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Event Management For Australian Open

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Added on  2019-10-30

Event Management For Australian Open

   Added on 2019-10-30

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Running head: EVENT MANAGEMENT FOR AUSTRALIAN OPENEvent Management For Australian Open Name of the StudentName of the University Author Note
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1EVENT MANAGEMENT FOR AUSTRALIAN OPENExecutive SummaryThe report aims to put forward the details regarding event management. Australian OpenTournament is considered for the preparation of this report. The tournament is held on anannual basis, over the final two weeks during January in the city of Melbourne. Variousevents are held during the tournament featuring, singles and mixed doubles for both men andwomen, matches for the juniors, along with legends, exhibition and wheelchair events. Anevent of this magnitude can only be successful if they are managed properly by looking intoeach and every aspect with great precision. First thing is to create a plan, where detailsregarding the purpose of the event, the budget required, number of people needed to organizethe event, ways to promote and publicize and a whole lot more. Budget is set in accordancewith the plan. Then, the need arises to look out for partners and sponsors, who would fund theevent and help in promotion. Without marketing, no plan, hiring of sponsors would yield thedesired results, so finding an appealing theme or tagline would instantly grab attention of theviewers and help them recognize. The report comes up with the recommendations that aproper sequence should be followed to put the plans into action and make the eventsuccessful and concludes that event management plays a significant role in creating intereston the minds of the public, attract them to the event, thus making the event popular.
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2EVENT MANAGEMENT FOR AUSTRALIAN OPENTable of Contents1. Introduction...........................................................................................................................32. Discussion..............................................................................................................................32.1 Sponsorship By Two Major Sponsors..............................................................................32.2 Steps In The Marketing Planning Process......................................................................42.3 Sustainable Event Management...................................................................................82.4Reducing Costs............................................................................................................83. Conclusion.............................................................................................................................94. Recommendations.................................................................................................................95. List Of References................................................................................................................106. Glossary................................................................................................................................127. Appendices...........................................................................................................................13
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3EVENT MANAGEMENT FOR AUSTRALIAN OPEN1. IntroductionEvent Management is a way through which creation and development of large scaleevents take place. Events can be in the form of staging a concert, sports event, conferences,ceremonies or concerts. Managing an event in a professional manner, goes a long way todetermine if the event is going to be successful or not (Bladen et al., 2012). Australian Open, a major tennis tournament is considered for the report. This beingone of the four Grand Slam events, managing the event in a professional and effectivemanner is extremely important. To manage a global event, planning plays a huge role. Aproper plans helps to provide a framework, for the organizers to work upon and assign theresponsibilities to people according to their specializations (Getz, 2012). An effective way tomanage is by assigning the right person with the right job at the right time. Setting a budgetand sticking to the determined amount is critical as that would ensure proper utilization ofresources, thereby avoid wastage. Reaching out to organizations, who would be willing tosponsor and be a partner during the event, is an important exercise that organizers need toperform, which ultimately plays a big role in determining the success or failure of an event(Hall, 2012). The report would conclude that event management has a big role to play, for makingan event a success. The scheduling of events in a methodical manner, helps to smoothen upthe whole process and thus raise the image of the event in front of the audience. 2. Discussion2.1 Sponsorship By Two Major SponsorsSponsors have a major role to play for getting an event promoted among thepublic at large. Global sporting events don’t have to seek for sponsors as companieswould be willing to fund an event, that is followed by audience from all over theworld (Woratschek et al., 2017). Through sponsorship, companies also get chance topromote their brands. Over the years, the tournament has been sponsored by somerenowned companies and the upcoming event is no exception (Herstein & Berger,2013). For the last three years, Kia has been a major sponsor for the iconic Asia-Pacific Tennis Grand Slam. The association since 2002 is testimony to Kia’s long-
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