MBA6301 Event Management Report Sample

MBA6301 Event Management

Management – Report

Assessment 3: Individual Project

This is an Individual assessment. Each student is required to write a report on success of the event.

Task

It is important to critically evaluate and recommend improvements to an event management project in order to ensure that the event is successful. There are a number of factors that need to be considered when planning an event, and it is essential to have a clear understanding of all aspects of the event in order to identify potential problems and make recommendations for improvement. 

Submission Instructions

Your report must include:

Cover Page:

Executive Summary

Table of Content

Introduction: A statement of the purpose for your report and a brief outline of project (one or two paragraphs).

Body of Report: Describe the tasks you performed as mentioned in the task.

Findings and Recommendations

Conclusion: A summary of the points you have made in the body of the paper. The conclusion should not introduce any ‘new’ material that was not discussed in the body of the paper. (One or two paragraphs)

References: A list of sources used in your text. They should be listed alphabetically by (first) author’s family name. You are required to have at least 15 scholarly references. 

The footer must include your name, student ID, and page number. 

Solution

1.0 Introduction

Event management is the precise course of sorting out and executing events, everything being equal, from corporate gatherings and weddings to shows and brandishing competitions. This report expects to give an undeniable level outline of the Red Bull event management project, zeroing in on the five most significant errands. As per the MBA Assignment Expert, These errands include planning and doing a PR event to support the organisation's obligation to the innovative soul of the caffeinated drink industry and uncover another essence of Red Bull's energy drink. This report will examine each position's challenges and give proposals to defeat them. This report gives valuable experiences into the intricate universe of event management by digging into such subjects as the craft of composing a connecting with presentation, picking the most ideal date and time for the event, collecting a competent event management group, and creating significant KPIs. The introduction of suggestions to address these challenges will be useful to hopeful event supervisors since it will act as a guide for improving their abilities in managing comparative conditions. The author explains how the interplay of imagination, analysis, communication, and adaptability is central to the art of event management.

2.0 Discussion

2.1 Learning from Tasks

In the first step of the Red Bull event management project, I introduced the brand and its commitment to innovation and creativity in the energy drink business. I pushed for a well-planned PR event to introduce a new Red Bull taste while keeping the brand consistent. This step effectively set the stage for the rest of the project (Parent and Ruetsch, 2020) by emphasising the significance of innovative event design, astute public relations, and engaging activities in drawing in the intended audience. In Task 2, I looked at the event's context, including the target audience, the venue, and the promotion plan. To guide the planning and execution of the event, I conducted a thorough study for this task. I determined that the major target audience comprises sports enthusiasts aged 20 to 30. It was decided based on data showing that youth consume a disproportionately large number of energy drinks, especially while participating in competitive sports or attending public events.

The Asian Games, which take place from September 23rd to October 8th, 2023, were my choice for the perfect event for the product launch. I understood that these events bring sizable audiences and that people are often festive, making it an ideal time to unveil the new Red Bull flavour. In addition, I stressed the significance of media coverage and detailed initiatives aimed at fostering media partnerships and encouraging online signups. Red Bull's social media marketing strategy aimed to build hype and anticipation for the event (Bladen et al. 2022). I focused on eye-catching images and event information to attract the target audience. My dedication to a well-run event is shown by the 20-person event management team I've assembled.

I also advised preparing food and drinks, making the event enjoyable for invited and uninvited people. Meticulous planning is essential for increasing eventgoers' overall satisfaction (Bazzanella et al. 2023). The project's goal was established in Task 1, laying the groundwork for planning a memorable PR event. Task 2 contrasted this with thoroughly examining the event's context, including information on the target audience and the venue. The Asian Games will host the Red Bull product launch event, and these elements are crucial to the launch's success. As you can see, I approach event management with much forethought and strategy thanks to my work on these jobs.

For the Red Bull event management to be successful, Task 3 taught me the value of putting together an effective event management team. With the help of experts like Parent and Ruetsch (2020), I understood that although splitting the team into specialised departments improves organisational efficiency, effective communication and coordination among team members remains vital. There are 12 hardworking people on my event management team, all with specific responsibilities. This systematic procedure permits the thorough management of the event's many components for the Red Bull PR strategy (Allen et al. 2022).

