Corporate Events Management: Types, Strategic Focus, and Feasibility Study

CORPOARTE EVENTS
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Exploring different types of corporate focussed events ..............................................................3
Difference between Corporate and Leisure events......................................................................5
LO 2.................................................................................................................................................6
Review a range of different types of corporate events and assess ways in which they meet
different strategic focus and goals...............................................................................................6
LO 3.................................................................................................................................................7
Assessment of different criteria to identify the potential audience for a new corporate event....7
Examine the key elements of a basic feasibility study for a corporate event..............................7
Importance of a feasibility study in identifying the risk associated with delivering a new
corporate event.............................................................................................................................8
LO4..................................................................................................................................................8
Plan for corporate event...............................................................................................................8
Evaluation of final choice for the event.....................................................................................11
Process taken for planning and promoting corporate event.......................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Corporate Event Management basically deals in planning and organising of different types
of events for the corporate stakeholders and also engaging the attendees during the event.
Organising these events have many reasons behind such as team dinners, farewell parties,
exhibitions, conferences, orientation for the new joinees, incentive programs and awards, trade
shows and many more. These events could be small or big depending upon the type of event
which is organised (Sorescu, Warren and Ertekin, 2017). The report is based on planning for
event for one year completion of the organisation. The report will highlight the differences
between the leisure and corporate events along with the importance of the corporate events in
achieving the goals of the business. It will also shed light on the significance of the feasibility
study for the corporate event of completing 1 year. This will be followed by evaluating the
process to plan and promote the event.
LO 1
Exploring different types of corporate focussed events
Corporate events are basically the form of events, social or hospitality activity which is
mainly funded or organised by the entity of the business. There are many reasons for which these
are organised such as rewarding, educating, celebrating, motivating, marking key milestones,
managing organisational change and encouraging the collaboration. These corporate and their
success also help in achieving the strategic objectives of the business. There are various types of
corporate events which are discussed as below:
Trade shows
These are considered as the activities for lead generation. Various companies decide to
sponsor or host the trade shows for reinforcing their image which can help them in becoming the
industry leader among the attendees. When the event is planned for trade shows, then the
negotiation is done regarding the sponsorship rates for advertising, speaking opportunities for the
company leaders to speak, booth space etc. These can be helpful to the companies for achieving
the success because their products and services can be showcased in these shows (Yun, Kim and
Kim, 2017).
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Appreciation events
These give the opportunity for spending the informal time with the guests in a non
traditional event. These also help in building rapport and learning about the priorities of the
business. These can be organised for appreciating the employees, clients or for both. These can
be in the form of parties which helps in motivating the employees and the clients and to provide
them peaceful and enjoyable experience with the company.
Organisation milestones
These are basically organised for celebrating the grand opening or the milestones or the
anniversaries of the company. These also include the programs for appreciating the clients and
the employees because the company considers them as the reason for achieving the milestone. Its
audience basically includes the people who are involved in the business.
Product launch events
Its main purpose is informing the employees about the upcoming products which helps in
creating the buzz surrounding the release of the product among the media and the customers.
These are basically helpful for the B2C companies. This helps in generating the industry buzz
and the media coverage before the release of the product (Lamond, 2018). Large product
launches are also like the big parties which help in making the large audience aware of the
product of the company which helps in achieving the organisational goals.
Shareholder meetings and board meetings
These play a major role in the success of the company as these give various opportunities
to the board members of the company for reviewing the performance of business and meeting
with the executives for making important decisions. This also helps in sharing the performance,
future goals, targets, business strategies with the shareholders also. These are organised
quarterly, half yearly and biannually and contributes in increasing the performance and
profitability of the company.
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