Events Management 2nd Edition Glenn Bowdin, Johnny Allen, William O'Toole, Rob Harris, Ian McDonnell - Solutions

Using Ansoff’s product–market matrix, discuss the strategies that Microsoft appeared to achieve from its sponsorship. In your discussion, use examples from the above case study?
Select five key benefits of event sponsorship and briefly explain how Microsoft achieved those benefits from its sponsorship of the 2002 Manchester Commonwealth Games.
Discuss how well Microsoft’s evaluation of its sponsorship reflects the sponsorship effects process shown in Figure 8.3.
Select an event and contact its organizers with a view to determining whether they have developed sponsorship policies or sponsorship business plans. Establish why they have, or have not, done so. If they have developed one or both of these documents, investigate how the content was decided.
Investigate a specific recurring event with a view to identifying the potential assets and benefits it might be able to offer sponsors. Are all of these assets currently being offered to sponsors? If not, what reasons could exist for these assets being untapped?
Identify a festival or event of interest to you and state the steps that you would follow in identifying potential sponsors for this event.
Obtain several non-current sponsorship proposals from event organizers/corporate sponsorship managers. Critically evaluate the content and presentation of these documents in the light of what you have read in this chapter.
Name an event or festival for which sponsorship may be inappropriate and discuss why you have formed this conclusion.
Identify a public sector organization that is sponsoring one or more events and contact the person responsible for sponsorship. Ask them what they are trying to achieve through their sponsorship strategy and how they assess the outcomes.
Identify at least five trends that explain the expanded use of sponsorship as a marketing medium.
What is the difference between looking at event sponsorships as transactions versus business relationships?
Effective theming can add an additional dimension of attractiveness and impact to an event. Discuss this statement with reference to the above Ford Thunderbirds event.
Identify the ‘five Ws’ of the Ford Thunderbirds event. What do you consider to be the prime ‘wow’ factor of the event?
The case study discusses the concept of experiential design. What do you understand by this term? How is this applied in the Ford Thunderbirds event?
How does Ford Thunderbirds outlined above meet the definition of an event? How would you classify this type of event?
Why do you think International Confex is successful in attracting the quality and quantity of visitors? What other strategies could be implemented to ensure that this quality is maintained and developed in the future?
The International Confex product includes the opportunity to access an educational seminar programme. What other elements could be included in International Confex to develop the exhibition for the future?
What alternative distribution strategies could International Confex utilize?
What visitor needs and wants does International Confex fulfil?
What are the advantages and disadvantages of the marketing campaign used by International Confex?
Why is the term ‘promotion’ less relevant than ‘integrated marketing communication’(IMC) for events marketers?
Provide examples of three forms of product development in the event or festival context.
What are the four key criteria for successful programming identified by event producers?
What considerations (other than monetary costs) influence decisions on pricing an event?
Identify the key steps in the consumer decision process. Offer examples of how each step affects the event consumer.
Outline five key motives for festival attendance.
Discuss some technological challenges that have an impact on the marketing success of events managers.
Identify the five key characteristics of services. Offer examples of each characteristic in the event or festival context.
The case illustrates the use of events for motivational purposes. How can events such as this be used to motivate employees and managers? What other needs do they satisfy?On what basis can participants be selected to take part?
What stakeholders’ needs were satisfied by this event?
Who were the event stakeholders?
Why is this an ‘event’? How is it different from and similar to other events that you know of?
Can you suggest any additional means by which the legacy of the volunteer programme can be continued?
What functions does a volunteer training manual perform?
What role does recognition play in the success of the events volunteer programme?
How can the success of the Manchester 2002 Commonwealth Games volunteer programme be measured?
Construct a post-event evaluation questionnaire for volunteers involved in the event identified in question 5.
Discuss general approaches that you might employ to motivate the volunteer staff associated with an event. Which of these approaches would be most appropriate for an event such as the one you examined in question 8?
Critically review one stage in the human resource management process (as proposed in this chapter) employed by an event of your choice.
Propose an induction and training programme for the event identified in question 5.
Write brief job descriptions for each position.
Identify all voluntary positions involved in the event examined in question
Undertake a job analysis for an event of your choice.
List the questions that you would ask a candidate during an interview for the position given in question 3.
Develop a job specification for the position of event manager for an event of your choice.
In the context of a specific event, identify the policies and procedures regarding human resource management. Collect examples of forms and other material that support them.
Interview the organizer of an event of your choice and ask him or her what legal/statutory requirements have an impact on human resource management processes and practices.
Would you classify the process used for developing an event such as this as a single use plan or a standing plan? Explain your answer.
Construct a policy document for the event that lists appropriate policies and procedures for producing the event.
Write a position description for the position of show director in the event organization.
Explore the strategies adopted by DMG World Media with their portfolio of Shows.How do these compare to the Daily Mail Ideal Home Show?
Describe the strategies that DMG World Media uses for Daily Mail Ideal Home Show to achieve its objectives.
