Managing Conference and Events

This document discusses the different categories of events, examples and current trends influencing the events sector, designing event layouts, additional services within annual meetings, management roles, skills, and personal attributes in the events industry. It focuses on the case scenario of Marriot, a leading hospitality company, and provides insights into the event management practices followed by the company.

Managing Conference
and
Events

Table of Content
INTRODUCTION ...............................................................................................................................3
LO1.......................................................................................................................................................3
P1 Examining different categories of events..............................................................................3
P2 Analysing examples and current trends influencing events sectors.......................................4
LO3.......................................................................................................................................................5
P4 Designing an event layout to set up conference event...........................................................5
P4 Examining of additional services within annual meeting, corporate event...........................6
LO3.......................................................................................................................................................7
P5 Analysing management roles within event industry .............................................................7
P6 Analysis of management skills and personal attributes, within events industry for meeting
stakeholder needs........................................................................................................................8
LO4.......................................................................................................................................................9
P7 Explanation of various measures to provide secure safe event venue...................................9
CONCLUSION..................................................................................................................................10
REFERENCES...................................................................................................................................11

INTRODUCTION
Globally events industry is vividly transforming with high scale competitive innovation,
commercial growth and varied trends such as virtual reality, customisation requirements . Managing
events,conferences plays crucial role as widely essential scenario for imperative wide scale
customer market expansion. For this report Marriot has been taken as case scenario, which is one of
the top leading hospitality company serving wide scale facilities with five star amenities. The report
will be discussing various categories of events, with in depth analysis of various examples
identifying latest trends impacting event industry. Further research will be analysing example of
layout set up a conference to meet specific client requirements, for best competent scale productive
goals. The report further will exert focus on various management roles in events industry within
current job opportunities in sector and the new skills, personal attributes work within events
industry. Safety measures required to provide secure event for all audience will be examined within
study, in conetxt with Marriot for effective event delievry within goodwill horizons.
LO1
P1 Examining different categories of events
With wide transformation coming in recent trends within global events industry, thee are
varied scale categories formed based on which different events can be analysed. Mariota hosts
number of events with high scale hospitality standards, five star amenities within all
accommodations making it one of the most premium brand. There are investments done on various
advanced resources based on latest events requirements, clients customisation aspects and to evolve
towards dynamic business informative functioning’s (What Types of Events Are There? 7
Categories to Inspire Your Next Plans: A Comprehensive List, 2019).There are various categories of
events which can be analysed based on budget, sponsorship, venue factor and accessibility which
play crucial role to keep up new p productive levels variety. These categories can be discussed on
various parameters to evolve on further competencies where products, services are segregated
further informative Corporate events: These events are organised by businesses in corporate events where

intended audiences are employees, clients, stakeholders which depends on aim of event.
Corporate events included annual meeting, product launch events and stakeholder’s
meetings for demonstrating new specific scale business standards. The corporate events are
held quarterly, annually based on operations for wider scale competitive performance rise
effectively. Marriot holds various corporate events making it one of the most premium
hospitality brand having vast functional scale amenities and facilities for customers Fundraising events: The fundraising events are held to generate funding for companies,
mainly used for charity purposes, non-profit organisations which further increases visibility
aspects. The fundraising events examples are auctions, sports sponsorship events which
enhances varied range of effective target market. Sales and gala dinners are another
fundraising events which form new wider specific customer target market horizons, keenly
raising on new specific scale operative goals (Bouchon, Hussain and Konar, 2017).
 Public events: There are various community events hold at global level where there are
large number of participants taking part in them, also socially held at wide levels with focus
on innovative marketing. Examples are FIFA, Olympics which are some of the most
prestigious events held at global level connecting people from around globe, enhance
diversity parameters productivelyPublic events are widely promoted on digital levels where
there is advanced new scale efficacy focused on cultural growth and enriching resources.
P2 Analysing examples and current trends influencing events sectors
There are various examples within events categories which can be analysed based on aim,
customer target market reach and budget criteria for commercial growth, which can be analysed as
follows:
Examples of corporate events: Conferences, seminars are examples of corporate events which are
conducted by companies as main corporate events for adressing various issues, meet up different
shareholders across number of spaces. Aim is to encourage conversations among working platforms
within company’s network smartly with external,internal stakeholders for competent scale varied
growth. Trade shows, workshops are other corporate events examples where businesses aim to
communicate with general public displaying present operations and future work growth extension
plans. Product launch events generates buzz and help attends to get detailed knowledge of new
products, held with aim of improved brand recognition and goodwill benchmarks actively.
Examples of public events: There are various public events held targeting large number of
audiences, such as music events and food festivals which requires huge budget and resources to
deliver best work growth benchmarks. The public events are community events catering among
wide audiences and for keeping up with larger scale security standards, resourceful fundamental

