Corporate Events Management: Range, Approaches, Feasibility Study, and Planning

This document provides an overview of corporate events management, including the range of events, approaches to achieve strategic goals, criteria for identifying potential audience, and elements of a feasibility study and planning. It also includes a case study on Burberry's product launch exhibition. Subject: Corporate Events Management

Unit 28 - Corporate Events
Management

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
Overview of case study ...............................................................................................................1
LO 1.................................................................................................................................................1
Range of various corporate focussed events ...............................................................................1
Comparing leisure and corporate events .....................................................................................2
LO 2.................................................................................................................................................3
Approaches of various corporate events to achieve strategic goal and focus .............................3
LO 3.................................................................................................................................................4
Criteria for identifying potential audience for a corporate event ................................................4
Elements of basic feasibility study for the event ........................................................................5
LO 4 ................................................................................................................................................6
P6) Devise the plan for the corporate event and apply the key planning and the principles ......6
P7) Evaluate the process which would be taken for promotion of the event ..............................7
CONCLUSION ...............................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
An event is defined as the public assembly for a specific purpose such as education,
reunion, celebration or marketing (Raj, Walters and Rashid, 2017). Various types of corporate
events plays an important role in accomplishing the business objectives. Thus in order to make
these events a great success appropriated feasibility and management strategies are required. The
report will provide a comparison between different types of events and range of corporate
focussed events. It will also provide an evaluation of role of feasibility study and role of these
events in achieving success in business. The study will discuss the process and plan for
promotion and launch of a corporate event.
Overview of case study
Burberry is one of the leading luxury fashion house which deals in trench coats,
cosmetics, fashion accessories, outwear and sunglasses. The organisation is planning to launch
its new folding hand bags for women via a exhibition. Through this event Burberry wants to
introduce its new product to its targeted customers as well as other stakeholders and to receive
the initial response in the exhibition as feedback for further improvements. However to make this
corporate event successful organisation must identify potential audience, promotional strategies
and feasibility aspects associated with the report.
LO 1
Range of various corporate focussed events
An event is known as the planned occasion involving the gathering of several number of
people or audience. The events are mainly classified into four categories:
Private events: These events are known as private ceremonies which are attended by only
designated members. This type of events emphasis on privacy and diverse objectives and
purpose of host (Pröllochs and Feuerriegel, 2018). The example of these events include birthday
parties, wedding ceremonies and festival gatherings or private events organised by some
organisations like schools or businesses who desire private gatherings.
Corporate events: These events aims at building professional relationships and achievement of
business goals via events or get together. These events may include limited audience but their
purpose is to build brand image and business profitability.
Charity events: Charity events aims at rising fund or money for specific purpose (Jones, 2017).
These may includes charity based sports or exhibitions, charitable auctions and sponsored walks
1

or games. Business organisation use charity events for public exposure and community service
while charitable organisation organise these events for the social welfare and to raise fund and
awareness for social cause.
Leisure events: This type of events such as fair, circus, music and food festivals are organised
for the fun and leisure purpose. Though public exposure and business can also be the secondary
purpose of participants in these events but most of the participants consider these events as an
opportunity to enjoy. As compare to other types of events they are highly informal and witness
large size of participants or audience.
Range of corporate focussed events:
Business oriented organisations can use a vast range of corporate focussed events. Each
of these event has different purpose and outcomes. Some of the examples of these events are as
follows:
Seminars: These events are highly specific and aims at delivering specific organisational
knowledge to participants (Welford, 2016). These events have usually one or small number of
speakers and multiple number of listeners as audience.
Exhibitions and trade shows: This event are conducted at larger space in which organisation can
promote their products or services by practical demonstration to their potential customers. They
can also be used to launch new products and for promoting them.
Gala dinners and award programs: Corporates such as Burberry also organises business dinners
and award programs for their employees and suppliers. The purpose of these events is to
motivate them and to build strong teams so that professional expertise can be increased.
Board meetings: Since Burberry provides it services to different parts of the world, it also
conduct board meetings at specific venues for its stakeholders. The purpose of these events is to
discuss various business strategies and to take decisions.
Comparing leisure and corporate events
The corporate events and leisure events both are different in terms of purpose, planning
and content. Corporate events are conducted primarily for promoting organisational products or
brands. Though they may have enjoyment as secondary and recreational as secondary objective
but their key emphasis is on improving brand or communication between various business
stakeholders (Agrawal and Cooper, 2017). On the other hand leisure events are planned for fun,
enjoyment and recreational purpose. These may includes events such as fair, circuses and other
2

