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Event Management




                    Notes          Objectives

                                   After studying this unit, you should be able to:
                                       Know the Definition, Need and Importance of Events
                                       Discuss the Term Event Management
                                       Identify the steps involved in Event Management Procedures
                                       Explain the Concept of an Event
                                       Know  and tell the size of a Event

                                   Introduction

                                   There are various companies hosting and organizing events on a usual basis. These range from
                                   the small time private events to the large-scale international events. Although, the large scales
                                   one do happen far rarer, but then the amount of returns they turn out is far beyond expectations.
                                   Though, in the past there have been events that have also resulted in losses to the hosts and
                                   sponsors for varied reasons. But then, all said and done, event management is concerning
                                   organization and execution, and that is precisely where the money lies. Those in the field are
                                   paid for their services.

                                   1.1 Event – Definition, Need and Importance


                                   1.1.1 Definition


                                       Event can refer to a phenomenon, any observable occurrence, or an extraordinary
                                       occurrence.
                                       Marketing Guru, Philip Kotler, defines events as occurrences designed to communicate
                                       particular messages to target audiences.  Suresh Pillai, Managing Director, Eventus
                                       Management, considers events as an additional media whereby two-way or active
                                       communication is possible.

                                   1.1.2 Need and Importance of Events

                                   The purpose of the event should drive all the planning.


                                          Example: if you were running a conference for financial planners there could be two
                                   quite different purposes:
                                   1.  To facilitate an exchange of information, bringing participants up-to-date with the latest
                                       changes in financial planning software products.
                                   2.  To achieve a memorable out-of-body experience for financial planners in order to develop
                                       a positive association with a new software product.
                                   To achieve the first purpose would be quite straight forward as this would require a fairly
                                   standard meeting or convention. Fulfilling the second purpose however would be more difficult.
                                   For this unforgettable experience you would need a unique venue and carefully planned activities
                                   that the participants would enjoy. At the same time the product would need to be reinforced
                                   constantly so that attendees would leave with an inescapable association with it. To have fun
                                   without the positive association would defeat the purpose. The focus of the first of these purposes





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