The Case Study

Order Description Case study Aim: The Case Study aims to develop students’ ability to analyse a case through critical lenses using their theoretical knowledge, and present and make a coherent argument. Task: Students are required to read and critically analyse the following article and provide referenced responses to the questions below. Chapman, L & Sadd, D 2014, 'Events as strategic marketing tools in shopping centers', Event Management, vol. 18, no. 3, pp. 357-367. 1. What are the goals of the special events staged in the shopping centre? What are the aims that the shopping centre, as a host organisation, ultimately seeks to achieve through these special events? 2. Interpret the terms, ‘the property-led approach’ and ‘the customer-led approach’ in the article in your own words. Explain why selecting an appropriate approach for managing and planning events is important. 3. The authors suggest that in this case the property-led approach is more suitable than the customer-led approach. Explain how and why you agree/disagree with this claim. You can consider, but are not limited to, the following aspects: • How the events can be influenced if the customer-led approach is adopted, and how effective it is to achieve the event goals and the aims of the shopping centre • How the events for which the customer-led approach is more appropriate are different from the special events staged in shopping centres (e.g. stakeholders, goals/aims) <Note> • This is not an essay or report style writing. No introduction and conclusions needed. • Your arguments (for Question 2 and 3) must be supported by relevant literature. • Read the feedback sheet carefully to understand the expectations and marking criteria. • Print word count at the end of your assignment • Use UniSA Harvard Style of Referencing only. Reference list on a separate page at the end. • Use at least 3 relevant references (includes minimum use of 2 academic resources e.g. journal articles, book chapters, text book etc.). Lecture notes are NOT accepted as a source of referencing. • No cover sheet/title page needed • Insert student name (surname in capital letters e.g. Sunny LEE) and ID number in headers or footers. • Use Font size 12, Time New Roman, 1.5 line spacing. • The length is 1000 words (+-10%). A reference list is NOT included in the word count. 1 TOUR 2009 SP2, 2015 - Assignment 1 details Case study Length: 1000 words (+-10%) Weighting: 25% Due Date: 9.00am Monday 06/04/2015 (Week 6) Aim: The Case Study aims to develop students’ ability to analyse a case through critical lenses using their theoretical knowledge, and present and make a coherent argument. Task: Students are required to read and critically analyse the following article and provide referenced responses to the questions below. Chapman, L & Sadd, D 2014, 'Events as strategic marketing tools in shopping centers', Event Management, vol. 18, no. 3, pp. 357-367. 1. What are the goals of the special events staged in the shopping centre? What are the aims that the shopping centre, as a host organisation, ultimately seeks to achieve through these special events? 2. Interpret the terms, ‘the property-led approach’ and ‘the customer-led approach’ in the article in your own words. Explain why selecting an appropriate approach for managing and planning events is important. 3. The authors suggest that in this case the property-led approach is more suitable than the customer-led approach. Explain how and why you agree/disagree with this claim. You can consider, but are not limited to, the following aspects: • How the events can be influenced if the customer-led approach is adopted, and how effective it is to achieve the event goals and the aims of the shopping centre • How the events for which the customer-led approach is more appropriate are different from the special events staged in shopping centres (e.g. stakeholders, goals/aims) <Note> • This is not an essay or report style writing. No introduction and conclusions needed. • Your arguments (for Question 2 and 3) must be supported by relevant literature. • Read the feedback sheet carefully to understand the expectations and marking criteria. • Print word count at the end of your assignment • Use UniSA Harvard Style of Referencing only. Reference list on a separate page at the end. • Use at least 3 relevant references (includes minimum use of 2 academic resources e.g. journal articles, book chapters, text book etc.). Lecture notes are NOT accepted as a source of referencing. • No cover sheet/title page needed • Insert student name (surname in capital letters e.g. Sunny LEE) and ID number in headers or footers. • Use Font size 12, Time New Roman, 1.5 line spacing. • The length is 1000 words (+-10%). A reference list is NOT included in the word count.