PEV301 International Events Management Spring 2017 Coursework Brief Handout: [Week 2] Deadline for Submission: [2pm, 26th, April 2017] Submit this coursework through the Student Portal with a Turn-it-in Report Word Limit: 2,000 words (Plus or minus 10%) Learning outcomes assessed: 1. Discuss the strengths, weaknesses, opportunities and threats of the event organisation; 2. Evaluate the barriers an events organisation would face organising an event overseas or an international event organisation would have when launching in the UK. 3. Use a range of tools, techniques and apply creativity to solve problems through qualitative and quantitative data relevant to the study international marketing; 4. Justify the importance of strategic theory and applying it to an events industry who is launching an event overseas; This coursework is worth 70% of the total marks for this module, the business pitch is worth 30% of the total marks. 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 sentences or passages quoted 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. Blank Assignment Questions Client Brief You are part of the new International Events team for the Ideal Home Show. The Commercial Director would like to take its historic event into a new international market and are looking for a new market to host their event. They currently host the Ideal Home show in London, Glasgow and Manchester, as well as sell products online. Additional information about the Ideal Home Show events can be found at: http://www.idealhomeshow.co.uk/ The primary audiences for the Ideal Home Show events are: - Home lovers - Homeowners - Renters Event Brochure (70% towards final grade): Individual An individual written 2,000 word brochure should reflect the Ideal Home Show launch into a new overseas market. This may be used with prospective attendees, partners in the local market, sponsors and funding organisations. It is important that your brochure is appropriately structured. This is an academic paper, so you should draw on contemporary literature to support your arguments. The brochure should include: • Organisations background including SWOT Analysis (LO1) • Relevance of the new Ideal Home Show event in identified market (market entry, STP, strategies etc.) (Porters’ five forces, PESTEL of the country/city) • Detail of event theme/design • Outline 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 audience 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 event) including recommendations on how this can be addressed, using qualitative and quantitative data (LO2 and 3) • 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 brochure is likely to cite many more. Ensure the word count is followed, any additional supporting materials should be included in the appendices. The Ideal Home Show’s History The Ideal Home Show first opened its doors in 1908. Suffragettes were chaining themselves to railings, the first Model T Ford rolled off the US production line and the UK's first ‘skyscraper' the Royal Liver Building in Liverpool was being built. The vast majority of the British public rented their homes, but mass production methods were changing society and improving their living standards. For the first time people were beginning to have a greater disposable income which meant that the dream of owning a home was becoming a step closer to reality. Visitors in the early days would have been amazed by the full size ‘Tudorbethan' houses that were built at the show and wowed by the fantastic gardens that were constructed. In the 1920's several crowned heads of Europe designed the gardens which were lit by special gas lamps that mimicked daylight so that visitors could see the true colours of the flowers. Throughout the 1930's the show became even more famous for introducing a marvellous array of gadgets and new inventions and became the launch pad for many of the products that we now take for granted. The vacuum cleaner, electric kettle, toaster and the Teasmade all made their debut at the Ideal Home Show. WW2 meant that show was suspended, reopening in 1947 and over the next few decades it continued to grow in popularity, culminating in a record attendance of 1.5 million visitors in 1957. Visitors of the day would have seen the first fitted kitchen and rooms that demonstrated the height of interior fashion - open plan living! The Royal Family has always taken an interest in the show; HRH Queen Elizabeth II has visited eleven times! The 1960's saw cult of ‘celebrity' begin to take a hold with visits to show from many of the leading faces of the day, such as Tom Jones, Eric Morecambe and even the Rolling Stones! Whole villages were built throughout the 1970's and 1980's and by the 1990's up and coming architects were invited to enter a competition to have a house built at the show. Green issues were tackled as far back as 1989 when the first green kitchen was shown with energy saving appliances, CFC - free cleaners and using wood from sustainable sources. In 2008, the show changed hands for the first time in its history. Now owned by the multi award-winning media company Media 10, the show looks forward to the 21st century, bringing the latest innovations, the brightest ideas and the most inspiration (and of course fantastic shopping) to the hundreds of thousands of visitors that continue to enjoy the biggest and best home show in the business - the Ideal Home Show! End of Assignment Brief Assessment criteria brochure Explanatory comments on the assessment criteria Maximum marks for each section Knowledge and understanding of subject • Ownership