Republic of the Philippines
City of Taguig
Taguig City University
Gen. Santos Avenue, Central Bicutan, Taguig City
COLLEGE OF HOSPITALITY AND TOURISM MANAGEMENT
INTRODUCTION TO M.I.C.E.
WITH NCII
MODULE 1: MIDTERM
LESSON 5:
Stakeholders, Concept and Objectives
Prof. Evelyn P. Dignadice
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I.MODULE 5: Stakeholders, Concept And Objectives______________
II.INTRODUCTION:
The principal stakeholders play a major role in the planning, management,
implementation and audit of an event. As an event leader, you need to learn how to
balance the various requirements of each to ensure a seamless execution of your event.
A good event begins with a good concept. But a successful event is a result of a
great concept, the right strategy combined with seamless execution.
III. LEARNING OBJECTIVES:
By the end of this lesson, you shall be able to:
1.Discuss the role of each of the stakeholders in the success of an event
2.Explain the different types of organizers
3 Create innovative events
4.Discuss the reasons why events must have SMART objectives
5.Create SMARTER event objectives
IV. LESSON PROPER
STAKEHOLDERS
Hartmans and Desjardins (2008) define a business stakeholders as “ anyone who will
be affected by decisions made by the organization” . The stakeholders I an event are the
CLIENTS, INTERMEDIARIES, SPONSORS, PARTICIPANTS, THE MEDIA,
GOVERNMENT AGENCIES, and the ORGANIZER.
The essential primary event stakeholders are defined as: employees volunteers
sponsors suppliers spectators attendees and participants. Secondary stakeholders are
also important to the success and survival of the event but do not have the same direct
impact upon the event as primary stakeholders.
CLIENTS
 Clients are the buyers who give the final approval to host event
THE MAIN CLIENTS
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CORPORATIONS
Companies that hold regular events- training, seminars, product launches may
decide to establish an events team. The in-house organizers can get together on an adhoc basis or permanently belong to a division tasked to run the corporate event calendar.
NON-PROFIT ORGANIZATIONS
 They are often referred to as the SMERF market. (SOCIAL, MILITARY,
EDUCATION, RELIGIONS and FRATERNAL)
Examples of SMERF groups:
• Professional & Trade institutions
• Voluntary organizations
• Political parties
• Scientific organizations
• Labor unions & technical societies
PUBLIC SECTORS
 This represents a broad cross-section of buyers, from government institutions
and agencies, to local government units (LGU’s) who host civic events.
ORGANIZERS:
• They plan, manage, and execute events.
• They coordinate with product suppliers and service providers for a seamless event.
• They conceptualize the event, rent venues, hire suppliers, execute the strategy,
and manage the risks to achieve the event objectives.
• They act as the liaison between event stakeholders.
INTERMEDIARIES
 Refers to Destination Management Companies (DMCs) and Convention and
Visitors Bureaus (CVBs) that act as a catalyst bringing together the buyers and
suppliers together for a unified program for a specific organization (Gartrell,
1994)
1. DESTINATION MANAGEMENT COMPANIES (DMCs)
-act as the local experts for he destination.
2. CONVENTIONS AND VISITORS BUREAUS (CVBs)
-main role is to market a destination as an attractive venue for M.I.C.E. and
provide service support to both event planners and industry suppliers.
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SPONSORS
Sponsorship refers to the partnership between the event organizer and the sponsor
organization for objectives that both parties will surely benefit from. Events like wedding,
debut, baptism and the likes may not need any sponsors unless the client will provide a
list of some.
 Most of the event in the industry are substantially subsidized by sponsorship.
To some sponsors, sponsors has the absolute control over the event, while some has
only part. This however, has an influence in the marketing and operational planning
since sponsors has something to say about the event since it is one of the funding
sources in staging an event.
Dealing with Sponsorship:
The following are significance of sponsorship:






Additional cash or budget
Provision of ‘value in kind’
Provision for telecommunication expenses
IT support
Provision of physical items
Added value to the event (credibility of the event)
To approach a potential sponsor for a particular event, some questions need to be
answered first to be ensure that we are at the right track:




What benefits to the sponsors can get from sponsoring the event?
Is the sponsorship exclusive or not?
Are there no other sponsors of the same line of business so as to address
conflict of interest?
How would the sponsor want his sponsorship be expose (all advertisement
efforts, half page, whole page, colored, etc.)?
The following are possible sponsors depending on the objectives of sponsorship that an
event team must be able to deal with:





Individuals (politicians, artist, author, etc.)
Private institutions or companies (Telecom, Food establishments, etc.)
Industry associations (Hotel and Restaurant Association of the Philippines
[HRAP] and others)
Educational institutions
Government agencies (DOT, DOH, DENR, etc.)
