Page 114 - DMGT304_EVENT_MANAGEMENT

Unit 4: Marketing and Promotion of the Event

Discussion and Conclusion Notes
This case has presented the findings of a case study about dimensions of event management
and event marketing. It also reviews the literature for event management and event
marketing and approaches. While most of the literature focuses on the entire event
management, this paper focuses on the dimensions of event management named ticketing,
transportation, human resources (volunteers and trained staff), budgeting, marketing and
PR and risk management.
The study illustrates that the event management dimensions in the literature had been
applied in to the All Star 2011 organization and the event was successfully managed and
marketed. Any problem or trouble was arisen during the event and the target audience
was really satisfied. The organization owners and the house owners have reached their
objective and reached the number of people.
After evaluating some criteria like being suitable to the standards of the TBF and relevantly
using rooms TBF have chosen the facility of Anadolu University. It can be stated that all
the costs and expenses arisen had been provided by Turkish Basketball Federation. All the
human resources (adequate, competent and well-qualified) had provided. For
organizational needs, stage setup, controlling, branding, promoting and advertising the
event and for guiding many people were assigned as employees and volunteers. As a
marketing strategy in addition to do outdoor advertisements and distributing brochures
and leaflets, organizing competitions (e.g. 3 point shootout) about the event is a great idea
for promoting a sport event. Overall, the most important thing in an event is the risk
management dimension.
To reduce the risks that may occur during an event, managers should do risk management
well and it can be stated that in this event ambulances, medical teams and security staff
were always ready. After applying the dimensions of the event management everything
went well, both organizers and participants were pleased after the event. And through the
research findings and informal interview with audiences indicated over of average
satisfaction about performance of whole event management and marketing.

The study is going to make several contributions for the sport event managers and sport
marketing managers about how to use event management dimensions effectively and
shape strategies based on this perspective. It can be stated that the research results are
useful for presenting the detailed information about managing and marketing an event.
The study is just an example of a sport event it can not be generalized and does not
represent the universe.
Questions:

1. Analyze the case and interpret it.
2. What do you infer from the given case study?
3. Write own the case facts.

Source: http://webcache.googleusercontent.com/search?q=cache:http://www.aabri.com/NC2011
Manuscripts/NC11061.pdf

4.11 Summary

For event marketing, establish a promotional strategy to reach the required number of
targeted participants.
The first step in the event management process, research, is mirrored in the marketing
process.

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