Corporate Event Management: Analysis, Planning, and Promotion Report

This report provides a comprehensive analysis of corporate event management, covering various aspects from different event types to strategic focuses and goals. It begins by defining corporate events and contrasting them with leisure events, followed by an exploration of different corporate event types such as conferences, team-building events, trade shows, and corporate dinners. The report then assesses the strategic focus and goals of different corporate events, including gathering target audiences, promoting sales and business, creating positive relations, and encouraging employee hard work. Furthermore, it delves into the criteria for identifying potential audiences for new corporate events and examines the key elements of basic feasibility studies. Finally, the report culminates in a discussion on devising a plan for a corporate event by applying planning and promotional principles and evaluating the processes involved. The report aims to provide a practical guide to the core elements of corporate event management.

Corporate event management
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Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Determine different corporate events.....................................................................................3
P2 Compare and contrast difference between corporate and leisure events................................4
LO 2.................................................................................................................................................6
P3 Reviewing the range of different types of corporate events and assess different strategic
focus and goals............................................................................................................................6
LO 3.................................................................................................................................................7
P4 Assessing different criteria to identify potential audiences for new corporate events...........7
P5 Examine key elements of basic feasibility for corporate events............................................8
LO 4.................................................................................................................................................9
P6 Devise plan for corporate event by applying planning and promotional principles...............9
P7 Evaluating process for planning and promotion of corporate event.....................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Event management is application of project management for creation as well as
development of small and large scale personal and corporate events such as conferences,
ceremonies and weddings, concerts, formal parties and other aspects. The present study is based
on “corporate event management” which is dynamic and theme party. Seven event agencies is a
team of creative events planners and organizers. They are providing best event services to their
clients with the vast knowledge of venues and suppliers in the UK. The report will compare and
contrast corporate and leisure events by determining a range of various events focused on events.
This will evaluate a range of different types of corporate events which help to companies reach
out their business goals and objectives in effective manner. This will also assess the importance
of feasible study for a proposed event by identifying potential audiences for new corporate event.
At the end, report will highlighted plan for corporate event and evaluate process for planning and
promotion of corporate event.
LO 1
P1 Determine different corporate events.
There are many different types of corporate events which are easy to get a bit confused.
Every event organization is required a proper planning and management then it is reach out the
success as well as fulfil the needs and wants of customers (Agrawal and Cooper, 2017). The
corporate event management company is also organizing those types of events by considering
needs and wants of customers and clients in effective and in valuable manner. There are various
kinds of corporate events which are describes are as follows:
Conference:
This is primarily organized for generating networks event where industry professional
operating for learn from one or others. Here, all the businesses are discussing about the
opportunities and collaboration. This presents an effective opportunity for professional in order
to learn from as well as connected with one another on the specific theme and topic. This
organizes at the large scale by consideration catering, accommodations, arranging transfers and
proper coordinating with guests and speakers.
Team building events:
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Those events are in the house which have aimed to boost morale as well as improving
employees’ communication skills or encouraging employees for working together and in better
manner (Aslam, 2018). corporate team building events can be anything from solving mental
puzzles or an established, to complete all the complexities which are related with outdoor
courses as a team or working together for solve quires of customers.
Trade shows:
This kind of events is large scale events which includes multiple vendors which are
considered area of operations under the industry. This type of event has goals to generate leads
and establish partnership. Effective business event is organizing trade shows for their clients.
Companies are select to attend trade shows with higher efforts to reach potential customers. This
has created wonderful opportunity for start up business and reputable companies in order to
increase awareness of project.
Business and corporate events:
Business and corporate dinner can be covered with many of things and that have aim
which will determine locations and duration of said dinners (Bachrach and et.al., 2017). That
type of events is organize into in house strategy session and created dinner in the offices
boardroom. Corporate dinner is an attempt with the prospective client that would be held at a
formal restaurant and may concluded that at reasonable hours.
Those are the different range of corporate events. Those are help for promoting
businesses and its presences at market place in effective manner. Effective business event is
organizing these kinds of corporate events by following needs and wants of clients.
P2 Compare and contrast difference between corporate and leisure events.
