+234 813 0686 500
+234 809 3423 853
info@grossarchive.com

HOW HAS THE USE OF DIGITAL STRATEGY REVOLUTIONIZED THE MUSIC FESTIVAL EVENTS INDUSTRY IN THE UK

  • Type:Project
  • Pages:73
  • Format:Microsoft Word
(Business Administration and Management Project Topics & Materials)

ABSTRACT

The aim of the research is to analyse the use of digital strategy in the events industry. Digital strategy has been used in various other organisation. It has had a high success rate in most of these organisations, as it has said that there are 15% chances of an individual becoming consumer of the set product or services after it is known through digital platforms (Hudson and Hudson 2013). The use of digital strategy in the event industry is said to have made an impact especially in the music festival industry where it is now found that most music festival industry align to the digital strategy in their marketing strategy for better results. A research was carried out on this, using questionnaires, most feedback came out with the conclusion that digital strategy added to the marketing strategy in a positive way. The use of digital strategy can promote success in the event industry, specifically in the music festival industry. Also cases studies were discussed to reveal whether the use of digital strategy enable growth in the industry. It was concluded that it does enable growth when aligned with other strategy like sponsorships and traditional media. Though digital strategy is relatively new to the field it has made basic impact in growth of the industry


TABLE OF CONTENT

ABSTRACT.....................3

ACKNOWLEGEMENT....4

LIST OF FIGURES.........7


CHAPTER 1....................8

1. INTRODUCTION......8

1.1 RATIONALE..........9

1.2 AIM......................10

1.3 OBJECTIVE........10

1.4 THE PROPOSED METHODOLOGY.................11

1.5 LIMITING AND DELIMITING FACTORS...........12

1.51 LIMITING FACTORS....................................12

1.52 DELIMITING FACTORS...............................13

1.6 OUTLINE OF THE ORGANISATION OF THE STUDY....................................13


CHAPTER 2..................14

2. LITERATURE REVIEW....................14

2.1 HISTORY OF THE MUSIC FESTIVAL INDUSTRY...............15

2.2 MARKETING CONCEPT...................................18

2.3 MARKETING MIX192.4 REASON FOR MARKETING AN EVENT..........19

2.5 THE NEED FOR MARKETING IN A FESTIVE EVENT....................................20

2.6 PROCESSES FOR MARKETING EVENTS......20

2.7 TAKING MARKETING DECISIONS..................21

2.8 SOCIAL MEDIA IN THE SERVICE ORGANISATION......................................22

2.9 THE USE OF DIGITAL STRATEGY IN THE MUSIC FESTIVAL INDUSTRY..22

2.91 THE USE OF SOCIAL MEDIA IN A MUSIC FESTIVAL..............................23

2.92 THE USE OF TRADITIONAL MEDIA IN A MUSIC FESTIVAL...................24

2.93 THE USE OF BOTH TRADITIONAL AND SOCIAL MEDIA IN VARIOUS MUSIC FESTIVALS......25

2.10 SUMMARY........27


CHAPTER 3..................31

3. METHODOLOGY...31

3.1 RESEARCH THEORY......................31

3.2 RESEARCH PHILOSOPHY...............................32

3.3 REASEARCH STRATEGY................................33

3.4 RESEARCH CHOICE........................................34

3.5 RESEARCH JUSTIFICATION...........................35

3.6 RESEARCH PROCEDURES.............................36

3.7 LIMITATION TO RESEARCH METHODOLOGY................37


CHAPTER 4..................39

4. RESULTS...............39

4.1 RESULTS FROM QUESTIONNAIRE AND CASE STUDY..............................39

4.2 RESULTS ON QUESTIONNAIRE.....................39

4.3 RESULTS ON THE USE OF SOCIAL MEDIA IN A MUSIC FESTIVAL...........42

4.4 RESULTS ON THE 5 CASE STUDY.................45

4.5 SUMMARY..........47


CHAPTER 5..................49

5. DISCUSSION.........49

5.1 THE QUESTIONNAIRE AND CASE STUDY....49

5.2 HAS THE USE OF DIGITAL STRATEGY REFORMED THE MARKETING OF THE MUSIC FESTIVAL EVENTS?.....50

5.3 IN WHAT WAY HAS DIGITAL STRATEGY REFORMED THE MARKETING OF MUSIC FESTIVAL EVENTS?.......51

5.4 HAS THE MUSIC FESTIVAL EVENTS INDUSTRY ACHIEVED GROWTH DUE TO DIGITAL STRATEGY?.......52

5.5 HAS SOCIAL MEDIA AIDED TO THE POSTIVE CHANGE OF THE MUSIC FESTIVAL EVENT?..53


CHAPTER 6..................54

6. CONCLUSION AND RECOMMENDATION.........54

6.1 CONCLUSION....54

6.2 RECOMMENDATION..........55

EVALUATION OF STUDY AND SCOPE FOR FURTHER RESEARCH...................56

REFERENCES.............58


APPENDICES...............60

APPENDIX 1 - QUESTIONNIARE...........................60

