You are required to read and critically analyse the following article and provide referenced responses to the questions below.
Chapman, L & Sadd, D 2014, ‘Events as strategic marketing tools in shopping centers’, Event Management, vol. 18, no. 3, pp. 357-367.
1. What are the goals of the special events staged in the shopping centre? What are the aims that the shopping centre, as a host organisation, ultimately seeks to achieve through these special events?
2. Interpret the terms, ‘the property-led approach’ and ‘the customer-led approach’ in the article in your own words. Explain why selecting an appropriate approach for managing and planning events is important.
3. The authors suggest that in this case the property-led approach is more suitable than the customer-led approach. Explain how and why you agree/disagree with this claim. You can consider, but are not limited to, the following aspects:
• How the events can be influenced if the customer-led approach is adopted, and how effective it is to achieve the event goals and the aims of the shopping centre
• How the events for which the customer-led approach is more appropriate are different from the special events staged in shopping centres (e.g. stakeholders, goals/aims)
Length: 1000 words (excluding reference list)