Corporate event is the type of event, social activity and hospitality that is helped to
organized as well as funded with the various business activities. in this businesses are targeted to
audiences for the corporate events which can be equality as board included with limited
employees. Meanwhile, leisure event is consider managing all the facilities which are follows
with sports, recreation, parks and entrainment (Devenish and Moital, 2019). This covers handle
and manage celebrations or the festivals and concerts. In order to understand in better and in
effective manner below, is presenting into table for comparing corporate event with leisure
events are as follows:
Basic Leisure event Corporate event
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Promotion and
marketing
facilities
Promotion and marketing is more
effective and important for this kind of
event because people have knowledge
about the events and have with main
success of event in order to gathering
public.
This is completing important as
well as necessary for corporate
event which is only display and
advertising within the company.
With the help of that employee
have effective ad best knowledge
about the event.
Necessities of
guests
This events are required higher
numbers of guests who are shows their
interest within the events as well as
attend for managing peoples
(Feldman, Amit and Villalonga, 2016).
This creates higher success for
business in an effective and in
valuable manner.
That events are requires limited
guests which are included
employees and only agents.
Place where
event organize
Leisure event is required attractive and
effective venues which can do
wonders for the enjoyments for people
in order to attending events.
In order to organize corporate
event is charged for attending
events and think about those
factors that have many guests. That
has the basic needs of this event.
Funding In that, event management required to
make proper focus on funded by
ticketing and sponsorships.
For organize this kind of event
companies are required more funds
because that gathered higher
budget which is out of their
budgets.
Above mention table is reflect the analysis of those things which are clear shows that events
are required more effective venues and proper planning for organizing events. Those are the
main differences between corporate and leisure event.
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LO 2
P3 Reviewing the range of different types of corporate events and assess different strategic focus
and goals.
As per the above analysis, there are various kinds of corporate events those are provided
effective and valuable assess for meet different strategic focuses and goals. In order to
understand various things in effective manner, below is mention description which are as
follows:
Gathered target audience:
This is the main and effective goals and strategy of each and every event. This strategy
and goal successfully achieved by organizing seminar and conferences. In that management is
provide complete details and information to employees as well as selected public about the work
and business (Getz and Page, 2016). These types of events are generally organized at hotels and
started with key notes and sessions. This provides access to reach out towards targeted audiences
and provide specific information to employees.
Promote sales and business:
This is another main strategy and goals events which is help to promote sales and
business by covering complete marketing activities in respective manner. for that, companies are
organize executive and incentives programs which is help to develop and making successful
organizational planning. That is typically topic of agenda for theses retreats but the companies
have the equal chances for given in the enjoyable activities as the part of original rewards and
incentives. In that businesses and companies are required spending more money on the people
which is puts together events in effective and in respective manner.
Creating positive relations:
Creating positive relations with customers and people is the main goal and strategy of
event. For that, company need to organized golf event which is hosting by setting with purpose
by outlining favourite event (Jancenelle, Storrud-Barnes and Javalgi, 2017). With the help of golf
event, businesses are able to sets and build good string relations within the relaxed environment.
For organizing this event companies have main reason to deals with selected green was coined.
Through that businesses are able to create great and positive relations with each other.
Gathered hard work from employee;
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This is the best and effective goal and strategy of company for those companies are
organized appreciation event. This event is allowing an event host to spend informal time with its
guests within non traditional environments. This gives effective and valuable opportunity to
build and create rapport or learn more about the mutual business and its priorities in an effective
manner. In this event, company management is providing great appreciation to employees in
order to working in better and in effective manner.
Those are the main goals and strategies for organizing corporate events. Those are
creating more effectiveness for business in proper and respective manner.
LO 3
P4 Assessing different criteria to identify potential audiences for new corporate events.
For the success of event, it is very important and effective to target potential audiences.
This is very important and effective in order to managing events in the successful manner (Ko
and et.al., 2017). In that findings are gathered rights and correct audiences and customers for
business in the crucial success. For that here is mention some stages as well as criteria for
targeting potential events are as follows:
Check the past audience chart:
This is great way to select as well as target to their potential customers towards new
corporate events into the effective and valuable manner. The business events are organizing new
corporate event. That is helped to gathered correct and right audience for new corporate events.
Like if organization was organize event in the past ad make sheets and maintain records of their
past guests are help to target guests for new corporate event. There feedbacks are help to
determine right people for company to organize event in the effective and in valuable manner.