sale diversity delivering best benchmarks. Examples also include marathons, sports events catering
to wide audiences with high usage of best resources for marketing, online video streaming and for
evolving towards latest benchmarks(Pan and Zhang, 2021).
Latest trends in event industry:
Mariota hotel by conducting strength towards new emerging trends will be able to
competently expand within untapped business horizons, form stronger presence in competent scale
operative goals.
 Virtual and hybrid events: Marriot hotel has scope to focus on virtual events which is one
of the most competitive trend in events sector globally, for keeping up new benchmarks
functionally. Digital marketing comes on within this trend, where virtual streaming is the
new big thing for reaching wider audiences actively and also expand towards new
performance growth horizons (Çakaloğlu, 2021).
 Health and safety: The latest COVID- 19 pandemic requirements pertaining to wider scale
safety requirements holds high significance role for keeping up with competent facilities.
Marriot for successful conducting of events, need to evolve on new health and safety
standards, frequent sanitation along with productive scale venue facilities functionally.
 Artificial intelligence: With ability to provide best innovative solutions in targeting new
customer market, artificial intelligence plays crucial role in shaping events industry globally
where human touch is minimised. This trend being one of the top most in demand also
enables events to deliver virtual strength, high class unique functional market reach.
 Use of sustainable resources: New competitively evolving business culture in event
management brings on demand for sustainability factor to be evolved on functionally for
wider time period (Thomson, Proud and Dodds-Gorman, 2021). Thoughtful sustainability
comes in as one of the most active shaping aspect for reaching out to new work growth
benchmarks commercially as well as ethically.
LO3
P4 Designing an event layout to set up conference event
Tesco is planning to set up annual meeting at Marriot, which is one of the most prestigious
corporate event. Event layout of TESCO annual meeting will be based on varied aspects of high
effective resource planning as per client’s requirements based on specific working preferences as
per client’s demands. By planning down on event layout aspects hotel services functionally align

up with corporate event requirements as designed by client, also prospect ideal resource planning
will be developed. The layout will be based on demands and wide range of customisation based on
best management planning structure, serving guests with high scale innovation aspects.
 Number of attendees: There will be 300 number of attendees coming in event hosted by
Marriot in corporate annual meeting of Tesco. All invitees will be served wi catering
facilities as per customised requirements, high scale innovation and for enhanced functional
standards (Sutawidjaya and Nawangsari, 2020).
 Security: Best digital machinery and CCTV cameras will be used to conduct in depth
monitoring of all activities and to generate advancement towards new informative
standards. Security maintenance plays strong role for safety aspects, to host successful
event catering focus on best digital standards.
 Sitting arrangements: Cabaret style seating will be provided in annual meeting for
corporate event where social distancing will be adhered, keeping in mind of corporate
hospitality fundamentals. Marriot hotel having best resources for best facilities for all guests
will enable them high comfortable experience, within all domains to yield on corporate
strength.
 Dining facilities: Fresh hygienic meals will be provided to all guests in corporate event of
annual meeting, Tesco where best dining facilities will be based on customisation rudiments
as per guests. This will be done by planning best resources in event with fresh ingredients to
make dining hospitality services well structured (Vatoropin and Startseva., 2017).
 Sanitation requirements: There will be automatic sanitation machines used at event venue,
keeping in mind Coved -19 pandemic situation. Marriot as one of the top hospitality brand
hosts best corporate events with best sanitation facilitates at venue, temperature check
equipment’s deployed at all places will also make sure health safety standards.
P4 Examining of additional services within annual meeting, corporate event.
Marriot will be productively keeping up large range of additional services for successful
hosting corporate event, with high scale advanced functioning resources implemented in organising
best services. Best digital tools and programmed corporate functioning will ascertain successful
hosting of corporate event in longer run, for keeping up with innovative functioning.’
 3D event mapping: It is essential to have complete detailed picture of event planned up
structure with best effective plans, seating accommodations as demanded by client. 3D event
drumming software will be used for accurate structure planning of event, customized

