Event Management Strategies: A Comprehensive Report

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MANAGING CONFERENCE AND EVENTS
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Contents
INTRODUCTION...........................................................................................................................................3
PART 1.........................................................................................................................................................4
ARTICLE.......................................................................................................................................................4
DIFFERENT CATEGORIES AND DIMENSIONS OF EVENTSALONG WITH EXAMPLES..................................4
FEATURES AND TRENDS IMPACTING THE EVENT SECTOR.....................................................................11
PART 2 (ORAL PRESENTATION)..................................................................................................................13
PART 3.......................................................................................................................................................13
REFLECTIVE REPORT..................................................................................................................................13
DIFFERENT MANAGEMENT ROLES IN EVENT SECTOR IN CONTEXT WITH PRESENT JOB OPPORTUNITIES
IN THE SAME..........................................................................................................................................13
REVIEWING THE MANAGEMENT SKILLS AND PERSONAL ATTRIBUTES..................................................15
PART 4.......................................................................................................................................................17
MANAGEMENT REPORT............................................................................................................................17
SAFETY AND SECURITY MEASURESFOR EVENTS....................................................................................17
CONCLUSION.............................................................................................................................................22
REFERENCES..............................................................................................................................................23
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INTRODUCTION
Conducting conferences and events requires proper planning way before the actual
implementing it. Event management is an applied form of project management which aims
developing a large sized event. It involves different components such as identify the target
customer, overall planning and coordination. Event industry contributes in the economic
development of the country and also, the events that are conducted helps in the marketing of
an organization.
This assignment would discuss about Kuoni Destination Management which is a full-service
provider which specializes in managing various types of events. I have been appointed as the
Assistant MICE coordinator at Kuoni Destination management which is based in London, United
Kingdom. This assignment would lay my role in organizing a training event for employees,
designing of a multi-destination product and analysing the safety provisions which would help
me giving an outline the work done in the event industry.
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PART 1
ARTICLE
DIFFERENT CATEGORIES AND DIMENSIONS OF EVENTSALONG WITH
EXAMPLES
EVENT CATEGORIES AND ILLUSTRTIONS
Events can be categorised among different categories, which are:
Figure 1: CATEGORIES OF EVENTS
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PRIVATEEVENTSCORPORATEEVENTSLIVEEVENTS

I. PRIVATE EVENTS
Private events are basically conducted by individuals who want their venue to be private having
only specified guests list and not open for all (Jones, 2017).Also, the hosts of event have the
ability to afford a venue that is private and not allow other public. In this there are various types
of events like:
a) Wedding Event
In this, the event management team starts from conceptualizing the idea of how one’s wedding
can be conducted for which search for a venue that is according to the client’s budget along
with deciding of the caterers (Getz, 2018).When all the decisions regarding the décor,
photography, wedding cake, makeup, etc. are taken by having a discussion with the client. Then
finally the guest list is prepared as it is a private event and then on the day of the event
everything is coordinated starting from the venue management, suppliers, setup and the final
outcome. For example: organizing a wedding for a couple in the United Kingdom (Shone and
Parry, 2015).
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b) Exhibitions
These are organized mainly to attract a group of people having similar interests. In events like
these an individual’sexhibits the things of his choice like painting, handicrafts, clothes, etc.(Van
der Wagen 2017). In these events the person displays his work in a way that people who are
invited have a look on their pieces and many a time buy it. These help in portraying the unique
pieces of work that one makes using his abilities and talents to the people of the same interest
so that they can be appreciated. For example: an art exhibition is organized in the city of
London to portray the talent of new and budding painters (Nolan, 2017).
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II. CORPORATE EVENTS
Corporate events are basically conducted by the businesses to strengthen the professional
relations of the employees and the organization which would in end act as a benefit for
communication among the staff to make the business expand. In this there are few types like:
a) Conferences
Conferences are organized by the businesses to provide specific type of information to the
targeted audience in a planned manner (Kappen, 2017).Every conference is organized to make
the targeted people aware about latest trends of the market that the company can adopt.
Conferences have more than one session and are generally organized at hotels having a key
note session. For example: The dental conference held at London for the dentists across the
city. Types of conferences are:
Academic Conference
Business Conference
Trade Conference
Un-Conference
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b) Board Meetings
Board meetings acts as an opportunity for the members of board to organize a meeting for
reviewing the performance of the staff members along with meeting with the executives of the
company to develop vital decisions (Jones, 2017).The meetings of board members are held
annually or quarterly and can be a small setup of meeting or may be large set-up which purely
depends on the size of the business. For example: Kuoni organized a meeting having all its
board members to discuss about the operations of the business (Hallak et al., 2016).
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III. LIVEEVENTS
Live eventsare basically conducted to attract large number of audiences to come together at a
particular space and entertain themselves (Hobbs, 2017).These events are generally sponsored
by businesses which help them in building their recognition among people.
a) Music Concert
Concert is a live event that includes music performances that are live in front of large number
of audience. This musical concert can be performed by a band, choir or singlet. Concert mainly
requires large space to be kept as it involves a huge number of audiences (Ryan, 2016).Concerts
can be organized in indoor venues like arena or outdoor venue like in a garden. For example:
Coldplay a musical band organizing its concert in the city of London.
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b) Sports events
Sports events involveboth individual and group sports events. This event is considered to be the
most rapidly growing event in the event sector (Kjesbu et al., 2015).It comes with combination
of providing both entertainment and happiness to the people who love sports and the people
who do not. Events like these have direct implication on the tourism industry as it has a wider
reach. These events mainly target large number of audiences by providing them with attraction
and creativity. These events bring out enthusiasm among the people by creating a buzz which
as a result attracts more number of people. For example: world cup match of cricket organized
in the city of London (Greenwell et al., 2019).
c)
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FEATURES AND TRENDS IMPACTING THE EVENT SECTOR
Events are considered to be an important aspect in the current market scenario. With the
advancement of time the events that were conducted earlier have now been replaced by
inculcating many changes. This has been helping the manager of the event company to build a
robust customer base by providing them with the best (Cooke et al., 2016).The event sector has
aimed at using latest ways to interact with the targeted audienceand make them feel
delighted.Also, the ever changing trendsalong with the present trends of the event sector are
listed below which has an implication on the event sector and the people of the sector.The
features and trends that have an impact on the event industry are as follows:
PERSONALIZED EXPERIENCE
The recent trend of market is that people want to have an excellent experience while attending
an event. To get in touch with other people the event sector uses connectivity and networking
as a tool as per the dynamic environment people generally attend event for multiple
experiences (Dowson and Bassett, 2015).The organizers want their customers to be satisfied by
fulfilling the demands.
TECHNOLOGICAL ADVANCEMENT
It’s important for every organizing team to use latest technology in their events like the use of
RFID which stands for Radio Frequency Identification (Kappen, 2017).The use of artificial
intelligence act as a value addition also;the use of advanced technology has brought about
positive changes in the lives of people by making it easier.
DRONE
These help in making the events more ethereal and breath taking. Drones also help in capturing
all the aspects of event from wider scope which also assist the event mangers in managing the
safety and security aspect of the event effectively (Getz and Page, 2016).
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VIRTUAL REALITY
This instrument is basically used in events related to promotions, etc. These help in increasing
the customer accessibility through the portraying reality which they are not able to attend in
reality (Raj et al., 2017).It assists in getting connected with a larger audience along with playing
a major role in the events.
INCREASED USE OF SOCIAL MEDIA
The use of social media by today’s audience has made it possible for the event industry to reach
a large number of audiences. Also, this helps in creating awareness among people which leads
to growing of the event sector (Berners, 2017).
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