Corporate Events Management Report: HND Unit 28 Analysis and Plan

This report delves into the intricacies of corporate events management, encompassing various facets from event planning and feasibility studies to audience identification and promotional strategies. The introduction provides a foundational understanding of corporate events, highlighting their diverse purposes, including conferences, product launches, and shareholder meetings. The report then compares and contrasts corporate events with leisure events, emphasizing the distinct motivations and objectives behind each. It further explores different types of corporate events, assessing how they align with specific strategic focuses and goals. Key elements of audience identification and feasibility studies are examined, offering practical insights into planning and promotion. The report concludes with a plan for a corporate event, integrating key planning and promotional principles, and evaluates the planning and promotion process. This comprehensive analysis provides valuable insights into effective corporate event management.

CORPORATE EVENTS
MANAGEMENT

Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Determine a range of different corporate focused events......................................................3
P 2 Compare and contrast the difference between corporate and leisure events.........................4
LO 2.................................................................................................................................................5
P 3 Range of different types of corporate events and assess how they meet different strategic
focus and goals............................................................................................................................5
LO 3.................................................................................................................................................6
P 4 different criteria to identify the potential audience for a new corporate event......................6
P 5 key elements of a basic feasibility study for a corporate event.............................................7
LO 4.................................................................................................................................................8
P 6 Devise a plan for a corporate event, applying key planning and promotional principles.....8
P 7 Evaluate the process taken for the planning and promotion of a corporate event.................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The management of corporate events includes planning and organizing different types of events
for corporate stakeholders, and engaging the attendees during the event. These events can be for
a variety of reasons. Some of these include conferences, team dinners, orientation for new
joiners, farewell parties, trade shows, exhibitions, awards and incentive programs etc. this report
includes topics such as range of different corporate focused events. Compare and contrast the
difference between corporate and leisure events. Range of different types of corporate events and
assess how they meet different strategic focus and goals. Different criteria to identify the
potential audience for a new corporate event. Key elements of a basic feasibility study for a
corporate event. Devise a plan for a corporate event, applying key planning and promotional
principles and Evaluate the process taken for the planning and promotion of a corporate event
(Mena and et.al., 2016).
LO 1
P 1 Determine a range of different corporate focused events
Product launches-
These types of events ranges between meetings that are conducted on a small level so that
they can make sure that hierarchy of organization is followed up to date. Other than this massive
parties that are glitzed are formed in order to build the hype for an product that is going to be
launch in the market. Events for the launch of the product are held by companies that are
interested in manufacturing and selling the product to the end user. The customers who have
potential are invited and they are considered as the key focus of the events. Other than this media
is the key centre of image as they are the ones who hosts the event and adds the light to event by
focusing on the attributes of guest speaker and celebs that are invited for the event. The level of
entertainment depends on the industry (Miragaia, Ferreira and Ratten, 2017).
Shareholder meeting-
These meetings are necessary to conduct for private as well as public company and the
strategy of their communication plan. These meetings have a reason behind them and that is to
assess the performance of the company and compare it with their past performance. This way

they will be able to make changes in the strategies. Big decisions are involved in these type of
meetings and in order to finalize them approval of board is required which gets easy when all of
the members are present in one room. These meetings also allow to focus on the aspect of
feedback on the basis of their performance, goals and strategies that are meant to be
implemented.
Trade shows or Expos-
These events are conducted on a large scale which undertakes sources from vendors that
are multiple or some exhibitors who has the duty to represent the show. Companies attend these
shows with one motive and that is to reach more and more customers. Other than it this also
gives them opportunity to connect with the suppliers. Companies who puts the effort of hosting
the event wants to highlight themselves as leader of the industry among other companies who are
attending the show. These events are complied with the strategies of marketing and promotional
tools in order to increase their sales (Feldman, Amit and Villalonga, 2016).
P 2 Compare and contrast the difference between corporate and leisure events
Corporate events works as a motivator in order to attend the event of the business and its activity
which enhances its reach or promote the brand instead of fulfilling the desire of travel for
pleasure. Tourism is consequence for these events but the objectives of tourism are not
overridden. There are two aspects to this type of event such as
Organizers of the event are encouraged by the suitability of the venue, association with the local
host, facilities related with accommodation and transportation. This is done by the decision
makers of conducting the event (Ko and et.al., 2017).
This is done by the attendees of the event who are mostly influenced by the content of the
programs of business and the opportunities of it such as location, availability and accessibility of
venue (Pröllochs and Feuerriegel, 2020).
The focus of this aspect is on the implications of the event and planning of strategy of
government so that they can promote the corporate events in Australia.
On the other hand leisure events and the people that are interested in it because they are keen to
explore other areas, their culture in order to experience freedom and personal growth also to visit

