ASSESSMENT 2 GUIDELINES - INDIVIDUAL CONSULTANCY MGT3SEV Sport Event Management TOPIC 6La Trobe Business School La Trobe Business School LECTURE OVERVIEW 2 At the end of the lecture, you should be able to: 1. Understand the requirements of Assessment 2 – Individual Consultancy Report 2. Describe the key elements of the case study for Assessment 2 – Tough Mudder Melbourne 2016.La Trobe Business School La Trobe Business School ASSESSMENT 2 INDIVIDUAL CONSULTANCY REPORT 3La Trobe Business School La Trobe Business School ASSESSMENT 2 – LEARNING OUTCOME 4 This assessment is designed to assist you to: • Research, appraise and synthesise the nature, delivery and effectiveness of one current operational practise of an stablished sports event.La Trobe Business School La Trobe Business School ASSESSMENT 2 – TASK DESCRIPTION 5 This assessment is designed to assist you to: • Research, appraise and synthesise the nature, delivery and effectiveness of one current operational practise of an stablished sports event. ASSESSMENT TOTAL: 60% of your total assessment. DUE DATE: Wednesday 26th October (SWOTVAC). SUBMISSION: On the LMS WORD LIMIT: Maximum 3,500 words. FONT: Calibri or Arial SIZE: 11 point SPACING: 1.5 line spacingLa Trobe Business School La Trobe Business School ASSESSMENT 2 – WHAT YOU NEED 6 • The Guidelines for Assessment 2, especially the Client Brief • Tough Mudder Event Overview • Tough Mudder website: https://toughmudder.com.au/events/2016-melbourne • The e-texts, especially Parent & Smith-Swan (2013). Managing major sports events: Theory and practiceLa Trobe Business School La Trobe Business School ASSESSMENT 2 – GETTING STARTED 7 BACKGROUND: • Tough Mudder Pty. Ltd. - the company that manages the Tough Mudder Melbourne 2016 event • Tough Mudder Pty. Ltd. stages three events in Australia: • Melbourne; • Sydney • South East Queensland • Part of a network of 50 Tough Mudder events worldwide • Designed as tests of mental and physical strength; the obstacles often play on common human fears, such as fire, water, electricity and heights. • Conceived in 2010 by two graduates of Harvard Business SchoolLa Trobe Business School La Trobe Business School ASSESSMENT 2 – GETTING STARTED 8 CLIENT BRIEF: • Tough Mudder Pty. Ltd. - the CLIENT for your consultancy report • Client Brief: client instructions to guide your consultancy • 5 parts - each represents a problem associated with managing the event. 1. Managing the event workforce) - To improve our service, we need to attract and retain the best event staff. How can we do this? 2. (Marketing) - We want to grow the market for our Tough Mudder Melbourne Event. How can we improve our marketing effort to expand the number of our customers? 3. (Sponsorship) - We want to increase our revenue for the event. How can we attract more sponsorship of Tough Mudder Melbourne? 4. (Media Management) - To grow our market, we need to improve our media management. How can we improve media coverage (new and old media) of our event? 5. (Operations) - We also want to improve our service for our Tough Mudder Melbourne customers. How can we solve some of our operational problems? (E.g. reduce long queues for customers, merchandising, improve car parking, enhance safety for our customers without detracting from the Tough Mudder experience)La Trobe Business School La Trobe Business School ASSESSMENT 2 – GETTING STARTED 9 WHAT'S NEXT? • Choose one of the five event problems (the focus of your consultancy): • Define this problem in your report (Section 1 – "Problem Definition"); • Read relevant chapters of the e-books. • Identify relevant concepts, theories & event practices + write your review of this literature (Section 2 – "Literature Review"); • Guided by your literature review, choose three (3) options for solving your event problem: • From the (3) options, choose (2) options that you want to discuss briefly (Section 3 – "Data Collection & Findings") • Plus…(1) option to discuss in detail (Section 4 – "In-depth Action Plan of One Solution"). • Write about the advantages and disadvantages of each of your three options: • "Brief" options - Section 3. "In-depth" option - Section 4; • Write – detailed action plan: • What, when + how it addresses client brief - an innovative way?La Trobe Business School La Trobe Business School ASSESSMENT 2 – GETTING STARTED 10 Elements Details What/How? When? Who? Where? Why?La Trobe Business School La Trobe Business School ASSESSMENT 2 – THE REPORT 11 CONTENT CRITERIA (50 marks) Section 1 – Problem Definition (5 marks, approx. 300 words) The problem definition section will:  Briefly describe the Tough Mudder event [1 mark]: • Event venue & location; • Name and location of the organisation managing the event; • Date of the event; • Key stakeholders • Sponsors.  Clearly & concisely describe the industry problem [2 marks]: • Micro factors (event-specific) • Macro factors (economic, social or political) that contribute to the problem.  Clearly state & justify client needs [2 marks].La Trobe Business School La Trobe Business School ASSESSMENT 2 – THE REPORT 12 CONTENT CRITERIA (50 marks) Section 2 – Literature Review (10 marks, approx. 