APPENDIX 2 – RESULTS COMPILATION.............62

APPENDIX 3 – ETHICAL CONSIDERATIONS.......66

APPENDIX 4 - INFORMATION SHEET FOR INTERNATIONAL EVENTS MANAGEMENT SALFORD BUSINESS SCHOOL..70

APPENDIX 5 - CONSENT FORM FOR INTERNATIONAL EVENTS MANAGEMENT SALFORD BUSINESS SCHOOL..72


LIST OF FIGURES

1.1 THE USE OF SOCIAL MEDIA IN AN ORGANISATION 40

1.2 RESPONSE TO THE USE OF SOCIAL MEDIA IN EVENTS 41

1.3 TOTAL RESPONSE TO THE USE OF SOCIAL MEDIA IN AN ORGANISATION 42

1.4 NUMBERS OF RESPONDENT WHO ATTENDED MUSIC FESTIVAL 43

1.5 TOTAL WHO AGREED TO SOCIAL MEDIA/ NOT AGREED 44

1.6 ATTENDED MUSIC FESTIVAL 

HOW HAS THE USE OF DIGITAL STRATEGY REVOLUTIONIZED THE MUSIC FESTIVAL EVENTS INDUSTRY IN THE UK

Share This

Details

Type Project
Department Business Administration and Management
Project ID BAM2556
Price ₦3,000 ($9)
No of Pages 73 Pages
Format Microsoft Word

500
Leave a comment...

    Details

    Type Project
    Department Business Administration and Management
    Project ID BAM2556
    Price ₦3,000 ($9)
    No of Pages 73 Pages
    Format Microsoft Word

    Related Works

    CHAPTER ONE 1.0 INTRODUCTION 1.1 BACKGROUND OF STUDY The activities of social media have increased overtime with the advancement in the level of technology in Nigeria and its effect is in the life of music artist and the Nigeria music industry. It is evident that the development of social media on the Internet has considerably transformed the way... Continue Reading
    ABSTRACT Language plays an important role in the society and this leads to the study of code mixing in relation to sociolinguistics and how code mixed utterances have been triggered as a result of language gap, stylistic motivations, domains, societal factors, message intrinsic factors, physical settings and situational factors. This work examined... Continue Reading
    ABSTRACT Language plays an important role in the society and this leads to the study of code mixing in relation to sociolinguistics and how code mixed utterances have been triggered as a result of language gap, stylistic motivations, domains, societal factors, message intrinsic factors, physical settings and situational factors. This work examined... Continue Reading
    NO REFERENCES ABSTRACT Society impinges on language and language impinges on the society. Therefore, for communication to be effective in any human society, the appropriate language must be put into use in the appropriate context. This work examined the motivation for code-mixing or code-switching in the song lyrics of Nigerian artistes. The song... Continue Reading
    Abstract The purpose of this study is to investigate the relationships between stressful life eventsi and anxiety during the period of adolescence. It is known that stressful life events are commonly studied risk and environmental factors in the development of psychopathology in childhood and adolescence. In addition, physical and psychological... Continue Reading
    (A CASE STUDY OF FIRST BANK NIGERIA PLC) CHAPTER ONE INTRODUCTION 1.1       BACKGROUND INFORMATION Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services, organization and event to create and maintain... Continue Reading
    ABSTRACT Promotional strategies has proved to be the only logical basis for the sustenance of the financial institution such a s Afribank (NIG) PLC. The promotion mix variables should be properly integrated in this ever changing marketing environment. The purpose of carrying out this researcher work was to find out the problems of afribank (NIG)... Continue Reading
    ABSTRACT The study focused on the effect of backward integration strategy on organization performance. Nestle Nigeria Plc was used as case study. Fifty copies of questionnaires were administered using convenience sampling techniques for the purpose of data collection and interviews were conducted to authenticate the information derived. The data... Continue Reading
    ABSTRACT The banking sector is the bedrock of the Nigerian economy, and this industry is known to have contributed in no small measure to the development of the economy. This industry is the enabling hub of national and global... Continue Reading
    ABSTRACT The Nigeria banking sector has undergone tremendous competition since the introduction of the Structural Adjustment Programme (SAP) on 1st of July, 1986, which has led to stiff competition in the industry. Marketing strategies is a written plan, usually comprehensive describing all activities involved in a particular marketing objective... Continue Reading