The case outlines the key recommendations from focus groups that were implemented for the 2005 Show. How could these be developed into objectives that correspond to the SMART principle?
Write a purpose statement for the Daily Mail Ideal Home Show.
Can you think of any other companies or organizations where a similar event model could be applied? List the potential stakeholders, and describe the steps that you would take in conceptualizing the event.
Events of this size and complexity present many challenges for future years, including how to develop the event, while keeping it aspirational and tightly budgeted. Imagine that you are planning the above event again for next year.(a) If the numbers increase above the current level, the existing
From the event description in the case study, what do you think was the likely process of conceptualizing the event?
Identify the many stakeholders in the Vodafone ball, and list the likely benefits to each.
Critically examine the strategic planning process of a particular event in the light of the processes discussed in this chapter.
Explain why stakeholders are significant from the perspective of establishing vision and mission statements.
Briefly discuss the difference between a policy and a procedure.
Explain the difference between a strategic plan and an operational plan.
Select an event with a functional organization structure, and another with a network structure. Describe each of these structures, and discuss why you believe each event chose the organizational structure it did.
Identify several events, determine if they have established objectives, and assess these against the SMART criteria discussed in this chapter.
When might an event employ a retrenchment strategy or a growth strategy? Can you identify any specific event where one of these strategies is in evidence?
Conduct an interview with the manager of an event of your choice with a view to identifying the key external environmental factors that are impacting on their event.
Undertake an Internet search of a particular event type (for example, festivals), identify four events that have established mission statements and compare these to the criteria given in this chapter.
Briefly discuss the value of setting vision/mission/purpose statements for events.
How can customer experience be measured at a festival and event? Discuss three different techniques that can be used, outlining the strengths and weaknesses of each approach.
What kind of activities can the Edinburgh International Book Festival engage in to increase participation from the market segment aged 18–25 years?
Tension between artistic programming and commercialization is a critical problem for many festivals and events, particularly those with a strong community base. How can festival and event organizers put in place strategies to counteract this?
Name a major event that you have attended or in which you have been involved, and identify the primary stakeholders and their objectives.
Imagine that you are planning an event in the area where you live. What are its unique characteristics, and how might these be expressed in an event?
What events can you think of that demonstrate a unique vision or idea? What techniques have they used to express that vision or idea, and why do you consider them to be unique?
What are the means by which an event creates an emotional relationship with its participants and spectators?
Using the same event example that you have discussed in the last question, identify suitable media partners and outline how you would approach them to participate in the event.
Focusing on an event that you have experienced at first hand, list the benefits that the event could offer a sponsor or partner.
Give examples in your region of government, corporate and community involvement in events and their reasons for putting on events.
Who are the most important stakeholders in an event, and why?
What differences (if any) do you see between the responsibilities of Event Denmark and EventScotland?
What lessons can be learned by from the Event Denmark approach by countries considering formalizing their event support at a national level?
Discuss the criteria that Danish Tourist Board has developed to identify which events they will support. For example, are these clear and achievable? Are there other criteria that you would implement?
What role do events play in achieving tourism strategy?
What criteria would you use to measure success of an organization such as EventScotland?Based on your criteria, how does EventScotland compare? Conduct research to obtain facts and figures to support your answer
Briefly discuss how EventScotland will determine which events it will support.
Briefly describe the key roles that EventScotland is charged with performing.
What was the rationale for the establishment of EventScotland by the Scottish Government?
Discuss the various forms that grants from event tourism bodies can take.
Draw a basic event tourism strategic planning model. Briefly describe each step in this model.
Briefly discuss how events can play a role in branding a destination.
What types of action might bodies with a major involvement in event tourism consider taking to develop the event sector in their destination?
What is meant by the term ‘destination event portfolio’? What value does this concept have from an event tourism strategy perspective?
Briefly discuss the three broad strategic options available to destinations seeking to expand visitation through the use of events.
In the absence of a single body with responsibility for directing a destination’s event tourism efforts, what approaches might be used to ensure a coordinated response to this task?
What types of non-tourism goals might a destination seek to achieve by expanding its focus on event tourism?
List and discuss three goals that a destination may seek to progress through the development of an event tourism strategy.
Discuss the value of having a clear understanding of a destination’s overall tourism strategy before embarking on the process of creating an event tourism strategy.
What other practical measures could the organizers consider to ensure that the environmental impacts are minimized?
Based on the case study, identify examples of what you consider to be best practice approaches to environmental management. Discuss why you have chosen these.
Summarize the potential environmental impacts of Glastonbury Festival. How do these differ from an event taking place in a purpose built venue?

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Events Management 2nd Edition Glenn Bowdin, Johnny Allen, William O'Toole, Rob Harris, Ian McDonnell - Solutions

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