Tata Institute of Social Sciences- School of Vocational Education

Certificate in Event Management Content 1. Introduction 1.1. Key Features 1.2. Eligibility for Admission 1.3. Employability 2. Course Structure 1. Introduction In December 2011, Tata Institute of Social Sciences set up the School of Vocational Education (SVE) to provide immediate and definite interventions to improve the lives of the disadvantaged and marginalized youth, especially who are excluded by the formal school education system, through appropriate vocational training programmes. It has been set up with a vision of creating an ecosystem that would bring back the dignity of labour for blue collar streams of work and create sustainable sources of income. This project has been initiated under the aegis of All India Council for Technical Education (AICTE) proposed by the Ministry of HRD, Government of India. In addition to the B.Voc programs TISS:SVE will be conducting short term programs to cater to the skill enhancement requirements. These programs will focus on imparting and upgrading the skill and knowledge of individuals who are already part of the workforce. Thereby providing opportunities to individuals of enhance their employability and growth prospectus. 1.1 Key Features: Introduction and Course Objectives:

Overview of the Events Industry: The Event Management industry in India is presently approximately 4000 Crores in size with an expected growth rate of 14.5%, making it one of the fastest growing parts of the Media & Entertainment industry. It is a service industry. With its formalisation over a decade ago, it has since come to be known as ‘Experiential Marketing’ as well. An event manager provides a service that enables both the communication as sought by the communicator & engagement of those it is being communicated to. The activity undertaken could be a small 1-hour activity or it could mean a long-drawn 6month on-ground campaign preceding or following a new product launch.

Impact Points of each event: Each event / campaign has 4 key ‘impact points’. An impact point is a criteria or a standard on

which to evaluate the success (or ROI) of an event / campaign. If an event / campaign has been able to create a positive outcome over these 4 criteria / standards, in aggregate, it could be considered a successful event. These 4 impact points are:  Customer  Consumer  Revenue  Brand Customer: Every product or service or idea that is being communicated through an event / campaign has a customer. One that is going to be the immediate purchaser of that product or idea or service. An increase in the base of that Customer Base is one such criteria on which the event / campaign success is evaluated. Consumer: Every product or service or idea that is being communicated through an event / campaign has a consumer. One that is finally going to use the product / service or subscribe to the idea. In most cases, for an event manager, the customer is not the consumer. If an event / campaign is able to positively influence the growth of the Consumer-base of a product, it can be considered a effective campaign Revenue: Events, like any other marketing campaign, is meant to ‘sell’ an idea or a product or a service. Owing to the activity, if there has been an increase in the Revenue generated by the product / service, then an event / campaign can be considered successful. Brand: Each organisation that is organising or commissioning an event has brand value. If an event is able to positively influence that Brand Value, it can be considered successful. An augmented brand value is directly linked to an increased ability of the brand in the future to augment the size and success of its business. Key Point to be noted: None of the above criteria are to be looked up in isolation. It has to be an aggregated assessment in order to gauge the success of an event / campaign. There may be events, which are designed for the sole purpose of an increase in brand value and hence would not have a positive impact on revenues right away. Similarly, an organisation may want to move up a consumer segment in its product category and hence want to reduce the number of customers it has by augmenting is brand & pricing value. There are multiple examples to suggest that it is only the aggregate combination of these 4 criteria that any event / campaign should be judged on.

SWOT Analysis of the Indian Event Management Industry Strengths Weaknesses E xperiential form of Marketing. Enables ack of infrastructure – India does not touch & feel / direct interaction with the have enough well-equipped largebrand representative. format event arenas. This reduces the ease with which large events Ican be Is a significantly more targeted form of organized and it also makes the events Marketing than most other forms of that much more expensive. Marketing (Print, TV, OOH, etc) as one can limit the audience size in an event / Competition causes severe campaign to only those who are likely to undercutting, leading to the industry be future customers / consumers. looking unviable for investment. Also, unfair trade practices increaseI when Immediate feedback – the Touch & feel margins are cut. aspect enables instant feedback on the product / service being marketed and ompletely unregulated – there are no appropriate changes can be actioned, as regulations for qualifications of Event needed. Management companies. Opportunities Threats N ature of Indian culture. A social event is Taxation may make the industry always around the corner. unviable. T Technological advances consistently Bureaucratic issues. There are several providing consumers with newer permissions needed for each event / experiences. campaign from multiple governmental L abour intensive, suits India as a country The proliferation of 3D stereoscopic Technology provides an experiential L Low entry barriers. No licences needed. marketing avenue other than events. Limited initial capex needed for setup of an Event Management business. Digital marketing enables targeting of consumers too, based on their digital habits. This may prove a threat to the advantage the Events industry has in targeted marketing. Objective: The objective of this course is to prepare students for a career in the Event Management industry with a focus on the production aspects of the same, with emphasis on the working

of the line producer (commonly known as ‘event organiser’) of the event.