their relatives, friends and family. There is another distinction between both the events and that
is selection which is done for taking a trip for holiday is different from the selection of
destination which is for the purpose of going on a business event.
The decision which is taken for attending the leisure is done by a different person rather than
who made a decision to attend a corporate event.
LO 2
P 3 Range of different types of corporate events and assess how they meet different strategic
focus and goals
Conferences-
The motive of conference is to get together a group of people who has the same topic of
interest so that they can provide them with information that is useful to them. It is conducted
multiple times which can go for up to months of it. For example Apple World Wide Developer is
a event that is held on large scale. It serves to the interests of the developers and users of the
product. This way they also educate consumers to extract most out of their products (Shiu and
Yang, 2017).
Internal Company Meetings-
These events are used to assess a issue or discuss over a topic also the progress of a
specific project and collection of ideas to overcome a challenge or a barrier. They are common in
companies who has more than 25 employees. This helps the business to overcome the challenge
or issue so that their goals can be met. The events that takes place under this aspect has an
agenda and requires many other things such as bookings or organizing equipment and planning
lunch for the people who have participated. All of it can be done with the help of a software that
is design to handle the event. If the event this big is to be organized it can take hours from
months to plan and organize it (Yang and Tan, 2017).
Job fairs and events of recruiting-

This aspect is concerned with looking out for the talent that is eligible so that they can be
placed under several different suitable departments of the company. This type of event takes
place in the campus of colleges or universities as they target fresh minds for their business and
most of the businesses are start up. They look for new minds in order to bring innovation into the
market. This way company will be able to achieve their goals and enhance their share in the
market which will help them to gain recognition among other competitors. It is important for the
candidates to make an impression in front of the companies so that they are selected at the event.
LO 3
P 4 different criteria to identify the potential audience for a new corporate event
Look at your past attendees
If the company has organized an event that is similar to the event they have organized
before then they can assess the factors behind it. This way the company can assess the audience
and target them on the basis of demographic. Also it is necessary that they collect the feedback
after the event as it will help them to know that they have targeted the right audience (Rost and
Ehrmann, 2017).
Look at your competition-
If a company is conducting a corporate event for the first time then it is necessary that
they look into their competition and look after the strategies and platforms they use so that an
insight can be obtained by the company in order to form up a event.
Profile of attendees-
This aspect is considered as useful in setting up the promotional strategies for the event.
The profile of the attendees will be formed on the basis of the data collected from the previous
events or through the data collected from the competitor analysis. For instance if more than 50
per cent of people are attending events that is under the category of market segment of the
company then the persona of buyer will also be the same. Other than this persona of buyers can
also be formed on the basis of age groups (Devenish and Moital, 2019).

Reasons for event-
In order to influence the people to attend the corporate event it is necessary that they
describe reasons that are of the same interest of them. Also it is important to know that why are
they interested in the event so that they are in a better position to respond to them. For instance
of the project introduced is highlighting going to Japan as most important than people will have
some sort of interest in that such as they may be citizens of Japan or they used to live there. The
strategy that is taken by the event of marketing must focus on these attributes in order to create a
experience for them so that they are influenced to go for it.
P 5 key elements of a basic feasibility study for a corporate event
Scope of the project-
This step is concerned with the aspect of clarifying or defining the problems or
opportunity that needs to be addressed by the company. It is necessary that scope of the project
taken out is definitive and on to the point. Also it is necessary to take out the areas that define the
parts of the business so that they can get affected directly or indirectly. This will involve the
people that will participate in the event and it needs to be ensured that scope of the study is
accurate.
The current analysis-
This aspect of analysis is used so that implementation of the method can be evaluated like
a launch of product. This aspect will also help the company to assess the strength and weakness
of corporate events and the current approach behind it. With the help of focusing and analyzing
the current data they will be able to save their resources such as time and money (Santalova and
et.al., 2017).
The requirements-
It is necessary that requirements of the event match with the objective of the project. For
instance how accurately details are revealed and described in the event that can be a important
factor in the study of feasibility (Baker, 2018).
The approach-

It is necessary that company choose the action that is viable to meet the requirement.
Other than this they can also consider the alternatives before making a decision. So that decision
that is taken is preferable and meet the criteria.
Evaluation-
This element is concerned with the effectiveness of cost of the corporate event of the
approach that is selected for the corporate event and the estimated cost of the project. After this
factor is evaluated aspect of return on investment will be assessed.
Review-
After all the elements of the study has been assembled then the stage to conduct the
review on a formal basis will be done. The review done will help the company to assess the level
of accuracy of feasibility study and help them to take a decision on the event. Till this stage
approval, rejection or revision of the study can be done in order to make a decision. If the
feasibility study is approved it is necessary to be signed by other parties involved and concerned
with it.
LO 4
P 6 Devise a plan for a corporate event, applying key planning and promotional principles
Promotional principles for event marketing
Social media marketing for events-
This is the best aspect to increase the buzz for the event as there are many platforms
available to them. In order to enable these services it will cost some money to the company as it
will help them to gain more followers.
Facebook- this will share the updates about the event and target the users.
Instagram- through this pictures and videos will be shared with stories and option of going live to
interact with audience.

