이벤트기획

Chapter 01 이벤트와 기획
1. 이벤트의 개념과 분류·····································10
2. 기획의 개념과 기능········································17
3. 이벤트기획과 기획자·······································22

Chapter 02 이벤트기획의 특성
1. 이벤트기획의 효용과 구성요건························30
2. 이벤트기획의 운영원리와 한계························34
3. 이벤트기획의 과정··········································39

Chapter 03 구상단계
1. 이벤트 개최의 필요성·····································48
2. 실행가능성의 검토··········································52
3. 기본구상·························································56
4. 기획 방향 설정···············································59

Chapter 04 환경분석과 시장조사
1. 환경분석의 목적·············································74
2. SWOT 분석····················································76
3. SWOT 전략····················································79
4. PEST 분석·····················································81
5. 환경분석을 위한 평가기법······························81

Chapter 05 프로젝트 관리
1. 프로젝트 관리의 과정·····································94
2. 프로젝트 개요와 운영계획서···························98
3. WBS Work Breakdown Structure ···············102
4. 일정관리·······················································104

Chapter 06 예산의 관리
1. 예산관리 절차···············································126
2. 비용산정·······················································127
3. 예산확정·······················································131
4. 예산집행·······················································133
5. 스폰서십 관리···············································145

Chapter 07 조직관리와 이해관계자
1. 조직관리의 절차···········································158
2. 조직계획·······················································159
3. 조직구조·······················································161
4. 업무와 목표의 할당······································166
5. 프로젝트팀 개발···········································171
6. 리더십과 갈등관리········································185
7. 이해관계자····················································193

Chapter 08 프로그램 연출
1. 이벤트 프로그램···········································204
2. 연출의 의미··················································207
3. 이벤트와 연출···············································208
4. 이벤트 연출의 요소······································210
5. 이벤트 연출의 표현기술·······························217

Chapter 09 이벤트 마케팅
1. 마케팅의 의미···············································228
2. STP ······························································232
3. 시장세분화 segmentation·····························233
4. 목표고객설정 targeting·································236
5. 포지셔닝 positioning····································238

Chapter 10 리스크관리와 이벤트 평가
1. 리스크관리····················································242
2. 리스크관리계획·············································247
3. 리스크 감시통제···········································256
4. 이벤트 평가··················································257
5. 이벤트 평가의 절차······································260

참고문헌 / 264