PRS 402 WEEK 1: INTRODUCTION

1.0 Introduction
2.0 Objectives
3.0 Main content
 Introduction to Events Management & Planning
• Definition of an Event and Event Management & Planning
• Types of Events
• Classification of events

4.0 Conclusion

1.0 INTRODUCTION
Successful Events reflect bring good publicity to any particular organization. While a “Flop”
Event will take the company’s reputation 3 steps back in marketing and advertising all in the
name of damage control. This module will take you through the proper definitions of an Event as
well the Types and Classification of Events. The history and Trends of Event Planning and
Management will also be discussed.
2.0 OBJECTIVES
At the end of this unit, you should be able to:
i. Accurately describe an Event, Event Planning and Event Management
ii. Explain the Elements of an Event
iii. Analyze the purposes of Event Management & Planning
iv. Offer your own definition of Event Planning & Management
3.1 DEFINATION OF EVENT PLANNING & MANAGEMENT
What is an Event?
 i) Bowdin, Allen, O’Toole, Harris, & McDonnell,( 2006)defines an event as an
organized happening, with beginning and end. It can also be described as a result, an
incident, contingency, possibility, a scheduled item or activity comprising several
different yet related functions.
ii) The Accepted Practices Exchange (APEX) Industry Glossary defines an Event as "an
organized occasion such as a meeting, convention, exhibition, special event, gala
dinner, etc., often composed of several different yet related functions."

iii) Chambers Dictionary (1998,pg 560) defines an Event as -Anything which happens,
an incidence or occurrence, an item in a programme or and organized activity that
is planned.
iv) Operational Definition is that - An Event is an organized occasion; with a
beginning and end, to promote an idea, a cause, or a project that is important to a
particular organization and its target audience.

What then is Event Planning and Management?

Governments now support and promote Events as part of their Strategies for Economic
development, nation building and Destination Marketing(Tourism)
Corporates and Businesses embrace events as key elements in their marketing strategies and
Image Production.
Individuals and Community groups organize events to mark important milestones in their lives
on any subject or theme.
i) Event planning involves working closely with the client to design an event that
reflects the client’s vision of the gathering and meets the event’s objective. Clients
who hire an event planner hire someone to plan all aspects of the event, including the
related details and action items, and to see that event through until its completion.
ii) Event management involves creating, coordinating and managing all the different
components of an event as well as the teams of people responsible for each aspect. 
 iii) According to Allen (2008), in the book Event Planning defines Event Planning as the
systematic designing of a gathering of people for a particular goal. Whether it be a
meeting, corporate event, fund-raising gala, conference, convention, incentive or
other special event – It has been compared to the live stage production of a movie.
Once your Event starts, there are no second chances. When you plan an event, you
need to also plan for the unexpected.
iv) According to the Institute of Event Planning - Event planning is the process of
managing a project such as a meeting, convention, tradeshow,  ceremony,  team
building activity, party, or convention. Event planning includes budgeting,
establishing timelines, selecting and reserving the event sites, acquiring permits,
planning food, coordinating transportation, developing a theme, arranging for
activities, selecting speakers and keynotes, arranging for equipment and facilities,
managing risk, and developing contingency plans.
v) Operational Definition is that – Event Planning and Management is the Systematic
Co-ordination of an occasion to promote an idea, a cause, or a project that is
important to a particular organization and its target audience.
The process of Event Management and planning involves budgeting, scheduling, site
selection, acquiring necessary permits, coordinating transportation and parking, arranging for
speakers or entertainers, arranging decor, event security, catering, coordinating with third
party vendors, and emergency plans.
Each event is different in its nature so process of planning & execution of each event differs
on basis of type of event.

TYPES & CLASSIFICATION OF EVENTS

Classification of Events would either be Formal or Informal

Formal Events
 Conferences
 Trade Shows
 Seminars
 Meetings
  Team Building
 Golf
 Press Conferences
 Networking Events
 Incentive Travel
 Opening Ceremonies
 Product Launches
 VIP Events
 Theme Parties
 Trade Fairs
 Shareholders Meetings
 Award Ceremonies
 Incentive Events
 Board Meetings
 Executive Retreats
 Business Dinners
Let’s look at a few:
1.  Seminars and Conferences
Purpose: Lecture and dialogue allowing participants to share experiences in a particular field
under the guidance of an expert discussion leader. Seminar is also meeting or series of meetings
of a small group of specialists who have different skills but have a specific common interest and
come together for training or learning purposes. 
Organizations plan and hold these meetings with targeted audiences, and provide them with
relevant information.
Description: Seminars are usually shorter events, lasting a couple hours, ½ day or a whole day.
They have single or multiple speakers, and keep all participants together in the same space.
Conferences, on the other hand, typically have multiple sessions that occur concurrently. They
are typically held at hotels, begin with a keynote session and then hold breakout sessions by
topic. A conference is usually planned for 2/3 of a day, one day, two days or sometimes longer.
Conferences are usually of short duration with specific objectives, and are generally on a smaller
scale than congresses or conventions.

