INTRODUCTION TO MEETINGS,

INCENTIVES, CONFERENCES AND

EVENTS MANAGEMENTS
(MICE )

Module 1. Conceptualization and

Planning Events
Glenna B. Nuñez
1|Page Joy Mae S. Laciste
 Course Overview

Course No. HPC 204/ TPC 204

Course Code
Descriptive Title HPC/TPC 204- INTRODUCTION TO MEETINGS, INCENTIVES,
CONFERENCES AND EVENTS MANAGEMENTS ( MICE )
Credit Units 3 units
School Year / Term 2ND Semester, 2022 – 2023
Mode of Delivery Modular
Name of GLENNA B. NUNEZ/ JOY . LACISTE
Instructor/Professor
Course Description This course examines the principles of conceptualizing planning,
managing and evaluation events, conferences, meetings, festivals,
and other such special activities. Topics include the significance
of conventions and events in tourism. Lessons include discussions
on conceptualizations, event design, project/event management,
methods of monitoring and evaluation, physical requirements,
organizing, promotions, sponsorships, and handling the financial
aspects of such tasks. This will give the students the skills and
knowledge to develop business strategies to get MICE business
and retain the clients, as well as to identify, understand, and
overcome the intricate challenges of collective supplier
management and engagement. This is an integration course that
applies all the principles of management and foundation tourism
courses
Course Outcomes 1. Criticizing event key players.
(Think)
2. Facilitating the conduct of online based event.
(Do)
3. Develop appreciation and keenest to small details and
giving respect to differences.
(Feel)

SLSU Vision A high quality corporate science and technology University

SLSU Mission SLSU will produce science and technology leaders and
competitive professionals, generate breakthrough research in
science and technology based disciplines, transform and improve
the quality of life in the communities in the service area, be self –
sufficient and financially viable.

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 Module Guide
How to navigate this module

This module is to guide you on how to better understand “Introduction to Meetings,

Incentives, Conferences and Events Managements” (MICE) as well as the skill requirements in
Bachelor of Science in Tourism Management.

In this module, you are required to go through a series of learning activities in order to
complete each learning outcome. Follow and perform the activities on your own. If you have
questions, do not hesitate to ask for assistance from you instructor.

Remember to:

 Comprehend the information for every lesson.

 Perform evaluation / formative learning activity in every lesson until you are confident
and meet desired outcomes.
 Submit output to your instructor for evaluation and recording.

You need to complete this module before you can make summative requirement.

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 Let’s check what you already know

I. Choose the correct answer.

1. The most important information a meeting planner can determine prior to an event is:

a. Past events held by the group

b. Expected attendance
c. The budget
d. Group demographics

2. The first area of expertise before becoming a special event consultant is:

a. Food and beverage

b. Catering sales
c. Convention Services manager
d. Marketing sales
3. Convention center events are usually booked at least:
a. Eighteen months in advance
b. Twenty-four months in advance
c. Thirty-six months in advance
d. Five years in advance

4. __________________ is the second stage in the event planning process.

a. Planning
b. Research
c. Design
d. Evaluation

5. Inspiring the staff is a good reflection of which type of skill?

a. Negotiating

b. Leadership

c. Project Management

d. Budgeting

6. ________________________is a logical process or approach that seeks to eliminate or at least

minimize the level of risk associated with a business event operation and is often perceived as a
function that is carried out once an event has been conceived, designed and organized.

a. Risk management

b. Risk Mitigation

c. Risk negotiation

d. None of the above

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7. A ___________________is a general term that refers to the gathering of people to discuss a set of
agenda or do a particular activity.

a. Congress

b. Meeting

c. Seminar

d. Conference

8. An ___________________ is a tool used to encourage employees to increase sales or provide

solutions.

a. Travel

b. Incentive

c. Exhibition

d. Travel Demo

9. Which entity is not included in the 4 major categories in the MICE industry?

a. Service suppliers

b. Stakeholders

c. Community

d. Professional Congress Organizer

10. Which of the following is not included in the characteristics of Special Events?

a. Organized for a specific purpose

b. Attended by a number of participants

c. Held in a specific, pre-determined place

d. Keeping up with the trendy concepts

11. _______________includes a variety of functions for executing large-scale events, which might
include conferences, conventions, concerts, trade shows, festivals, and ceremonies.