To be taken into account to ensure sponsorship are the following reasons for
sponsoring an event:
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



Image building
Brand preference
Sales
Media exposure
The following shows an example of an agreement between the event organizer and the
sponsor:
SAMPLE OF EVENT SPONSORSHIP AGREEMENT
{Name of Company}, henceforth known as “Company,” and {Name}, henceforth known as
“Sponsor,” enter into this agreement freely and willingly on the {date} day of {month},
{year}.
The covenants of this agreement are as follows:
The Event
Sponsors agrees to provide sponsorship (details below) for {name and description of the
event covered by this agreement}, henceforth known as “Event.”
The Sponsorship
Sponsor agrees to provide Company with {amount of money, specific items, anything that
the Sponsor will be giving to the Company for this event} for event.
Credit
In exchange for this sponsorship, Company agrees to {provide Sponsor with credit in a
program, naming rights to something, etc}.
Delivery
Sponsor agrees that the item(s) listed above will be delivered to Company no later than
{date}, via {means by which the item(s) will be delivered to Company}.
Relationship
This agreement represents the only relationship between Company and Sponsor. No other
relationship between the two entities exists, implied or otherwise.
_____________________________
_____________________________
Sponsor Name
Sponsor Signature
 According
to Grey & Skildum-Ried (2003) , sponsorship is a “way of creating
_____________________________
wealth to ______________________________
serve the public interest. It provides an opportunity for companies, individuals
and businesses to achieve their goals while raising critical funds for other organizations.”
Company Representative Name
Signature
Company Representative
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SUPPLIERS
•
•
•
They provide support products and services to organizers.
Also referred as a vendors.
They include, but are not limited to: venues, destinations, graphic designers,
speakers, caterers, florists, and many more.
DELEGATES
•
•
Referred to as attendees, exhibitors, and special guests in any event.
They can also include members of the media, government officials, heads of
corporations, and members of the diplomatic corps.
CONCEPT DESIGN
o I marketing, you begin with product conceptualization before you move
into product development. We will take the same route to create concepts
for your events
o To reduce your anxiety about concept design, there are three techniques
that help you come up with event ideas, namely, SCAMPER, Building
Blocks and Research.
SCAMPER TECHNIQUE
 Developed by Bob Eberle, SCAMPER is an acronym that spells out seven ways
to create a new idea. Each of the letters represents a verb to help you think of
new ideas.
 The letter S for SUBTITLE; C is COMBINE; A is ADAPT; M is MODIFY; P is PUT
TO ANOTHER; E is ELIMINATE; and R is for REVERSE. These can help jumpstart
your creativity. You can also use to create a new event by working around its title
as illustrated in the examples.
 Aside from application in event management, SCAMPER is a problem-solving
technique used marketing, industrial design, publishing, animation and other
creative industries.
 Let us see how SCAMPER can help you. For example, if the original concept is
the Food and Beverage Show, you can use SCAMPER to create these new ideas.
SUBSTITUTE - To use S, you substitute books to food. You can also delimit the event to
a specific geographic region. Doing this, the Food and Beverage Show becomes
Southeast Asia’s International Book Fair.
COMBINE - If it C that you would like to try, combine the words seminar and exhibit
together. Maintaining the food and beverage content, then your new idea becomes the
Food and Beverage Seminar and Exhibition.
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ADAPT -
For A, you simply adapt the idea for another theme such as toys and gifts.
You now have the Toys and Gifts Show.
MODIFY - To use M, you can modify the original concept by limiting it to a specific group
of people maybe to chefs. With a little twist, the food and beverage event becomes the
Chefs on Parade.
PUT TO ANOTHER USE - Why not make the original food show into a contest. You can
further narrow it down to a very specific type of challenge. Your new concept becomes
the Inter-University Fruit and Vegetable Carving Competition.
ELIMINATE - You can eliminate an entire industry. From food and beverage, you exclude
food. Choose the wine industry and turn it into a formal event. With these changes, your
event becomes the Annual Wine Tasting Black Tie Show.
REVERSE - To use R, you simply change the order of words. Even better, aside from
reversing the order, select synonyms that are more descriptive of your event.
BUILDING BLOCKS:
 SCAMPER focuses on a title; while the Building Blocks method emphasizes the
content of your event. With SCAMPER, you have seven verbs with which to use.
Building Blocks provide you with two nouns – Vertical and Horizontal – to help
you expand or contract the scope of your event.
 Think of Building Blocks as actual wooden toy blocks you put one on top of
another to create a tall building (Vertical) or laying them across a room to look
like a long highway (Horizontal). Either way, these create new concepts.