collaborative project planned in best format. Event diagramming tool facilities will be
implemented in effective plan communication among prospected stakeholders, in visualized
format (Martin and Osterling, 2017). It will ensure smooth flow of competent scale
competencies functionally by using best digital tools and for keeping up with vivid goodwill
benchmarks.
 Outdoor catering: There will be usage of outdoor catering facilities formed based on client
requirements, by delivering high scale advanced standard services catering to prerequisites
of successful hosting of event. Food facilities will be conducted based as per latest aspects
evolving in event management industry, incorporating competitive scale diversity. Marriot
catering has been successfully found to be expanding on latest scenarios imperatively
expanding towards untapped work horizons.
 Speakers engagement: There will be engagement of speakers among corporate event who
will be invited for bringing forward sessions on marketing and brand management, which
further arrangements will be done. Speakers sessions will be also live on company website,
where corporate event shall be also streamed live for reaching out to larger external
audiences. Best usage of digital media will be implemented to deliver best comfortable
quality experience to all guests and also for wide scale connectivity. Speakers engagement
will also conclude best competencies factors to rise on for enhancing new domains of event
successful hosting (Causin Ph D and McCarthy Ph, 2017 ).
LO3
P5 Analysing management roles within event industry
There are varied new management roles globally transforming event management sector,
where varied range of expertise, functional role diversity demands managers to evolve on new
opportunities. It can be identified that Marriot as one of the leading hospitality brand aims form
employing best employees with high commercial experiences, acumen diversified and also on
expanding into untapped work domains (Top 17 virtual event management companies (event
planners) to partner with in 2020 and beyond, 2020).
 Customer experience manager: Role of customer experience manager is based on catering
to wide scale requirements among attendees for best comfortable work experiences delivery.
For this Marriot as one of the best hospitality brand aims to keep best talented manager for
focusing on client feedbacks, providing best in person online and offline delivery. This
demands manager to analyse varied working diversity among varied domains, take best

strategies shaping client demands into practical services.
 Virtual event planner: With virtual events competitively shaping industry trends, clines
requirements are also corporately expanding on new functional domains. This provides
unique career opportunities to all event manager, flexibility to adhere varied work domains
and form strengthening vision oriented working scenarios effectively. New management role
also productively enhances working strength actively among corporate work goals, on
which new aspects of competent productivity gives boost to goodwill. Virtual event
planners need to evolve on digital working operative platforms for scaling up wider
informative customers target market reach (17 New and Emerging Roles in the Event
Industry, 2018).
 Sponsorship manger: Sponsorship plays major role in success and revenue targets
completion in event, where there should be familiarity with business align aspects who
further compare with event niche aspects. This role demands smart interpersonal skills,
effective management practices further and also productive diversity to strengthen working
operational efficiency for longer competitive diversity. Sponsorship manager has varied
range of opportunities to evolve on further in career, pertaining dynamic business efficacy
towards new benchmarks.
 Digital analytics manager: Career and skills in digital analytics are widely on competitive
demand within events sector, where gathering effective resourceful data generates profound
profitable productive output (Gehrke, 2020). Data analytics manager has role for measuring
accuracy of data that will be used in measurable format, to yield competent benchmarks.
The role demands manager to have knowledge of digital expertise among operations, be
functionally optimistic and also n technically keep up with competitive diversity.
P6 Analysis of management skills and personal attributes, within events industry for meeting
stakeholder needs
Event mangers in today’s competitive business world need to possess diverse field expertise
and varied advanced skills for leveraging innovation creatively (The Future of Event Planning: The
2020 Vision, 2018).There are various management skills and range of personal attributes in
managers within events sector impacting fundamental scale operative growth, for meeting up with
stakeholders needs which can be analysed as follows :
 Organisation skills: Event manager for successful conducting event need to have
organisation skills, for pursuing best resource planning and training team members as per set
goals. Organisation skills also further bring on competent functional scale working