festival celebrations. Example of corporate events includes product launch function, business
dinners, meetings and conferences. The content of corporate events is formal and all event
elements includes specific code of conduct related to business.
Contrary to this leisure events does not have any formal elements and thus they ensure
only legal aspects without any formal code of conduct. As compare to corporate events, leisure
events are huge and required long term planning. On the other hand corporate events may
required long term or short term planning depending upon purpose of event (Santalova and et.al.,
2017). For example if Burberry plans a corporate dinner for enhancing communication among
team members then it may require a very brief time to plan. However as in the given case for
launching a new product via an event a lot of investment and research is required in terms of
planning and resources.
The promotional techniques of both these types of events also includes considerable
variations. For instance leisure events can be organised at large as well as short scale. Thus
depending upon size of audience they use different promotional techniques. However the
promotional activities are completely informal and may involve indirect invitations such as
advertisements in newspapers or social media posts.
On the other hand corporate events are extremely private and only authorised individuals
are informed about them. This may include invitations via e-mails, face to face communication
or official notice to selected audience (Raj, Walters and Rashid, 2017). Corporate events are
used for improving professional relationships, creating brand image, public awareness regarding
products and services so that business profitability and efficiency can be enhanced. Contrary to
this leisure events are conducted for celebrations or fun, though they may involve multiple small
businesses who participate in the event for making it more successful.
LO 2
Approaches of various corporate events to achieve strategic goal and focus
The corporate events are helpful in accomplishing business objectives and long term
goals. For improving the performance of employees it is vital that they must be able to work in
teams and with motivation. However such motivation is not possible mere verbal statements.
Thus events such as dinners and award ceremonies allow individuals to build professional
relations and develop effective teams (Dowson and Bassett, 2015). Similarly board meetings
provide a great opportunity for organisation to assure the participation of all necessary
3

stakeholders for decision making. Decision making through such events assure that only
authorised individuals are participating in the process in an comforting environment.
Burberry is launching its product via exhibition event. Though event can also be launched
without such corporate event but it will not give organisation public appeal and media coverage.
Thus grand exhibition and launch events are helpful in gaining the attention of targeted
customers and to provide them an opportunity to directly interact with the organisation. The
organisation may not be able to sustain competitive advantage if its human resources does not
have necessary skills and knowledge (Nolan, 2017). Thus it is necessary for organisation that all
of its employees have same level of efficiency and knowledge. This is accomplished by events
such as seminars so that individuals can gain expertise by guidance from the highly professional
experts. Corporate events also helps organisation to accomplish various business tasks in more
professional and efficient manner. Corporate events not only helps in promotion but also in
improving operational efficiency of the employees.
LO 3
Criteria for identifying potential audience for a corporate event
For the success of product launch exhibition event conducted by Burberry it is required
that the targeted and potential audience is chosen. The selection of appropriate audience for the
event will help organisation to achieve the purpose of this corporate event. The first criteria
which will be used for audience selection is the suitability of product (Pielichaty and et.al.,
2016). Burberry is launching foldable hand bag for women thus at first demographic
specifications such as gender, age, occupation and income will be used to select the audience.
The proposed product is suitable for women of age group 16-45 of various occupation. The
income criteria is also an important factor in audience selection.
The organisation will have premium pricing for the new bags and thud it will choose
audience who prefer such high range of bags. Since exhibition is proposed to be conducted at
small scale only another audience selection criteria will be based on geographic aspects. The
corporate event of Burberry will held in London. Thus the customers or the potential buyers will
be based on particular cities and regions near to event destination (Van Niekerk, 2017). Since
there are less probabilities that customers from far region will attend the event for sure,
geographical segment is also used for the selection of audience.
4

