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International Events Management

Word Limit: 1,750 words
Learning outcomes assessed:
• Discuss the strengths, weaknesses, opportunities and threats of the event organisation;
• Evaluate the barriers an events organisation would face organising an event overseas or an international event organisation would have when launching in the UK.
• Use a range of tools, techniques and apply creativity to solve problems through qualitative and quantitative data relevant to the study international marketing;
• Justify the importance of strategic theory and applying it to an events industry who is launching an event overseas;

Coursework Instructions
Please read carefully

• Carefully read the module handbook, the marking criteria and the grade descriptors.

Academic Misconduct

You are responsible for ensuring you understand the policy and regulations about academic misconduct. You must:
• Complete this work alone except where required or allowed by this

assignment briefing paper and ensure it has not been written or composed by or with the assistance of any other person.
• Make sure all se************ pass************d from other people’s work in this assignment (with or without trivial changes) are in quotation marks, and are specifically acknowledged by reference to the author, work and page.

Assignment Questions

As an International Events Manager, you have been hired to take ONE existing British event into a new international market. Suggestions for types of British events include:
• ******deal ****** show (Furniture event in Spain)

Other events may also be selected, however must be agreed by your class

Tutor

Event Brochure (70% towards final grade): Individual

An individual written 1,750 word brochure should reflect the chosen British event launch into a new overseas market (Spain). It is important that your brochure is appropriately structured. This is an academic paper, so you should draw on contemporary literature to support arguments made.

The brochure should include:

• Organisations background including SWOT Analysis (LO1)
• Relevance of the chosen event in the new identified overseas market (market entry, STP, strategies etc.) (Porters’ five forces, PESTEL of the country/city)
• Detail of event theme/design
• Evaluate Marketing plan for launch (general marketing plan focusing on 5
Ps or for more marks with 7 Ps) (LO4)

It should demonstrate:

• Relevance to target ******ience and justification (Sociodemographic data and analysis of the target market and for more marks include Hofstede)
• Critical analysis of contemporary issues/ barriers (That may impact on the success of the overseas event) and recommendations on how this can be addressed, using qualitative and quantitative data (LO2)

• Knowledge and application of relevant academic models and theories

(LO4)

Your brochure should include images, coloured background and references to the appropriate international event and marketing literature (textbooks, journals and websites). Care should be taken when consulting websites as they are not all equally authoritative (for example Wikipedia is not peer-reviewed; therefore is not considered an academic reference website). A minimum of 5 different academic references must be cited, but a well-researched report is likely to cite many more. Ensure the word count is followed, any additional supporting materials should be included in the appendices.

The pitch should include:

– Identification of ONE new market for a British event of your choice with justification for choice
– Outline a proposal for the event that includes:

• SWOT of the chosen event (LO1 and LO2)

• Identified market for launch of the new chosen event (LO3)

• Event theme/design
All decisions should be justified based on data analysis or the application of relevant theory or concepts.
Please allow 5 mins at the end for questions.

End of Assignment Brief

INTERNATIONAL EVENTS MANAGEMENT

International Events Management Brochure Guidance
Your brochure should include images, split columns, coloured background and references to the appropriate international event and marketing literature (textbooks, journals and websites)

Suggestive Structure
1) Cover Page- Including Student Name and Student ID Number
2) Introduction to the Event- Brief introduction to who they are and what they do
3) Event’s Current SWOT Analysis- Can be similar to the SWOT used in the group presentation, however explained further using TOWS Analysis for more marks
4) Relevance of the new location for the event- Here you can include market entry strategies, Porters’ Five Forces, Ansoff’s competitive strategies, PESTLE of the host country, segmenting/targeting/positioning)
5) Relevance to target ******ience- sociodemographic data and analysis of target market including Hofstede’s Cultural Dimensions, communication styles (Hall and Hall, 1990)
6) Detail of the event’s theme and design- Including catering, entertainment, content, environment, production, programme and theme
7) Outline Marketing Plan for launch of event: A general marketing plan focusing on the 4Ps or 7Ps for more marks
8) Analysis of any issues/barriers and their solutions- Analyse any barriers/issues you think could impact the success of this international event-e.g. cultural barriers etc and discuss the solutions.
9) Conclusion- highlight main points from the main body
10) Reference List- List of all sources used for this brochure