Block 1.4 The Event
2018-2019
Jan Niclas Hartwig
391550
International Communication
Study Notes
,Table of Contents
Lecture 1: Event Management .......................................................................................... 4
Event: ...................................................................................................................................... 4
Most important when organizing an Event? ................................................................................................. 4
Types of Events: ....................................................................................................................... 4
Business/Corporate Events:........................................................................................................................... 4
Public Events:................................................................................................................................................. 4
Private Events: ............................................................................................................................................... 4
Stakeholders: ........................................................................................................................... 4
Host Organisation: ......................................................................................................................................... 4
Host Communities: ........................................................................................................................................ 5
Sponsors: ....................................................................................................................................................... 5
Target Groups: ......................................................................................................................... 6
Visibility in the Marketing Campaign: ............................................................................................................ 6
Media: ..................................................................................................................................... 7
Stakeholders 2.0:...................................................................................................................... 7
Trends and Issues: .................................................................................................................... 7
Developing a concept: .............................................................................................................. 8
Customer Journey:......................................................................................................................................... 9
Lecture 2: Functional Communication .............................................................................. 10
Modalities of communication: ................................................................................................ 10
What does COMPRO do? ............................................................................................................................. 10
Internal Communication: ................................................................................................ 11
What is an organization? ........................................................................................................ 11
Internal Communication: ............................................................................................................................. 11
Communication flows in Organizations: .................................................................................. 11
Types of Internal Information: ..................................................................................................................... 11
Functions of Internal Communication: ........................................................................................................ 11
Internal Information Explained:................................................................................................................... 12
Choosing effective channels: ....................................................................................................................... 12
Organizational Structures (Mintzberg): ................................................................................... 12
Entrepreneurial Organization: ................................................................................................ 13
Machine Bureaucracy: ............................................................................................................ 13
Professional Organization: ...................................................................................................... 13
Diversified Organization: ........................................................................................................ 13
Innovative Organization: ........................................................................................................ 13
Segmenting your internal publics: ........................................................................................... 14
Planning Internal Communication: .............................................................................................................. 15
Chang processes in organizations: ............................................................................................................... 15
Economics:...................................................................................................................... 17
Prosperity/Expenditure ............................................................................................................................... 17
Intermezzo ................................................................................................................................................... 17
Economic Growth: ....................................................................................................................................... 17
Prosperity/Expenditures: ............................................................................................................................. 18
2
, Expenditure: ................................................................................................................................................ 18
Prosperity/Expenditures: ............................................................................................................................. 18
Wages: ......................................................................................................................................................... 19
Intermezzo: Supply and Demand: ............................................................................................................... 20
Improvements in labor productivity: ........................................................................................................... 20
Passing on higher Wages: ............................................................................................................................ 20
Intermezzo: Price Elasticity .......................................................................................................................... 20
Interest Rates: ............................................................................................................................................. 21
Business Cycles: ........................................................................................................................................... 21
Inflation: ...................................................................................................................................................... 21
Research Interviews: ....................................................................................................... 23
What is Research? .................................................................................................................. 23
Research Interview: ..................................................................................................................................... 23
Interviewer: ................................................................................................................................................. 23
Bias: ....................................................................................................................................... 23
Anchoring and Halo Effect: .......................................................................................................................... 24
Interview Types: ..................................................................................................................... 25
Structured / standardized interview: .......................................................................................................... 25
Semi-structured interview: .......................................................................................................................... 26
Unstructured interview: .............................................................................................................................. 27
Intercultural Communication: ......................................................................................... 28
Hofstede: ............................................................................................................................... 28
Uncertainty Avoidance: ............................................................................................................................... 28
Weak uncertainty avoidance in the workplace: .......................................................................................... 28
Strong Uncertainty avoidance in the workplace: ........................................................................................ 29
Long- vs. Short-term Orientation: ........................................................................................... 29
Short-Term Orientation: .............................................................................................................................. 29
Long-Term Orientation: ............................................................................................................................... 29
Indulgence vs. Restraint: ........................................................................................................ 30
Indulgent: .................................................................................................................................................... 30
Restraint: ..................................................................................................................................................... 30
Cultures and Organizations: .................................................................................................... 30
Implicit Models of organizations: ............................................................................................ 31
Hierarchy of needs: ..................................................................................................................................... 31
Organizational Culture: ................................................................................................................................ 31
Communication Models and Visions on Communication: ................................................. 33
3 Models of communication: .................................................................................................. 33
Information model: ..................................................................................................................................... 33
Persuasion model: ....................................................................................................................................... 33
Interaction model: ....................................................................................................................................... 33
Mathematical model by Shannon & Weaver (1948) ................................................................................... 33
General model of communication: .............................................................................................................. 34
Recommended Reading: ................................................................................................. 36
3
, Lecture 1: Event Management
Event:
- A thing that happens, especially something important.
