Corporate Events Management

Corporate Events
Management

Table of Contents
INTRORDUCTION....................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1) Different types of corporate events...................................................................................................3
P2) Differentiate between Corporate & Leisure events...........................................................................4
TASK 2.......................................................................................................................................................5
P3) Review types of corporate events also evaluate how they meet with strategic goals.........................5
TASK 3.......................................................................................................................................................6
P4) Assess criteria for identifying potential audience for new corporate event.......................................6
P5) Elements related to a basic feasibility study......................................................................................7
TASK 4.......................................................................................................................................................8
P6) Develop a corporate event plan by applying the principles of planning & promotion.......................8
P7) Provide evaluation of the process which is used to plan as well as promote a corporate event.......10
CONCLUSION.........................................................................................................................................12
REFRENCES............................................................................................................................................13

INTRORDUCTION
Corporate events refer as the events which are organized for meeting with business
objectives in an efficient manner. These events are conducted for launching a new product, new
ideas, promoting current products and services, build new business relations and more. It is
stated that corporate events are organized with appropriate planning related to brand
endorsement, formal meeting and so on (Joshi and Li, 2016). The present report is based on
Penguins event which is a leading event management organization based on UK. There are
various kinds of events such as digital, live as well as personal events are also organized by
company. The present report covers various forms of corporate events along with the difference
between corporate and leisure events. Further, various types of corporate events along with the
way in which they meet with different strategic objectives have also been discussed in the report.
In addition to this, evaluation of success of corporate events along with the criteria’s for selecting
potential customers are also covered in the following report. At the end, there is a plan developed
for corporate event and an evaluating in relation of process taken out for promotion of events has
also been included in the report.
TASK 1
P1) Different types of corporate events
Corporate events are organized in formal manner by consisting different set of activities
which are related with professional work, industry, institutions and more. For this purpose,
various types of corporate events are mentioned below:
Exhibition: It is a public event under which different business associations participate for
meeting with predefined objectives. Main aim of this is to attract more number of audiences and
formulate positive image of brand in market place (Oltarzhevskyi, 2019). In references of
Penguins events, they determine sponsorship rates so that events can be promoted successfully.
In addition to this, they have proper space and other services so business exhibitions can be
conducted in better manner.

Sales meeting: Sales meeting is the most common type of corporate event under which
sales representation, team leaders, managers and other relevant parties of company participated.
In this, revenue, profit, targets are discussed significantly. Most of the organizations conduct
sales meetings on quarterly basis for analyzing as well as improving team performance. Agenda
of this kind of meeting is to prepare appropriate strategies so that company can attain predefined
sales objectives. It is sated that Penguins events, organizes sales meeting and make necessary
arrangements so that business entities can conduct their meetings in an effective way.
Seminars: Seminars are conducted with an aim to disseminate necessary information
among audience. Generally, these are organized for hours to some days. In seminars, there are
some speakers for addressing the audience. Sometimes, companies also organize seminars for
betterment of their work force (Schultz, 2017). In context of Penguins events, they are likely to
provide necessary facilities such as stage, podium, speakers and more so that seminars can be
conducted in an effective manner.
P2) Differentiate between Corporate & Leisure events
It is analyzed that within events industry leisure as well as corporate events are organized
as per requirement of clients. In context of Penguins events, they organize both type of event for
maintaining significant presence in market place. Here, difference between both of the events is
given below:
Leisure event Corporate event
It is related with organizing such events
which are associated with personal
satisfaction. In this, certain events like sports,
concerts, entertainment event and more are
conducted effectively (Anand, 2017).
It is concern with commercial purpose and
business events such as trade shows, sales
meetings, seminars & so on.
Leisure events aim to entertain people for
personal satisfaction. These events are
completely related with personal satisfaction
and enjoyment.
In contrast, main reason of organizing
corporate events is to promote products and
service, launch a new product, rewarding
employees and so on.
For managing these kinds of events,
enthusiastic, fun loving, energetic individuals
On other side, to manage corporate events
skilful, competent people are hired who can