Page 110 - DMGT304_EVENT_MANAGEMENT

Unit 4: Marketing and Promotion of the Event

Notes
Risk Management
The goals of risk management in events like everywhere include the protection of assets,
to minimize legal and financial liabilities, to control potential loss, properly manage
growth, and to operate responsibility. Risk management recognized in varying degrees
as a key component of the responsibilities associated with the planning and producing
events. It is often perceived as a function that is carried out once an event has been conceived,
designed, and organized. RM should be thoroughly embedded in the event design and
throughout its development and production process to ensure the risks associated with
the event are managed effectively and cost efficiently (Silvers, 2008).
Method
The purpose of this study is to analyze a special event based on event marketing and event
management perspectives as a case study. The purpose is divided into two research
questions:
What were the applications of All Star Basketball Event based on event marketing and
event management approaches? How these applications were implemented in the event.
TKBL All Star 2011 sport event is selected case study under investigation for the purpose
of this research.
In this study, the research method adopted was the case study because this type of approach
is useful to investigate contemporary phenomena within a real life context, especially
when the boundaries between the phenomenon and the context are not clearly evident
(Silvestre and Dalcol, 2010; Yin, 2003). Research by case study is more suited to how and
why questions which can be explanatory in nature. Case research allows the researcher
the opportunity to tease out and disentangle a complex set of factors and relationships,
albeit in one or a small number of instances (Easton, 2010). Yin (1989, p. 23) defines a case
study as ''an empirical inquiry that investigates a contemporary phenomenon within its
real-life context when the boundaries between phenomenon and context are not clearly
evident and in which multiple sources of evidence are used'' (Halinen and Törnroos,
2005). Silvestre and Dalcol (as cited in Siggelkow, 2007) state that a case method can
sharpen existing theory by identifying gaps and fill them in, and also provide theoretical
contributions when employed as illustrations. According to Cutler (2004) research based
cases are used to investigate activities or complex processes that are not easily separated
from the social context within which they occur. To select a sample to this study, researchers
have chosen to use judgemental sample which is a non-probably sampling method that
allows us to select the case that seems most suitable to answer our research questions
(Maki and Sjöstrand, 2007; Saunders, 2007). Based on this method, a special sport event in
Turkey, All Stars, was chosen as a case. Case research can employ many data collection
methods, either quantitative or qualitative, depending on the variables being studied
(Cutler, 2004). While some researchers have used only one method, others have used
multiple methods for the purpose of "triangulation" of data from different sources (Barratt,
Choi and Li, 2010). Voss, Tsikriktsis and Frohlich (2002) pointed out that employing
multiple data sources elicits increased reliability of data and stronger substantiation of
constructs and propositions (Barrat, Choi and Li, 2010). Data in the study was collected
from primary as well as secondary data sources. The main data collection techniques
employed was personal semi-structured interviewing, and observations. The researchers
carried out five group interviews, with key informants in the special sport event. The
interviews were held with event director of Turkish Basketball Federation, director of
School of Physical Education and Sports, School Secretary, managers of public relations
department of Anadolu University, manager of a special security firm, and spectators.

Contd....

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