a. Event
b. Event Management
c. Project Management
d. Event Coordination

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12. _______________involves creating an event concept and laying out detailed steps with which to
execute the event concept.

a. Themes
b. Planning
c. Coordination
d. Organizing

13. Management is being defined as the efficient use of resources to achieve _________________.

a. Plan
b. Objectives
c. Direction
d. Goals

14. ________________ arrives at the venue before the event.

a. Rehearsal
b. Briefing
c. Ingress
d. Egress

15. ________________ leaves the venue right after the event.

a. Ingress
b. Egress
c. D-day
d. Practice

16. What is the least important committee during an event?

a. Meal Committee
b. Finance Committee
c. Registration Committee
d. Logistics Committee

17. What should be the first activity needed to be performed an hour before a meeting?

a. Rehearsal
b. D’day
c. Pray
d. Ingress

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18. ______________ is the process of communicating with and influencing people to attain targets.

a. Planning
b. Organizing
c. Controlling
d. Directing

19. ________________ Committee must work together with the program committee to ensure
smooth flow of the program.

a. Registration
b. Logistics
c. Finance
d. Marketing

20. ________________ refers to the act of making sure that things happen according to plan.

a. Planning

b. Evaluation

c. Monitoring

d. Coordinating

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Lesson I. Events Structure

Intended learning outcome/s:

 Understand the definition and characteristics of MICE and Events
 Differentiate the types of events
 Correlate the interrelationship of the industry stakeholders

Now get started

Introduction

Events are gatherings of people for a purpose. Since humans are social animals,
it is in their nature to socialize and gather together. With this premise, meetings are therefore as
old as humanity. Archeologists have in fact found evidence proving the existence of areas where
primitive people gathered to discuss common interests like plans for hunting, wars, rituals and
tribal celebrations (Montgomery; Strick 1995).
\\
Several years later, these gatherings would evolve into multimillion dollar
businesses, into what some collectively refer to as MICE. ‘MICE’ stands for Meetings, Incentives
Conventions and Exhibitions. There is also a common term for it, it’s known for ‘events’. Some
say MICE is an industry; some say it is not, because each subsector can be classifies under
various industries. For instance, exhibitions can be a component of trade while incentive travel
can be a component of tourism.\\

Key to remember
Incentives, Exhibition, Conventions, Congress, Exposition, Associations

Let’s Learn

To familiarize ourselves with some

industry jargons, we need to understand what meeting is
and how does it differ from any of the confusing C’s:
Convention, Conference or Congress.

Definitions of each sub-sector of MICE often vary from

one author to another. The International Association of
Professional Congress Organizers (IAPCO) provided the most comprehensive definition among
everyone. The following working definitions for this textbook are thus taken from IAPCO
(1987), unless otherwise stated:

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  A Meeting is a general term that refers to the gathering of people to discuss a set of
agenda or do a particular activity. It can be called on an ad hoc basis (as needed) or
following a set of pattern such as an annual stockholders’ meeting.

 A congress is the regular or periodic gathering of people who belong to religious,

cultural, professional or other associative groups. A congress is often staged to shed
lights on a particular subject, question, or issue. Presentations, contributions, and
discussions pertaining to the subject matter come only from members of the association.
This focus on question-resolving makes the term ‘congress’ more popular for
associations than corporations. (Ladkin and Spiller, 2000). The length of time between
congresses is usually established in advance and can be annual. A congress often lasts
several days.

 A convention is a social, legislative or economic group convenes its members to provide

information on a particular situation, to deliberate and consequently establish consent
on policies among the participants. It also refers to large, sometimes international, but
usually national meetings of business circles for commercial exhibition and/or
discussion. Conventions are usually short, lasting two to three days, with no determined
frequency.

