Corporate Events Management

CORPORATE EVENTS
MANAGEMENT

EXECUTIVE SUMMARY
The below mentioned report seeks to explore the event management done in the
corporate context by taking the case of Bearded Kitten, a top event management company of
United Kingdom. This entity has been renowned over the course of time and winning awards for
organizing and managing creative events. It is identified that sales meeting, exhibition and
product launch are 3 of the most prominent corporate events. Further, the comparison of leisure
and corporate events portray that leisure events are for the purpose of fun or entertainment while
corporate events are for specific commercial purpose. In addition to this, there are mainly 3 types
of feasibility study named funding, risk and time. These collaboratively demonstrate the extent
of viability of an event. Planning and promotion are two crucial aspects that need to be taken into
due consideration while carrying out an event. In this regard, there are certain principles of
promotion as well as planning which need to be considered for effectively planning and
promoting the event.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Types of corporate event...................................................................................................1
P2 & M1. Leisure v/s corporate event....................................................................................2
LO2..................................................................................................................................................3
P3 Corporate events meet strategic goal................................................................................3
M2. Success of corporate events to achieve goal...................................................................4
D2. Provide recommendations and alternative solutions for delivering such events to optimise
strategic focus and success rates in businesses.......................................................................6
LO3..................................................................................................................................................6
P4 Criteria for identification of potential audience................................................................6
P5 Elements of feasibility study.............................................................................................8
M3 Importance of feasibility study........................................................................................8
D3. Critically evaluate how the content and role of a feasibility study help assess the new
event’s success and support your argument with reasons......................................................9
LO4..................................................................................................................................................9
P6 Plan for corporate event....................................................................................................9
P7 & M4. Promotion and planning of event.........................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
An event can be described as a project whereby people get accumulated for the purpose
of celebrating, educating, marketing, get-together, commercial reasons, reunion etc. Further, the
corporate event can be defined as the gathering of professionals at a specific venue at a certain
time. Such events are managed and organized for attainment of a certain purpose or objective
(Getz, 2018). There are several elements which are crucial for organizing a corporate event in an
effective manner and these are acknowledged to be communication, use of technologies, brand
endorsements etc. The following project is conducted to gain knowledge of the concept of
corporate event management as applied within the confines of Bearded Kitten. This is
acknowledged to be an award winning creative events agency that is known for coming up with
innovative and unique ideas. This event management company operates on the sole belief that
anything is possible. The company began as a festival side show and over the course of time has
become an award winning event brand in global market place. The focus of this entity is upon
creation of unique brand experience not only for the participants but also for wider digital world
people to accelerate reach of the campaign. As a newly appointed Event Executive of Bearded
Kitten, this report is prepared to throw on the discussion over the different types of corporate
event along with differences between corporate and leisure event. Further, the criteria for
identifying and selecting a target audience are covered. Lastly, the promotion procedures for an
event are covered.
LO1
P1 Types of corporate event
The corporate events tend to include a number of functions that are aimed at solving a
purpose in business context. Such events may be organized for business, industry, work groups
etc. A number of corporate events are managed and organized by event management companies
to attain specific purpose behind it. Bearded Kitten is an event creation firm that intends to
provide services which can capture the attention of public at large. In this relation, the main types
of corporate events are discussed in light of Bearded Kitten in an elaborated manner as follows:-
Sales meeting:
This is a type of event which usually keeps taking place within the confines of a company
at frequent time intervals. The main intent behind holding such a corporate event is addressing
1