VERTICAL The vertical techniques is useful when creating events with specialized
products and services targeting a specific market, function or industry.
 for, example, expand the Food and Beverage Show to include the latest
hotel, restaurant and catering equipment and supplies. It may have a formal
table setting competition among hospitality students and a seminar on 10minutes for busy executives. Make it interactive. Invite the attendees to
bring their antique cookware, with the winner receiving a new set from a
sponsor.
HORIZONTAL On the other hand, the Horizontal technique is applicable when you want
to cover a wide variety of products, services and industries.
 The Food and Beverage Show can be limited to products and services that
have health and wellness attributes. Thus, you can have a workshop
teaching cooking methods for delicious vegetarian recipes. An exhibit of
nutritious snacks and organic ingredients will complement your seminars.
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RESEARCH - Scan magazines and google words related to the event you have in mind.
The internet offers a database of almost every imaginable topic. Use it to look for event
concepts as well as to fine-tune an idea. Attend events to get more ideas. Ask around.
Take notes.
SETTING OBJECTIVES
 To improve you with direction, change your goals into objectives.
 Understand that event objectives come from two points of view.
 One is from the clients and the other is from the organizers.
 The participants include the exhibitors, sponsors, partner-organizations, resource
speakers, contractors/suppliers, and beneficiaries.
 Aside from the event managers, organizers can encompass the host, venue, and
the community.
TYPES OF OBJECTIVES
 According to Thompson, Strickland and Gamble (2022), there are two main types
of objectives namely, Strategic and Financial.
1. STRATEGIC - These objectives focus on improving “competitive vitality
and future business position.
2. FINANCIAL – These are directed towards improving financial
performances.
GOALS VERSUS OBJECTIVES
There are basic differences between a goals and an objectives:
•
•
•
•
•
Goals are broad
Goals are general intentions
Goals are Intangible
Goals are Abstract
Goals cannot be validated
Objectives are narrow
Objectives are precise
Objectives are Tangible
Objectives are concrete
Objectives can be validated
Some of the more common event goals, are;
•
•
•
•
•
•
•
•
To generate Revenues
To increase profit
To create or increase awareness (For a product,service,oranizational)
To introduce a new product,service or organizational
To develop new customer
To conduct competitive intelligence
To generate leads
To seek out new distibutors,dealer or members
8|Page (PROF.DIGNADICE )
•
•
•
•
•
•
•
To test the market
To enhance company image and reputation
To build brand equity
To create long term relationship
To raise funds
To generate memberships
To conduct training
 However, the preceding examples are generic goals. You need more than
generalizations to make your concept work. It is also critical that you decide on
specifics before you begin to choose a strategy to implement your ideas.
SMART OBJECTIVES
 The acronym SMART refers to five adjectives to fine-tune your event objectives.
These are SPECIFIC, MEASURABLE, ATTAINABLE, REALISTIC and TIMEBOUND.
– What will be achieved and how?
–how do we measure our success? Will it be in sales or
profits?
 Will the basis for success include number of people in
attendance?
 Is an award a required result from the event?
– Are these enough resources?
- is it concept feasible?
– Are the tasks achievable within the timetable?
Some examples of SMART event objectives are:
 Bring in xx more exhibitors to join the forthcoming celebrity bazaar in December
20xx.
 Sign up a company to sponsor xx round-trip coach tickets, Singapore-ManilaSingapore for speakers flying I for the Tourism and Hospitality Conference at a
five-star in Metro Manila.
 Increase sales by xx percent by participating in two major trade shows this year.
 Motivate sales staff to meet personal and company sales targets thru an annual
incentive program to an ASEAN destination.
9|Page (PROF.DIGNADICE )
SMARTER OBJECTIVES
 Smart refers to objectives of your clients. What would happen if add two more
adjectives that represent your personal objectives and those of the target
audiences?
 From SMART *Specific, Measurable, Attainable Realistic, Time-bound), your
objectives become SMARTER with the addition of two objectives, Exiting and
Rewarding. These incorporate your personal objectives as well as those of the
participants or the audience.
EXCITING
–today’s audience is more demanding. They are seeking for a total event
experience. they want to see, hear, touch, taste and smell. They are looking to interact,
participate and become part of the event. There is no difference in audience
expectations for a formal conference, a month long exposition or a cowboy-themed
birthday party.
REWARDING
– Whatever gift you choose to reward yourself, make it something special but not
necessarily expensive.
-Smart small.
- Maybe a one-hour break from work, a coffee latte, or a new book.
-It can also be a trip to an exotic destination or an overnight stay I a 5-star hotel.
Find out what works for you.
-See what keeps you motivated
-Decide on what gifts you would like to receive.
- Event management can be less stressful if you know that, aside from your
clients and their audiences, you deserve-and will get- a reward.
TRENDS
1. CUSTOMIZED ACTIVITIES – There is a growing interest in activities that allow
participants to pick and choose. For example, in a teambuilding event, attendees
are gravitating towards creative, not necessarily collaborated activities such as
cooking classes, golf lessons and poetry readings.
