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Faculty Speak

"I feel that Inbuss has the latest package of courses and personality development programmes. It encourages students to take initiatives in organizing activities as part of learning and ensures that discipline is maintained both in class and outside." - Prof. Mirza Saiyadain, Faculty Member

Event Management

Contact Hours: 30
Credits: 1
Prerequisite: Marketing Management I, Marketing Management – II, Business Strategy
Instructor: Gaurav Garg


Course Objective:
• To give in-depth knowledge about business of ‘Events Management’.
• To appraise participants with strategic approach, and industry best practices.
• To embrace critical understanding towards buying and selling ‘events’ as service/product.


Teaching Approach:

- Quizes:  30%
- Mid-Term Tasks: 30%
- Final Submission: 40%


Learning Objectives:
• Participants will be able to understand the business domain of ‘Events Management’ with vertical interest of both ‘Special Events’ and ‘MICE’ specializations

• Participants will be able critically analyze the appreciate the concept behind an ‘Event’, its proposal, and its merits to variety stakeholders

• Participants will be able to understand and strategize innovate communication and marketing strategies that help in branding products/services through events

• Participants will be able to sell/buy  an ‘event’ by evaluating the cost rationale of a given ‘Event’ by understanding its production/operational elements


Mid-Term Tasks:
• Corporate Presentation of an Event Management Company – Self B2B Promotion
• Marketing Presentation of a Proposed Event Idea/Format – Pitch to Media House for Partnership


Final Submission:
• Participants will be required to submit a term-project on ‘Event Tourism’.
• Select a Destination (City/Town) of your interest.
• Create an annual Event Property, to promote and highlight the selected destination.
• Identify the prospective sponsors, partners, performers, participants, and audience.
• Submit a complete ‘Event Proposal’ for the Local Government to invest in the event.


Detailed Course Outline


Session 1 - Industry Orientation
Session will be focused on defining ‘Events’ and its sub-sets. Session will also highlight the business framework and organizational structure of an event management enterprise and career opportunities in the industry.


Session 2 - Left Vs Right Brain
This session is all on ‘Creativity’. The session defines the difference between left and right brains, and barriers to creativity. The session will highlight examples of creative and innovative solutions rendered by event management companies for their clients.


Task 0:
Participants will be required to create their own Event Management Company (EMC) in groups.
Each EMC will have to identify their TG, Prospective Clients, and Proprietary Ideas to offer.


Session 3 - People That Matter
This session is on ‘Stakeholders’. Before we start planning any event, it’s vital to understand its rationale and identify its stakeholders. This session will help participants identify the GAPs in stakeholder’s expectations, and the process of event planning that helps to mitigate these gaps in larger interest.


Workshop: Sahara Wedding.


Session 4 - Million Dollar Idea
This session is focused on defining art of ‘Event Planning’. The session defines how an ‘idea’ is evolved to a ‘concept’ and further a ‘concept’ to a ‘format’. The session will further elaborate on strategic perspective of planning a feasible event idea.


Case-Study: Chocolate Party and Smirnoff.


Session 5-6 - Branding Through Events
This session continues dialog on ‘Event Planning’ with focus on ‘Branding’ and ‘Marketing’. The session discuss the ‘role of events’ in overall branding and marketing cycle of a client’s Media Plan/Advertising Strategy. The session gives examples of some classic event-based-branding opportunities leveraged by International Automobile Companies.

Case-Study: Lamborghini, Mercedes-Benz and Land-Rover.
Task 1: Corporate Presentation of EMC, its Services, USPs and Million Dollar Ideas


Session 7 - IPR & Televised Events
This session focus on ‘Televised Events’, defining role of ‘Media’ in Events. The session will share a Case-Study of how a televised event is created, followed by its ‘Content’ & ‘IPR’ implications. The second half of the session will bring an IPR Legal expert to discuss the variables of law and enforcement to protect your million dollar ideas from being stolen.

Case-Study: Sahara IPL Awards 2010.


Session 8 - Destination & Tourism Events
Events are proven catalyst to Destination promotion. In recent times local governments have increasingly started using events as a tool of overall community development, image enhancement, and economic regeneration. This session will discuss strategies related to Convention Tourism, Sports Tourism, Festival Tourism, and Cultural Tourism, which help a host city to promote its destination(s).

Case-Study: Eventful India – Ministry of Culture & Tourism, Government of India.


Session 9 - Event Bidding
This session discuss art of ‘bidding’ in international and competitive events. The session will highlight process of preparing a RFP and further a detailed Bid Document to procure an event of international stature. The session also details the bidding evaluation procedure to understand the derivatives of event impacts and risks associated with larger community of the proposed host nation.

Case-Study: Commonwealth Games 2010.


Session 10 - Event Finance
This session is all about Vitamin M, i.e., ‘Money’. The session discusses art of budgeting an event, its variables, and contingencies. The session also extends to explore sources of finance, implications of taxation and regulatory mandates, event insurance and procurement processes. The session will demonstrate an example to help participants identify the basic elements of event budget.

Case-Study Workshop: Wills Lifestyle India Fashion Week.


Session 11-12 - Event Marketing
This session discuss ‘Media Planning’ and ‘Advertising’ strategies for an event project. The session highlights the benefits of creating ‘partnerships’ with media and corporate brands before launching an event to consumers. The session also discusses innovative communication strategies including Direct Marketing, Public Relations, and Social Media which help to create a holistic event buzz.

Case-Study Workshop: Event Media Plan for Sunburn Music Festival, Goa.


Session 13-14 - Event Ticketing
This session is focused on ‘Event Sales’, with primary interest in revenue resources of ‘Ticketing’ and ‘Merchandising’. The session highlights the strategic planning process behind a ticketing and merchandising strategy for a given event. Session further details role of events in creating additional ticketing revenues via ‘VIP Hospitality’ with an example of IPL and Champions League.

Case-Study: Kolkata Knight Riders, IPL & Champions League.
Task 2: EMC’s Proprietary Business Idea and its Media cum Marketing Plan


Session 15-16 - Event Sponsorships
This session discuss the most vital cord of Events business, i.e., Sponsorships. The session highlights the process of crafting a sponsorship proposal for a corporate brand. From creating sponsor levels, sponsor entitlements, and sponsor benefits, the session will demonstrate an extensive number crunching exercise, which shall include role of television broadcaster and its approach to event sales.

Case-Study: IIFA Awards and Star Networks.


Session 17-18 - Event Content
This session is epicenter of an event management project. From a conference to a LIVE Concert, and from Exhibition to a Mall Activation, every event revolves around its content. The session highlights the art of planning ‘content’ for an event, and its project management process, using Gantt Charts and Cue Sheets.

Case-Study Workshop: Zee Cine Awards.


Session 19-20 - Event Logistics
This session discuss the technical aspect of Event Project, i.e., Logistics. The session gives a brief overview to participants on elements of venue (destination, permissions, theming, décor, signage), staging (light, sound, av, etc), coordination (manpower, communication), and emergencies management (safety, security, etc). Session further concludes with a quick checklist for an event project.

Open House: Discussions and Debates on issues related to Term Assignment – Group Presentations.


Session 21-22 - Idea Factory – Part 1
Final Term Assessment – Group Presentations made by EMC Groups. Please present your ‘Million Dollar Business Plans’ with a copy of presentation and binder report.


Session 23-24 - Idea Factory – Part 2
Final Term Assessment – Group Presentations made by EMC Groups. Please present your ‘Million Dollar Business Plans’ with a copy of presentation and binder report.