700 words). • This section is like a mini "essay". You are developing a concise argument for why your chosen event problem from the client brief is important; • Your Literature Review is therefore a brief but critical discussion of the concepts, theories & event management practices that are relevant to your chosen event problem; • Your Literature Review will therefore have the following structure:  Introduction: (1 x paragraph). A brief statement of the purpose of the review, and introduction to the main part (body) of the review [E.g. "The purpose of this review is to…", and, "This review will argue that…"];La Trobe Business School La Trobe Business School ASSESSMENT 2 – THE REPORT 13  Body: (3-4 x paragraphs). Based on the relevant chapters of the e-books, and at least 2 relevant journal articles [4 marks], the body of your review will critically discuss the concepts, theories and event management practices that are relevant to your chosen event problem from the client brief [4 marks]. • Note: this section will focus on one event problem from the client brief (i.e. Either "managing the event workforce", or "marketing", or "sponsorship", or "media management", or "operations"): • 1st sentence - Topic sentence [E.g. "A sport event marketing concept of…is important for understanding sport event management practices"]; • 2nd sentence - Relevant literature that supports your claim [E.g. "The value of this concept is documented in a range of literature (Parent & Smith-Swan, 2013; Cripps, 2008; Judd, 2010) …"]; • 3rd sentence - Your comment [E.g. "This suggests that the concept…"]; • 4th sentence - Concluding statement [E.g. "As a result, it can be argued that…."].  Conclusion: (1 x paragraph). Your conclusion is a brief statement of why your chosen event problem is important, and requires an in-depth action plan [2 marks].La Trobe Business School La Trobe Business School ASSESSMENT 2 – THE REPORT 14 CONTENT CRITERIA (50 marks) Section 3 – Data Collection & Findings (15 marks, approx. 1000 words) Section 3 will:  Describe and justify your choice of three options (3) options for solving your chosen event problem [6 marks];  Explain advantages & disadvantages of the "brief" two options [4 marks]. • Note: advantages & disadvantages of third option - provide in Section 4La Trobe Business School La Trobe Business School ASSESSMENT 2 – THE REPORT 15 STRUCTURE & PRESENTATION CRITERIA (10 marks) • Logical argument; • Clear & concise writing • Intellectual honesty - APA6 referencing: • Consistent use of APA6; • Properly formatted reference list • Information on how to use APA6 : • http://www.lib.latrobe.edu.au/referencing-tool/apa-6s.La Trobe Business School La Trobe Business School TOUGH MUDDER 2016 16 EVENT OVERVIEWLa Trobe Business School La Trobe Business School Video Tough Mudder Melbourne YouTube video [1:24]: https://www.youtube.com/watch?v=Jim-ksScOoc&feature=player_embeddedLa Trobe Business School La Trobe Business School ASSESSMENT 2 – EVENT OVERVIEW 18 • Tough Mudder Melbourne - staged at St. Anne's Winery, Myrniong, Victoria - on undulating terrain • Thick, neck deep mud; hills; dams and creeks. • Designed to be physically challenging for participants • The track includes a range of obstacles that must be climbed over Website: https://toughmudder.com.au/events/2016- melbourne YouTube video [1:24]: • https://www.youtube.com/watch?v=sYBVemSeIE4La Trobe Business School La Trobe Business School ASSESSMENT 2 – EVENT OVERVIEW 19 • Tough Mudder Melbourne 2016. • Staged at St. Anne's Winery, Myrniong, Victoria • Website: http://www.stanneswinery.com.au/La Trobe Business School La Trobe Business School ASSESSMENT 2 – EVENT OVERVIEW 20 Pricing: $199 is for 1 Event Ticket and includes:  Headband  Finisher T-Shirt  Free Beer  Free Photography $209 is for 1 Event Ticket with registration protection and includes:  Headband  Finisher T-Shirt  Free Beer  Free PhotographyLa Trobe Business School La Trobe Business School ASSESSMENT 2 – EVENT OVERVIEW 21 OBSTACLES: Tough Mudder Melbourne has a range of obstacles for participants. These include:  Human hamster wheel  Cry baby  Mud mile 2.0  Ladder to hell  Greased lightning  Cage crawl  Electroshock therapyLa Trobe Business School La Trobe Business School ASSESSMENT 2 – EVENT OVERVIEW 22 TEAMS: • A team-centric event • Teams of friends, family and coworkers or run solo. • Most participants choose to recruit a team to make event day more fun and help them through the obstacles. CORPORATE TEAMS: Gold Team: For teams with 15+ participants: • Lunch Token • Extra Beer Token • Bag Drop Token • Parking • Start Time Reservation Platinum Team: For teams with 50+ participants: • Private Team Tent • Continental Breakfast • Catered Lunch • Private Bathrooms • VIP Parking • Start Time Reservation • Dedicated On-Site TMHQ RepLa Trobe Business School La Trobe Business School ASSESSMENT 2 – EVENT OVERVIEW 23 SPECTATORS: • Tough Mudder spectators & fans cheer on the participants • Discounted tickets are offered for spectators who register before event day. • Can watch participants run through 10,000 volts of electricity at Electroshock Therapy. Spectators area featuring:  Music, refreshments, sponsor activations and, obstacles for both participants and spectators to try out  Spectator registration - available online for $20 until Friday at midnight before event weekendLa Trobe Business School La Trobe Business School 1. DOWNLOAD the Topic 8 Activity Sheet – "Event marketing, sponsorship and feel" 2. READ Parent & Smith-Swan (2013), Chapter 6 NEXT WEEK…CRICOS Provider 00115M THANK YOU