2. INNOVATIVE CONCEPTS – Concepts such as anime, online gaming contest,
indie film festival have entered mass consciousness.
 Here are some events that revolutionized the industry:
• Dog fashion shows
• Hackathon
• Robot Olympics
• International pyro musical contest
• Online game battles
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•
•
•
•
Luciano Pavorotti, tenor, sang alongside international Irish rock
band, U2 in a sold-out concert.
60 piece All Filipino Orchectra, dressed in jeans performing a
repertoire of classical pop and rock music in malls
3,951 athletes from 46 countries participating in the Paralympic
Games
Film presentations with live actors requiring the audience to
participate in the re-enactment of the movie.
•
SUMMARY OF THE LESSON
Stakeholders are anyone who will be affected by decisions made by the organization.
The stakeholders I an event are the clients, intermediaries, sponsors, participants, the media,
government agencies, and the organizer.
The essential primary event stakeholders are defined as: employees volunteers
sponsors suppliers spectators attendees and participants. Secondary stakeholders are
also important to the success and survival of the event but do not have the same direct
impact upon the event as primary stakeholders.
I marketing, you begin with product conceptualization before you move into product
development. We will take the same route to create concepts for your events. To reduce
your anxiety about concept design, there are three techniques that help you come up with
event ideas, namely, SCAMPER, Building Blocks and Research.
Setting objectives to improve you with direction, change your goals into objectives.
Understand that event objectives come from two points of view. One is from the clients and
the other is from the organizers. The participants include the exhibitors, sponsors, partnerorganizations, resource speakers, contractors/suppliers, and beneficiaries.
Aside from the event managers, organizers can encompass the host, venue, and the
community.
Smart refers to objectives of your clients. What would happen if add two more
adjectives that represent your personal objectives and those of the target audiences? From
SMART *Specific, Measurable, Attainable Realistic, Time-bound), your objectives become
SMARTER with the addition of two objectives, Exiting and Rewarding. These incorporate
your personal objectives as well as those of the participants or the audience
SELF-PROGRESS ACTIVITY
1. Who would you consider the most important stakeholder in any event? Explain
your answer.
2. Design your event concept using SCAMPER technique.
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GRADING RUBRICS
PASS
Exceed Expectations
1.
Class
Participation
FAIL
Meets Expectations
Engages other students;
Encourages more
participation
Provides meaningful
insights; responds to other
students
Somewhat Meets
Expectations
Only asks questions in the
discussion forum; Only
engages with the instructor
PASS
Exceed Expectations
Below Expectations
Does not participate in
discussion forum
FAIL
Meets Expectations
Somewhat Meets
Expectations
Below Expectations
Initiates discussions to link
lessons to the workplace
Keeps discussions active
Tries to dominate discussion
forum
Is argumentative and off-topic
2.
Weekly
Written
Assignment
/ Project
3.
Essay
Demonstrates a mastery of
the concepts
Demonstrates an
understanding of the
concepts
Submits a completed
assignment with conceptual
errors
Does not understand the
concepts presented
Essay responses are well
thought-out and presented
in a compelling fashion
Essay responses include
all elements in the
questions
Essay responses include the
main point but do not include all
elements
Essay responses provided are
simplistic
4.
Exceeded the objectives of
the task or lesson (can
teach others to do the task)
Answer question with
mastery of the concepts
Met the objective of the
task or lesson (know how
to perform in his own)
Answer the question with
understanding
Met a few of the objectives of
the task or lesson (still need
help)
Responses to the question but
do not include all the elements
Did not meet the objectives of
the task or lesson (don’t
understand the lesson)
Did not answer the question
(don’t give correct or relevant
answer)
Laboratory
Observation/
Demonstration
5.
Oral
Question
SUPPLEMENTARY MATERIALS/RESOURCES
1. Please watch:
a. To learn more about how to use SCAMPER to improve your existing products and create
something new
https://www.youtube.com/watch?v=vqnIEtlp9d8
b. How to Plan an Event- project Management Training
https://www.youtube.com/watch?v=I-XjdcpfXoI
REFERENCES
Astroff and Abbey, (!998) Convention management and Services. Educational
Institute of the American Hotel & Motel Association
Disimulacion, M.A. (2016). Event Mgt. for Tourism, Sport, Business and MICE. Books
Atbp.Publishing Corp.
Goldblatt, J. (2002). Special Events: Twenty-First Century Global Event Management
John Wiley & Sons Pblication
Salvador,G.A. (2016). Event Management: Envision. Execute. Evaluate. C & E
Publishing, Inc
Training Regulation and CBC on Events Management Services NC III, TESDA
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Paceos, 2013, The Event Planning Manual
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