Unit 1: Introduction to Event Management

Objective:
Event- Meaning-Why Event Management-Analysis of Event, Scope of Event, Decision Makers, Event
Manager, Technical Staff- Establishing of Policies & Procedure- Developing Record Keeping Systems
Introduction: An event is a unique moment in time that is commemorated / observed to satisfy specific
needs. It is something noteworthy that happens according to a set plan involving networking of a
multimedia package to achieve an objective. Events are synonymous with occurrences, happenings,
incidents, occasions, and experiences.
Definition of Event: According to Philip Kotler, “events are defined as occurrences to communicate
particular messages to target audience.”

Characteristics of Events:
 1. Events offer a unique, once in a life experience.
 2. Events are aimed at fulfilment of certain aims and objectives.
 3. Events are specific occurrences with a shorter life span when compared to projects.
 4. Events involve a substantial and huge requirement of funds and management of scarce
resources.
 5. Events require judicious planning and involve all important managerial functions.
 6. Events involve facing an environment of risks and uncertainties.
Type / Categories / Scope of Events:
 1. Religious Events: These are such events which carry 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, The Haj
pilgrimage, Bengaluru Karaga etc.
 2. Social Events: Social gatherings symbolize a sense of togetherness and bonding. These
are usually organised to celebrate major life events and religious ceremonies. E.g.: Weddings,
anniversaries, gala dinners, Navaratri celebrations, Ganesh Chaturthi etc.,.
 3. Political Events: They include any function/gathering initiated and organised by a
political organization or candidate exclusively to advance and promote political purposes.
Example: Political rallies, political padayatras etc.
 4. 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. Example: Business
networking event organized by the Karnataka Chamber of Commerce (FKCCI)
 5. Entertainment Events: Entertainment events are of many types and generate the
maximum publicity and viewership among target audiences. Eg: Live programmes like
musical concerts, dance / drama performances or recorded and televised events like the Oscar
Awards, Golden Globe or the Filmfare awards.
 6. Awareness creating events: Awareness among the public with regards to certain causes
or social responsibilities meant for the common good of the people. Eg: Rallies, candlelight
marches, marathons etc. Charitable events meant for fund raising towards any cause.
 7. Sports Events: All events conducted to promote sports activities, be it indoor or outdoor
maybe called a sports event. Example: Indian Premiere League, FIFA world cup
 8. Education/Academic Events: Academic events are those where students, academicians
and industry representatives meet and discuss topics related to education. E.g.: Seminars,
workshops, and conferences
 9. Business Events: Corporates/companies host a variety of events in the form of meetings,
conventions, workshops, presentations etc. example - board meeting of directors, business
dinners, banquets.
 10. Crafts and Creativity Events: Exhibitions, fairs and expos are sometimes organized for
the purpose of exhibiting arts and crafts and other creative products and handicrafts.
Examples - flea markets, the arts and crafts fair at chithrakala parishad etc.
 11. International Events: International Events are those which draw a big audience and
serve to improve relationships among nations at strategic, business, and political levels.
Examples - International cultural festivals, trade shows, conferences etc.
 12. Promotional Events: Promotional events are those which help elevate ones business
above that of the competitors. Introduction of a new product in the market, creative uses of a
product and so on would require promotional campaigns.
 13. Competitive Events: Competitive events are any such events which involve
competition between two or more individuals or teams. They may serve to test the physical,
mental strength and endurance of the participants as also their talent. Example - the IPL is a
sports event, competitive event as well as a promotional event.
Meaning and Definition of Event Management: Event management is an application of project
management to the creation development and execution of events.
It is the planning and management of an event or activity. It involves studying the intricacies of the
brand, identifying the target audience, devising the event concept, planning the logistics and
coordinating the technical aspects before executing the moralities of the proposed event.

Five C’s of Event Management:

