Cultivating stakeholders is a critical part of event management. This application activity covers the following four-stage process for involving stakeholders in an event: identification of stakeholders, classifying stakeholders, assessing stakeholders, and maintaining stakeholders. A case study is provided for students to apply to cultivating stakeholders in an industry example.

Risk management is a critical part of event management. This section covers definitions of the key aspects of risk management and the steps taken by event management in creating a risk management plan. A case study is provided for students to apply the risk management process in an industry example.

In the market segmentation of festival attendees’ application activity, students will review a mini-lecture material related to market segmentation, target marketing and event positioning. Students will then apply the concepts of marketing segmentation, target marketing, and event positioning by analyzing data collected from an international music festival to establish the target market of the international music festival.

Sponsorship management is activities that an event organization engages in to secure support from sponsors and manage the interests of sponsors at the event. The organizer and sponsor are jointly interested in successfully operating events for their mutual benefit. This section provides an overview of sponsorship management for events. The differences between sponsorship and advertising were compared for their strengths and weaknesses. The sponsorship management of a social event was discussed from the prospective from the perspective of organizers and sponsors. A case study on an LGBT+ event provided a case problem for how to construct a social media sponsorship package.

Financial management helps an event planning operation to achieve a profitable future in the competitive business environment. Astute financial management involves securing, allocating and controlling financial resources held by the operation. Good budgeting practices ensure a successful outcome of an event that meets financial objectives. A real-life case study is provided for students to apply financial management principles.

Volunteer management is an integral part of any event that relies on volunteer contributions. Managing volunteers for events is related to three related domains: events, human resources, and volunteering. Each of the domains is discussed for its relation to volunteer management in the context of a sport event. The practice of managing volunteers is considered in terms of its phases. A real–life case is provided so that students can apply their understandings of volunteer management in resolving the case problems.