Special event is a one-time or infrequently occurring event outside the normal program or
activities of the sponsoring or organizing body.
To the customer or guest, a special event is an opportunity for an experience outside the
normal range of choices or beyond everyday experience.
Conceptualizing an event
Organizing events cannot be learned via Books, lectures or other study materials. It is more of
a learning-by-doing process. Learn from your failures.
Most important when organizing an Event?
- Most importantly: Creating emotions towards something
- Become profitable
- Create awareness
Types of Events:
Business/Corporate Events:
• Team building workshops
• Business dinners
• Conferences
• Networking events
• Seminars
• Product launches etc.
Public Events:
• Society balls
• Sports events
• Charitable auctions
• Sponsored runs etc.
• Lots of sponsors usually
Private Events:
• Weddings
• Wedding receptions
• Birthday parties
• Festival gatherings
• Christening etc.
Stakeholders:
Host Organisation:
• Government sector
– They wish to communicate something. Social, cultural, tourism, economic factors or benefits.
• Civic celebrations and commemorations, sporting events, conferences, exhibitions
• Corporate sector
– They wish to promote their brand and products, build relationships, make money.
4
2018-2019
Jan Niclas Hartwig
391550
International Communication
Study Notes
,Table of Contents
Lecture 1: Event Management .......................................................................................... 4
Event: ...................................................................................................................................... 4
Most important when organizing an Event? ................................................................................................. 4
Types of Events: ....................................................................................................................... 4
Business/Corporate Events:........................................................................................................................... 4
Public Events:................................................................................................................................................. 4
Private Events: ............................................................................................................................................... 4
Stakeholders: ........................................................................................................................... 4
Host Organisation: ......................................................................................................................................... 4
Host Communities: ........................................................................................................................................ 5
Sponsors: ....................................................................................................................................................... 5
Target Groups: ......................................................................................................................... 6
Visibility in the Marketing Campaign: ............................................................................................................ 6
Media: ..................................................................................................................................... 7
Stakeholders 2.0:...................................................................................................................... 7
Trends and Issues: .................................................................................................................... 7
Developing a concept: .............................................................................................................. 8
Customer Journey:......................................................................................................................................... 9
Lecture 2: Functional Communication .............................................................................. 10
Modalities of communication: ................................................................................................ 10
What does COMPRO do? ............................................................................................................................. 10
Internal Communication: ................................................................................................ 11
What is an organization? ........................................................................................................ 11
Internal Communication: ............................................................................................................................. 11
Communication flows in Organizations: .................................................................................. 11
Types of Internal Information: ..................................................................................................................... 11
Functions of Internal Communication: ........................................................................................................ 11
Internal Information Explained:................................................................................................................... 12
Choosing effective channels: ....................................................................................................................... 12
Organizational Structures (Mintzberg): ................................................................................... 12
Entrepreneurial Organization: ................................................................................................ 13
Machine Bureaucracy: ............................................................................................................ 13
Professional Organization: ...................................................................................................... 13
Diversified Organization: ........................................................................................................ 13
Innovative Organization: ........................................................................................................ 13
Segmenting your internal publics: ........................................................................................... 14
Planning Internal Communication: .............................................................................................................. 15
Chang processes in organizations: ............................................................................................................... 15
Economics:...................................................................................................................... 17
Prosperity/Expenditure ............................................................................................................................... 17
Intermezzo ................................................................................................................................................... 17
Economic Growth: ....................................................................................................................................... 17
Prosperity/Expenditures: ............................................................................................................................. 18
2
, Expenditure: ................................................................................................................................................ 18