 A conference is when any group gets together to exchange views and consequently to
convey a message, open a debate or give publicity to some opinions on specific issues,
such as climate change. Most conferences are for ‘study purposes’. It involves research
inputs and sharing of findings and requires active contribution from the attendees.
Conferences are aimed ate stablishing position papers as a result of the exchange of
views. Compared to a congress, a conference is a smaller scale, which facilitates easier
exchange of information.

 An incentive is a tool used to encourage employees to increase sales or provide

solutions. Incentive travel therefore means using travel as a reward for
accomplishments such as reaching quotas, or winning a competition, among others.

 An exhibition is the static display of products or promotional materials mounted for the
purpose of public relations, sales, and/or marketing. It is an activity designed for
targeted suppliers of products, goods and/or services to demonstrate and promote to a
certain market.

There are lots of reasons why we hold events and sometimes any excuse could be a
reason to hold any events. These events broke up of boredom of everyday life and sometimes
can be used as symbols of power and authority. Some events also brings prestige and pride to
people. No matter what the reason is, events will always be events and it does become a part of
our lives.

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Below are some of the important definitions related to Events:

Events refers to the things that happened around us. There are generally two kinds of events.
There are ordinary events that occur naturally in our environment and in our daily lives. On the
other hand, there are special events where many people gather together for a purpose.

Special Events characteristics:

1. Organized for a specific purpose/s;

2. Attended by a number of participants;
3. Held in a specific, pre-determined place;
4. Time-bound;
5. Cost a lot of resources.

Elements of a special event:

Based on aforementioned characteristics, we can draw the basic questions we need to ask when
we are organizing an event. The questions can be summarized as the “5Ws and 1H” for easier
recall. The 5Ws and 1H acronym stands for:

1. What? What event are we organizing?

2. Why? Why are we organizing the event?
3. Who? Who are expected to attend and to organize the event?
4. Where? Where is it going to be held?
5. When? When is it going to be held?
6. How? How much is it going to cost?

Therefore, the elements of an event are:

1. Type and title of event;
2. Purpose for holding the event;
3. Participants of the event and the roles they play (i.e., organizer, attendee, etc.)
4. Place or venue where the event is going to take place;
5. Date and time of the event; and
6. Resources.

As mentioned earlier, events take a lot of time and resources to plan and stage. Some
people even need to travel to be able to attend an event. Nonetheless, these special events are
again part of our lives. Thus, people have to make the most out of it.

Planning Events properly can help achieve the event’s purpose. Proper event planning
means paying attention to the details in the abovementioned elements. Examine the following
table.

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 Framework for Developing an Event Concept Paper (5Ws and 1H)

Elements Example
(What)
Scarlett’s 18th Birthday Party
Title and Type of Event
This is a once-in-a lifetime event and it has
(Why)
been a family tradition to celebrate every
Purpose/Objective: The owner or organizer of
member’s transition to adulthood. The
the event must have a good reason for wanting
birthday party aims to give Scarlett a fun and
to hold an event.
memorable celebration of this important day.
Scarlett’s immediate family members (mother,
father, and siblings) will organize the party
(Who)
with the help of an event planner. One
Participants: The organizers and attendees,
hundred (100) guests are expected to attend,
and the roles they play.
mostly family and friends. A guest list will be
prepared.
The Venue must be in S city and can
(Where)
accommodate 100 guests, with a stage and a
Place: The size and availability of the event
dance floor.
venue affect the schedule and number of
Options:
attendees. The venue can be selected using a
Room 1, A Restaurant, Y Avenue, S City
set of criteria.
Room 2, B Restaurant , Z Avenue, S City
(When) September 15, 2021 (Friday) 7:00PM
Date and Time of Event: Make sure that the (Note that it is important to indicate the
date and time are identified early on. Setting month, day, year and starting time of the
the date affects the venue reservations and event. A program detailing the schedule of
printing of collaterals to be included in the speeches and performances will be prepared
invitations. at a later time.)
(How much) P100,000.00 with the following breakdown:
Cost/Resources: One can indicate a cost ceiling P500.00 x 110 pax (with 10% contingency =
at the onset. The details of the budget can be P55,000.00 for food and venue
prepared once quotations from suppliers are P45,000.00 for cake, sound system, invitation,
gathered. photography, and miscellaneous

After answering the 5Ws and 1H questions, you have effectively made a concept paper
for an event. What needs to be done is thresh out the details. Contingency is one of the
important elements that must be included in the plan. Contingency refers to a “Plan B” to
address unforeseen or unexpected circumstances.

