$20 Bonus + 25% OFF
$20 Bonus + 25% OFF
Securing Higher Grades Costing Your Pocket? Book Your Assignment at The Lowest Price Now!
Add File

Error goes here

UMKT3012 Understanding Marketing And Events

tag 0 Download9 Pages / 2,038 Words tag Add in library Click this icon and make it bookmark in your library to refer it later. GOT IT


Glastonbury has become the largest green space open air festival in the world. It attracts more than 150,000 festival goers and it’s where artists can make, break or further their careers. Glastonbury is a market/pilgrimage town situated in the heart of Somerset, in the south-west of England, with a population of almost 10,000. It is often described as a ‘new age’ town with many people visiting for its spiritual connections, myths and legends. However, the main attraction to the area is undoubtedly the Glastonbury Festival. In 1970, Michael Eavis, a farmer, inspired by a local blues festival, put on an event on his own farm in Pilton – then called the Pilton Festival. Tickets were only £1 and all milk from the farm was free to the 1,500 attendees. Over 40 years later the Glastonbury Festival is one of the largest, most renowned festivals in the world with bands scrambling for a slot on the line-up. Attendance at the Festival has slowly increased from 1,500 to nearly 200,000 in 2014. The impact on local residents around the Festival can be astronomical: traffic, people and bad behaviour all play a part, with many local residents finding it impossible to get to work, or to function in their normal day-to-day lives. However, the local economy does benefit from spending in surrounding towns.
Using the above case study answer the following questions (your answers will form the main body of your report).
1. Explain how special events are defined and classified. Your definition should draw upon relevant core texts and examples.
2. Conduct a SWOT Analysis describing the scope and impact of marketing and events for the organising body of Glastonbury Festivals.
3. (a) Explain the role the marketing mix (4P’s/7P’s) play in developing an event marketing strategyand how is this applied in the case of the Glastonbury Festival.
(b) Describe the marketing strategies and resources that the Glastonbury Festivals Ltd would use in the event planning and implementation process using the sub-headings below;

(i) Creating their marketing strategy

  • Segmentation
  • Targeting and Positioning

(ii) Monitoring and Control

  • Monitoring and evaluation and
  • Risk management
Download Sample Now

Earn back the money you have spent on the downloaded sample by uploading a unique assignment/study material/research material you have. After we assess the authenticity of the uploaded content, you will get 100% money back in your wallet within 7 days.

Unique Document

Under Evaluation

Get Money
into Your Wallet

Total 9 pages, 1 USD Per Page

Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help. (2021). Understanding Marketing And Events. Retrieved from https://myassignmenthelp.com/free-samples/umkt3012-understanding-marketing-and-events/case-of-glastonbury-festival.html.

My Assignment Help (2021) Understanding Marketing And Events [Online]. Available from: https://myassignmenthelp.com/free-samples/umkt3012-understanding-marketing-and-events/case-of-glastonbury-festival.html
[Accessed 18 September 2021].

My Assignment Help. 'Understanding Marketing And Events' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/umkt3012-understanding-marketing-and-events/case-of-glastonbury-festival.html> accessed 18 September 2021.

My Assignment Help. Understanding Marketing And Events [Internet]. My Assignment Help. 2021 [cited 18 September 2021]. Available from: https://myassignmenthelp.com/free-samples/umkt3012-understanding-marketing-and-events/case-of-glastonbury-festival.html.

Are you currently on the lookout for a paper editor? Is your budget low? No worries as MyAssignmenthelp.com got you covered. Professional experts have been providing a solution to your query 'Who will edit my paper?' over the years. Students have been availing our service to submit impeccable content to earn good grades in their assignments. Moreover, the service involves a fairly reasonable price. Essay editors check for grammatical mistakes and inconsistencies in the content. Citation of resources is imperative to prove the authenticity of the essay. Paper editors scan your assignments A to Z to check for the outline, validations and other aspects.

Latest Marketing Samples

DN1013 Concept Of Digital Imaging

Download : 0 | Pages : 17

Answer: Introduction According to Andrew Cave and Alex Miller, the mobile technology and social media are the most transforming tools in the field of rugby sports in New Zealand. Whenever any tournament of Rugby is sponsored, more than half a million of population in New Zealand converge on the sports. There are many points to focus such as the field quality; the dress of sportsmen and women and the business implicitly start seeking benefits ...

Read More arrow Tags: Singapore Management Social Media Strategy & Management University of Singapore MBA 

MRKT11029 Marketing Fundamentals

Download : 0 | Pages : 8

Answers: Introduction  A business unit has several departments which ensure the successful operation of the business. A company has to invest in marketing to make sure that the company is being able to reach out to the consumers in a way that grabs the attention of the consumers as well as make them want the product or service that the company has to offer. 1.0 Description of the product  A wrist watch is an instrument that guides...

Read More arrow

BHO6505 Marketing Management

Download : 0 | Pages : 13

Answers: Introduction:  Consider the market for any organization you choose and evaluate the opportunities and threats that exist for Toyota Providing good quality of products as well as services is one of the most significant ways of maintaining organizational sustainability. At the same time, it is also undeniable that business experts need to focus on business promotion for gaining recognition of their brands as well as ser...

Read More arrow Tags: Australia Henley Computer Science Computer network programming University of New South Wales Information Technology 

MARK 1120 Introductory Marketing

Download : 0 | Pages : 2

Answer: The 4P/Es of marketing for British Columbia's New Westminster's River Market can be stated below: Product/Experience: The market is saturated with a number of shops that sells variety of products including fish, meat and other items of groceries (Rivermarket.ca, 2017). Apart from this, there are florists and many restaurants as well. It can be said that the market offers variety of products to the consumers under the same ro...

Read More arrow

MANAGEMT 7104 Marketing Management

Download : 0 | Pages : 2

Answer: Purpose of this document This paper presents an implementation plan for the Ethical Trading Group. The paper contains. The plan provides information in detail about the timing of the high-level implementations, all the resources that are required for the endeavor, the back-out details and the post-implementation support that is needed during the implementation process. Therefore, the paper is useful in planning and execution of the ma...

Read More arrow

5% Cashback

On APP - grab it while it lasts!

Download app now

*Offer eligible for first 3 orders ordered through app!

callback request mobile
Have any Query?