Event Management Strategies at Marriott Hotels: A Comprehensive Report

Desklib provides past papers and solved assignments for students. This report analyzes Marriott Hotels' event management strategies.

CONFERENCE AND EVENT MANAGEMENT
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Contents
LIST OF FIGURES.............................................................................................................................4
INTRODUCTION............................................................................................................................. 5
LO1.................................................................................................................................................6
P1. EXAMINE THE DIFFERENT CATEGORIES AND DIMENSIONS OF EVENTS, USING SPECIFIC
EXAMPLES TO ILLUSTRATE THE DIFFERENCES...........................................................................6
P2 AND M1 USING SPECIFIC EXAMPLES OF DIFFERENT CATEGORIES OF EVENTS DISCUSS THE
FEATURES AND CURRENT TRENDS INFLUENCING THE EVENTS SECTOR AND EXPLAIN HOW
EVENTS ARE ADAPTING TO STAY INNOVATIVE, USING SPECIFIC EXAMPLES FOR DIFFERENT
CATEGORIES OF EVENTS............................................................................................................8
LO2............................................................................................................................................... 10
P3. DESIGN AN EVENT LAYOUT TO CORRECTLY SET UP A CONFERENCE OR EVENT ROOM TO
MEET SPECIFIC CLIENT BRIEF REQUIREMENT..........................................................................10
P4 EXAMINE THE ADDITIONAL SERVICES AVAILABLE WITHIN A CONFERENCE OR EVENT
ENVIRONMENT AND THE IMPORTANCE TO PROVIDE THEM TO MEET SPECIFIC CLIENT
REQUIREMENTS FOR ADDED VALUE........................................................................................13
M2 EVALUATE THE QUALITY OF THE DESIGN AND LAYOUT IN MEETING CLIENT
EXPECTATIONS AND NEEDS.....................................................................................................14
LO3............................................................................................................................................... 15
P5. EXPLORE THE DIFFERENT MANAGEMENT ROLES WITHIN THE EVENT INDUSTRY, WITH
REFERENCE TO CURRENT JOB OPPORTUNITIES IN THE SECTOR..............................................15
P6. REVIEW AND EVALUATE THE IMPACT OF THE MANAGEMENT SKILLS AND PERSONAL
ATTRIBUTES REQUIRED TO WORK WITHIN THE EVENTS INDUSTRY AND MEET STAKEHOLDER
NEEDS AND EXPECTATIONS.....................................................................................................16
LO4............................................................................................................................................... 18
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P7 AND M4 SPECIFY AND EXPLAIN THE APPROPRIATE MEASURES REQUIRED TO PROVIDE A
SECURE AND SAFE EVENT VENUE, A SAFE ENVIRONMENT FOR GUESTS AND SAFE
ENVIRONMENT FOR EVENTS STAFF, PROVIDING SPECIFIC EXAMPLES AND COMPARE AND
CONTRAST THE SECURITY AND SAFETY PROVISION FOR SPECIFIC EVENTS EXAMPLES...........18
CONCLUSION............................................................................................................................... 20
REFERENCES.................................................................................................................................21
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LIST OF FIGURES
Figure 1: Marriott Logo.................................................................................................................. 4
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INTRODUCTION
Event Management is a process of management of large scale events which includes all the
steps taken in the management process (Müller, 2015). Events can be considered as projects
which are to be managed for their successful completion. Events might include various
conferences, parties, shows, charitable events, etc.
Marriott International is a multinational chain of hotels and is one of the most popular brands
in the hospitality sector. The hotel was first established in the year 1927 and is currently holding
30 brands under its name (Marriott International, 2019). The hotel is headquartered in
Washington D.C., United States and operates in 130 countries of the world. Marriott Hotels
hold a very powerful portfolio in the hospitality industry holds 700 properties in the world
serving all related hospitality services.
Figure 1: Marriott Logo
[Source: Marriott International, 2019]
Through this report, various dimensions of event management have been studied and trends
adopted by event management have been highlighted. This report also includes the design of
event layout and the expectations of event layout and design. The report also includes different
management role in the event industry and the impact of management skills of its
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management. The report also covers the measures that are to be taken for a secured
environment at events.
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LO1
P1. EXAMINE THE DIFFERENT CATEGORIES AND DIMENSIONS OF EVENTS, USING
SPECIFIC EXAMPLES TO ILLUSTRATE THE DIFFERENCES.
Event management has been done based upon the purpose and nature of the event. Corporate
events are the events conducted by an organization for some special purpose. Following are
some corporate events that are organized by Marriott Hotels:
 Meetings
Meetings refer to a formal discussion by two or more people at a specific topic.
Meetings can be called any time and can be conducted in any space available (Raj et al.,
2017). Marriott Hotels conduct various types of meeting for companies which include
annual general meetings, board meetings, general meetings, etc.
 Conferences
Conferences are also formal events through which new ideas or results are being
represented to the audience. The main purpose of conferences is to flow the
information among the people (Rogers, 2013). Marriott Hotels conducts various
conferences for various purposes and are of different types, for instance, workshops,
academic conferences, athlete conference, etc. The difference between conference and
meeting is that the conference is being conducted at a predetermined place and time
while meetings are not.
 Staff Training
Staff training programs are also kind of corporate events that are being conducted in
Marriott Hotels. Various organizations conduct staff training programs through which
their employees are trained and enhanced with the latest skills and abilities (Bladen et
al., 2012). Organizations are willing to invest higher in this event as this leads to the
development of their workforce.
 Grand Openings
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The grand opening is another most common types of events that are being held in
Marriott Hotels. The grand opening might include the promotion of any product,
launching products or services, creating awareness of the products among the people
and media, etc.