Types of Special Events

There are many kinds of events that take place. Events can be classifies as personal, corporate,
or community events.

1. Personal Events – organized by and for friends and family to celebrate life’s important
milestones. These affairs include shower parties, birthday parties, baptism, weddings,
achievement blowouts, reunions, anniversaries, and funerals.

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2. Corporate Events – organized to improve the productivity and profitability of companies and
contribute to the achievement of corporate goals. These include product launchings, sales
rallies, and trade shows.

3. Community Events – gatherings of the members of the community and their guests to
commemorate historical and/or religious events promote arts and culture and strengthen social
bonds. Examples of such are festivals, school or church events, art exhibits and local sporting
events.

Other Examples of Event Styles

 Board Meetings  Executive retreats

 Business Meetings  Gala fund-raising events
 Client Appreciation Events  Teleconferencing
 Corporate Shows  Trade Shows
 Custom training seminars involving  Webcasts
emotional and physical challenges  Webinars
 Employee appreciation events

Some Objectives for Different Types of Events

MEETINGS
 Provide new information about your  Raise public awareness
product or company  Enhance brand-name recognition
 Bring together people outside the  Celebrate milestones (50th
office setting anniversary, millionth customer or
 Exchange ideas widget sold)
 Find solutions to existing problems  Fund-Raisers
 Launch a new product  Raise funds for research
 Provide training  Get media attention
 Corporate Events  Raise public awareness
 Appreciate employees  Attract new sponsors
 Appreciate clients  Solicit new supporters and
 Appreciate suppliers donations
 Hand out awards  Increase number of volunteers
 Bring together suppliers and staff  Develop a mailing list for future
 Launch products events or sponsorship and donation
 Support a fund-raising endeavor requests
that the corporation advocates

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CONFERENCES  Get the top sales force and senior
management together outside of the
 Bring a wide range of people work environment
together to exchange information  Enlist the support of family and
and ideas partners
 Launch new products
 Recognize sales SPECIAL EVENTS
 Incentives  Get media attention
 Create one-of-a-kind events to  Raise public awareness
recognize increase in sales  Attract new clients
 Bring the top sales force together to  Launch products
discuss future strategy  Present awards
 Pay tribute

Your event objectives will affect how you plan, set up and stage your event. If you are planning a
client appreciation event where attendees at a conference may have several choices on the same
evening, your objective would be to create something that will pique their interest, get them to
your event, keep them there and get them interacting with your people.

We also need to identify the stakeholders of the events industry as well as the suppliers in the
events industry.

Stakeholders – refers to the parties who hold a stake or interest in the particular project or
industry. The stakeholders can be classified into four major categories:

1. Professional Congress/Events Organizer – There are two types of event managers:

Outsourced and in-house.
a. Outsourced Event Managers – are the ones who organize events on a per contract
basis on behalf of their clients. (i.e. Entrepreneurs)
b. In-house Event Managers – are positions or departments within an organization that
is not into business of event management but requires its own group of event
managers or coordinators due to the volume of special events that the company has
such as executive meetings, strategic planning, team building, and trainings.

2. The Community – represents both the target market and the people living in and around the
MICE destination. Resident of MICE destinations receive the impact of MICE activities, both
positive and negative. They enjoy the resulting economic benefits, job opportunities, and
infrastructure developments but may also suffer from environmental and other possible
exploitative impacts, too. The target market includes exhibitors, visitors, sponsors, and other
attendees. They bring in the revenues for any profit-oriented benefits.

Associations fall under the second major stakeholder category or the community since they hold
a number of events and thus form a major part of the MICE target market.

