OVERVIEW:
These guidelines are further information to what is provided on p. 11 of the Subject Guide.
LEARNING OUTCOME:
This assessment is designed to assist you to:
- Research, appraise and synthesise the nature, delivery and effectiveness of one current operational practise of an established sports event.
TASK DESCRIPTION:
The industry case study presented in Week 6 will provide an opportunity to address one of five event problems/issues. In report format you are required to provide a professional consultancy report that offers three different options to resolve one selected problem. One of these options will then be developed and investigated in some detail.
WORD LIMIT:
- Maximum 3,500 words.
- Note: the word count does not include the References and Appendix sections (if used).
- Note: any report exceeding the maximum word count requirement will not be read and hence not be considered in the allocation of marks.
GETTING STARTED:
Background:
Tough Mudder Pty. Ltd. is the company that manages the Tough Mudder Melbourne 2016 event. Tough Mudder Pty. Ltd. stages three events in Australia (Melbourne, Sydney and South East Queensland). The events are part of a network of 50 Tough Mudder events worldwide that are designed as tests of mental and physical strength. Conceived in 2010 by two graduates of Harvard Business School, the obstacles often play on common human fears, such as fire, water, electricity and heights.
As a result, Tough Mudder Pty. Ltd. is the CLIENT for your consultancy report.
Client Brief:
Tough Mudder Pty. Ltd. are giving you a brief (i.e. set of instructions) for your consultancy. The client brief has five parts, and each represents a problem associated with managing the event. Each one is also aligned with one of our subject topics:
1. (Managing the event workforce) - To improve our service, we need to attract and retain the best event staff. How can we do this?
2. (Marketing) - We want to grow the market for our Tough Mudder Melbourne Event. How can we improve our marketing effort to expand the number of our customers?
3. (Sponsorship) - We want to increase our revenue for the event. How can we attract more sponsorship of Tough Mudder Melbourne?
4. (Media Management) - To grow our market, we need to improve our media management. How can we improve media coverage (new and old media) of our event?
5. (Operations) - We also want to improve our service for our Tough Mudder Melbourne customers. How can we solve some of our operational problems? (E.g. reduce long queues for customers, merchandising, improve car parking, enhance safety for our customers without detracting from the Tough Mudder experience)
What's next?
- First, from the Client Brief above, choose one of the five event problems. This will be the focus of your consultancy report. You will need to define this problem in your report (Section 1 - "Problem Definition");
- Second, read the relevant chapters of the e-books. Identify the relevant concepts, theories and event practices, then write your review of this literature (Section 2 - "Literature Review");
- Third, using your literature review to guide you, choose three (3) options for solving your chosen event problem. From these three options, choose two options that you want to discuss briefly (Section 3 - "Data Collection & Findings"), and one that you want to discuss in detail (Section 4 - "In-depth Action Plan of One Solution").
- Fourth, write about the advantages and disadvantages of each of your three options: for your "brief" options, do this in Section 3. For your "in-depth" option, do this in Section 4;
- Finally, for Section 4, write your detailed action plan that identifies what will be implemented, when and how it fully addresses the client brief in an innovative way.
Use the following template to start making your decisions about your consultancy for your client:
(1) Event Problem: (E.g. "Marketing - we need to grow the market for our event").
(2) Viable Options (adv/disadvantages):
a. Option a)
b. Option b)
c. Option c)
Select one option - to be discussed in-depth (Scope of the Report):
-
Specific issues to be resolved:
THE REPORT
Content Criteria:
The following items/headings provide a structure for your consultancy report:
1. Section 1 - Problem Definition (5 marks, approx. 300 words). The problem definition section will:
a. Briefly describe the Tough Mudder event:
- Event venue & location;
- Name and location of the organisation managing the event;
- Date of the event;
- Key stakeholders
- Sponsors.
b. Clearly and concisely describe the industry problem. Refer to any micro factors (event- specific) and macro factors (economic, social or political) that contribute to the problem.
c. Clearly state and justify the needs of the client.
2. Section 2 - Literature Review (10 marks, approx. 700 words).
- This section is like a mini "essay". This means you are developing a concise argument for why your chosen event problem from the client brief is important;
- Your Literature Review is therefore a brief but critical discussion of the concepts, theories and event management practices that are relevant to your chosen event problem;
- Your Literature Review will therefore have the following structure:
a. Introduction: (1 x paragraph). A brief statement of the purpose of the review, and introduction to the main part (body) of the review [E.g. "The purpose of this review is to...", and, "This review will argue that..."];
b. Body: (3-4 x paragraphs). Based on the relevant chapters of the e-books, and at least 2 relevant journal articles [4 marks], the body of your review will critically discuss the concepts, theories and event management practices that are relevant to your chosen event problem from the client brief [4 marks].
- Note: this section will focus on one event problem from the client brief (i.e. Either "managing the event workforce", or "marketing", or "sponsorship", or "media management", or "operations")
- Here is an example structure for paragraphs in the body of your literature review :
- 1st sentence - Topic sentence [E.g. "A sport event marketing concept of...is important for understanding sport event management practices"];
- 2nd sentence - Relevant literature that supports your claim [E.g. "The value of this concept is documented in a range of literature (Parent & Smith-Swan, 2013; Cripps, 2008; Judd, 2010) ..."];
- 3rd sentence - Your comment [E.g. "This suggests that the concept..."];
- 4th sentence - Concluding statement [E.g. "As a result, it can be argued that...."];
c. Conclusion: (1 x paragraph). Your conclusion will be a brief statement of the why your chosen event problem is important, and requires an in-depth action plan.
3. Section 3 - Data Collection & Findings. Section 3 will:
a. Describe and justify your choice of three options (3) for solving your chosen event problem;
b. Explain advantages and disadvantages of the two options you want to discuss briefly.
- Note: the advantages and disadvantages of the third option you want to discuss in-depth will be provided in Section 4.
4. Section 4 - In-depth Action Plan of One Solution (20 marks, approx. 1500 words). Section 4 will:
a. Describe your third option in-depth. In doing so, it will identify:
- What will be implemented;
- When it will be implemented, and;
b. Explain the advantages and disadvantages of your third option.
c. In particular, it will explain how it fully addresses the client brief in an innovative way.
Your report will:
a) Clearly convey a logical argument;
b) Clear and concise writing: Powerful, confident and precise use of language.
c) Intellectual honesty demonstrated by appropriate use of APA6 referencing/citation method:
a. Consistent use of APA6 referencing method;
b. Provide a properly formatted reference list for your references.
- You must use an appropriate method for referencing all materials (e.g. books, journal articles, websites, etc.) that you refer to in this assessment (i.e. APA6). It is expected that an in-text citation (e.g. Parent & Smith-Swan, 2013, p. 12) will be provided for all sport event management concepts in the first instance you refer to them. Information on how to use APA6 can be found at: https://www.lib.latrobe.edu.au/referencing-tool/apa-6s. The following website will also be useful: https://ilrb.cf.ac.uk/citingreferences/apatutorial/index.html
Attachment:- Individual Consultancy and Tough Mudder Event.rar