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P2 AND M1 USING SPECIFIC EXAMPLES OF DIFFERENT CATEGORIES OF EVENTS
DISCUSS THE FEATURES AND CURRENT TRENDS INFLUENCING THE EVENTS SECTOR
AND EXPLAIN HOW EVENTS ARE ADAPTING TO STAY INNOVATIVE, USING SPECIFIC
EXAMPLES FOR DIFFERENT CATEGORIES OF EVENTS.
Event management industry has been relished with rapid growth and there are various trends
that are being followed by the organizers for the successful completion of their events. Press
conferences are the most commonly used type of conferences that are being used by
organizations (Bowdin et al., 2012). Press conferences are being called by companies where all
the journalists are being invited for either making an announcement or for giving interviews to
the press.
Another most common trend that has been noted is conducting board meetings in luxurious
locations. Marriott Hotels has been providing luxurious suites to the organizations that are
willing to conduct their board meeting at hotels. Providing all the amenities to their guests,
Marriott Hotels provides all facilities to their guests so that they can conduct their professional
meetings and discussions on their premises. Providing innovative locations for meetings has
also been a trend which allows the attenders to freshen their minds from the corporate world
so that they can attend the meetings and take necessary decisions effectively (Brown, 2014).
Conducting staff training events at flexible locations is also a common trend followed by
organizations. Instead of blocking the training programs amongst a hall or room, the training of
employees is conducted at flexible locations through which they can practically understand the
implication of training (Rogers, 2013). Marriott Hotels provide all the facilities like engaging high
technology, providing the organizations with all the necessary elements for training etc. Based
upon the number of people involved in the training program, Marriott Hotels also provide
innovative locations for the organizations so that their training and development programs can
be assisted.
Events have been trying to use innovative ideas in the services provided by them so that they
can ensure higher satisfaction level from their customers. Adding innovation in the events had
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let Marriott Hotels in creating huge customer value in the market. Theme based corporate
events are being conducted by Marriott Hotels which shows the creativity that can be merged
with formal meetings (Patterson and Getz, 2013). Presenting the guests with unique staff
uniforms and using the signage of the organizations in food elements are different innovative
ideas which are being implemented by the Marriott Hotels in their corporate events and have
been providing huge values to their customers.
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LO2
P3. DESIGN AN EVENT LAYOUT TO CORRECTLY SET UP A CONFERENCE OR EVENT
ROOM TO MEET SPECIFIC CLIENT BRIEF REQUIREMENT.
Designing the event layout is an essential step to be performed by Marriott Hotels to efficiently
manage the entire event and reduce the possibilities of problems occurring during the event
(Berridge, 2012). Following is a designed layout for an event to be conducted in the Marriott
Hotel:
Event Name World 2.0 – Techathon for the Change
Overview of the Event This event is a training program which is being
organized for training the employees of a private
organization regarding the latest upgrades in the
technology. There will be a batch of 50-60
employees who will be attending the training
program.
The duration of the event will be from 11 AM- 2 PM
and 3 PM-7 PM. Here, 2 PM-3 PM will be the
lunchtime for the participants and a short break of
15 minutes will be given at 5 PM for refreshments.
A detailed view of the entire plan is as follows:
15/05/2019:
There is going to be trail tester for the training
program where the training mentors will be
installing their technology into our hall and network
system to enable their training software. This might
include some external technicians who will be
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assisting the mentors. All the arrangements for the
conference room will be checked and the standards
will be measured.
(A day before the event, the arrangements will be
rechecked).
25/05/2019 (Event Day)
9 AM- The event’s set up will be completed and the
entire trail will be taken.
10:30 AM- Guests will start arriving and direction
towards the conference room would be required to
be given.
11:15 AM- The training program will begin.
2 PM- Guests will be proceeding towards lunch.
3 PM- Guests will be returning to the conference
room.
5 PM- Guests will be provided with refreshments
inside the conference room itself.
7 PM- Training program will be finishing and guests
will be leaving form the venue.
Date of the Event 25/05/2019
Start Time 11 AM
Finish Time 7 PM
Entrance Fee There will be no training program fee charged as it
is being conducted by the organization of the
welfare and enhancement of its employees.
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