Apart from this perspective Burberry is also aiming at using this corporate event as
means of promotion and exploration of future possibilities. Thus organisation is also targeting
potential investors who could invest in the organisation. Thus for choosing audience company is
also considering investment capabilities and business relations with its investors or suppliers.
The audience will include individuals or the organisations who can build good business relations
or investment with the organisation (Raj, Walters and Rashid, 2017). This type of corporate
events are great platform to demonstrate the capabilities, potential and effectiveness of the
organisation which can help in exploring growth and expansion options for the company.
Elements of basic feasibility study for the event
Feasibility study plays significant role in the success of corporate event. Elements of this
are explained as below:
 Project scope: A Burberry is planning to launch a new beg for this in needs to ensure
whether this project will give benefit to firm or not. By evaluating this element company
can get to know scope of this project and can plan further activities successfully.
 Current analyses: this is the another major element in this, Burberry has to understand the
actual situation of the system which it wants to implement for this corporate event. Pros
and cons of current things need to be identified or examined so that correct action can be
taken to make this event successful.
 Requirements: this is the element in which Burberry has to gather information about
actual requirement. As bag is the basic need of young women. In this same manner all
these needs must be examined.
 Approach: Burberry is required to get the proper solution for the risk associated with this
corporate event. Otherwise it will not be able to gain success of recover cost of this
corporate event (Dowson and Bassett, 2015). Proper solution aids in satisfying
requirements and gaining success.
 Evaluation: This is the key element of feasibility study in which company needs of ensure
that this corporate event is cost effective and entity is able to get profit by launching new
beg. Burberry has to think about its economic condition and how much cost it is
consumer, proper cost management is important for making this event successful. By
doing cost benefit analyses firm can get to know the potential of business idea hence it
can implement the plan accordingly.
5

 Review: formal review of the corporate event is essential in feasibility study. This review
enhances accuracy of event and meeting the corporate goal. If feasibility study has some
issues then management can reject it with proper reason (Santalova and et.al., 2017). This
aids in making proper plan for next event so that enterprise can gain success and can get
more profit.
Feasibility study helps in representing the proper planning for the corporate event and
show the success rate of this plan.
LO 4
P6) Devise the plan for the corporate event and apply the key planning and the principles
company is going to arrange the exhibition for the folding bags which need to be done in
the with the key planning and the principles. Corporate event need to be calculated and the event
to be organized in the effective manner. The event objectives must be specified and the budget
for the vent must be confirmed form the organizer. The event management must know about the
targeted audiences because through these ways the company would arrange the facilities for the
audiences. The event would include the procedures and the planning of the event. The event
must have the timelines for the scheduling the vent and to set up the catering and the digital
technological facilities at the venue. Event must also have the employees which are going to
manage the event effectively and also the marketing and the communication must be effective.
The decision of the marketing must be effectively and the event must also support the
environment and of any problem occurred the precautionary measures must be arranged at the
event (Heizer, Render and Munson, 2016).
Company must also have the backup plan for the event and the risk management must
also be made for the event. The company must think sustainably and also perform the event
without the risk as well. The marketing and the company would also include the marketing
procedures for making the event successful. Venue selection for the event because the event
include the objectives and also the event include the financial support as well. The funds are
generated to the event and the company is funding on the event which would make the event
successful (Ickman, and et.al., 2016).
The funds for the event has to be raised and the funds are generated from the companies
which bare organizing the event or the organizer which would organise the event. The proper
facilities In the event must be provided and it includes the facilities like the latest technology
6