parameters where set benchmarks need to be attained functionally. By implementing
innovative organisation skills events are successfully hosted, where Marriot event managers
work with smart organisation skills evolving on wider keen domains for strengthen
goodwill.
 Time management skills: Event managers also need to have effective time management
skills in them for keeping all decisions attained at specific timeline for all client. This
personal attribute plays profound role in strengthening vision competencies as demanded by
professional corporate benchmarks on wider domains. By adhering to time management
employees within teams are also motivated to take best work growth decisions, serve
customers as per their preferences (Dillette and Ponting, 2020).
 Negotiation Skills: Event management team employees also need to evolve further with
smart negotiation skills, in order to ensure best accommodations finalised for competitive
profitability. Event managers also need to keep up with long term relationships while talon
with vendors and contractors, where managers at time of dealing with various customers
will be able to evolve on best scenarios. By smart negotiation skills managers develop
stronger profound scale growth goals as per competitive development goals, which enhances
competitive performance scenarios.
 Problem solving skills: While working in various corporate events commercially event
managers need to have strong performance solving skills in their team management goals
informatively.Problem solving skills generate wider functional scale productive diversity
among competent performance operations, towards dynamic operational efficiency, to
deliver new scale advancement. Stakeholders needs assessment also has cruciall essential
role for wider productive diversity among corporate work growth horizons, where event
managers should be trained smartly to take best decisions. There is also wide scale
ascertained evolving among corporate scenarios in events where managers evolving on best
problem solving skills will be able to cater to productive work growth (Madray, 2020).
LO4
P7 Explanation of various measures to provide secure safe event venue
Corporate events hosted by Marriot are conducted with best safety standards to keep client’s
data in private format with high safety standards. Also corporate events are being focused on for
keeping up efficacy analysed as per latest safety standards, for strengthening new resourceful
diverse growth.

 Develop contingency plans: Marriot for providing safe secure event be conducted in
premises need to keep contingency plans , formed on for keeping up with performance
benchmarks effectively. The contingency plans will generate profound scale growth towards
new vision oriented domains, where staff rooms along with executive planning plays strong
role. Adhering to best contingency plans will make sure resource utilisation is optimally
focused with competitive performance targets analysed within safety standards.
 Visible security checks points: This factor can be analysed as essential aspect within
corporate events safety standards where implementation of best security digital points will
enhance functional working efficacy. Implementation of best advanced CCTV cameras in
technology impacts on instant security check points functionally. It is also essential for
generating advanced new scale security standards among working operations, where it will
potentially generate competency horizons
Public events safety standards
The above analysed security measures of corporate events differ widely from cultural events
precautions towards safety aspects, as there are larger number of audiences to host in public events.
Pubic events are attended by large sections of customers making it wide affair on wide arenas,
where measures to keep up with security standards are widely essential.
 Checking ID registration: It is crucial to have keen checkpoints developed for collecting
information of all participants with name, scanned addresses and other identities. This will
make sure intruders identity to be checked timely for hindering fraud, also to evolve on
new domains.
Recommendations
Further Marriot has scope to train employees with best safety, security standards for
generating innovative public safety standards functionally among working operations. It can be also
analysed that Marriot for hosting corporate events has scope to hire best strategic planning,
functionally trained staff among departments.
CONCLUSION
From the above report analysis can be concluded management conferences and events plays
crucial role in event management where recent trends such as usage of virtual platforms, sanitation
requirements are shaping event sector globally. The study further concluded corporate events,
public events and fundraising as the main categories, detailed examples such as annual meetings
and product launch. Research outlined designing of event layout for annual general meeting of
Tesco, Marriot will be serving additional services like speaker engagement, outsiders catering,

event diagramming in 3D. Moreover, case scenario also analysed Customer experience manager,
Virtual event planner and sponsorship manger as some of the new evolving job roles shaping event
sector globally. Skills and professional work growth efficacy horizons demand managers to be
active in organising, time management, problem solving skills along with professional experience.
At last the current report has also highlighted new advanced usage of digital tools, as appropriate
measures required for security and safety ice emergency plan, CCTV and more.

REFERENCES
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