Event Management Principles Since the dawn of time, in one way or another, events have existed to celebrate an important occasion that was bound to happen. Celebrating the change of seasons and moon phases is an event that brings together people with a common interest in a specific place in a particular place. Although events have been around for many years, the 1990s saw the emergence of the events industry. The events industry has seen the growth of event-related education at colleges and universities. Nowadays, the popularity of events has grown to such a level that it has become a global industry. There are different types of events, which include social, sporting, cultural, corporate and fundraising lifecycle events. Events can be divided in terms of size and the impact they have on society economically and socially. These are called Hallmark, Mega, and Major Events. A hallmark must earn its name. An event is considered so significant in the spirit or ethos of a city or region that it helps to form an identity for that city and region. It also gets wide recognition. A classic example is the Rio Carnival. It represents the Latin vitality and exuberance of the city. Social Cycle events include birthdays, anniversaries and funerals. These events occur according to the calendar, for example a person's birthday may be an event only at a certain time of the year. Sporting events are classified into three types: mega events, calendar events, one-off events and showcase events. Mega events are events so large that they affect entire economies and gain global media coverage. Examples are the Olympics and the FIFA World Cup. It is unlikely that many other events can be labeled as a mega event. Getz (1997) defines a mega event as: “those that produce extraordinarily high levels of tourism, media coverage and prestige. Their volume is expected to exceed one million visits and their reputation as a 'must see' event.” A smaller version of a mega event is called a Major Event. Large events are able to attract significant quantities of visitors, media coverage and economic benefits. There are numerous important events especially in the cultural sector. For example, major musicals such as Cats and Mama Mia receive huge amounts of tourist revenue for London's West End. Glastonbury Festival is a major contender to be classified as a major event. Festivals themselves can... center of paper ......the marketing mix is ​​a vital factor of event marketing. Event organizers need to be aware of consumers' decision-making process. The acronym PIECE explains this process, which stands for problem recognition, information search, evaluation of alternatives, purchase choice and evaluation of the post-purchase experience. Problem recognition is involved in selecting a target market and appealing to its needs. This ties into Maslow's Hierarchy of Needs. Refer to Appendix F. Does your target audience want to seek romance? Building self-esteem? Overall, what need will your event satisfy. These needs must be highlighted through marketing. Other competitors are a vital component in the decision making process. What will make your event more attractive than another? What will finally convince a consumer to participate in an event? What are the incentives? The post-event is equally important. Did the target market appreciate the experience? Was it fun? How will customer satisfaction be monitored? The distribution of questionnaires is a tool. Kotler et al”.