Marketing in Event Management
Gurung, Bikash (2014)
Laurea-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405198650
https://urn.fi/URN:NBN:fi:amk-201405198650
Tiivistelmä
The primary aim of the thesis is find out the importance of marketing in event management. It carefully explains various terminologies related to event management and marketing; and the latter’s importance in executing an event successfully. The secondary aim is for the author to gather the working experiences of the event industry professionals during data collection process on the basis of which he can set the base in developing and keeping references for his future career needs as an event planner.
The thesis writing process consists of two parts i.e. theoretical and empirical. The theoretical framework of the thesis describes key factors that are connected with the event management and marketing. Literatures in the form of books, journals, Internet etc. relevant to the thesis topic are reviewed and the process carried out during this stage is explained simultaneously.
The empirical framework of the thesis describes the process of collecting the data with the help of various research methodologies. In this case, the author has chosen qualitative analysis as the research method. The author carries semi-structured interviews with representatives of five different event management companies in Helsinki. Furthermore, the collected data is classified into categories and the patterns are explained. Developmental ideas are also put forward for the future researchers working on similar topics.
The research findings show that organizing an event is a challenging task. There are various stages of event management, which should be followed in a systematic order to yield better customer satisfaction. One of the most important variables of the management process is marketing which should be planned carefully to reach the designated target market.
The thesis writing process consists of two parts i.e. theoretical and empirical. The theoretical framework of the thesis describes key factors that are connected with the event management and marketing. Literatures in the form of books, journals, Internet etc. relevant to the thesis topic are reviewed and the process carried out during this stage is explained simultaneously.
The empirical framework of the thesis describes the process of collecting the data with the help of various research methodologies. In this case, the author has chosen qualitative analysis as the research method. The author carries semi-structured interviews with representatives of five different event management companies in Helsinki. Furthermore, the collected data is classified into categories and the patterns are explained. Developmental ideas are also put forward for the future researchers working on similar topics.
The research findings show that organizing an event is a challenging task. There are various stages of event management, which should be followed in a systematic order to yield better customer satisfaction. One of the most important variables of the management process is marketing which should be planned carefully to reach the designated target market.