Prosperity/Expenditures: ............................................................................................................................. 18
Wages: ......................................................................................................................................................... 19
Intermezzo: Supply and Demand: ............................................................................................................... 20
Improvements in labor productivity: ........................................................................................................... 20
Passing on higher Wages: ............................................................................................................................ 20
Intermezzo: Price Elasticity .......................................................................................................................... 20
Interest Rates: ............................................................................................................................................. 21
Business Cycles: ........................................................................................................................................... 21
Inflation: ...................................................................................................................................................... 21
Research Interviews: ....................................................................................................... 23
What is Research? .................................................................................................................. 23
Research Interview: ..................................................................................................................................... 23
Interviewer: ................................................................................................................................................. 23
Bias: ....................................................................................................................................... 23
Anchoring and Halo Effect: .......................................................................................................................... 24
Interview Types: ..................................................................................................................... 25
Structured / standardized interview: .......................................................................................................... 25
Semi-structured interview: .......................................................................................................................... 26
Unstructured interview: .............................................................................................................................. 27
Intercultural Communication: ......................................................................................... 28
Hofstede: ............................................................................................................................... 28
Uncertainty Avoidance: ............................................................................................................................... 28
Weak uncertainty avoidance in the workplace: .......................................................................................... 28
Strong Uncertainty avoidance in the workplace: ........................................................................................ 29
Long- vs. Short-term Orientation: ........................................................................................... 29
Short-Term Orientation: .............................................................................................................................. 29
Long-Term Orientation: ............................................................................................................................... 29
Indulgence vs. Restraint: ........................................................................................................ 30
Indulgent: .................................................................................................................................................... 30
Restraint: ..................................................................................................................................................... 30
Cultures and Organizations: .................................................................................................... 30
Implicit Models of organizations: ............................................................................................ 31
Hierarchy of needs: ..................................................................................................................................... 31
Organizational Culture: ................................................................................................................................ 31
Communication Models and Visions on Communication: ................................................. 33
3 Models of communication: .................................................................................................. 33
Information model: ..................................................................................................................................... 33
Persuasion model: ....................................................................................................................................... 33
Interaction model: ....................................................................................................................................... 33
Mathematical model by Shannon & Weaver (1948) ................................................................................... 33
General model of communication: .............................................................................................................. 34
Recommended Reading: ................................................................................................. 36
3
, Lecture 1: Event Management
Event:
- A thing that happens, especially something important.
Special event is a one-time or infrequently occurring event outside the normal program or
activities of the sponsoring or organizing body.
To the customer or guest, a special event is an opportunity for an experience outside the
normal range of choices or beyond everyday experience.
Conceptualizing an event
Organizing events cannot be learned via Books, lectures or other study materials. It is more of
a learning-by-doing process. Learn from your failures.
Most important when organizing an Event?
- Most importantly: Creating emotions towards something
- Become profitable
- Create awareness
Types of Events:
Business/Corporate Events:
• Team building workshops
• Business dinners
• Conferences
• Networking events
• Seminars
• Product launches etc.
Public Events:
• Society balls
• Sports events
• Charitable auctions
• Sponsored runs etc.
• Lots of sponsors usually
Private Events:
• Weddings
• Wedding receptions
• Birthday parties
• Festival gatherings
• Christening etc.
Stakeholders:
Host Organisation:
• Government sector
– They wish to communicate something. Social, cultural, tourism, economic factors or benefits.
• Civic celebrations and commemorations, sporting events, conferences, exhibitions
• Corporate sector
– They wish to promote their brand and products, build relationships, make money.
4