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Association – is a group of individuals or organizations who formed themselves formally to
uphold a common interest. Cruz (2005) classified associations into trade associations and
Professional Association.
a. Trade Association – ”non-profit organizations whose aim is to meet the needs of for-
profit business.” An example of this is the Philippine Association of Convention/ Exhibition
Organizers and Suppliers, Inc. (PACEOS).
b. Professional Associations – “non-profit organizations that are not involved with
business firms and is organized to assist individuals in the pursuit of their common goals. There
are three types of Professional Associations:
 Bound by common personal interests – which include groups of hobbyists like
the UP Mountaineers and Wild Bird Club of the Philippines.
 Bound by their career – which includes “learned societies” such as Philippine
Nurses Association.
 Bound by their desire to do community service – an example of which is the
Association of foundations.

3. Suppliers – refer to those who provide the services necessary to organize and execute events
properly.
The following are some of MICE supplier categories:
 Venues
 Hotels
 Food and Beverage (F&B) Suppliers/Caterers
 Airlines
 Airports
 Ground Transportation (Car Rental, Coach, Tour Operators)
 Ground Handlers ( Travel Agencies, Tour Operators)
 Freight forwarders
 Booth Contractors
 Audiovisual/Meeting Technologies Suppliers
 Security
 Manpower Agencies
 Photography, documentation and transcription services
 Advertising agencies, public relations (PR) Companies, printers, providers of
corporate premiums, and other promotional materials

5. Industry Regulators – There are some associations that regulates the staging of an event
in order to maintain certain standards. They likewise do studies and train their
members to improve the service that the members deli

6. (UFI) – was established in the late 1960s and is an international network that represents
248 member organizations – composed of 200 exhibition organizers and venue owners
and 48 associations of trade show partners from 74 countries.
 Bureau of International Expositions (BIE) governs the staging of world
expositions (Expos or World Fairs). It was established by an international
convention signed in Paris on November 22, 1928, with the following goals: (1)
To oversee the calendar, bidding, selection, and implementation of World

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 Expositions; and (2) to establish a framework allowing countries to cooperate
under the best conditions as organizers of expositions or as participants through
national pavilions.
 Conventions and Visitors Bureaus (CVBs) also known as conference and/or
Tourism boards in many countries – are primarily non-profit, usually
membership organizations representing a specific destination and assisting in
its strategic development. A destination promoted by a CVB can be a country, a
state, or a city. It is the CVB’s responsibility to encourage local associations to
host international events and to undertake overseas marketing activities
directed at international associations, corporate executives and event managers.

Government plays important roles in the events industry, such as:

1. Development of needed infrastructure, particularly relating to access;

2. Peace and order;
3. Creation of policies and incentives; and
4. Destination management services.

Since you have learned the Four (4) categories of Industry stakeholders, let’s go now into
details in defining and outlining Environmental Scanning.

Environmental Scanning – is the first step in every planning function, not only for events
management. It refers to the process of looking around you and finding out what you have and
what is lacking.

Step Zero – The Organizational Structure

In Environmental Scanning, the first thing to do is look inward. We must first

understand who the members of our own organization are and what their strengths and
weaknesses are, what resources are available or what we have access to, and how we can
address gaps. There are three things to consider in scoping.

Man Money Machine

No special event can be implemented without resources such as funds to cover food, and
venue rental, people to serve the guests and machines or tools, such as light and sound systems.
It is therefore important to know how much of these resources are available for an event and
how to optimize them.

Now, Let us talk about the manpower first. From a classroom perspective, the first thing
to do in events management is to create an organizational structure, and that is electing the
chairperson or the event manager and creating the working committees.

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 In practice, however, the organizational structure already exists in the beginning of the
project. For example in an events management company, the basic business structure with the
manager and staff is already in place; the same true for corporations and associations which
have their own event departments.

