Learning outcomes to be examined in this assessment
1. Assess the relative importance of organisational stakeholders in the event management context and the impact they have on the organisation's overall activities.
2. Discuss relationship marketing in the context of the event organization's stakeholders in achieving stakeholder interest, involvement, commitment and loyalty.
3. Recommend the key methods for measuring the success of stakeholder related marketing mix and communications activities within an event context.
4. Explain the role of the account manager and apply the principles of stakeholder management to the account management role.
Assignment-
Assignment part one: Group Report
Scenario
Festival Republic is the UK's leading festival and event management company, renowned for its large scale production of festivals and music events.
Festival Republic will be presenting Wireless festival 2016, the premier summer party in the heart of London over three days. Opening on Friday 8th July to Sunday 10th July 2016, the biggest headliners will be performing over multiple stages across three days.
Having recently joined the team of events specialists, you have been asked by the director of events to produce a report on relationship marketing which will be used to inform members of the team and executive board of Festival Republic.
Report should include the following sections:
Part A: Stakeholder analysis
• Identify stakeholders of the Wireless Festival event and categorise them into groups
• Explain the needs and interests of each group
• Using the Power/Interest matrix comment on the relative importance of the identified stakeholders and their likely level of interest in and influence on the Wireless festival
Part B: Relationship marketing
• Choose two stakeholder groups with the most influence and interest that Festival Republic should aim to develop a relationship approach with. Give reasons for your choice. You should include theories to support your discussion: the five stage model, relationship ladder of loyalty
• Outline a marketing mix that will add value and build relationships with the two identified stakeholders
• Explain what your role will entail as account manager of the event stakeholders
For information on the event visit:
Festival Republic - https://www.festivalrepublic.com/
Wireless Festival 2016 - https://wirelessfestival.co.uk/
Assignment part two: Group Presentation
You have been asked to deliver a 15 minute presentation to the board of directors at Festival Republic on the various ways the success of a stakeholders marketing mix can be measured.
Your presentation should:
1. Identify different types of approaches and tools for measuring the success of marketing activity
2. Recommend and outline the best two approaches and/or tools to measure the success of the outlined stakeholders marketing mix in Part b of your report
Presentations can be done in any of the following formats:
• PowerPoint
• Prezi
• Poster
• Story board
Comment: Use British English and currency £.