STUDENT USE ONLY

1. Hashim Fadzil AriffinHashim Fadzil Ariffin
EVENT MANAGEMENTEVENT MANAGEMENT
TOUR2100TOUR2100
Week 1Week 1
An Introduction to Events

2. MODULE OBJECTIVEMODULE OBJECTIVE
1.1. 2.
3.3.
To acquire an understanding
of the techniques and
strategies required in
planning successful
special events.
To acquire the knowledge
and competencies
required in assessing
the quality and success
of special events.
To acquire the knowledge
and competencies required
in implementing
and conducting
special events.

3. ASSESSMENTSASSESSMENTS
ASSESSMENTSASSESSMENTS
Assignment – 20%Assignment – 20%
Mid Term~30%Mid Term~30%
Examination~50%Examination~50%
Total = 100%Total = 100%

4. SYLLABUS OUTLINE – Week 1SYLLABUS OUTLINE – Week 1
1.0
INTRODUCTION
TO EVENTS
2.0
THE MARKET
DEMAND FOR
DEMANDS
3.0
EVENT BUSINESS:
SUPPLY AND
SUPPLIERS
Introduction, Definitions and framework, Categories
and typologies, Historical contexts and precedents,
Characteristics of events
Introduction, Size and scope of the events market,
Determinants and motivations, The structure of
demand for events
Introduction, The structure of events services: public
sector, The structure of events services: private
sector, Companies and their roles, Voluntary
bodies, committees and individuals

5. SYLLABUS OUTLINE – Week 2SYLLABUS OUTLINE – Week 2
4.0
SOCIAL, ECONOMIC,
POLITICAL AND
DEVELOPMENT
IMPLICATIONS
5.0
MAKING A START
6.0
EVENTS PLANNING
Introduction, Social and community implications,
Economic implications, Political implications,
Development implications
Introduction, Getting organized, Event feasibility:
finding and testing an idea, The screening process,
Progressing the idea
Introduction, The planning process, Objectives,
Environmental search and information-gathering,
Demand and operational planning, Financial
planning, Marketing planning, Getting it together

6. SYLLABUS OUTLINE – Week 3SYLLABUS OUTLINE – Week 3
7.0
FINANCIAL
MANAGEMENT
AND THE
BUDGET
8.0
VENUE FINDING,
LOGISTICS AND
AMBIENCE
9.0
MARKETING AND
PUBLIC RELATIONS
FOR EVENTS
Introduction, Objectives and financial planning,
Creating a budget, The detailed budget, Who spends
what, Other sources of income, Sponsorship and
public funding
Introduction, Finding the venue, Creating the
ambience
Introduction, The target market, How to influence
the target market, The marketing plan, Marketing
for a new event, Marketing for repeat events
and new editions

7. SYLLABUS OUTLINE – Week 4SYLLABUS OUTLINE – Week 4
10.0
MANAGING THE
EVENT AS A
PROJECT
11.0
ORGANIZATION
MANAGER AND THE
TEAM: DURING
THE EVENT
12.0
CLOSE-DOWN,
EVALUATION
AND LEGACIES
Introduction, The event as a project, Risk
management, Legalities and insurance, Systems
set-up and ticketing, Operational activities
Introduction, Organization, Organizational
effectiveness, Staffing: professional or volunteer
management, Factors influencing the number and
type of staff, Finding staff
Introduction, Close-down, Evaluation, Divestment
and Legacies

8. REFERENCEREFERENCE
Shone, A and Parry, B.(2004); Successful Event
Management: A Practical Handbook 2nd
ed.;
London: Thomson Learning

9. Introduction
Definition
Categories of events
Typologies
Characteristics of events
LECTURE OUTLINELECTURE OUTLINE

10. INTRODUCTIONINTRODUCTION
Events have long played an
important role in human society
But these are not the
only reason for
holding events
Religious and
traditional in origin
Certain events have the purpose of
creating wealth or economic value

11. DEFINITIONDEFINITION
Special events are that phenomenon arising from
those non-routine occasions which have leisure, cultural,
personal or organizational objectives set apart from
the normal activity of daily life, whose purpose is to
enlighten, celebrate, entertain or challenge the
experience of a group of people

12. CATEGORIES OF EVENTSCATEGORIES OF EVENTS
Personal events
(Weddings, birthdays,
anniversaries)
Organizational events
(Commercial, political, charitable, sales)
Cultural events
(Ceremonial, sacred,
heritage, art, folklore)
Leisure events
(Leisure, sport, recreation)
SPECIAL
EVENTS

13. TYPOLOGIESTYPOLOGIES
High
Low
Uncertainty
Complexity
InternationalNational
Multi-
organizational
OrganizationalGroupIndividual
?Examples

14. CHARACTERISTICS OF EVENTSCHARACTERISTICS OF EVENTS
Uniqueness
Perishability
Ambience and service
Labor-intensive
Fixed timescale
Intangible
Ritual or ceremony
Personal interactions

15. Questions?Questions?

16. REMINDERREMINDER
Read Chapter
The Market Demand for Events

17. Questions?Questions?

18. REMINDERREMINDER
Read Chapter
The Market Demand for Events