Chairman

Program Logistics Finance Marketing Registration

The Organizational Structure

Events are a dynamic and fast-growing sector that has obvious synergies with tourism. If
managed and hosted effectively, they can expand the visitor economy, provide media exposure,
promote regional development, and stimulate the upgrading of infrastructure and the
emergence of new partnerships for financing sport, tourism, culture, and leisure facilities. The
hosting of major events, therefore, represents a unique opportunity to rethink or reposition a
destination and to support the development of modern infrastructure. As such many countries
now view the successful hosting of such events as a vehicle for economic growth, job creation,
branding, well-being, and urban regeneration. From a tourism perspective, many cities, regions
and countries are now devoting
considerable resources to developing, attracting and supporting major events as part of a wider
strategy to increase visitor numbers and expenditure. However, hosts cities, regions and
countries of such events face a range of challenges including funding, effective governance, and
the ability to accurately evaluate the economic, social, environmental, and other added value of
tourism events.

Let’s sum up

It is in Man’s nature to gather together, hence, meetings are as old as humanity. There
are fact pieces of evidence proving that primitive men gathered together to discuss common
interests. The modern chain of world’s fairs, however, began in the middle of the 19th century
when the industrial revolution was unfolding. MICE stands for meeting, incentives, conventions
and exhibitions.

There are several entities that hold a stake in the MICE industry, and they can be
classified into four major categories: (1) Professional Congress, (2) the community, (3) service
suppliers, and (4) government offices and regulatory bodies. Events are likewise affected by
external factors such as forces of nature, natural calamities, acts of terrorism, global economic
downturn/upturn, and political events, among others.

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 There are two types of event managers: outsourced and in-house. Outsourced event
managers refer to event management companies or individuals (also known as Professional
Congress/Events Organizers) who organize events on a per contract basis on behalf of their
clients. On the other hand, in-house event managers are positions or departments within an
organization. In-house event management may either be employed by corporations (for profit
business) or associations (non-profit organizations).

An association is a group of individuals or organizations who formed themselves

formally upload a common interest. Some associations regulate the staging of an events in order
to maintain certain standards. They likewise do studies and train their members to improve the
service that the members deliver.

The community represents both the target market and the people living in around the
MICE destination.

In MICE management, ‘suppliers’ refer to those who provide the services necessary to
organize and execute events properly. These are venues, hotels, food and beverage,
suppliers/caterers, airlines, airports and etc.

Convention and Visitors bureaus serve as the official contact point for event managers,
tour operators and individual visitors; they can provide comprehensive, up-to-date and
unbiased information on the destination they represent. Their services are free-of-charge and
they save event organizers the time and effort, as they are a one-stop-shop of services for local
tourism interest.

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 Let’s assess what have you learned in this lesson

I. Create your own Event Concept Paper by filling out this table. 60points.

Elements Example

(What)
Title and Type of Event

(Why)
Purpose/Objective:

(Who)
Participants:

(Where)
Place:

(When)
Date and Time of Event:

(How much)
Cost/Resources:

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Lesson II. Event Program and Marketing

Intended learning outcome/s:

 Define Event Planning & Management
 Explain the Importance of Marketing

Now get started

Introduction

Events give organizations the opportunity to showcase their activities or services in the
community. Events are an important part of community life and it is a rewarding experience to
contribute to a successful event. However, anyone who has been involved in running an event
understands how daunting the task can be and any planner or organizer should also integrate
all of the management decisions so that they can focus on the goals and objectives of the event.

In addition, Marketing can play a role in the search and discover effort to identify new
markets in which to promote an event. And of course, it should include the other classic
elements of marketing, such as advertising age, is now an intrinsic part of any marketing plan. In
other words, the enlightened event professional will incorporate marketing at the outset of the
planning process so that all goals, objectives, and strategies will be considered and amplified
with marketing implications in mind.

Key to remember
Media Planning, Advertising, target audience

Let’s Learn

I. Event Planning is a process of creating, communicating and implementing a more

Operational roadmap to guide the actions, policies and decision-making. It should align with the
strategic plan and assist in its implementation. The plan of an event management company is
simply the document which lays out the resulting directions, actions and implementation
schedule. It is typically focused on the short term operational horizon generally one to three
year . These Plans are typically created to guide the internal operations of an enterprise, and
summarize its operational and financial objectives for the near future and to indicate how these
objectives will be achieved and monitored. It provides a roadmap to guide actions and is
continually modified as conditions change and new opportunities or threats emerge. While it
should be fundamentally

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targeted at guiding regular operations, it should also be adaptable to account for new
opportunities and challenges.

