Product Launch Event Sponsorship Management Radisson Hotel Case Study

Description

Explanation & Answer length: 2000 words.

Explain the key characteristics of events and their economic contribution to society in historical and contemporary context. 2. Skills and Abilities – Design and assess the nature and scope of events and the development of event industry. What am I required to do in this assignment? In order for the organizations to be more visible, hosting corporate events becomes a norm but this brings a lot of advantages to the organization particularly in marketing the company and promoting the good image of the organization to the public. Corporate events are any form of events, hospitality or social activity which is organized or funded by a business entity. The target audience for corporate events can be very wide but not limited to the Employees; Board members; Stakeholders; Customers / clients; and Potential clients. Businesses organize these events for many reasons, to educate, to reward, to motivate, to celebrate, to mark key milestones, to manage organizational change or to encourage collaboration. Whatever the reason may be, there is an event solution.

A recent report from 2015 mentioned that the UK events industry is worth £39.1 billion with over 1,301,600 events a year, with a significant proportion of these being corporate events. With such amount of events they will take many forms, some of these corporate events are described: Conferences are events that usually last for a minimum of one day and are used by businesses to provide information to a specific audience. Often used as a tool to educate and motivate attendees, they are also an opportunity to increase collaboration and engage the audience. Conferences will often have several key note speakers and multiple breakout areas, where more in depth sessions on specific topics take place. Trade Shows / Exhibitions – These are large industry specific events in which businesses rent a space, within the larger event area to promote their products or services to potential customers. In some instances a business may be the overall organizer or host of an exhibition. But it is more common that businesses attend these as exhibitors.

As exhibitors a business will often require promotional materials, motivated and effective sales teams, exhibition stands, a unique method of enticing and engaging attendees to your stand etc. Awards / Gala Dinners – Awards ceremonies can be used in multiple ways. If organized by a business they can reward and motivate employees, suppliers, resellers and customers by providing awards across several categories to recognize achievements. Businesses will also regularly sponsor and enter industry awards to promote their business, improve their reputation and increase brand awareness. Gala dinners which usually run alongside awards ceremonies can also be organized independently for all audience groups, these are usually an opportunity to align your brand more closely with attendees and communicate a message.

Incentive programs can often be a combination of event types linked by a teaser campaign and are most commonly targeted at employees and resellers. They may start with a sales conference, in which the sales messages and targets are communicated to the audience and allows them the opportunity to learn more about the business and the products or services. Businesses use these events to create hype and generate PR around the launch of something new including, products, services, buildings / offices etc. They can be targeted to a varied audience, customers, press, stakeholders, employees, often mixing an educational experience with a celebration. AGM / Company Meetings – These are typically more formal events in which key stakeholders, board members and shareholders come together to discuss business performance. Whilst many companies will keep these low key affairs, other businesses will use these as an opportunity to show off business successes and an opportunity to reward & thank shareholders.

Congresses are a cross between a conference and a trade show and are usually more topic specific. This is where specialists within a field will come to discuss their areas of expertise (they are a particularly popular format of corporate event within the healthcare & pharmaceutical sectors). Businesses will often send their employees to these for educational and fact finding purposes. Hospitality – This is often the event type most associated with the term “corporate event” by the general public. Hospitality is usually used for rewarding, incentivizing and building relationships both internally with employees and externally with customers and suppliers. It ranges from a simple dinner to VIP experiences at sporting events and music concerts.

Team building events are normally focused toward employees, although there are situations when they can be used for external audiences also. They usually take the format of a challenge, requiring teams to work together, in order to overcome or deliver a solution. Team building events are great for employee engagement, building moral, increasing collaboration and motivation. Experiential events are becoming increasingly more popular as businesses look to create a closer bond with their customers. The idea is to immerse attendees within the brand and messaging through a fun and memorable experience. By aligning positive emotions with your brand or business, customers are more likely to want to invest in your products or services as they will feel emotionally connected to them. Adapted from Kelly, A. (2017) “What are Corporate Events?” [Online] Available from https://www.penguins.co.uk/blog/whatare-corporate-events#:~:text=Simply%20put%2C%20a%20corporate%20event,Stakeholders. Accessed on [31 January 2021].

In view of the above scenario, you are required to: 1. Choose any two (2) of the following external events that is currently initiated by a local organisation in Oman which includes:      Product Launches; Sales promotions; Press and Media Conference; Exhibitions and Trade Shows; and Event Sponsorship and carry out the requirements indicated in Section B. 2. Write a report on the benefits and drawbacks (if any) of these events to the chosen local organization. Information from secondary sources can be sourced to address this task. The organization may be drawn from any of the following industries:        Retail Industry; Banking Industry; Telecommunications Industry; Manufacturing Industry; Hotels and Restaurants Industry; Airline Industry Transportation and Logistic Companies 3. Based on task two, you are required to provide recommendations on how to improvise the external events that are launched by the Company. 2 4. After submission of the written report, the student is required to present the content in order to validate its authenticity and ownership as well as to assess the presentation skills of the student.