of the material presented. Correct style, grammar and syntax. • Relevant organisational information, outlining key strengths • Identify appropriate market selection and market entry strategy for the event with justification using relevant theory and frameworks. • Justify why the event will be a success and demonstrate solutions to potential barriers with the use of relevant theory and frameworks. • Demonstration of a clear ability to evaluate decisions within the context of external and internal issues • Demonstrate the relevance to the target audience and provide reason to attend • Provide details of event design and theme • Outline marketing and communication plans to engage with the local market 35% Cognitive and intellectual skills • Situation analysis to include: - internal analysis - external analysis identification of market and specific challenges to organisation • Good response will embrace appropriate theories & models. Critical as well as normative perspectives and will demonstrate utilisation of relevant original thought. Practical and pragmatic conclusions and recommendations. 40% Graduate skills for life and employment • Harvard referencing where relevant and appropriate. • Effective use of IT • Appropriate brochure format with graphics. 25% Total 100% (70%weighting) Marking Criteria KNOWLEDG INTELLECTU Graduate Skills: E & UNDERSTAN DING AL & COGNITIVE SKILLS transferable, employability, practical and academic skills Factual and conceptual knowledge and understanding; use of class materials; independent reading Critical thinking; conceptualisatio n; creativity; synthesis, analysis and evaluation; application; problem solving and research/investi gation Written, oral and presentation skills; interpersonal, group and teamwork skills; leadership skills; numeracy; digital skills; practical, professional and academic skills (including referencing/presen tation MARKI NG BAND CLASSIFICA TION WEIGHTED AT 35% WEIGHTED AT 40% WEIGHTED AT 25% 86 - 100% FIRST (1ST) Includes all required factual content, accurately and succinctly summarised. Well developed, persuasive, highly relevant, reasoned introduction and conclusions, demonstrating originality. Within word count or presentation time. Includes relevant factual content only. Clearly and logically structured material, showing excellent understanding of the discipline. Accurate spelling, grammar, punctuation, paragraphing. Systematic, accurate identification of relevant concepts, theories and/or principles. Information or data selected from a broad range of highly relevant, current primary and secondary sources, and categorised, analysed or evaluated using relevant, selfdetermined methods or techniques. Eloquent, professional writing style, appropriate to the assignment OR professional, engaging, confident, audible and well paced presentation. Sophisticated use of technical vocabulary, where appropriate. Exceptional, indepth understanding of factual and conceptual material, including understanding of the limits to knowledge in this area. Well developed, perceptive, coherent arguments, systematically referencing primary and secondary literature, including competing perspectives, with clear rationale for choices. Professional, creative visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are accurate, clearly set out, with excellent, precise explanations. Exceptional integration of theory and practice, using appropriate conceptual frameworks. Correct and systematic use of academic conventions, references and bibliography. Independent, wide-ranging, highly relevant reading and research, from authoritative primary and secondary sources. Exceptional application of numerical and statistical methods to defined complex problems. Exceptional, consistent, flexible delivery of group work obligations. Proactive leadership, accepts responsibility and ameliorates conflict. Undertakes complex tasks. Substantiated, highly relevant recommendations generating novel solutions. Excellent awareness of ethical issues. Exceptional, well articulated reflection on own strengths and weaknesses in relation to defined professional and practical skills. Identifies and follows up required actions. 70 - 85% FIRST (1ST) Includes all required factual content, accurately and succinctly summarised. Well developed, relevant, reasoned introduction and conclusions, demonstrating some originality. Within word count or presentation time. Includes Clearly and Accurate spelling, relevant factual content only. logically structured material, showing excellent understanding of the discipline. grammar, punctuation, paragraphing. Systematic, accurate identification of relevant concepts, theories and/or principles. Information or data selected from a good range of relevant, current primary and secondary sources, and categorised, analysed or evaluated using relevant, selfdetermined methods or techniques. Fluent, professional writing style, appropriate to the assignment OR professional, engaging, audible and well paced presentation. Excellent use of technical vocabulary, where appropriate. Excellent, indepth understanding of factual and conceptual material, including understanding of the limits of knowledge in this area. Well developed, coherent arguments, systematically referencing primary and secondary literature, including competing perspectives, with clear rationale for choices. Professional, creative visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are accurate, clearly set out, with excellent explanations. Excellent integration of theory and practice, using appropriate conceptual frameworks. Correct and systematic use of academic conventions, references and bibliography. Independent, wide-ranging, relevant reading and research, from authoritative primary and secondary sources. Excellent application of numerical and statistical methods to defined complex problems. Excellent, consistent, flexible delivery of group work obligations. Proactive leadership, accepts responsibility and ameliorates conflict. Undertakes complex tasks. Substantiated relevant recommendations generating novel solutions. Very good awareness of ethical issues. Excellent, well articulated reflection on own strengths and weaknesses in relation to defined professional and practical skills. Identifies and follows up required actions. 