Page 7 - DMGT304_EVENT_MANAGEMENT

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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