Looks at the competition:
This is the other steps to target right and effective customers for event Management
Company for organizing new event in order to full the needs and wants of company (Kölbel,
Busch and Jancso, 2017). Through the analysis of competition which has proper and effective
need to write about the each and every step which can be affect to business either in negative or
in positive manner. This provides most effective and better idea and thoughts about the
audiences for promoting events in respective ad in effective manner.
Identify and analysis channel for communicate with people:
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This is another way to identify right and correct audience for event. Most of the local
events are looks towards the local audiences and customers but the international and best
businesses are looks towards good and international clients. With the help of this, businesses are
highly able to find out the best and potential customers and audiences for new corporate events
which will organize with the effective business and event Management Company.
Those are the most effective ways which are help to find out potential and target
customers in order to organize new corporate event in effective manner.
P5 Examine key elements of basic feasibility for corporate events.
A feasibility study is introduced with anything that can be a program related to the specific
problem and its solution, ideas, creativity and business decision or a project. There are various
elements of feasibility study which is help to gathered success. Every feasible introduces a final
document which is in written report. That report summarizes effective and valuable results of
analysis. There are various elements of feasible studies which are represents are as follows:
Market research:
Market research is the best element of feasible study. That is created with the level of
market internet and demand in projects. This shows a complete potential market for products as
well as services (Low and Pyun, 2016). This is creates most effective ad valuable for creating
effective plan for business because in that have requirement to be with perfect business plan and
fantastic ideas. However, company ca done complete market research than management to get
higher success for business and for organizing event in an effective manner. This is completed
with complete information of industry, current as well as future market trends.
Operational feasibility:
This is another aspect which is shows supports with management projects as well as
stakeholders able to handle new system. Through that business have must gathered complete and
proper guidance for aligning complete project by setting strategic objectives and introducing new
system that have great beneficial for organization and for its success.
Technical and resources feasibility:
This is study is allow to shows the important and effective resources like a people, land,
transportation and hardware into the business which is cope up with a proposed new system in
the effective ad in respective manner (McKinley, 2017).
Risk management:
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This is the fundamental part of feasible study which is coping up with construction of risk
matrix. This is another main aspect which is more important for managing new corporate
business event management. This is completely allowing the identification of project risk,
assessing likelihood as well as some strategies for mitigating risk in proper manner.
Financial and economic feasibility:
This is important part of study which is overlap with new other areas of feasibility as
there are often with financial costs. That is related with purchasing power of new products. That
is required with the proper training staff in product and their cost is associated with timeless
running in past (Pan, Yue Wang and Weisbach, 2018). Feasibility study of finance is the
assessment of initial investment which is calculate with the cost and benefits of projects are help
for provide value of money in an effective manner.
Those are important for completing successful event management. This help to get more
beneficial for business in order to achieve more success with strategies.
LO 4
P6 Devise plan for corporate event by applying planning and promotional principles.
For the organizing corporate event, here is very important to make proper planning by
managing key planning as well as promotional principles. Those are effectively help to build
successfully corporate events by using some of steps are as follows:
Select a strategic location:
This is the rule which is applies in any corporate events format because audiences wanted to
feel comfortable at the event location. For that, Selection of proper strategic location
management have need to consider all the flexibility and comforts as per customer requirement
are help to make event in successful manner. Through that, event manager can get idea about
working for events in order to making it successful. Location planning is help to make more
effectiveness of attracting customers.
Align goals for client by considering event activities:
A proper alignment of client’s goals by considering event activities is help to launch event
or gain good exposures (Santalova And et.al., 2017). At that employees are required good and
proper appreciation to meet with fun and memorable experiences. This help to make proper
focus on clients to build targeted corporate event.
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Decide reliable event management software:
Implementation of technology into the corporate events is not having the longer process.
Picking up the event planning software is help to provided freedom with onsite check in as well
as detailed analytics. With the help of this, company is able to increase productivity with lower
labour and cost investment in effective and proper manner. This help to select reliable event
management with proper working ability.
Build connection:
The success of event is depends on building connection and having proper connection with
others. Corporate event professional ambitious beginner who are build good network for reliable
suppliers (Welford, 2016). That have simply means to share all the responsibilities with people
who can easily trust on business. Connection is help to make positive trust of other and
customers on business.
