Managing and Planning an Event

This report explores the different sources for conducting research on customer and market information for event planning, as well as the key principles for developing event plans. It also discusses the policies and procedures used in various events and their impact on the effectiveness of the business. The report is based on The Event Company, a well-established event company in the UK.

Unit 29: Managing
and Planning an
Event

Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
TASK 1.................................................................................................................................................3
P1. Examine different sources that can be used to determine to conduct the event information for
research of customer and market......................................................................................................3
P2. Analyse and evaluate the different key principles that will help in developing and agreeing
event plans by considering the requirement of customer as well as organisation..............................4
TASK 2.................................................................................................................................................5
P3. Provide examples regarding the policies or procedure that is used in range of events. Along
with this determine the impact of these policies and procedures.......................................................5
P4. Develop and implement various policies or procedures in context of an event as well as
evaluate the impact of policies and procedure of maximum effectiveness of business......................6
CONCLUSION.....................................................................................................................................6
REFERENCES......................................................................................................................................7

INTRODUCTION
There are different types of task and activities that are included in managing and
implementing plan. It is essential event organisation to develop an effective and efficient plan
that will support in accomplishing desired goals and objectives (Arica and et.al., 2016).
Event management includes various activities such as coordination with vendors, managing
staff and many more. It is crucial to develop effective plan that will support in
accomplishment of set goals. This report is based on The Event Company which is one of the
UK well established event company as well as providing different types of event services. In
this report different sources of market as well as customer research is identified. It includes
various key principles that will support in developing an event plan. This report consist of
policies and procedures is identified for range of events. Apart from this policies and
procedure for an event are analysed properly for maximise its effectiveness.
MAIN BODY
TASK 1
P1. Examine different sources that can be used to determine to conduct the event
information for research of customer and market.
There are different sources that can be used by event company in order to collect
information for conducting an effective plan. It is essential for company to use these sources
so that market researcher can collect appropriate data and information. Market and customer
research is effective in order to inform event plan. It is important that event is up to the
requirement and need of customers. This is helpful in attracting more and more customers as
well as gaining maximum profits (Mohammed, 2017). It has been determined that market
trends and customers requirement can be analysed and evaluated through primary and
secondary sources of collecting information. Both of these are very effective way through
which The Event company can analyse and evaluate data. Primary and secondary sources are
mention below.
Primary sources – This refers to the method of data collection and this source will help in
providing more accurate data about the topic. The Event company needs to consider the
sources for analysing and evaluating data and information about the needs and wants of

customers. This company will be able to develop an effective event plan when it has more
appropriate information regarding marketing trends as well as data about customer
preferences. There are several sources that is includes in primary method such as interview,
questionnaire, observation, experiment and so on. This sources of data collection need more
knowledge as well as time in order to gather more accurate information about market and
customers.
Secondary sources – Market research and customer needs can be determined through
secondary sources . This type of sources can be describe as collecting information through
that data which is already gather in primary research. There are many ways through which
data can be gather in secondary sources. It includes data collection through internet or online
sources, books and journals, documents of government, articles, business paper and many
more. This is considered as cost effective source of data collection and this is less time
consuming method.
P2. Analyse and evaluate the different key principles that will help in developing and
agreeing event plans by considering the requirement of customer as well as
organisation.
There are several principles that are supporting in successful event planning it is
essential for respective company to consider these principle of planning while developing and
agreeing event plan (Higiro, 2017). These principles are effective in developing plan which
is as per requirement of customers as well as business requirements. Principles of event plan
will help in providing direction and guidance so that event plan can be successfully
implemented. Different principles are mention below that is necessary for creating and
developing event plan.
 Event objectives – This principle refer to creating a smart objective that needs to be
achieve while completion of event plan. It is essential for event plan developer to
analyse and evaluate the smart objectives and according to this objective all task and
activities of the event will work. This objectives needs to be clear to every who is
assisting in event plan.
 Budget planning – Event budget is one of the crucial aspect of event planning as this
will support in effective and efficient performance of event plan. After determine the
objective of event budget needs to be analysed. So that all task and objective can be
perform in successful manner.