60 - 69% UPPER SECOND (2:1) Includes most required factual content, mostly accurately and succinctly summarised. Relevant and valid introduction and conclusions. Within word count or presentation time. Includes relevant factual content only. Clearly structured material, with some gaps in logic, but showing good understanding of the discipline. Mostly accurate spelling, grammar, punctuation, paragraphing. Mostly systematic and accurate identification of relevant concepts, theories and/or principles. Information or data selected from mainly relevant primary and secondary sources, and categorised, analysed or evaluated using relevant methods or techniques but with minor gaps or misunderstanding s. Mainly fluent, professional writing style, appropriate to the assignment OR mainly professional, engaging, audible and well paced presentation. Good use of technical vocabulary, where appropriate. Very good understanding of factual and conceptual material, showing some appreciation of the limits of knowledge in this area. Mostly coherent arguments, with some perceptive points, mostly systematically referencing well selected primary and secondary literature. Mostly professional, creative visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are Good integration Mostly correct use mainly accurate, clearly set out, with good explanations. of theory and practice, using appropriate conceptual frameworks. of academic conventions, references and bibliography. Independent reading and research from a range of mostly authoritative primary and secondary sources. Mainly good application of numerical and statistical methods to defined complex problems, with some gaps, errors or misunderstanding s. Consistent delivery of group work obligations. Some leadership and ability to accept responsibility and modify responses. Undertakes nonroutine tasks. Some relevant recommendations generating some novel solutions. Satisfactory awareness of ethical issues, where relevant. Clear reflection on own strengths and weaknesses in relation to defined professional and practical skills. Partial identification of required actions. 50 - 59% LOWER SECOND (2:2) Includes most required factual content, but with some gaps or misunderstandin gs. Satisfactory introduction and conclusions. Within 10% of word count or presentation time. Includes some irrelevant factual content. Mostly clearly structured material, with some gaps in logic, demonstrates an understanding of the discipline. Some mistakes in spelling, grammar, punctuation, paragraphing. Adequate identification of relevant concepts, theories and/or principles. Information or data selected from mainly secondary sources, and categorised, analysed or evaluated using mostly relevant methods or techniques but with gaps or Writing style is appropriate but not always fluent or professional OR a presentation that is not always professional, engaging, audible or well paced. Some use of technical vocabulary, where misunderstanding s. appropriate. Satisfactory understanding of factual and conceptual material, but not in-depth. Limited appreciation of the limits of knowledge in this area. Satisfactory arguments, referencing mostly secondary literature and including some personal opinion Appropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations may have some inaccuracies, or issues relating to set out and explanation. An adequate attempt to relate theory to practice, using appropriate conceptual frameworks. Inconsistent use of academic conventions, references and bibliography. Adequate independent reading and research from mostly secondary sources. Adequate application of numerical and statistical methods to defined complex problems, with some gaps or errors. Inconsistent delivery of group work obligations. Some awareness of responsibility and options. Undertakes mostly routine tasks. Basic recommendations , which do not generate novel solutions. Satisfactory awareness of ethical issues, where relevant. Some evaluation of own strengths and weaknesses in relation to defined professional and practical skills. Limited identification of required actions. 