|
|
 Home > By Career > Hospitality, Tourism, Aviation > Event Management
|
|
|
|
|
Event management is the application of project management to the creation
and development of festivals, events and conferences.
Event management involves studying the intricacies of the brand, identifying the
target audience, devising the event concept, planning the logistics and coordinating
the technical aspects before actually executing the modalities of the proposed event.
Post-event analysis and ensuring a return on investment have become significant
drivers for the event industry.
The recent growth of festivals and events as an industry around the world means
that the management can no longer be ad hoc. Events and festivals, such as the Asian
Games, have a large impact on their communities and, in some cases, the whole country.
The industry now includes events of all sizes from the Olympics down to a breakfast
meeting for ten business people. Many industries, charitable organizations, and
interest groups will hold events of some size in order to market themselves, build
business relationships, raise money or celebrate.
Marketing tool
Event management is considered one of the strategic marketing and communication
tools by companies of all sizes. From product launches to press conferences, companies
create promotional events to help them communicate with clients and potential clients.
They might target their audience by using the news media, hoping to generate media
coverage which will reach thousands or millions of people. They can also invite
their audience to their events and reach them at the actual event.
Services
Event management companies and organizations service a variety of areas including
corporate events (product launches, press conferences, corporate meetings and conferences),
marketing programs (road shows, grand opening events), and special corporate hospitality
events like concerts, award ceremonies, film premieres, launch/release parties,
fashion shows, commercial events, private (personal) events such as weddings and
bar mitzvahs.
Clients hire event management companies to handle a specific scope of services for
the given event, which at its maximum may include all creative, technical and logistical
elements of the event. (Or just a subset of these, depending on the client's needs,
expertise and budget).
Event manager
The event manager is the person who plans and executes the event. Event managers
and their teams are often behind-the-scenes running the event. Event managers may
also be involved in more than just the planning and execution of the event, but
also brand building, marketing and communication strategy. The event manager is
an expert at the creative, technical and logistical elements that help an event
succeed. This includes event design, audio-visual production, scriptwriting, logistics,
budgeting, negotiation and, of course, client service. It is a multi-dimensional
profession.
The event manager may become involved at the early initiation stages of the event.
If the event manager has budget responsibilities at this early stage they may be
termed an event or production executive. The early stages include:
• Site surveying
• Client Service
• Brief clarification
• Budget drafting
• Cash flow management
• Supply chain identification
• Procurement
• Scheduling
• Site design
• Technical design
• Health & Safety
An event manager who becomes involved closer to the event will often have a more
limited brief. The key disciplines closer to the event are:
• Health & Safety including crowd management,
• Logistics
• Rigging
• Sound
• Light
• Video
• Detailed scheduling
• Security
As an industry
Event Management is a multi-million dollar industry, growing rapidly, with mega
shows and events hosted regularly. Surprisingly, there is no formalized research
conducted to assess the growth of this industry. The industry includes fields such
as the MICE (Meetings, Incentives, Conventions and Exhibitions), conferences and
seminars as well as live music and sporting events.
The logistics side of the industry is paid less than the sales/sponsorship side,
though some may say that these are two different industries.
Technology
Event management software companies provide event planners with software tools to
handle many common activities such as delegate registration, hotel booking, travel
booking or allocation of exhibition floorspace. Education
There are an increasing number of universities which offer courses in event management,
including diplomas and graduate degrees. In addition to these academic courses,
there are many associations and societies that provide courses on the various aspects
of the industry. Study includes organizational skills, technical knowledge, P.R.,
marketing, advertising, catering, logistics, decor, glamor identity, human relations,
study of law and licenses, risk management, budgeting, study of allied industries
like television, other media and several other areas. Certification can be acquired
from various sources to obtain designations such as Certified Trade Show Marketer
(CTSM), Certified Manager of Exhibits (CME), Certified in Exhibition Management
(CEM), Global Certification in Meeting Management (CMM), Certified Meeting Professional
(CMP) and the Certified Special Event Professional (CSEP).
• Career opportunities are in the following Industries :
1. Event Management
2. Event Management Consultancy
3. Hotel, travel and hospitality Industries
4. Advertising Agencies
5. Public Relations Firms
6. Corporations
7. News Media
8. Non-profit organization
9. Integrated Marketing & Communications
10. Event Budgeting and Accounting
Categories of Events
Events can be classified into four broad categories based on their purpose and objective:
1. Leisure events e.g. leisure sport, music, recreation.
2. Cultural events e.g. ceremonial, religious, art, heritage, and folklore.
3. Personal events e.g. weddings, birthdays, anniversaries.
4. Organizational events e.g. commercial, political, charitable, sales, product
launch,expo.
|
|
|
|
|