Planning and managing a corporate event : case: Event Activation Galaxy Studio Samsung S7/ S7 Edge
Bui, Quyen; Tran, Fa (2017)
Bui, Quyen
Tran, Fa
Laurea-ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201704285749
https://urn.fi/URN:NBN:fi:amk-201704285749
Tiivistelmä
The thesis was written about the case: Event Activation Studio Galaxy Samsung S7/S7 Edge. Samsung is a global leading conglomerate company in the technology industry. This thesis discusses how to plan and manage an Event Activation for Samsung.
The primary objective of this thesis was to provide a step-by-step guideline for planning and managing a corporate event. This objective was achieved by performing the following tasks: clarifying the influential role of corporate events in marketing activities and planning the corporate event guideline with a theory framework and an empirical study.
The thesis consists of two parts: theoretical and empirical. The theoretical framework uses different sources of literature to explain the importance of a corporate event as an effective business tool in event marketing and simultaneously to describe every aspect in the event management process. In the empirical part, both primary and secondary data collection methods, i.e. personal observations, literature, and data analysis, were applied interchangeably to achieve the thesis objective.
The actual thesis product, the guideline for planning and managing a corporate event was created based on both theoretical knowledge and practical experiences from the case Samsung. The case Samsung was conducted in May of 2016, and the thesis writing process was completed in April of 2017.
The findings of the thesis show that organizing a corporate event is challenging requiring improvements in every stage to increase customer loyalty. The event result analyses suggest that sales activity at the event site needs to be reformed and integrated with the event added-value activities for better performance. Additionally, following trends such as “green”, aging population in customer service and applying e-marketing more effectively are recommended for future development.
The primary objective of this thesis was to provide a step-by-step guideline for planning and managing a corporate event. This objective was achieved by performing the following tasks: clarifying the influential role of corporate events in marketing activities and planning the corporate event guideline with a theory framework and an empirical study.
The thesis consists of two parts: theoretical and empirical. The theoretical framework uses different sources of literature to explain the importance of a corporate event as an effective business tool in event marketing and simultaneously to describe every aspect in the event management process. In the empirical part, both primary and secondary data collection methods, i.e. personal observations, literature, and data analysis, were applied interchangeably to achieve the thesis objective.
The actual thesis product, the guideline for planning and managing a corporate event was created based on both theoretical knowledge and practical experiences from the case Samsung. The case Samsung was conducted in May of 2016, and the thesis writing process was completed in April of 2017.
The findings of the thesis show that organizing a corporate event is challenging requiring improvements in every stage to increase customer loyalty. The event result analyses suggest that sales activity at the event site needs to be reformed and integrated with the event added-value activities for better performance. Additionally, following trends such as “green”, aging population in customer service and applying e-marketing more effectively are recommended for future development.