LinkedIn- this aspect can be used for professional platform for the industries that are dealing in
B2B and to share the news and announcement about the event.
Twitter- this can be used in order to increase the level of excitement by releasing a teaser and
hash tag.
SEO-
For some events this aspect is useful as it increases the sale of tickets because of the
keywords that are used in Google and directly linking of it to your page. Other than it there are
other aspects used by this aspect that is through mobile search and the authority of domain.
E mail-
In order to increase the reach of the event it is necessary that a proper Email is drafted
which includes all the details about the event and is sent as an invitation to the potential
attendees that are expected by the company. It is considered as an optimal channel to build the
audience for the event. In order to check the effectiveness of this strategy it is necessary that
open rate, click rate and rate of unsubscribed users is assessed so that a average can be taken out.
P 7 Evaluate the process taken for the planning and promotion of a corporate event
There are many aspects that are required in planning the event
Understand the purpose of the event-
It is necessary to understand the purpose of the event before taking a decision to host it. It
is necessary that the company identify their goals and objectives so that a proper format for the
event can be constructed. This will go well with the audience that is targeted by the company.
Budget-
It is necessary to work and plan the budget so that event can be formed on the basis of it.
It is necessary that a backup fund is kept in order to meet the extra expenses which can not be
expected or planned. After the budget has been set the focus must be on allocation of funds to the
right area.
Establishing a timeline for the project-

In order to keep track it is necessary that a check is kept on different level of tasks. This
can be done with modern tools that helps the business to streamline and manage its activities
(Lehdonpolku, 2019).
Decide the audience-
This is considered as one of the most important aspect of process of planning. It can be
from the executives of the company, managers of the competitors, regular clients, partners etc. it
is not an easy task but many of the CEO of the company invites everyone on their list. Both of
them has their drawbacks such as if less people are invited then the empty seats at the conference
will create a negative impression and if there are more people then there are more chances that it
can be spoiled.
Theme and format-
It is necessary to choose the theme of the event in order to present it appropriately.
Corporate event is considered as successful when it is immersive while being educational.
Theme will help them to make the event differentiate from others.
Appropriate location-
The venue of the event must be so appropriate that fits the vision of the company. if the
location is accessible and prime it will attract and retain many people till the end of the event. It
is necessary that area must be chosen on the basis of comfort pattern of the attendees of the
event. It is necessary that venue is chosen on the basis of the budget so that other areas of event
can also be maintained and designed.
Logistics-
It is necessary that in order to make the event successful company hire a specialist to take
care of all the aspects such as caterers, audiovisual, technicians, decorators, photographers’ etc.
also it is necessary to book influencers in order to enhance the level of communication in the
event. They will make sure that everything goes according to the plan and make it a success.
Promote the event-

It is necessary to increase the awareness of the event as not every corporate event
involves many people and for the events that are conducted on a large scale it is necessary to
enable promotional activities.
Technology-
This aspect will help the company to track the details about the event through software
and different apps. This will help to increase the level of engagement between attendees.
Success of planning-
This aspect is concerned with settling down all the payments and collecting feedback
from the attendees so that it can be ensured that if goals were met or not (Raj, Walters and
Rashid, 2017).
CONCLUSION
From the above studies it has been concluded that it is necessary that company conducts a
research and analyze the market and their competitors so that they can design the theme and
chose the attendees in a proper manner. This way they are able to increase the accessibility of the
people. Also it is necessary that promotional activities are enabled so that they can enhance the
reach of the event and spread the awareness in the minds of target audience. It is necessary that
the process of planning the event and its purpose is understood before making the decision of
conducting the event so that chances of it can be successful.

REFERENCES
Books and Journal
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Lehdonpolku, I., 2019. Events Management at EF Corporate Solutions.
Baker, C.L., 2018. A CRITICAL INVESTIGATION INTO THE KEY FACTORS AND
CHARACTERISTICS OF AN EFFECTIVE CORPORATE EVENTS TEAM (Doctoral
dissertation, Cardiff Metropolitan University).
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.
Yang, F.X. and Tan, S.X., 2017. Event innovation induced corporate branding. International
Journal of Contemporary Hospitality Management.
Pröllochs, N. and Feuerriegel, S., 2020. Business analytics for strategic management: Identifying
and assessing corporate challenges via topic modeling. Information & Management, 57(1),
p.103070.
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.
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.
Miragaia, D.A., Ferreira, J. and Ratten, V., 2017. Corporate social responsibility and social
entrepreneurship: Drivers of sports sponsorship policy. International Journal of Sport Policy
and Politics, 9(4), pp.613-623.
Mena, S., and et.al., 2016. On the forgetting of corporate irresponsibility. Academy of
Management Review, 41(4), pp.720-738.
Rost, K. and Ehrmann, T., 2017. Reporting biases in empirical management research: The
example of win-win corporate social responsibility. Business & Society, 56(6), pp.840-888.
Shiu, Y.M. and Yang, S.L., 2017. Does engagement in corporate social responsibility provide
strategic insurance‐like effects?. Strategic Management Journal, 38(2), pp.455-470.
Feldman, E.R., Amit, R. and Villalonga, B., 2016. Corporate divestitures and family
control. Strategic Management Journal, 37(3), pp.429-446.