NCERT Book Class 12 Home Science Chapter 19 Event Management

EVENT MANAGEMENT

LEARNING OBJECTIVES

After completing this chapter the learner will be able to–

•   explain what is event planning and management
•   describe briefly the steps in event management including planning,  executing and evaluating an event
•  know the preparation that is needed for a career as an event manager.

INTRODUCTION

We all love to celebrate and need little reason to celebrate – whether it be winning the World Cup or the Common Wealth Games or birthdays, Graduation party, weddings etc. in the family. Celebrations are an integral part of our life and often a symbol of happiness. However, modern lifestyles, busy work schedules, smaller families and participation of women in the workforce, have resulted in less manpower and time to plan, organise and execute such events. Hence many people prefer to use the services of an expert (who has the know-how and takes care of the minutest details) to plan and execute such events. Nowadays organisations and institutions also hire the services of such experts to organise a variety of events. This is referred to as ‘outsourcing’. Experts who undertake this work are known

as event planners or event managers. They provide consultancy and undertake all tasks right from the planning stage till the final execution of the event. Involvement of such experts has made celebrations and occasions easier, enjoyable and stress-free for the client.

Significance

Events have been defined by the famous economist Philip Kotler (2004) as ‘occurrences designed to communicate particular messages to target audiences’. Events are celebrations that provide an opportunity to meet and share happy moments with family members, relatives, colleagues and friends. A family event is envisaged as an opportunity to meet old friends and relatives and develop new relationships with unknown people. Besides this, events are an integral part of professional life, may it be corporate houses, nonprofit organisations or Government sector. Corporate sector organises event to present its services or products in an acceptable manner to its ultimate customer(s) as well as to enhance its own image. Such events are seen as an outcome of public relations strategy with inputs from advertising, sales promotion and multi-level marketing. The Government sector uses events as a platform to enhance its own image. Since events of different kinds need to be organised all round the year, this has given rise to the Event Management industry which revolves around all sections of the society.

Basic Concepts

Categorisation of Events

Events can be described as a public assembly for the purpose of celebration, education, marketing or reunion. They can be classified on the basis of their size, type and context, as listed below:

1. Events can be grouped under the following heads based on the context:

i. Family events are those where family members, relatives, friends join together to celebrate an occasion e.g., birthday, marriage, wedding anniversary, house-warming or religious functions.

ii. Community events are those where members of a particular community get together to celebrate occasions like Christmas, Holi.

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