In addition to the Event 

Coordinator/Director, who is in charge of overall leadership, there are experts in marketing, public relations, partnerships, logistics, registration, technical support, security, hospitality, and financing, among other crucial positions. Recognising the event's scope, I understood that bigger events may demand more personnel in each job to guarantee seamless execution. Task 3 gave excellent insights into the necessity of team organisation and underlined the need for a well-coordinated team to bring the Red Bull PR event to life effectively

Task 4 required me to look further into the event management plan for the Red Bull PR event, namely the critical areas of control and communication. The PR strategy's success hinges on effective communication, it became clear (Wirth et al. 2023). In the meetings with the customer, it was crucial to communicate the aims and comprehend performance metrics. The public awareness of the event will increase due to the ongoing connections we've built with reporters and journalists via in-person meetings and live broadcasting. I have realised the need for open communication within the event management team. I have started utilising online platforms such as Skype and Zoom to ensure everyone knows their roles and the clients' requirements.

The PR strategy's success has been largely attributed to control measures (Chersulich et al. 2020). The plan's success may be largely gauged by its ability to predictably increase target metrics like product sales, event attendance, and social media engagement. I have implemented stringent budget management to guarantee that the expenditures stay within the bounds of the available funds. To ensure the message is consistent and fits smoothly with the Red Bull brand, I must implement quality assurance methods for all PR materials, including news releases and promotional content.

Task 5 educated me on the fundamentals of stewarding, security, and crowd management, which are integral parts of the PR plan for the debut of Red Bull's new energy drink. As a result of my experience, I now understand how critical stewarding is to the success of the event and the satisfaction of all of the guests. Effective customer service and logistical support inside and outside the venue have been prioritised by assigning trained volunteers and establishing a hierarchical management structure (Allen et al. 2022). In addition to meeting and welcoming tourists, these volunteers are responsible for monitoring the parking lot and reporting any security concerns. Their active participation in meeting the audience's needs is invaluable (Maguire, 2022).

Regarding security systems, I've learnt the value of doing exhaustive security checks to prevent unauthorised entrance and ward off possible dangers like theft and criminal activity. Using advanced technology to search for banned products further reinforces the security procedures (Hind et al. 2019). Given the event's position inside the Asian Games, the need to collaborate with authorised government security agencies and recruit security professionals from licenced contractors cannot be overstated.

2.2 Findings and Recommendations 

2.2.1 Problems faced

Task 1 Challenge (Forming a proper introduction):

The key challenge of Task 1 was to write an introduction that both introduced the event management project and successfully conveyed Red Bull's brand identity and commitment to innovation and creativity in the energy drink business. The challenge was finding the perfect amount of background information to pique the reader's interest and build suspense for the project without giving specific event information or tactics (Nelson, 2020). It was essential to keep the project's objective and methodology under wraps throughout this first assignment to maximise the effect of the project's succeeding tasks.

Task 2 Challenge (Setting the date and time of the event):

Background Analysis Task 2 was a challenge in choosing the event's setting, including time and date. The biggest challenge was finding the right event to introduce Red Bull's new energy drink. The event needed to align with Red Bull's brand values and attract the company's target demographic. Considerations such as the intended audience's demographics, the competition's nature at the time and place of the event, and the possible logistical and operational challenges posed by those elements have to be taken into account (Harbord, 2016). 

Task 3 Challenge (Development of the event management team):

Task 3 addressed the challenge of creating an event management team that was both efficient and well-coordinated. The key challenge was finding the ideal balance between establishing specialist positions within the team to guarantee that every part of the event was effectively managed and maintaining effective communication and cooperation among team members (Lacerenza et al. 2018). The challenge was to prevent duplication and make sure everyone knew their roles and duties clearly during bigger events when there would need to be numerous people in each job.

Task 4 Challenge (Developing KPIs):

Task 4 presented the challenge of creating effective control and communication systems inside the event management plan. Determining Key Performance Indicators (KPIs) that are relevant, measurable, and directly tied to the aims of the PR strategy was one of the issues presented. A thorough comprehension of the project's goals and the capacity to foresee the major success factors were necessary for choosing the appropriate KPIs (Badawy et al. 2016). A further challenge was implementing stringent financial control, which included careful tracking and monitoring to guarantee that expenditures aligned with available funds. 