 1. Conceptualizing: This is the first “C” involved in event management. The event manager
understands from the client the specific reason for which an event is being planned. This
enables the team to come up with a suitable theme or concept around which the event is to be
centred.
 2. Costing: Costing involves the preparation of budgets, cost estimates and the sources of
acquiring funds. Creating a provision for risk coverage and managing uncertainties is also
done.
 3. Canvassing: Canvassing activities involve networking and advertising to generate the
required mileage for the success of the event, with the ultimate objective of raising funds and
obtaining sponsorships for the conducting of the event.
 4. Customising: Customisation of an event focuses on client satisfaction.
 Reinforcing client requirements towards objective fulfilment and ensuring that it has a
blend of creativity and suitability to match changing trends and tastes of clients.
 5. Carrying Out, Culmination and Control: This phase involves the actual execution of
plans. It includes all those set of activities and operations that lead to event execution and
fulfilment of the event objective.
Why event management / Need for Event Management
 1. Provides career opportunities :Event management provides multiple career
opportunities, including that of event planners, event managers, operations and logistics
manager, entertainment managers, security managers and so on.
 2. Professional growth opportunities: Event planners have a lot of growth opportunities
given to them provided they further their abilities by continuing education and working on
different projects to gain all round experience.
 3. Opportunity to switch careers: Event management is one of the few professions that
provides a tremendous amount of opportunity to break into the profession relatively easily.
 4. Availability of more jobs: Event management is a profession that is growing
exponentially and is providing a greater number of jobs to individuals than before.
 5. Better pay packages: The income opportunities in event management are amongst the
best, relative to many other professions. With time and experience the pay packages get
better.
 6. Global reach: Event management is a profession that can take individuals across the
globe. The kind of experiences event management provides in planning and executing events
of a global scale is immense.
Analysis of Events:
Step 1: Select events for analysis: The event manager must select the desired set of events and
come up with a decision as to which event he wants to analyse first. If there have been multiple
events, he must prioritise them in their degree of importance.
Step 2: Collect and collate information: After the event manager decides upon which event to analyse,
he must completely gather all the information related to that event and collate it to start planning for
the particular event.
Step 3: Organise the Analysis Meeting: The event manager must also make sure that he organises
regular meetings before the occurrence of the event. Step

 4: Set frameworks and rules for the analysis: When the meeting is conducted for the
purpose of analysis, the event manager must make sure that he sets certain rules for his
meeting. The rules which are set by him must coincide with the main objective of the event.
Step 5: Conduct the Analysis: The analysis is then conducted by the event manager to find out if any
problems are there and what kinds of measures can be taken to avoid them.
Step 6: Implement Changes and Follow Up: During the course of the meeting, if the event manager
finds out that, if necessary, changes are to be made he can implement those changes and follow up
the same.
SWOT Analysis: In Event Management SWOT is a strategic planning tool used to identify and analyse
the strengths, weaknesses, opportunities, and threats involved in events. SWOT analysis can also be
done on any organisation.

Internal Environment External Environment

Strengths Opportunities
Highly motivated staf Customer Execute plans within budgets. Interactive activities Growing demand New markets New acquisitions New products and services Support from local authorities

Weaknesses Threats

Tax Structure Brand portfolio Rising cost of raw material Poor infrastructure

Future profitability No derived license / special permits

Key Decision Makers:

 1. Event manager: The event manager is entrusted with the task of successful conduct of
the event.
 2. Client: The client approaches the event manager for hosting the event of his choice. The
client has pre-set ideas in mind.
 3. Venue manager: A venue manager is the person who is in charge of the venue, which
may be hall, theatre, conference centre or hotel. Their main job is to oversee activities and
use of the facilities, which involve ensuring the venue is clean and all equipment is working.
 4. Catering manager: Catering managers plan, organize and are responsible for the food
and beverage services of the organizations and businesses,
 . 5. Logistics manager: Logistics managers oversee the movement, distribution and storage
of goods, instruments, and equipment in an event venue.
 6. Government: Obtaining permission from government for certain events such as
international events or religious events is essential.
 7. Security managers: The security managers maintain law and order at the venue site.
 8. Hospitality Manager: The main task employees will be to succeed in communicating
with the customers and satisfying their requirements. The hospitality staff uses their public
relation skills and facilitate customers at event.
 9. Media managers: The generation of media is the bundling of internally and externally
generated content and its transformation into a medium. Media plays an important role at
events.
Managing Technical Staff: Technical staff include all the administrators, planners, sound and light
engineers, technicians, electricians, decorators, and all other such employees who undertake the
responsibility of overseeing and arranging the technical aspects of executing an event.
The management of technical staff involves the development of such systems as to

 1) Recruit the right team.

