Course: HRM 121 EVENTS MANAGEMENT

Topic: LESSON 8: ENVIRONMENTAL SCANNING

Schedule: NOVEMBER 3- 6, 2020

Mode of Delivery Asynchronous

Learning Outcomes:

At the end of this module, you should be able to:

1. define scoping or environmental scanning;
2. outline the environmental scanning process for an event;
3. perform scoping activities for the class event;
4. explain the importance of environmental scanning.

Integration of Core Values and Biblical Principles

7
“Ask and it will be given to you; seek and you will find; knock and the
door will be opened to you. 8 For everyone who asks receives; the one who
seeks finds; and to the one who knocks, the door will be opened.
9
“Which of you, if your son asks for bread, will give him a stone? 10 Or if he
asks for a fish, will give him a snake? 11 If you, then, though you are evil, know
how to give good gifts to your children, how much more will your Father in
heaven give good gifts to those who ask him! 12 So in everything, do to others
what you would have them do to you, for this sums up the Law and the Prophets.
Matthew 7:7-12

 
  
Introduction:

Scoping or environmental scanning is the first step in every planning function, not only
for events management. Scoping refers to the process of looking around you and finding explains
the importance of this step in events management (Romero 2015). This lesson provides tools for
scoping activities and explains the importance of this step in events management.

Learning Activities and Resources:

The following are the links to other learning resources for your further reading and learning
process.
1. [Link]
[Link] (What are the basics of environmental scanning)
2. [Link] (Definition of Environmental
scanning)
3. [Link] (Importance of environmental
scanning)

Body/Lesson Proper:

Learning Activity 1 (Read)

For module 7, I want you to read your textbook (Events Management) on page 52.
Lesson 8 Environmental scanning. Also, refer to the online resources listed above for
your further readings

The following are the guide questions that you may answer during the reading process:
Content Questions:
1. What is scoping or environmental scanning?
2. What are the importance of scoping for an event?
Unit Questions:
1. Identify the three elements or things to consider in scoping for an event.
Essential Questions:
1. Summarize the steps in conducting a feasibility study into four steps.

 
  
It is important for every event organization to interact and transact with its environment
as the business environment has direct relationship with the organization. The success or failure
of an organization is primarily established by the effectiveness of its interaction with its
environment. The enterprise has little influence on the environment and therefore, it is important
for the company to identify with the environment of its operation and devise its policies in
relation to the forces in that environment. The forces affecting external environment of business
are as follows:

• The political environment of any region or state influences the event to a larger
extent. This environment is influenced by the political organization, philosophy,
government ideology, nature and extent of bureaucracy and political stability.
Event organizer may get various concessions and benefits in hosting the event as
per the local government policies.
• In today‘scompetitive world the majority of people have an urbanized approach
towards celebration. There are many community events and festivals in the
urbanised world, celebrating their character of life.
• Technology is an important aspect in the world of special events, as everything
from planning to programming to great extents relies on technological solutions.
Internet provides new possibilities for communication, information resources, and
is an efficient marketing tool. Staying current with technology is important for
event managers as consumers expect quick feedback from the organizers of
events.
• Changing generations and cultural diversity in many communities has resulted in
a shift of values, which implies both opportunities and challenges for events.
Diversity, unity, and equality is emphasised. Environmental and globalisation
awareness and quality are emerging as important values for event management
companies. In India various events such as Jaipur Literature festival , various
trade fairs and travel marts promote the spirit of cultural synthesis.
• Stakeholders are groups, organisations, and individuals who have invested or keep
an interest in the successfulness of an event. Typical stakeholders of events are
the organisers, sponsors, partners, customers and the community Sponsors and
partners supporting an event, either by contributing financially or by providing in-
kind support, are also stakeholders. Guests and customers are stakeholders
because an event is organised for providing them a particular product, which is
commonly leisure, education, or other service. . The local community provides
many resources for events, such as businesses, hospitality services and public
places, staff and volunteers.
• The other forces affecting Event management are the people interested in
participating in certain events as performers, the media, local tourism bodies, or
providers of facilities and infrastructure for instance. Moreover there can be local
firms and businesses looking to improve revenue through events. An event

 
  
management company‘s stability and profitability are interdependent on its ability
to quickly identify and respond to changes in the external environment. Change is
inevitable and having the flexibility to deal with unexpected market mutations can
mean the difference between survival and extinction for an organization.

While external factors like government policy changes are sometimes unexpected, that doesn‘t
mean one can‘t prepare for them. The most effective way for a business to prime itself to be
flexible and adaptive is to develop a framework for conducting an environmental scan.

An environmental scan is the process of methodically gathering, analysing, and interpreting

data about external opportunities and threats. It‘s a mechanism to collect relevant information
about the outside world, the competitors, and the market position of the event management
company.

One of the most popular methods used to perform an environmental scan is the PESTEL
analysis. This model is an external factor evaluation matrix that focuses on six spheres of data:

(P)olitical: The extent to which a government may influence the economy and thereby
impact organizations within a certain industry. This includes government policy, political
stability, and trade and tax policy.

(E)conomic: How economic conditions shift supply and demand to directly affect a
company. This includes economic growth or decline, and changes in interest and inflation
rates.

(S)ocial: Changes in the socio-cultural market environment that illustrate customer

needs and wants. This includes emerging trends, population analytics, and demographics.

(T)echnological: How innovation and development evolve a market or industry. This

includes automation, technology awareness and adoption rates, and new services or
products.

(E)nvironmental: The ecological and environmental aspects that affect a company‘s

operations or consumer demand. This includes access to renewable resources, weather or
climate changes, and corporate responsibility initiatives.

(L)egal: The current legal allowances or requirements within countries or

territories in which an organization operates. This includes health and safety requirements,
labour laws, and consumer protection laws. After one complete a PESTEL analysis (sometimes
known as PESTLE analysis), i.e. a thorough environmental scan that identifies uncontrollable,
external factors the organization should prepare for. It‘s appropriate to have a plan of action for

 
  
the items one think could actually occur and have a material impact on the business.

(Source: [Link]

Learning Activity 2. (Reflect)

I hope that you have taken something significant in the topic, in the Discussion Tab of
Canvas (Lesson 8 – Online Participation), answer by clicking reply.
1. In your own words, explain the importance of scoping for an event.

Learning Activity 3. (Respond)

In  the  Performance  Task  of  Canvas  (Lesson  8  –  Assignment)  

1. Select an event concept and write a feasibility study report using the format
below:
I. Introduction
II. Objectives of the event, theme, and scope
III. Demand Analysis
IV. Competition
V. Implementation
VI. Financial Analysis
VII. SWOT Analysis
VIII. Conclusion and Recommendations

Summary/Conclusion

In events management and other industries, scoping and environmental scanning are very
important step in establishing a plan.

References:

1. Romero (2015). Events Management, second edition.

2. [Link]
[Link] (What are the basics of environmental scanning)
3. [Link] (Definition of Environmental
scanning)
4. [Link] (Importance of environmental
scanning.