2.  Trade Shows

Purpose: Exhibition of products and/or services held for members of a common or related
industry that is not open to the general public. Organizations attend trade shows as a lead
generation activity, or host one to reinforce their image as an industry leader among those who
attend, such as members, customers, prospects and suppliers.
Description: Event planning for trade shows involves negotiating sponsorship rates for trade
show booth space, advertising and promotion at the event, and sometimes speaking opportunities
at the event for the leadership at your company to speak. Many logistical details exist to assure
that the trade show booth, promotional materials, giveaways, and staff arrive on time for your
company.
3.  Executive Retreats and Incentive Programs
Purpose: This is where the big budgets are spent on a per person basis. Often held at luxury
resorts in exclusive destinations, and they receive the most visibility in an organization. Business
development and organizational planning are the topics of the agenda.
Description: Executive retreats and incentive trips typically last between three and five days,
and require attention to site selection, lodging, transportation, catering, business meetings, and
golf and other activities. Negotiation skills must be sharp because these programs involve all
aspects of event planning.
4.  Golf Events
Purpose: One favorite event at every organization is to hold its annual golf outing. Relationship
management is the primary objective; however, business content must always drive event
planning, not the other way around.
Description: Most golf courses prefer their clients to reserve tee times either first thing in the
morning or at 1 p.m., if you are not renting out the course and clubhouse for the whole day. That
can cause scheduling issues as it relates to the business meeting content. During the planning
phase, it is important to keep internal clients on track, and not allow them to minimize the
business time.
5.  Appreciation Events
Purpose: These programs allow an event host to spend informal time with its guests in a non-
traditional environment, giving both parties an opportunity to build a rapport and learn more
about mutual business priorities.
Description: There are limitless possibilities and types of appreciation events that organizations
hold throughout the year. Common programs include:
 Dinner and theater
 Day at the race track
 Suites at sporting arenas
 Day and evening cruises
 Private parties at music festivals
 Holiday parties
 Tickets to the most popular events in town
6. Meetings: An event where the primary activity of the participants is to attend educational
sessions, participate in discussions, social functions, or attend other organized events. There is no
exhibit component. Compare with convention, exhibition, trade show, consumer show.

7. Expositions: (1) Event at which products and services are displayed. The primary activity of
attendees is visiting exhibits on the show floor. These events focus primarily on business-to-
business (B2B) relationships. (2) Display the products of products or promotional material for
the purpose of public relations, sales, and/or marketing.

8. Convention: Gathering of delegates, representatives, and members of a membership or

industry organization convened for a common purpose. Common features include educational
sessions, committee meetings, social functions, and meetings to conduct the governance business
of the organization. Conventions are typically recurring events with specific, established timing.

9. Workshops: These are meetings of several persons for intensive discussion. The workshop
concept has been developed to compensate for diverging views in a particular discipline or on a
particular subject. Workshops can also be Informal and public session of free discussion
organized to take place between formal plenary sessions or commissions of a congress or of a
conference, either on a subject chosen by the participants themselves or else on a special problem
suggested by the organizers. Training session in which participants, often through exercises,
develop skills and knowledge in a given field is also described as a workshop
. 
10. Assembly: A general or formal meeting of an organization attended by representatives of its
members for the purpose of deciding legislative direction, policy matters, holding elections, or
conducting governance business of the organization. Consequently, an assembly usually
observes certain rules of procedure for its meetings; generally prescribed in its Articles & By-
laws.
11. Congress: The regular coming together of large groups of individuals, generally to discuss a
particular subject. A congress will often last several days and have several simultaneous
sessions. The length of time between congresses is usually annual, although some are on a less
frequent basis. Most international or world congresses are latter type; national congresses are
more frequently held annually. During the Election period, many political parties like to have a
delegates congress
12 . Panel Discussion: Instructional technique using a group of people chosen to discuss a topic
in the presence of an audience, or for a virtual event, such as Television Panel discussions where
experts talk about particular issues and members of the crowd can ask questions. 

Informal Events:
 Weddings
 House Warming
 Bridal Shower
 Baby Shower
 Graduation Parties
 Thanks giving
 Birthday parties
 Dowry Negotiations
 Funeral and Burial Events
 Initiation Ceremonies