The document defines an event as something that happens, a significant occurrence, or a social gathering. It discusses different types of events including leisure events like parties, cultural events that showcase heritage, organizational events with commercial objectives like conferences, and personal events like weddings. Successful events have characteristics like uniqueness, intangibility, rituals, interactions, and an appropriate time scale. Corporate events can include product launches, market entries, brand extensions, dealer conferences, and anniversary celebrations.

1. Event Management
WEEK 1

2. What is an event
 “Something that happens or an occurrence, a
significant occurrence or happening, a social
gathering or activity”.
 Today it is all three together

3. Other definitions
 “Occurrences designed to communicate particular
messages to target audiences” – Philip Kotler
 “Events are an additional media whereby two-way
(or active) communication is possible.” – Sures Pilaji
 “Events are something noteworthy which happens
according to a set plan involving networking of a
multimedia package, thereby achieving the clients
objectives and justifying their need for associating
with events.” – Deepak Gattani

4. Comprehensively
 An event is a live-multimedia package carried out
with a preconceived concept, customized or modified
to achieve the client’s objectives of reaching out and
suitably influencing the sharply defined, specially
gathered target audience by providing a complete
sensual experience and an avenue for two-way
interaction.

5. Objectives
 Leisure events
 Cultural events
 Organizational events
 Personal events

6. Leisure event
 These events are solely arranged for fun and
recreation, e.g. a party, a sports competition, a fair.
 Leisure events are held to involve the person taking
part in the event without actually expecting an
immediate result.
 Real life examples include Eid Milan parties at
schools and offices , birthday parties etc.

7. Cultural Events
 Cultural events are focused on bringing out a cultural
heritage or happening. The “Sindh Festival”
arranged at “Park Towers”

8. Organizational Events
 These are events that tend to be well organized and
have implications and interests that are
commercial, political, sales driven etc. events of this
nature are generally with a specific agenda.
 It is generally informative or sales driven or has
some commercial value in tangible or intangible
terms.
 E.g. Dawn Lifestyles, ITCN Asia, Karachi
International Book Fair

9. Personal Events
 These are generally events that are held on a very
personal level, for family and friends etc.
 These are generally by invitation.
 Weddings, Valima receptions, birthday
parties, etc, are examples of Personal events.

10. Characteristics of Events
To be remembered and cherished, an event should
have the following qualities.
 Uniqueness
 Intangibility
 Rituals
 Personal interactions
 Time scale

11. Types of Corporate Events
 Events linked to product launch
 Company market entry
 Brand extension
 Dealer Conference
 Anniversary celebrations