THE MANAGEMENT OF EVENTS

Abstract

FIRST PART In the last decade we have seen a major shift in the practices of marketing. The literature behind the topic of Events is considerable and sheds light on a particular type of events that are called Special Events. Authors have provided different definitions of special events but they all agree that these events attract a large number of people. Moreover, authors have given their opinion regarding how these special events are divided in, in terms of categories. In this regard, some classes are discussed. The use of events as a means of business communication is nowadays largely used. Firms use business events in order to communicate their products to consumers and/or to release both financial and corporate information. Anyway, special events differ also if they are planned or unplanned. Planning an event requires a sharp management system and a trained staff whereas the others do not have a real organization. In addition, events can be divided according to their size, content and even form. Although these differences among events, they all share a mere characteristic. They are all conceived to cater to the need of the audience of living an experience. Each special event is an experience which can be designed in multiple ways, according to the objective and the result that the organizer wants to accomplish. Each event organized is the sum of experience provided to the public and all the business matters behind it.

SECOND PART Managing an event is not an easy task and requires a planned strategy in order not to incur in prospective hurdles that can hinder the success of the event itself. For this reason, it is vital to gather enough internal information and plot them in order to visualize what are the points of strength and weakness to consider. Furthermore, the analysis of the external environment is required, to look for opportunities to exploit and threats that can mine the outcome of the event. In addition, when deficiencies are pinpointed, it is of great importance to provide alternative solutions to solve problem areas. This approach would allow the organizer to better drive resources where needed. Ultimately, the success of an event depends on a sum of factors interrelated. Using the model of the five Ws and the six Ps of Marketing, an organizer is able to look at all the variables that shape an event from its conception. Besides, the practice of Sponsorship is examined. Nowadays, it is largely used by events’ creators and firms as a way of pushing sales, increasing customers’ awareness or raising funds. In the last part, is discussed a typology of events that has not a great recognition from a business standpoint, namely Commemorative events. These events are worldwide organized and can be split into diverse categories based on the content of the commemoration. These events represent a part of the events targeted during the Internship at FCT Flames company. In the thesis, are highlighted some tasks performed during the internship that find a linkage with the theory discussed.