II. Event Marketing

Marketing is an integrated process of producing, distributing and selling goods and

services. As well as the integrated effort necessary to discover, create and arouse and satisfy
customer needs.

Key Characteristics and messages that genuine marketing should contain:

a. Meeting customer needs

b. Attracting new customers
c. Reacting to market needs
d. Keeping up with competitors
e. Encouraging customer loyalty
f. Targeting specific customers
g. Identifying market opportunities
h. Noting customer feedback
i. Getting it right every time

There are few definitions of marketing for event; however, any that emphasize the
process and the people will be appropriate.
The marketing concept holds that the key
to achieving organizational goals consists
of determining the needs and wants of
target markets (defined as the set of actual
and potential buyers of product) and
delivering the desired satisfactions more
effectively and efficiently thank
competitors.

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 Let’s sum up

Event planning is the process of managing a project such as a meeting, convention,

tradeshow, ceremony, team building activity, party, or convention. Event planning includes
budgeting, establishing timelines, selecting and reserving the event sites, acquiring permits,
planning food, coordinating transportation, developing a theme, arranging for activities,
selecting speakers and keynotes, arranging for equipment and facilities, managing risk, and
developing contingency plans.

The basic of event planning and management is that the customer is all important.
Everything from conception to conclusion must be performed with customers all in mind.
Marketing has rationally been applied to all products and services and has been recognized as a
great tool in achieving a successful event.

Let’s assess what have you learned in this lesson

Rubric Assessment of output

(Exemplary – 15; Strong – 12; Proficient – 9; Developing – 6; Emerging – 3)

I. Identify and analyze at least 5 event suppliers in your area including samples of
their packages. (50 points)

II. Research for at least 5 companies that would most likely to sponsor and event in
your area, include their contact details. (10 points)

III. What are the documents needed today to stage an event in your municipality?(10
points)

IV. How importance marketing is in Event Planning? (10pts)

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 Lesson III. Risk Management

1.
Intended learning outcome/s:
2.  Identify Risk and its functions
3.  Understand the nature of risk management planning for meetings and events
4.  Recognize and relate the goals of risk management to the role and scope of
5. events
Now get started
6. 
7.
8.
9.
Introduction
10.

The events industry is like no other. It’s also dynamic and fluid with numerous issues
surfacing along the way. Events are continuously influenced by both external and internal
factors. Whether it is a birthday party, wedding, sporting event, concert, trade show, festival,
award show or political convention, they present a unique set of challenges. Events, regardless
of size or situation, are exposed to risks involving safety, security, legal, financial, and
environmental considerations. In order for an event to be successful, it must manage all of its
obligations appropriately; after all, you only have one opportunity to succeed.

Key to remember
risk management, mitigation, strategy, contingency

Let’s Learn

What is a Risk?

The dictionary defines risk as the

possibility of loss or injury. Thus, risk
management is the assessment of risk and the
measures taken to alleviate its effects.

Risk management functions include the

following:

1. Recognizing the need and identifying

the risks;

2. Reacting to the need and knowing what can be done to mitigate loss;

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 3. Recording or tracking measures and improving on them; and

4. Relaying or communicating the mitigation plans.

Record

A risk may stem from both man-made and natural disasters and accidents. Examples of
risks to consider during events include fire, earthquake, bomb threat, and other crimes or acts
of terrorism. What do we do when such risks do happen?

Fire

Make sure the alarms are working before the event, and emergency numbers are
included in the exhibitor’s manual and staff guide and posted in the secretariat. When a fire
indeed happens, call the fire station and evacuate.

Bomb Threat

While most bomb threats are pranks, such threats must always be dealt with caution.
Here are some tips on what you must do when you receive a bomb threat at an event: (1) note
the exact time of call and note details about the caller as much as you can; (2) try to know what
type of bomb it is, where it might be, and when it will explode; (3) inform the person in charge
of security and the top management as soon as possible. Let the one in charge of security inform
the police and visitors. Do not attempt to do things on your own beyond what is indicated here.
Leave the situation to the professional.

