The presented results refers to the management of event projects aimed at obtaining a lasting impact in shaping the image of the enterprise or institution, the impact on the public interest. Management of event projects contains functions of planning, organization and control over the conduct of the event. The paper analyzes different approaches to the interpretation of "event management", "event project". According to Startseva, the "event" - both professionally planned and organized event in the cultural and marketing areas is intended for a certain circle of people that is important and unique, the implementation of which is limited in time and space and aimed at solving specific goals and objectives that are achieved with the use of various resources. Joe Goldblatt notes that the history of the event-management industry reaches ancient times. Special events have always existed, because people gathered together to celebrate the harvest or sowing. Humanity throughout its history was accompanied by various ceremonies and rituals on important events – birth, reaching adulthood, marriage, death. From the formal point of view, the event-industry began in the 1800s when started selling tickets for professional sporting events, and later gradually transformed. Considered that the profession was formed in the 1950-es, it all began with the discovery in 1955 of Disneyland. The analysis of theoretical approaches to understanding the essence of the event–management shows that most often it is understood as a set of measures to create corporate and public events. However, some researchers interpret "event management" as a complex of measures aimed at promotion of the brand in internal and external marketing environment, others as the organization of cultural events, and others – as all actions and arrangements for any occasion. Management of event projects is an applied part of the science of management and covers basic functions as planning, organization and control of the unique, exceptional event, and the uniqueness is provided by means of bringing it to the end user as an original idea. On the basis of the research scientists explain own definition of management of event projects – it is management to create a positive image and promotion of the HEI brand on the market of educational services through the implementation of mini-projects. In the interpretation of the management of event projects brings together two main aspects: first, the use of special events to achieve corporate and social objectives; second, the methods and techniques of managing unique events that are treated as separate projects. The different in determination is that using the event-management generated innovative solutions in the promotion of educational products and services through effective management of event project. Project management in the area of events reflects the integrity of the conduct or implementation of targeted actions. Each task that cannot be performed in a standard procedure, should be planned as a separate project. Management of special events creates innovative solutions in the promotion of goods and services through effective project management. Therefore, the "event project" is a separate design unit that has a start and end time, tasks, limited resources etc. According to the results, we can conclude that, event, like any other difficult project, can be efficiently implemented by individual employees through their effective interaction. Planning of special events is a multi-task, the successful implementation of which depends the achievement of communications goals.