MODULE I

 
Context
 
Lesson 1 What is an Event?
Lesson 2 the MICE Industry
Lesson 3 The beginning and development of event industry
MODULE 1
CONTEXT OF EVENTS
MANAGEMENT
INTRODUCTION
This module presents the learner to events management. It provides a working
definition of an event and differentiates special events from ordinary
occurrences. It presents the different types of special events and seeks to teach the
learners to identify and characterized each type and helps them appreciate how
this relates to their daily life. It likewise aims to provide a framework for
recognizing the elements of an event and use the framework to create an event
concept paper.
OBJECTIVES
After studying the module, you should be
able to:

1. define an event;
2. Identify the elements of an event;
3. Differentiate the types of events;
4. Create an event concept paper
Lesson 1
Definition and Characteristics of an event
What is an event?
An event can be described as a public assembly for
the purpose of celebration, education, marketing or
reunion. Events can be classified on the basis of their
size, type and context.
An event can be:

1) Social / life–cycle events

Events like a birthday party, hen/stag party,
graduation day, bachelor's party, engagement,
wedding, anniversary, retirement day, funeral, etc.
2) Education and career events

Events like education fair, job fair, workshop, seminar,

debate, contest, competition etc.

3) Sports events
Events like the Olympics, World Cup, marathons,
Wimbledon, wrestling matches etc
4) Entertainment events
Events like music concerts, fairs, festivals, fashion shows,
award functions, celebrity nights, beauty peagents, flash mob,
jewellery shows, stage shows etc.

5) Political events
Events like political procession, demonstration, rally, political
functions etc.

6) Corporate events
Events like MICE (meetings, incentives, conferences,
exhibitions), product launches, road shows, buyer-seller meet
etc.

7) Religious events
Events like religious festivals / fairs, religious procession,
Katha, Pravachan, Diwali fair, Dusherra fair etc.
(generally, there are 2 types of events: Ordinary and special events)
1.Event planning is the process of planning a festival, ceremony, competition,
party, concert, or convention. Event planning can include budgeting, establishing
dates and alternate dates, selecting and reserving the event site, acquiring permits
(alcohol permits, insurance licenses, etc), coordinating transportation and parking,
developing a theme or motif for the event, arranging for speakers and alternate
speakers, coordinating location support (such as electricity and other utilities), and
arranging decor, event support and security, catering, emergency plans, aid
stations, and cleanup. Event management is the application of project management
to this process. (Wikipedia)

2.Event management is the process beyond planning, executing and evaluating

corporate, association, nonprofit, government and social events. (about.com)

3. Event Management is the coordination, running and planning of all the people,
teams and features that come together to create every kind of event.
(eventbusinessacademy.com)
4. Event management is the process by which an event is planned, prepared, and
produced. As with any other form of management, it encompasses the assessment,
definition, acquisition, allocation, direction, control, and analysis of time, finances,
people, products, services, and other resources to achieve objectives. An event
manager’s job is to oversee and arrange every aspect of an event, including
researching, planning, organizing, implementing, controlling, and evaluating an
event’s design, activities, and production. (juliasilvers.com)
 
5. Event Management is a the science of planning, organizing, directing,
coordinating, motivating and rewarding people or staff to attain
the visionaryobjectives of the event producer or client. (Exlinkevents - event
managementphilippines)

Elements of special events

1. Type and title of the event

2. Purpose
3. Participants and its roles
4. Place or venue
5. Date and time of the event
6. Resources
Lesson 2

The MICE Industry

MICE is the acronym for Meetings, Incentives, Conferences and Exhibitions, where
each type of event can be defined as follows:

Meeting: Is a general term indicating the coming together of a number of people in

one place, to confer or carry out a particular activity. Meeting planners and other
meeting professionals may use the term “meeting” to denote an event booked at a
hotel, convention center or any other venue dedicated to such gatherings.

Incentive: A meeting event as part of a programme which is offered to its

participants to reward a previous performance.

Conference: Participatory meeting designed for discussion, fact-finding, problem

solving and consultation. As compared with a congress, a conference is normally
smaller in scale and more select in character – features which tend to facilitate the
exchange of information. The term “conference” carries no special connotation as to
frequency. Though not inherently limited in time, conferences are usually of limited
duration with specific objectives.
Exhibition: Events at which products and services are displayed.

Recently, there has been an industry driven initiative to not use the ‘MICE Market’
label and instead say the ‘Meetings Industry’, which encompasses all the above. The
Meetings Industry consists of a broad range of organizers, suppliers and facilities
engaged in the development and delivery of meetings, conferences, exhibitions and
other related events which are held in order to achieve a range of professional,
business, cultural or academic objectives.

The activities of the Meetings Industry are an increasingly significant element in the
future growth of the global economy, especially because meetings produce business
travelers, who often spend more than leisure travelers. Additionally, the Meetings
Industry is essential to the spread of knowledge and professional practices across
different industries, and key in building better understanding and relations among
different regions and cultures.

Specifically, the Meetings Industry is a key component of the knowledge economy,

acting as a vehicle for business, professional and academic communities to achieve
the interactions required to effect the knowledge transfer, collaboration and
information dissemination that is the primary purpose of these events.
Criteria for Evaluating a MICE Venue

1. Cost
2. Convenience
3. Charm

A Brief History of Event Management

Events, whether a party, a class, or promotional, have always played a part in
connecting people and communities. As technology advances so do the manner in
which people plan and host events. This brief history of event management compares
the then and now of event planning.

The Evolution of Event Management

The earliest events and gatherings promoted peace and friendship between
tribes and clans. The first known event planner was Cleopatra. She hosted fancy over
the top meetings in pursuit of lovers. Cleopatra entered one meeting by drifting
down the Nile River on a boat filled with candles and perfume in order to impress
Mark Anthony. Cleopatra’s events would not have been possible without her
servants and free labor. Communication was very limited. Messages were hand
delivered and it could take weeks if not months to deliver them.
Elaborate events and parties continued with the Medieval French Royalty. Rich
aristocratic women were in charge of event management. The most notable was
Madame Pompadour, the mistress to King Louis XV of France and Marie Antoine.
Parties were themed with costumes and popular musicians of the day.
The Industrial Revolution created the need for meetings and events to grow and
expand beyond parties for the rich and royal. Industrialization provided a stronger
economy and increased manufacturing and businesses. It became necessary for people
to set up meetings and events in order to collaborate and grow their businesses. People
made more money, which meant that they could spend more on hosting events. The
expansion of transportation provided options to increase the number of events and
meetings. New modes of transportation such as trains permitted a feasible manner for
people to travel to and from events.
The introduction of mobile phones and the internet had an enormous impact on event
planning. With the use of these electronics, communication can happen at any time of
the day and from anywhere in the world. A person can create, find, register, and
document an event by using one small portable device.