1.2. Eligibility for Admission  HSC 1.3. Employability

Events Management is an expanding and exciting field; world cups, rock concerts, television spectaculars, cup finals, rallies, corporate events, Commonwealth Games and the Olympic Games! An increasing number of local authorities are now appointing events management teams, and most hotels of note also have events departments. Within the corporate sector the use of events as a marketing and communication tool has also led to rapid growth and demand for qualified graduates. Additionally with stadiums, indoor arenas, arts, music and sports facilities identifying the need to develop event programmes in order to survive in an increasingly competitive marketplace, excellent employment opportunities will exist in the field of events management. As all sectors of industry - public, private and voluntary - realise the benefits of professionally managed events in terms of contributing to project based and long term objectives, organisations within them are increasingly developing in house events teams or outsourcing projects to events management companies. All these activities, coupled with increasing public expectations and improved standards of facility and service, have created a need for trained and professional managers at all levels and across a broad range of disciplines. Our students should find themselves well prepared to move into either venue or events management, initially at a junior management level, and with the prospect of experience-based promotion ahead. 2. Course Structure

This is a 60-hour course to be delivered in classes of 2 hours each. Classes will be held on 3 weekdays every month. Thus, this course will run for a total of 10 weeks. Instruction will be via lectures, screenings, demonstrations and hands on practical work. Students will do 3 projects / assignments in groups at the end of the 1st, 3rd & 4th chapters. Examination and Assessment Assignments and Written Examination

SYLLABUS FOR

Introduction:

The Event Management industry in India is presently approximately 4000 Crores in size with an expected growth rate of 14.5%, making it one of the fastest growing parts of the Media & Entertainment industry. It is a service industry. With its formalisation over a decade ago, it has since come to be known as ‘Experiential Marketing’ as well. An event manager provides a service that enables both the communication as sought by the communicator & engagement of those it is being communicated to. Main Concepts:

 Event Pipeline  Event Design  Event Documentation Learning Objectives:

At the end of the course students will:

 Understand Event Planning  Understand Event Design  Understand Event Execution  Be able to undertake event production activities Course Content: Event Pipleine

a. Pre-planning: - Brief o Client should outline the desired outcome from the event / campaign. o Since this would be a piece of a larger marketing mix, details of the other marketing activities should be given to the agency. o Any limitations, specific Do’s and Don't’s should be outlined o Talk about the ‘Why’ of the event. Reasons always determine expected outcome. -

Taking a brief o Cover all bases. Ensure you understand the desired outcome specific to the 4 impact points. The client may not know or speak specifically about these 4 points, but you should bring it up. o Get approximate budgetary indications

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Conceptualisation

o Ideation, Writing a Concept Note o Getting in-principle buy-ins from various internal departments (strategy, finance, creative) o Approximate Revenue and Margin projections. -

Sales o In some cases, Sales (to sponsors / partners) may be undertaken at this stage itself, depending on the unique-ness / scale / exclusivity of the event / activity.

b. Planning: - Event Design – Event Design is of 2 types: o Conceptual – based on Mood, Tempo, Physicality of the event & any specific theme needed / planned o Sum-of-the-parts – designing the various physical verticals that go into setting up the event – Layout & Sets, Lights, Sound, Video, Entertainment, Logistics -

Creatives – Preparation of creatives & collaterals for both in-event / in-campaign use and for external / internal communication use. o Go by the brief o Maintain Legal, Ethical & Practical boundaries

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Budget – Preparation of Cost Sheet based on content of the event / campaign o Agency Fees (%) o Savings to be highlighted o Innovative ways of routing funds to maximise taxation reduction

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Logistics o Communication planning o Movement planning o Legal paperwork planning, including permissions o Safety planning

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Sales – For self-starter events, this is where Sponsors / funding is finalised. Else, the event does not happen.

c. Execution - Do it -

Onsite Leadership – Unity of Command

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Onsite troubleshooting – Specific multi-tasking fixer

d. Post event activities - Feedback / Research o ROI Analysis o Outcome achievement analysis

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Way Forward o Learning from this event / campaign o Changes to be made in future plans

 Event Design Conceptual Design a. -

Mood: Entertainment Knowledge / Information Sales

b. -

Tempo Tempo builders and touch-points The Energy Curve When to entertain, when to inform and when to sell

c. Physical - Density o Compact o Spread out - Location o Geographic location o Indoors / Outdoors - Participative / Interactive d. Thematic Sum of the Parts a. -

Set / Layout Design – Issues to be addressed while doing set / layout design: Line of Sight Bottlenecks Crowd Separation

b. Light Design - Issues to be addressed o Eyeline o Coverage – even coverage, highlighting, backlight, lighting for the camera - 2-types of lights – static & Dynamic. o Static – 3-point lighting o Dynamic – performance lighting - Types of lighting o Front OverHead o Performance Lighting o Ambience o Audience

c. Sound Design – Key Points of Sound Design - Physics of Sound o Low-Mid-High o Directional & non-directional sound o Feedback o SPL o Coverage - Sound designing for an indoor / outdoor event (slapback, ambient noise, etc) - The Input – Processing – Output Matrix d. Video Design - Issues to be addressed o Line of Sight o Video design for the camera - The Inputs – Processing – Output Matrix - Vision Mixers & Switchers – functions & methods of use e. Performance / Entertainment Design f. -

Logistics Communication Movement Legal Safety

 Event Planning Documents a. b. c. d. e. f.

Key Event Planning documents Checklist / Control Sheet Cost Sheet Event Flow Tech Rider & Understanding what a Tech Rider is Event Matrices i. Lights Matrix ii. Sound Matrix iii. Entertainment Matrix

Method of Teaching: The classes conducted and mode of teaching will be through Lectures,

Demonstrations,Hands on Practical & Review Method of Assessment & Weightage: Assessment Tasks: A)Written Examination B)Projects/ Assignments

Weightage:

A)Written Examination – 70Marks B)Projects/ Assignments – 30Marks

Reading Lists & References 1)Event Management: An Asian Perspective by Glenn McCartney

2)Events Management an introduction by charles bladen, james kennell, emma abson,Nick Wilde