Task 5 Challenge (Ensuring security and developing crowd management):

Task 5 required finding a happy medium between guests' safety and convenience and the event's potential thrill and entertainment value. Selecting and training volunteers who could successfully manage the requirements and expectations of the audience, such as providing customer service and help, monitoring security, and reporting issues, was a challenge in stewarding management (Alfes et al. 2017). Another challenge was keeping these volunteers on task and awake while juggling their many responsibilities. Thorough security inspections and technology instruments to identify illegal objects were vital in security management, but applying these procedures while keeping a friendly attitude wasn't easy. To ensure security measures were effective without being unduly invasive, the partnership with licenced security offices and the employment of security professionals from authorised contractors offered obstacles (Moreno et al. 2018). Finally, crowd management's challenge was strategically placing food corners and barriers to create a seamless and safe experience for participants while allocating sitting and standing areas depending on venue capacity. 

2.2.2 Recommendations 

I will focus on arousing interest and suspense to overcome the difficulty of writing an engaging introduction for Task 1. I aim to arouse the reader's imagination through vivid language and images.  Without giving too much away, I will stress the importance and influence of the impending project. It is essential to set the scene in the introduction by emphasising the project's significance but refrain from discussing specific plans or methods (Schneider et al. 2018). This method will keep the element of surprise and suspense, making the next steps in the project's reveal more effective.

A comprehensive study is necessary to determine the event's date and time in Task 2. To find the best time and place to promote Red Bull, I will perform extensive market research to ensure that the campaign is consistent with the company's values and appeals to the intended audience. It is essential to consider factors like age and interest to ensure the right people attend the event (Elo, 2016). I will also analyse the state of the market and my competitors at the time and place of my choosing. I plan to deal with potential threats by strengthening logistics and operations. 

Task 3's problem of creating a competent event management team may be surmounted by finding the sweet spot between individual expertise and group effort. I will assign specific duties to each team member and ensure their skill sets fit the tasks. I will also promote open lines of communication and schedule frequent team meetings to ensure everyone is on the same page. Sub-teams within specialised divisions may help preserve efficiency and reduce duplication of effort during bigger events (Zidane & Olsson, 2017).  I will encourage a culture of openness, where team members are aware of each other's responsibilities and contributions and emphasise the need for a united vision and shared objectives to guarantee flawless execution, especially in complicated, large-scale events.

I will connect KPIs with the PR strategy's broad aims to address the difficulty of creating KPIs in Task 4.  I will work closely with stakeholders to identify critical success aspects and choose KPIs that reflect these features effectively. I will ensure that each KPI is explicit, quantifiable, and directly indicative of success. A systematic approach to monitoring KPIs will be vital, aided by technology and data analytic tools when needed (Setiawan & Purba, 2020). I will closely monitor spending to ensure it doesn't exceed the budget for maximum fiscal management. I will implement efficient strategies and backup plans to deal with budgetary issues and variations to carry out the PR strategy.

To resolve Task 5 issues, consider implementing thorough volunteer training programmes that stress the significance of volunteers' duties in guaranteeing guests' safety and satisfaction. I shall establish a rotational schedule and a hierarchical management structure to keep the volunteers interested and vigilant. Training security employees in customer service and good communication to balance rigorous inspections and keeping a friendly environment is necessary for security management (Silva & Dias, (2016). I will work closely with authorised security offices and contractors to ensure they are courteous yet watchful and prepared for the event's special needs. As part of my duties in crowd management, I will analyse the venue in detail to determine the best locations for tables, bars, and concession stands using cutting-edge technology to track the movement of attendees. The event's crowd management teams can count on me to keep communication lines open so they can work together effectively.

3.0 Conclusion

Challenges are a necessary part of the journey in the field of event management and provide excellent chances for development and progress. I better understood the many details of planning a successful PR event by investigating the five tasks that make up the Red Bull event management project. Each work had unique challenges, from developing an interesting introduction to negotiating the nuances of team development, KPI setting, and security management. However, these challenges may be overcome with the right planning and proactive steps. 

By stressing the significance of creativity, research, communication, and adaptation in event management, the presented recommendations provide a road map for efficiently resolving these challenges. Aspiring event managers may learn a great deal from this conversation to improve their talents and address comparable challenges in their initiatives. The capacity to face challenges head-on separates outstanding event managers from the rest of the pack in the ever-changing world of event management. Event organisers can guarantee their projects' success and leave a lasting impact on customers and audiences by constantly honing their plans and drawing wisdom from past events.