The student is required to prepare 15 slides and present online through Microsoft Teams Deliverables GENERAL INSTRUCTIONS Your work will be graded on the following aspects:     This is an individual assignment. The assignment MUST be submitted on-line (through MOVE) on or before the due date. Your assignment shall reflect the depth and breadth of your original analyses clearly and coherently. Use of the relevant academic literature to support ideas and issues discussed. The range of academic sources such as texts and journals to support your arguments and comments.  This assignment follows an essay format and must be original and creative. An analytical piece of work is required.

The use of ‘cut and paste’ approach will be penalized. It must be presented in a structured manner, with appropriate cover page, content page, introduction, body (with appropriate heading / sub-headings), conclusion, references, page numbered and any required appendices.  The cover page should be attached with the assignment and uploaded through MOVE (on-line). Name of the student, The Programme, Module Title, Assignment Title and number of words must be reflected on the cover sheet.  All assignments must adhere strictly to the deadlines specified by Majan University College. Failure to hand in the assignment for any reason and without prior approval and a valid written extension from the module tutor will not be marked and will be awarded a grade G (0) irrespective of the quality of the work.

See section 4.4 of Under Graduate student handbook. Soft copy of the student handbook is available on MOVE  Unacknowledged use of work of others (plagiarism) is regarded as a dishonest practice and will be penalized. See section 5.7 & 5.8 of Under Graduate student hand book.  Any reference to authors and other writers shall be quoted with due acknowledgement in your assignment report using the Harvard Referencing System. For details of Harvard referencing style, refer section 7.3 of Under Graduate student handbook. Submission At the time of submission, you need to make sure that the assignment is your own and all the sources have been acknowledged.  The Assignment Submission link on MOVE will be open, a week ahead of the submission date.  You can submit your assignment multiple times, until the submission deadline. Note that Turnitin could take up to 24 hours to produce similarity reports for submissions.  The last submission, within the deadline, will be considered as your final submission.

 There is a grace period until midnight to allow for any technical difficulties, but any assignments submitted after this will be counted as late. Technical problems will not be accepted as an excuse for submitting after the day of the deadline.  You are required to tick to confirm the statement: “I confirm that this assignment is my own and all sources have been acknowledged. I understand that the use of other people’s work or ideas without acknowledgement is plagiarism and could result in failing the assignment”. You will not be able to submit the assignment without ticking this box.  In a case of group work, it is recommended that the group should identify a leader who can be responsible for uploading the assignment on Turnitin and to share the feedback received from lecturers with the group members.

 The similarity percentage of your final submission will be one of the factors considered, for assessing the originality of your assignment. However, the decision to report an assignment for plagiarism is taken by the Lecturers, who mark your assignment. 3  The Lecturers will consider a number of factors such as Assignment type, Part of the assignment where similarity occurs, Nature of similarity etc., along with the similarity percentage of your assignment, to assess the originality of your assignment. Therefore, similarity percentage will not be accepted as a basis for disputing academic judgments regarding plagiarism.  Note that the similarity percentage of your submission can change until the submission deadline if the submissions of other students have similarity to your assignment.

Therefore, the similarity percentages are not final, till the assignment submission is closed Is there a word limit (Number of Words ± 10%)? Your report should be word processed and professionally presented. The length of your report should be between 2500(+/- 10%) words, presented in text of font size 12 (Times New Roman) with 1.5 line spacing. Please state the exact word count at the end of the assignment. What do I need to do to pass? (Threshold Expectations) In order to pass Assessment 1 you will need to: Adequately research the relevant literature and sources of information to in order to identify external events that is currently initiated by a local organization in Oman which includes: Grand openings; Product Launches; Sales promotions; Press and Media Conference; Exhibitions and Trade Shows; and Event Sponsorship Discuss the benefits and drawbacks (if any) of these events to the chosen local organization.

Information will be taken from secondary sources which covers the purpose of using these corporate events. The organizations may be drawn from: Retail Industry; Banking Industry; Telecommunications Industry; Manufacturing Industry; Hotels and Restaurants Industry; Airline Industry; and Transportation and Logistic Companies and make recommendations on how to further improve the external events that is initiated by the company. Requirements of the assignment should be addressed based on the criteria set in the rubric which includes: Information and Research (Completion of Tasks and Detailed information search)

The assignment should have an evidence of an exceptional use of a wide range of appropriate and current sources, focusing on research-based reviews indicating personal research and critical awareness of their status and relevance. Understanding of Issues (Reference to appropriate theoretical background and illustrations) The assignment should have an evidence of exemplary understanding of relevant theory and research with reference to appropriate theoretical background provides support to the discussion. Illustrations should provide amplify the theoretical background. Application and Analysis (Detailed discussion on the tasks involved and critical awareness) The assignment should have an evidence of critical reasoning that is consistently evident across the discussions. The tasks should have exemplary discussion and detailed narration. Presentation and structure (Clear introduction, logical structure, reference to appropriate theoretical background, illustrations, good use of the limited number of words allowed, clear layout, overall organization of the report) The structure is exemplary. Execution is excellent. Discussions are free of grammar or writing errors.