40 - 49% THIRD (3RD) Includes limited required factual content, with many gaps or inaccuracies. Basic introduction and conclusions. Within 10% of word count or presentation time. Includes considerable irrelevant factual content. Unevenly structured material, with many gaps in logic and limited understanding of the discipline. Frequent mistakes in spelling, grammar, punctuation, paragraphing. Some identification of Information or data selected Awkward or inappropriate relevant concepts, theories and/or principles. from secondary sources, and poorly categorised, analysed or evaluated using inappropriate methods or techniques. writing style OR a presentation that is not engaging, audible or well paced. Little use of technical vocabulary, where appropriate. Basic understanding of factual and conceptual material. Minimal appreciation of the limits of knowledge in this area. Sense of emerging argument, but mainly descriptive or personal opinion, with limited and superficial reference to literature. Negligible use of primary literature. Inappropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are often inaccurate, with many issues relating to set out and explanation. Limited attempt to relate theory to practice, using appropriate conceptual frameworks. Inconsistent or incomplete use of academic conventions, references and bibliography. Basic independent reading and research from secondary sources. Weak application of numerical and statistical methods to defined complex problems, with many gaps or errors. Unreliable delivery of group work obligations. Limited awareness of options. Undertakes only routine tasks. Confused recommendations . Little awareness of ethical issues, where relevant. Limited reflection on own strengths and weaknesses in relation to defined professional and practical skills. 30 - 39% FAIL. POSSIBLE COMPENSAT ION. Includes insufficient required factual content, with significant gaps or inaccuracies. Mostly incoherent or irrelevant introduction and conclusions. More than 10% outside word count or presentation time. Includes substantial irrelevant factual content. Incoherently structured material. Serious mistakes in spelling, grammar, punctuation, paragraphing. Limited identification of relevant concepts, theories and/or principles. Limited selection of information or data, and little attempt at collation, categorisation, analysis or evaluation. Poor writing style OR a presentation that is not engaging, audible or well paced. Does not use technical vocabulary, where appropriate. Limited understanding of factual and conceptual material. No appreciation of the limits of knowledge in this area. Little or no argument, entirely descriptive or personal opinion, with no reference to literature. Poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are mostly inaccurate, or incorrectly set out or explained. Very weak attempt to relate theory to practice, using appropriate conceptual frameworks. Inaccurate or incomplete use of academic conventions, references and bibliography. Minimal independent reading and research. Very weak application of numerical and statistical methods to defined complex problems, with significant errors. Poor delivery of group work obligations. No awareness of options. Undertakes a few routine tasks. Irrelevant or no recommendations . Little or no awareness of ethical issues, where relevant. Very limited reflection on own strengths and weaknesses in relation to defined professional and practical skills. 16 - 29% FAIL. NO COMPENSAT ION. Includes almost no required factual content, and with very significant inaccuracies. Incoherent or no introduction and conclusions. More than 10% outside word count or presentation time. Includes mainly irrelevant factual content. Very incoherently structured material. Serious and extensive mistakes in spelling, grammar, punctuation, paragraphing. Minimal or No evidence of Incoherent writing inaccurate identification of relevant concepts, theories and/or principles. the selection, categorisation, analysis or evaluation of information or data. style OR an inaudible, poorly paced and unengaging presentation. Does not use technical vocabulary, where appropriate. Limited understanding of factual and conceptual material. No appreciation of the limits of knowledge in this area. No argument, entirely descriptive or personal opinion, with no reference to literature. Very poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are inaccurate, with no explanations. Theory not related to practice. Very inaccurate or no use of academic conventions, references and bibliography. No independent reading and research. Minimal application of numerical and statistical methods and techniques to defined complex problems, with significant errors. Very poor delivery of group work obligations. Does not undertake even routine tasks. No recommendations . No awareness of ethical issues, where relevant. Minimal or no evaluation of own strengths and weaknesses in relation to defined professional and practical skills. 0 - 15% FAIL. NO COMPENSAT ION. Does not include required factual content. No introduction and conclusions. More than 10% outside word count or presentation time. Includes entirely irrelevant factual content. Very incoherently structured material. Serious and extensive mistakes in spelling, grammar, punctuation, paragraphing. No identification of relevant concepts, No evidence of the selection, categorisation, analysis or Incoherent writing style OR an inaudible, poorly paced and theories and/or principles. evaluation of information or data. unengaging presentation. Does not use technical vocabulary, where appropriate. No understanding of factual and conceptual material. No appreciation of the limits of knowledge in this area. No argument, entirely personal opinion, with no reference to literature. Exceptionally poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are missing, with no explanations. Theory not related to practice. No use of academic conventions, references and bibliography. No independent reading and research. No application of numerical and statistical methods to defined complex problems. No delivery of group work obligations. No recommendations . No awareness of ethical issues, where relevant. No evaluation of own strengths and weaknesses in relation to defined professional and practical skills.