 2) Create job descriptions and specifications.
 3) Training
 4) Control Systems
 5) Meeting Mechanisms
 1) The recruitment of the team must be well taken care of, because hiring the wrong people
can lead to damaging consequences to the entire firm.
 2) The creating of job descriptions and job specifications will help in the process of
recruitment and clearly define the roles of the employees and the skillsets required.
 3) Training must be provided to the employees hired by the firm in order to ensure that the
work of the employees is up to the standards and manner expected. Training may be given to
the employees either on the job that is in practical terms, example: apprenticeship, assistance
ship etc. or off the job, example: classroom lectures.
 The various aspects in which training can be given to technical staff are:
 ✓ Communication: Event staff should be instructed in how to contact the Event Director
or other event staff prior to and during the event.
 ✓ Emergencies: Event staff should be instructed in the range of emergencies that may be
encountered and what they must do if there is an occurrence.
 ✓ Equipment: The use of equipment is often problematic. Problems may arise because of
faulty electrical connections and detached components. Event staff should receive training in
how to set up, position, test, repair, service, dismantle and transport equipment.
 ✓ Expenses: Ground rules need to be set in the matter of claims for reimbursement of
expenses by event staff.
 ✓ Location: Event staff need to be fully informed of the location(s) to which they should
report.
 ✓ Handling Money: The handling of money is a considerable risk at events. Risks include
failure of staff to properly account for money taken as advance, collected at different
counters, it is vital that event staff receive appropriate training if their responsibility includes
handling money.
 ✓ Safety & Security: Training should be given in checking for obstructions and hazards
and in ensuring that people behave in a manner that does not endanger anyone’s safety.
 ✓ Service Delivery: Training of event staff should include aspects of service delivery such
as courtesy, listening to and resolving complaints, provision of hospitality, hygiene and
ensuring people are assisted.
 ✓ Time Management: Events are highly time bound and employees need to adhere to
strict timelines/deadlines. Training of the staff should include the essentials of time
management, prioritizing of tasks.
 4) Control systems can be established as per the requirements of individual event
management firms.
 5) However, task checklists are highly recommended as an essential control measure to
prevent the forgetting of any vital task to be planned, organised and completed or equipment
moved etc.
Establishing policies and procedures of an event: Every event management company must
have a framework comprising of certain policies which enables the firm to perform better,
provides hassle free environment & smooth flow of the business.
 1) Vision policy- Every firm must have a vision which is the goal along with mission
which acts as a bridge or path to reach the goals
 2) Legal policy- It is the legal framework within which the company is bound to work
comprising of various rules, regulations, permission, licenses, clearances, clauses etc
 3) Service level agreement policy- It represent the guidelines usually having both general
& customized to suit various requirement of the clients ultimately resulting in client
relationship management. Certain factors of service level agreement are food, facility, media,
and time frame.
 4) Reservation policy- Certain events must be registered well in advance due to time,
space, funds & people constraints.
 5) Cancellation policy- Certain circumstances results in either cancellation or
postponement of the event. In such situation, the policy should give scope for waiving of the
advance or providing discounts on further events or postponed events.
 6) Escalation policy-There must be one point of contact accessible to the client who can
address the grievances as a representative of the company
 7) Work flow policy- work flow reflects the organized path in which the work is planned
and executed to achieve the desired goals.
 8) Human resource policy- It is most vital policy which must be carefully designed that
designs guideline about the qualification, dress code, wages, compensation, appraisal, etc for
the employers and employees.
 9) Marketing policy- It is the policy that advertises, promotes various events organized by
the company creating awareness to the public
 10) Billing policy-This is the mode of payment which must be framed at the convenience
of both company and client
 11) Compliance policy- It represents a set of prohibitions for the employees which is
mandatory to ensure there is no confidential, critical details, company future.
 12) Security policy- It is the safety measures & security team deployed by the company to
ensure safety to the clients, company properties, invites etc
 13) Environment & pet policy- It is the efforts the company must consider to safeguards
the environment, society, public properties etc.
 14) Transportation policy- Mode of transportation, cost of transportation, destination,
arrival & departure timings, etc will be channelized for efficiency
 15) Technical policy-The factors that are to be considered under this are like audiovisuals,
communication system, software, hardware, cost of procuring technology-based instruments,
support system etc.
Procedures to be followed in conducting of events:
The procedures in general to be borne in mind are as below:

 1) Identification of objectives-The objective of the event is crucial which must be

understood at both the ends to ensure there is sync in the event organized and to also avoid
any pitfall.
 2) Planning of events- Planning is the baby step to design the workflow model of the
company that helps in analysing the various events to be organized sequentially.
 3) Service requirements- Facility requirements, catering, rooms, transportation, road
closures, traffic management, floral arrangements etc are decided as per the requirements of
the events and clients
 4) Tapping of skilled employees- Employees are the assets of the company and hence they
must be carefully recruited based on the job profiles, job description, skills
 5) Forming teams- Groups or teams comprising of various combination of employees have
be formed to decentralize the assigned responsibilities
 6) Assignment of roles & responsibilities-delegation of the work must be assigned to
various teams consisting of managers, directors, coordinators, support, staff, technical staff
etc
 7) Checklist for events- list of the things which are going to happen in the event must be
noted and the event managers must cross check if everything is included in the event.
 8) Risk analysis- a complete analysis of uncertain situations has to be evaluated to avoid all
types of risk related to shortage of employees, excess or deficit of funds etc.,
 9) Crisis management- it refers to the challenges faced by the company with respect to
unforeseen situations which can result in disaster and hence the firm has to be prepared to
face such scenarios‟
 10) Coordinating teams- assigned roles & responsibilities must be integrated in such a way
that there is mutual understating between various teams to achieve the final goals
 11) Monitoring- the efforts of the company can be fruitful only when there is periodical
controlling of various activities of workflow model
 12) Outcome analysis- the company must analyse the end results for the successful
completion of the events
 13) Reporting and evaluation- periodic reporting to the higher manager projects overall
performance and future estimation, scope of development
 14) Self-assessment- assessments help in working on SWOT for improvement,
development of the company as whole, employees and to build strong customer relationship
 15) Revision of procedures- analysis and improvement gives scope of reorganizing,
inclusion, deletion of any policies, procedures to accommodate changing requirements of
client,
Developing record keeping systems:
Records are the source documents, both physical and electronic, that specify transaction dates and
amounts, legal agreements, and private customer and business details.

Benefits of record keeping system: -

 1. Plan and work more efficiently
 2. Meet legal and tax requirements
 3. Measure profit and performance
 4. Generate meaningful reports
 5. Protect your rights
 6. Manage potential risks
 7. Prepare budget
 8. Face risks and uncertainties
 9. Innovate and expand activities
Types of record keeping system: -
 1. Electronic record keeping: - most businesses use accounting software programs to
simplify electronic record keeping, and produce meaningful reports.
Advantages of using electronic record keeping:
 • Helps you record business transactions, including income and expenses, payments to
workers, and stock and asset details
 • Efficient way to keep financial records and require less storage space
 • Provides the option of recording a sale when you raise an invoice, not when you receive a
cash payment from a client
 • Easy to generate orders, invoices, debtor reports, financial statements, employee pay
records and inventory reports
 • Automatically tallies amounts and provides reporting functions
 2. Manual record keeping: - some business owners may want to use a simple, paper-based
record keeping system.
Advantages:
 • Less expensive to set up
 • Correcting entries may be easier with manual systems, as opposed to computerized ones
that can leave complicated audit trails
 • The risk of corrupted data is much less
 • Data loss is less of a risk, particularly if records are stored in a fire-proof environment
 • Problems with duplicate copies of the same records are generally avoided
The steps to be followed for developing a record
keeping system are as mentioned below: -
Step 1: preliminary investigation: This is an opportunity to look at the organisation broadly to see its
goals, how business is performed who performs it and the reason why it is performed.
Step 2: analysis of business activity: In doing step two you will learn more about the specific business
processes that your system will be required to support.
Step 3: identification of recordkeeping requirements: Under this step, the event organiser should look
at the record keeping requirements that apply to the area of business you are assessing,
Step 4: assessment of existing systems: If you are developing a system to replace an existing
solution, be sure to study the existing system and identify all the positive and negative aspects of its
operation.
Step 5: identification of strategies for recordkeeping: You may have a range of requirement you need
to meet-in this step you can identify a combination of strategies.

 Step 6: design of a record keeping system: Based on the knowledge of organisational

requirement you will begin to incorporate any recordkeeping tools you have developed
during your event.
 Step 7: implementation of a record keeping system: Based on the strategies designed the
proper record keeping system will be implemented.
Step 8: post implementation review: Step 8 is an opportunity to measure whether the system
meets the expectations that were outlined in project planning.

Questions:
Section A (2M):
 1. What is the meaning of event?
 2. What are the characteristics of events?
 3. What is event management?
 4. What is record keeping?
 5. What are the methods of record keeping?
Section B (6M):
 1. What is the need for event management?
 2. Explain analysis of event.
 3. Write a note on managing technical staff.
 4. What are the steps in developing a record keeping system?
 5. What are the benefits of maintaining records? What are the key features of a good record
keeping system?
Section C (14 M):
 1. Elaborate on the scope of events.
 2. Who are the key decision makers in event management. Explain.
 3. Explain the different policies and procedures to be established in an event management
firm.