Promote:
Promotion is another aspect which is help to promoting successful event at market place. In
that business take support with social media and platform, meetings, conferences another most
important thinks. Through that management have proper effectiveness for business in proper and
respective manner? Promotion planning is help to attract more customers towards events.
Those are effective steps and stages which are help to make effective and valuable success
of organizing new corporate event in respective and in effective manner.
P7 Evaluating process for planning and promotion of corporate event.
Event management is important part for managing successful event by attainment of success
at market place. There is easy to use process which is effective for getting success of event.
 Building event goals and objective is first step of process that is help to get proper
success of event.
 Organize team is second step which important aspects because that is help to company.
Through that, company is able to get success by team working. Team selection is
important part of event management (Werner, 2017). This includes some teams like
venue management, entertainment, speaker, sponsors and volunteer management.
 Preparation of budget is other aspect that is important for event. In that most important
thing to complete event with success. Budget is the blue print of expenses those are
generated in the future and happens in event.
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 Sets date: Date of event is important part of event because this reflects about the where
and when event will be organized. In this management taking complete overview and
planned budget for working and organizing event.
 Create event master plan is the good idea which is included all the cost with proper
timeline of event. This master plan includes venue, creating management, location,
speakers, promotion, activities, registration as well as partner management.
 Venue booking is important think because event location is always matters into the
business and success of event (Agrawal and Cooper, 2017). That is helped to organize
event at location and create flexibility for business and in effective manner.
 Brand event: is create the basic need of brand followers. That is helped to choose a time
and theme which is part of competition. That is help to create need which are come up
with a dynamic theme and need to take a great care with the actual name since can the
key attention for the business.
This process is help to make more effectiveness for business in effective manner.
CONCLUSION
From the above study, it had been concluded that the corporate event management has very
important for building successful event planning. The report had covered with various types of
corporate events like Appreciation, trade shows and conferences. Corporate and leisure event had
been different from each other for that report has covered with compare and contrast table with
marketing, venue and planning basis. Every event has organized with setting goals and strategy
for attracting customer. There had mention some aspects and ways to gathered potential
customer and audiences for business. Operational, risk management, financial and market
research has feasible study for a successful corporate event. At the end of report had been
highlight the plan for a corporate planning and promotional principle with process for planning
and promotion of a corporate event.
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REFERENCES
Books and Journals
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.
Aslam, A.S., 2018. Sponsorship and marketing objectives: Role of Success of Event and
Corporate Image in Event Sponsorship, Study of Medium and Large Size National and
Multinational Companies in Pakistan (Doctoral dissertation, National University of
Modern Languages, Islamabad.).
Bachrach, D.G. and et.al., 2017. Employee Reactions to Corporate Moral Events. In Academy of
Management Proceedings (Vol. 2017, No. 1, p. 11374). Briarcliff Manor, NY 10510:
Academy of Management.
Devenish, K. and Moital, M., 2019. Barriers and Facilitators to Event Greening Practices within
the Corporate Sphere. Revista de Turismo Contemporâneo. 7(1). pp.1-27.
Feldman, E.R., Amit, R. and Villalonga, B., 2016. Corporate divestitures and family
control. Strategic Management Journal. 37(3). pp.429-446.
Getz, D. and Page, S.J., 2016. Event studies: Theory, research and policy for planned events.
Routledge.
Jancenelle, V.E., Storrud-Barnes, S. and Javalgi, R.R.G., 2017. Corporate entrepreneurship and
market performance. Management Research Review.
Ko, Y.J. and et.al., 2017. Determinants of consumer attitude toward corporate sponsors: A
comparison between a profit and nonprofit sport event sponsorship. Journal of
Consumer Behaviour. 16(2). pp.176-186.
Kölbel, J.F., Busch, T. and Jancso, L.M., 2017. How media coverage of corporate social
irresponsibility increases financial risk. Strategic Management Journal. 38(11).
pp.2266-2284.
Low, X.T.B. and Pyun, D.Y., 2016. Consumers' Perceived Functions of and Attitude Toward
Corporate Sponsors of Small-scale Amateur Sporting Events. Event
Management. 20(2). pp.227-238.
McKinley, S., 2017. Oracle marketing: Open‐source sustainability for corporate event
planning. Global Business and Organizational Excellence. 36(6). pp.6-18.
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