Developing event marketing practices according to event impact on participants
Ollila, Minna (2018)
Oulun ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018060312216
https://urn.fi/URN:NBN:fi:amk-2018060312216
Tiivistelmä
The purpose of this thesis was to gather data from event participants to determine the impact of Oulu Innovation Alliance’s Agile Commercialization Ecosystem’s events on the attendees to enable improvements in event marketing practices according to the needs of the participants. The topic had not been previously studied although it was considered valuable information in order to develop the commissioner’s operations. The objective of the thesis was to understand the impact of the events on the event participants to provide comprehensive information for the commissioner to support organizational development.
The theory includes an insight to two topics: event marketing and personal development. Event marketing chapter provides an understanding on how the commissioner works and what improvements there may be according to theory. Personal development chapter introduces the perspective of the event participants and what they might have to gain from the events. The theory was gathered to support the planning of the research.
The methodology used in this thesis was qualitative method. To gain an understanding of the perspective of the participants theme interviews were conducted. The research data was gathered by interviewing both individuals and teams, and the information was then analyzed in order to come to a conclusion on what the impact was.
The findings resulted in the fact that the events had a variety of impacts from changing the participants’ mindset to gaining professional skills and from personal growth to expanding networks. This led to the conclusion that many things are done right in the organization, although there is always room for improvement. Suggestions for developing the operations resulted after evaluating the research data. The findings and conclusion will be thoroughly discussed within the commissioning organization and appropriate measures will be taken to improve the events in the future.
The theory includes an insight to two topics: event marketing and personal development. Event marketing chapter provides an understanding on how the commissioner works and what improvements there may be according to theory. Personal development chapter introduces the perspective of the event participants and what they might have to gain from the events. The theory was gathered to support the planning of the research.
The methodology used in this thesis was qualitative method. To gain an understanding of the perspective of the participants theme interviews were conducted. The research data was gathered by interviewing both individuals and teams, and the information was then analyzed in order to come to a conclusion on what the impact was.
The findings resulted in the fact that the events had a variety of impacts from changing the participants’ mindset to gaining professional skills and from personal growth to expanding networks. This led to the conclusion that many things are done right in the organization, although there is always room for improvement. Suggestions for developing the operations resulted after evaluating the research data. The findings and conclusion will be thoroughly discussed within the commissioning organization and appropriate measures will be taken to improve the events in the future.