References

Alfes, K., Antunes, B., & Shantz, A. D. (2017). The management of volunteers–what can human resources do? A review and research agenda. The International Journal of Human Resource Management, 28(1), 62-97. https://gala.gre.ac.uk/id/eprint/15840/1/15840%20ANTUNES_Management_of_Volunteers_%28final%29_2016.pdf 

Allen, J., Harris, R., Jago, L., Tantrai, A., Jonson, P., & D'Arcy, E. (2022). Festival and special event management. John Wiley & Sons. https://books.google.com/books?hl=en&lr=&id=fbIxEAAAQBAJ&oi=fnd&pg=PR3&dq=Allen,+J.,+Harris,+R.,+Jago,+L.,+Tantrai,+A.,+Jonson,+P.+and+D%27Arcy,+E.+(2022).+Festival+and+special+event+management.&ots=yTeZ3_ch4p&sig=LHkkRNnqZlR7O6GkFevgfQEfnEU

Badawy, M., Abd El-Aziz, A. A., Idress, A. M., Hefny, H., & Hossam, S. (2016). A survey on exploring key performance indicators. Future Computing and Informatics Journal, 1(1-2), 47-52. https://www.sciencedirect.com/science/article/pii/S2314728816300034

Bazzanella, F., Schnitzer, M., Peters, M., & Bichler, B. F. (2023). The role of sports events in developing tourism destinations: a systematized review and future research agenda. Journal of Sport & Tourism, 27(2), 77-109. https://www.tandfonline.com/doi/pdf/10.1080/14775085.2023.2186925

Bladen, C., Kennell, J., Abson, E., & Wilde, N. (2022). Events management: An introduction. Taylor & Francis. https://books.google.com/books?hl=en&lr=&id=rNqbEAAAQBAJ&oi=fnd&pg=PT19&dq=Bladen,+C.,+Kennell,+J.,+Abson,+E.+and+Wilde,+N.+(2022).+Events+management:+An+introduction&ots=6N2U6rG91X&sig=0JI21OIycLtugJDF-u9z8wnvtNw

Chersulich Tomino, A., Perić, M., & Wise, N. (2020). Assessing and considering the wider impacts of sport-tourism events: A research agenda review of sustainability and strategic planning elements. Sustainability, 12(11), 4473. https://www.mdpi.com/2071-1050/12/11/4473/pdf

Elo, L. (2016). From event planning to legacy planning. https://www.theseus.fi/bitstream/handle/10024/118895/ELO_LAURI.pdf?sequence=1 

Evans, N. G. (2019). Strategic management for tourism, hospitality and events. Routledge. https://www.taylorfrancis.com/books/mono/10.4324/9780429437601/strategic-management-tourism-hospitality-events-nigel-evans

Lacerenza, C. N., Marlow, S. L., Tannenbaum, S. I., & Salas, E. (2018). Team development interventions: Evidence-based approaches for improving teamwork. American psychologist, 73(4), 517. https://psycnet.apa.org/manuscript/2018-23205-017.pdf

Moreno, V. C., Reniers, G., Salzano, E., & Cozzani, V. (2018). Analysis of physical and cyber security-related events in the chemical and process industry. Process Safety and Environmental Protection, 116, 621-631. https://repository.uantwerpen.be/docman/irua/e7bcc4/150396_2020_03_24.pdf 

Nelson, J. (2020). This was an easy assignment: Examining how students interpret academic writing tasks. In Reading Empirical Research Studies (pp. 94-130). Routledge. https://louisville.edu/delphi/-/files/featured-events/Nelson-Week-1.pdf 

Parent, M. M., & Ruetsch, A. (2020). Managing major sports events: Theory and practice. Routledge. https://books.google.com/books?hl=en&lr=&id=EFYEEAAAQBAJ&oi=fnd&pg=PT18&dq=Managing+major+sports+events:+Theory+and+practice.+&ots=ZScqXLQqpV&sig=tHRl2oy-JiPdhl9eAzqCS0_gteA

Wirth, J., & Racine, N. (2023, May). The Real Effectiveness of VR: the tourism and cultural organization managers' point of view. In International Conference on Tourism Research (Vol. 6, No. 1, pp. 392-398). https://papers.academic-conferences.org/index.php/ictr/article/download/1195/1127

Zidane, Y. J. T., & Olsson, N. O. (2017). Defining project efficiency, effectiveness and efficacy. International Journal of Managing Projects in Business, 10(3), 621-641. https://ntnuopen.ntnu.no/ntnu-xmlui/bitstream/handle/11250/2489068/Tracked+version+Last+Version+08032017.docx?sequence=1