 Understanding target audience – This principle help in determine the needs and
requirement of customer as well as determining the targeted audience of event. By
understanding target audience The event company will be able to perform task
accordingly.
 Managing risk – There are different types of risk are associated with event planning
and implementation. It is crucial for the event company to identify and determine all
those risk factors that can have negative impact on successful implementation of
event.
TASK 2
P3. Provide examples regarding the policies or procedure that is used in range of
events. Along with this determine the impact of these policies and procedures.
To make an event successful it is very much important to build and implement various
kinds of policies and procedures that are differ from event to event (Celuch, 2019). All events
must be requested to be entered into the campus management system and gain approval at
least in 30 days as respective authority is responsible for event potentiall. A non refundable
deposit is equal to the 50% of faculty charges must be gained by within 48 hours of
confirmation of event potentially. The remaining balance must be paid fully no later than two
weeks prior from date of event so that all potential outcomes should be achieve. All kinds of
events logistically arranged and requested by Events & visitor services and request for
campus resources not to be accepted by facilities and construction management. The policies
of an event not only related with booking but also with cancelling of event. Such as Jackson
state university events and visitor service keep in reserve the right to refuse/ cancellation of
reservations. In that regards if JSU refuse for reservations than the registrant have the right to
gain refund. The another important policies related with the food services as they are obliged
for food quality and its standardization. For an example respective organization is
contractually obliged to use the Sodexo food service while serving food to any client in order
to enhance consumers experience potentially. They by collecting the prior knowledge and
information regarding the policies while booking the event so that they remain secure in
future while dealing with client. Event planners are very much obliged to pay attention on
requirements of consumers so that they deal effectively with consumers. In that series event
planner contact with the government and other institutions in regards of various policies that
is necessary to work in respective industry. There are no. of policies and procedures in event

industry regarding of food, booking, cancellation, no Sunday policy, after hours events and
guidelines for using facilities so that consumers and authority always remain safe and secure
in terms of conditions potentially.
P4. Develop and implement various policies or procedures in context of an event as
well as evaluate the impact of policies and procedure of maximum effectiveness of
business.
There are many policies and procedure developed for event and this will help in
maximising the effectiveness of event plan. The major policies and procedures that is created
for event are explain below in detail.
 Alcohol policy – This policy is related to license of company for serving liquor.
According to this policy event management company needs to have valid license as
well as should follow guidance while supplying alcohol in event.
 Catering policy – This policy is developed by event company and in this no outside
food is allowed (Karlsson Pettersson and Malmquist, 2019). It is essential company
to provide accurate catering facilities which will have quality food. Customer and
audience should not be harmed due to catering services.
 Maintenance policy – It is related to maintenance of event place and it includes clean
up facilities as well as general facilities that needs in effective event . This is policy
will help in successful implementation of event plan as well as accomplishing goals.
It is essential for The Event company to develop and follow correct and accurate policies
or procedure in order to perform task in better manner. Successful implementation of these
policies will lead to maximize the efficiency.
CONCLUSION
From the above report it has been determined that there are various factors that affect
the planning and implementation of event. It is crucial for event company to collect
information about needs and information about market areas as well as customers. This will
support in conducting different activities in event plan in effective manner as well as
successful accomplishment of desired goals. There are different key factors of event planning
that will assist in correct planning which is as per demand of business and customers. Apart
form this there are several policies and procedures that will have direct impact on efficiency
of event.

REFERENCES
Books and Journals
Arica, E. and et.al., 2016, December. Managing unforeseen events in production scheduling
and control. In 2016 IEEE International Conference on Industrial Engineering and
Engineering Management (IEEM) (pp. 1518-1522). IEEE.
Mohammed, L.A., 2017. Managing Risk in Cloud Computing. In Security Management in
Mobile Cloud Computing (pp. 73-91). IGI Global.
Higiro, J.D., 2017. MANAGING PENDING EVENTS IN SEQUENTIAL & OPTIMISTIC
PARALLEL DISCRETE EVENT SIMULATIONS (Doctoral dissertation, Miami University).
Celuch, K., 2019. Managing the Selling and Marketing of the Destination.
Coca-Stefaniak, A. and Bathgate, I., 2013. Managing the sustainability of events and
festivals–Towards an European classification model.
Karlsson, A., Pettersson, N. and Malmquist, P., 2019. Managing the challenges of event
sourcing: Versioning and incorrect states.