Typhoon

More than 20 typhoons visit the Philippines every year, and with climate change, the
weather gets more and more unpredictable. It is important to have contingency plans
considering typhoons or heavy rains. Pay close attention to details like the availability of
umbrella racks, foot rags, and mops to avoid muddy floors, and card board boxes serving as
makeshift mats. Make sure organizers and staffs know emergency numbers.

Crisis Communication Plan

Understand how information should flow in the organization by preparing a directory

with the names and numbers of the staff and authorities for emergencies. The directory must
also indicate the assignment, section or department of each staff, with each section having a lead

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person who will be responsible for information dissemination to and from the section members
and should publish this directory to all the members of the organization.

How to inform the public if crisis arise?

1. Publicly acknowledge the problem before others do;

2. Say what it is being done;
3. Take control by leading the dissemination of timely information regularly;
4. Be open to advice and assistance; and
5. Provide updates and put it on paper and the internet.

Insurance

If risk is a possibility of loss or damage, insurance is a payment guarantee in case this

risk indeed happens. As example of event insurance is a legal liability protection for organizers
from liabilities which may be caused by accidental injury or damage arising from the event.

Contracts

A contract is a binding agreement which the law can enforce. It is entered into by two or
more parties to exchange promises to do, or refrain from doing an act. (Sullivan; Sheffrin 2003).
The rule of thumb in dealing with contracts is to agree or sign on something only when it is
understood.

Contracts can be written in various ways but usually have similar parts. A simple
agreement may be a good choice of form because it is less stiff compared to a full-blown
contract and yet it satisfies the need of an event organizer. Here are the major parts of a simple
agreement:

1. Parties. An agreement usually starts with the identification of the parties who
undertake the promises, what business they are in, and their address.
2. Background. This section describes ongoing circumstances to contextualize the
agreement.
3. Body of the Agreement. This is the working or operational part of the document which
indicates all the details of the promises including the payment terms and the
specifications of the product or service to be delivered in exchange of the payment.
4. Integration clause. This indicates that the agreement is the only agreement between
the parties with respect to the matters covered in the agreement and that the agreement
may only be amended in writing.
5. Signature. The closing and signature section should mention that “the parties intend to
be legally bound by the agreement”. In the Philippines, a Notary Public must affirm the
agreement.
6. Other clauses which may be important for an event organizer (placed before the
integration clause):
 Choice of law – designates the country whose law shall govern the
interpretation of a contract, lawsuits included. This is particularly important for
international events or for organizers dealing with overseas partners, suppliers,
and clients.

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  Force Majeure – means “greater force”, and it excuses a party from liability if
some unforeseen events prevent it from performing its obligations under the
contract, such as natural disaster and war.

Let’s sum up

Risk Management is a logical process or approach that seeks to eliminate or at least

minimize the level of risk associated with a business event operation and is often
perceived as a function that is carried out once an event has been conceived, designed
and organized.

A risk mitigation plan is designed to eliminate or to minimize the impact of the risk
events – occurrences that have a negative impact on the project.

REFERENCES:

1. Romero, Eliosa A., 2019 “Events Management”- Second Edition

2. Hanya Piellichaty, Georgiana Els, Ian Reed, Vanessa Mawer, 2017, Events Project
Management, Routledge, First Edition
3. 3G E-Learning LLC., 2017 “Event Entertainment and Production, 1st edition
4. Bautista, K., Montoya R., Cantos M., & Allam S., (2017) Events Management. Mutya
Publishing House
5. Raj, R., Walters, P., & Rashid, T. (2017). Events management: principles and practice.
Sage.
6. Bladen, C., Kennell, J., Abson, E., & Wilde, N. (2012). Events management: An
introduction. Routledge.
7. Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S., & McMahon-Beattie, U. (Eds.).
(2012). Festival and events management. Routledge.
8. Robinson, P., Wale, D., & Dickson, G. (Eds.). (2010). Events management. CABI.
9. Bowdin, G., O'Toole, W., Allen, J., Harris, R., & McDonnell, I. (2006). Events management.
Routledge.

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