must be used on the exhibition and proper catering must be done for the guest which would
impress the guest. The audience which are going to attend the event are the customers of the
company bad the investors of the company which have invested in the company.
P7) Evaluate the process which would be taken for promotion of the event
The process of promoting the event include the promotion of the event. The event
promotion and the promotion include the research on the event and the resources which are
available for promoting the event (Andrews and Shimp, 201). Company is doing the event of the
exhibition which need to be checked and evaluated as well. The event need to be done in the
effective way and for that the research has to be done in the event which includes the research
and the promotion of the event. Company has to look after that the resources will be used by the
company in the exhibition or in the event. Research is to be done on the basis of the resources
and the methods which will not affect the event. The research of the event include the planning
of the event, organizing the event and it also includes the process of directing to the employees
which are making the event successful. The event includes the process in which the company had
to arrange the event according to the organizer and looking after the guest which are going to
visit the event.
The promotion of the event would be done in the effective way which include the
marketing of the event and the promotion of the event on the social media. Pre event marketing
include the goal set which include the exhibition and the method of promoting the event. The
marketing would be done on the social media and also through the emails as well. The website
would also be made according to the event and also for promoting the event on the large scale.
Company must try to leverage the marketing activities and the also arrange the webinars and the
make the blog for the event which would tell the customers about the events and the customers
would also visit the event (Edelman, Mandle,. and Kudzma,, 2017).
Event can be promoted while the event is live. For example the vent would be promoted
by the live tweet on the social media websites as well. Post event marketing includes the survey
for the event and the event could be used of the promotion of the further event. Company would
use the success of the event for other event and also for promotion of the company as well. The
company would also invite the feedback of the customers and the guest which have visited the
vent through these feedbacks the mistakes of the company would not be repeated in the event.
7

CONCLUSION
From the report is focusing on the event and the company is organizing the event which include
the Burberry and the company is organized the event for the exhibition of the folding event
and the company need to focus on the event in the effective way. Event must be done in
the effective way through following the key principles and also by promoting the event
effectively. The event can be promoted by the marketing the event on the large scale. The
event would include the facilities which would impress the customers and the guest which
are visiting the event. The event mus include the proper catering facilities and the latest
technology must be used in the event. The report have also discussed the corporate event
and the difference of the corporate event. The report have discussed the different types of
the event and the events are explained in the effective way. The event must also include the
funds which would organize the event. These funds are generated from the events and the
company. The company assets are used for the event. The events are organize in the
successful and the efficient manner.
8

REFERENCES
Books and Journals
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Pröllochs, N. and Feuerriegel, S., 2018. Business analytics for strategic management: Identifying
and assessing corporate challenges via topic modeling. Information & Management.
Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
Welford, R. ed., 2016. Corporate environmental management 2: Culture and organization.
Routledge.
Agrawal, A. and Cooper, T., 2017. Corporate governance consequences of accounting scandals:
Evidence from top management, CFO and auditor turnover. Quarterly Journal of
Finance, 7(01), p.1650014.
Santalova, M. and et.al., 2017. Corporate culture of commercial organization as an effective
management tool. In Integration and Clustering for Sustainable Economic Growth (pp.
101-110). Springer, Cham.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Dowson, R. and Bassett, D., 2015. Event planning and management: A practical handbook for
PR and events professionals. Kogan Page Publishers.
Nolan, E., 2017. Working with Venues for Events: A Practical Guide. Routledge.
Pielichaty, H. and et.al., 2016. Events project management. Routledge.
Van Niekerk, M., 2017. Contemporary issues in events, festivals and destination
management. International Journal of Contemporary Hospitality Management, 29(3),
pp.842-847.
Edelman, C.L., Mandle, C.L. and Kudzma, E.C., 2017. Health promotion throughout the life
span-e-book. Elsevier Health Sciences.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Heizer, J., Render, B. and Munson, C., 2016. Principles of operations management:
sustainability and supply chain management. Pearson Higher Ed.
Ickman, and et.al., 2016. Event planning within social networks. U.S. Patent 9,253,615.
9

10

11

12

13