach every event using the same framework. Many events—
especially those in the social market—are driven by emotional decisions rather than systematic
or logical approaches. The project management system will depersonalize the event as it provides
you with an objective process for reviewing the event development.
LOVELY PROFESSIONAL UNIVERSITY 231
