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Event Management: An Eventful Career

Introduction

Event Management involves planning, creatively organizing and executing an event – a product or brand launch, an exhibition, a concert, a show or even a conference. Event Management is the most intimate form of marketing. It is a controlled activity aimed at the target audience. It is also called 'experiential marketing', or ‘niche marketing’, where the environment is controlled to suit the needs of the product or the show being showcased.

Today it is much more professional and more organized a sector than a decade ago. Event management started the moment multinationals started pouring in when our markets liberalized in the late 80s. Events can range from international celebrity appearances, music concerts, fashion and charity shows to brand launches.

The events management industry encompasses conference and banqueting facilities within hotels, museums, stately homes, tourist attractions and other venues, dedicated event venues such as theatres, conference and training centers, exhibition halls and sports stadium. Segments like music, culture, sports, fashion shows, bollywood-based shows and award ceremonies are emerging as the main growth drivers in the sector.

Sunrise Industry

Event Management is looked upon as a sunrise industry in the service sector. The word 'Event' now needs to be re-defined in view of the manifold growth of the various 'happenings' in the ‘commercial’ as well as in the 'non-commercial' world. Be it private happenings or public events, everything now is done on 'big scale'. 'Image' is the key word today. This 'image' building exercise today needs a professional manager, either an individual or an organization, depending on the size of the exercise.

Secondly, the stupendous growth of Event Management industry is due to the sudden spurt in Live Entertainment Shows (domestic and international), corporate events (product launches, dealers meet), various exhibitions, seminars, conferences, carnivals regional and national festivals.

More than 200 companies have forayed into events. Growth is therefore 200% annually. FICCI has estimated event management to be a 3500 crore industry by 2005. This shows a giant leap in terms of progression from the early 90s events spend of a mere 20 crores

Recently, a study on Live Entertainment industry was done by Pricewaterhouse Coopers to study and evaluate the untapped opportunities in the Indian Entertainment Industry. The report unfolds the story of gradual growth in live entertainment shows and the consequential growth in the Event Management Industry. The positive side is the growing acceptance of professional event management in both public and private sector.

Events are playing an increasingly important role in the marketing and communications mix for all companies. Today, Event Management has become an integral part of any marketing plan. A large number of companies have really started to recognize the benefits of direct marketing through events. Events can be considered as a means to advertise or build a brand. Any event management company would have personnel specializing in visualization, creativity, planning and venue management.

Specialization

There are four major types of events that an event manager can be called to work upon:

  • Corporate event management
  • Organizing publicity through media (TV coverage for Instance)
  • Parties and weddings
  • Sports event management

There are many sub-categories within the industry that one can specialize in, depending on one's aptitude and inclination. The tasks involved in managing an event may come in three stages:

Pre-Production: This stage is the conceptual level with sub-tasks including planning logistics, marketing and public relations. Proficiency with numbers or a CA degree can lead to a satisfying career in Event Accounting.

Production: The most crucial and creative part, frequently involving TV coverage for a fixed slot/duration.

Post-production: This principally revolves around public relations and media publicity, but requires planning right from the pre-production stage

Why Popular Career Choice

The fact is that the event management industry is approximately eight to ten years old in India and is still gaining momentum. In today's frenetic, time-chasing world, event management has actually become a viable career option. With each year passing by, an increasing number of job openings are available. As a matter of fact it offers immense scope for the youth.

As events cannot be managed single-handedly, companies have structured their organizations to employ people in various departments required to organize a successful event.

It is in this light that event management has become one of the most strongly emerging careers in Indiatoday. Event management is considered to be a fascinating and thrilling profession that requires a lot of toil and energy. Industry experts see enormous job opportunities in this field. 

Education and Courses

As the years go by, this industry is becoming increasingly organized. Earlier people applying for event management jobs did not require any particular academic background. No one ever seriously planned to become an event manager until recently because of no formalized training being available in the field.

However, today there are a large number of educational institutes that offer degree or diploma courses in this field, providing complete training in every aspect of managing events. Courses available in event management are:

  • Diploma in Event Management (DEM)
  • Post-Graduate Diploma in Event Management (PGDEM)
  • Post-Graduate Diploma in Advertising, Media & Event Management (PGDAME)
  • Post Graduate Diploma in Event Management and Public Relations (PGDEMPR)

The duration of the courses ranges from six months to one year. Institutes offer both fulltime and part time courses. Eligibility for admission to undergraduate courses is 10+2 in any discipline. Graduates in any discipline can seek admission to post graduate courses.

Institutes

  • Amity Institute of Event Management; New Delhi
  • Event Management Development Institute; Mumbai, Pune, Kochi, Bangalore, Hyderabad, and Coimbatore
  • National Institute of Event Management; Pune, Hyderabad, Ahmedabad, Bangalore and Delhi
  • The International Institute of Event Management; Mumbai, New Delhi
  • Empire institute of Learning; Mumbai
  • National Academy of Event Management & Development; Mumbai
  • College Of Event Management; Pune  
  • International Centre for Event Marketing ; New Delhi

Personal Attributes

Event management jobs are the best option for people with an out-going and friendly nature. The jobs require go-getters who are always on the move. They must have the zest and zing to make events happen. They must be good with their communication skills and also presentable as they are always interacting with important people. An aspirant in event management should’ve cruising in him, a passion for events and flexibility of time and schedule.

How to start?

One can get into event management by joining a big event management firm and gain the required experience in the field. After a few years they can set up their own independent business. Another option of   getting into event management is through the large corporates. The large corporates, many a times, have a special event management cell which looks after the events of the company.

Career Opportunities

Opportunities are available in:

  • Event Managements Companies
  • Hotel Industry
  • Advertising Companies
  • PR Firms
  • TV Channels
  • Corporates
  • News Media
  • Own Event Management Companies

In India, depending on the type of organization, opportunities also exist at all levels for event managers and organizers, sales people, marketers, producers, designers and administrators, front-of-house registration and catalogues sales people, product demonstrators, hospitality and seminar hostesses, models, presenters and promotional staff.

For Comments: psjamwal@amity.edu

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