A clear layout augments the presentation. The assignment should be properly organized. References – The report should have an evidence of an accurate use of Harvard Referencing style; the student should recognize the concept of intellectual property that can defend him / herself if challenged, and can properly incorporate the ideas / published works of others into their own work building upon them; and the assignment should show a skillful use of credible, relevant and current sources of information that augments quality of discussion. How do I produce high quality work that merits a higher grade? To achieve a good grade in this assignment, you need to consider the following: Avoid using an excessive description and provide critical analysis on the requirements. Your assignment should be concise, applicable and well-structured. Your assignment has parts so make sure you will address all the parts comprehensively.

4 Do not only rely on lecture notes for your assignments utilized the sources on MASADER and articles post on the module Move page. Evidence of wider reading and originality will gain good marks. Use references accurately and properly. How does assignment relate to what we are doing in scheduled sessions? This assignment gives an opportunity to use what you have learned in class to understand and solve real word organisational issues relating to event management. You will be able to develop a good understanding the benefits and drawbacks (is any) of these events to the chosen local organization, analyse the strategies used by these organisations ion handling the events and make recommendations accordingly. In so doing, you will be able to improve and develop a range of new skills that are important for your personal development including your analytical, problem-solving and critical thinking skills.

5 How will my assignment be marked? Your assignment be marked according to the threshold expectations and the criteria on the following page. You can use them to evaluate your own work and estimate your grade before you submit. No Criterion Weighing (%) Completion of Tasks, Detailed information search (0 Marks) Poor (20 Marks) Sources not used to support substantive assertions or argument. Information and Research 1 Sub Standard / No Attempt 20 There is no evidence for information search/ Tasks are incomplete. Information search is not adequate. Very limited resources are used to discuss the tasks. Limited and uncritical use of a restricted range of sources 2 Understanding of Issues Reference to appropriate theoretical background, illustrations. 20 No evidence of understanding the issues. Limited evidence of understanding the issues. Satisfactory (40 Marks) Information search is evident.

There is an attempt to address some tasks. All the tasks lack proper focus in discussion. Although the information supports the task, some of them are not properly analyzed and lack paraphrasing at some areas. General understanding of the various issues. Some reference to related theoretical background is evident. Good (50 Marks) Relevant information search is evident, but not adequate. There is a good attempt to address the tasks. All the tasks are discussed but one or two tasks lack focus or clarity. Good understanding of the various issues. Majority of the tasks show evidence of good Very Good (60 Marks) Very good usage of variety information from various sources. Contents are properly paraphrased.

The usage of information can be better if it relates to the context. All tasks are discussed properly. Evidence of very good understanding of relevant theory and research in all tasks. Excellent (70 Marks) Excellent application of the relevant information from variety of sources. Excellent usage and quoting of the literature at relevant discussions. All the tasks are discussed astutely with proper focus. Use of a wide range of appropriate sources, indicating critical awareness of their status and relevance. Evidence of excellent understanding of relevant theory and research. Reference to appropriate Outstanding (100 Marks) Exceptional use of a wide range of appropriate and current sources, focusing on research-based reviews indicating personal research and critical awareness of their status and relevance.

Evidence of exemplary understanding of relevant theory and research. Reference to appropriate understanding of related appropriate theoretical background. Use of a wide range of appropriate sources with some critical awareness of their status and relevance. The discussed tasks are completely out of focus. Task are not properly addressed. 3 Application and Analysis Detailed discussion on the tasks involved and critical awareness 35 Lack of analysis of information. No discussion is evident.

Limited evidence of critical evaluation of material. Poor analysis of information. Although there is evidence for some discussion, they are discrete and lacking focus. It does not reflect critical application of the concepts to the case. Use of a range of appropriate sources. but without critical evaluation, or missing some significant items Evidence of general critical stance. Evidence of limited critical evaluation in some areas, with some lost opportunities or misunderstandings There is good evidence for critical analysis and reasoning in some areas. Evidence of critical evaluation in some areas, although some material not evaluated. Very good application of the information to the case. There is evidence for indepth analysis of data. However, all tasks are not consistent in analysis and can be presented in a better manner. Evidence of good critical appreciation and evaluation of theoretical ba…

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