INTRODUCTION TO

EVENT MANAGEMENT
 Objectives
• Event definition and type of event
• Structure of event companies in
different size
• Event career path
WHAT IS AN EVENT?
A planned public or social occasion.

(Cambridge dictionary)
 Event type
Business &
Corporate
Event

Personal Consumer
Event Events

Community,
No-profit Government
Events Events
1) Bussiness & Corporate Event: Meeting,
Customer Conference, Press Conference,
Ground Breaking, Grand Opening, Gala
Dinner, Staff party…
2) Consumer Events: branding, boost sales,
product launch, Tournament contest,
Entertainment, music show, festive
Event…
 Event type (cont)
• Government Events: voting, government
meeting…
• Community, No-profit Events: Fundraising,
charity event…
• Personal/Private Events: Weeding
Anniversary, ceremony, funeral…
 Who make the event?

I think My parent think My friend think

The real thing is
Who make the event?

Event need a team to make it

EVENT COMPANY
 Big company Structure

Event Director

Project Manager Administration

Hr &
Account Planning Creative Operation Production Finance
Admin
Big Company Structure (cont)
Account manager
Account Account supervisor
Account executive
Content
Planning
Support sale

3D Design
Creative Graphic Design
Project manager
Copy writer

execution
Operation Talent
F&B

Logistic
Production Staging
Audio
and
 Small Organization
Event Director

Project
Administration
Manager

Sale &
Creative Production A&F HR
Marketing

Copy Writer Logistic Account

Design AV Sponsor

Talent Pr and
communication

F&B
 Even Smaller
Event
director

Admin & Communication

Content Production account

Design Sales &

Logistic Secretary Marketing

Copy F& A& Sponsor

writer B F

Performance Public
Relation

Activities
Planning

Building

Executing

Finishing
 Planning
• Craft idea from briefing
• Building up idea to be visual (picture,
explanation, Demo…)
• Completing by giving a full project plan
(proposal, PR plan, Sale plan, sponsor plan…)
 Building
• Running the plan
– Constructing and grabbing
– Sell
– Finding sponsor
– PR
• Start investment, clients often agree to
deposit 50% of contract value
 Executing
• Event time (ShowTime)
• Run and monitor the event
• Fully attention at this time
 After the event
• Finish all payable account
• Present project result with client
• Last project meeting
Example of event job
Account manager
 Account manager (cont)
Job Description Job requirement
• Handling sales enquiries • A proven track record in sales
• Preparing quotations and • A good understanding of the
costing events industry
• Negotiating payment • Experience in identifying and
terms generating own sales leads
• Maintain contact with • Some experience in making
existing sales presentations
and lapsed clients
• Full computer literate (MSO)
• Targeting new business
• Must hold a clean, valid
opportunities driving
• Generating your own license
Designer
 Designer Job Description
• Generate creative ideas / theme for an event, tailor-made
event identity
• Produce professional creative event design (stage design,
graphic
design and decorative items)
• Illustrate from concept mood board to the final art work output,
as well as the show, run-down in story board format
• Assist in the preparation of proposals, tender documents,
presentations etc.
• Co-ordinate with project and production teams in the execution
of the project and/or assignment
 Job Requirement
• Degree or diploma in design or related discipline

• 1 year of experience for an event communication agency or for an event

management team in house

• Photoshop and Illustrator are essential, hand sketch skill will be an advantage

• Excellent 3D designer who can conceptualize ideas and bring to realization as

3D environments and able to render in Autocad and 3D studio Max

• Strong art sense, excellent creative conceptualization

• Outgoing, friendly, sense of team spirit, confident and dedicated

• Ability to work under pressure and meet deadlines

• Good communication and presentation skills

Technician
Constructor
Event crew
Silent Hero
 Homework
Find an event (could be article or videos) and
describe it
1) Type of event
2) number of audience
3) concept, theme, decoration details
4) Key moment
All the information (1, 2, 3, 4) must be
provided