case study assessment

there are few other events that are as well-known as the Olympic Games. There are also few other events that are as widely marketed, or that attract as much sponsorship revenue, as the Olympic Games. As such, the Olympics provide a wide range of opportunities for the event industry to evaluate and learn from.

Read the “International Olympic Committee Marketing Report Rio 2016” by International Olympic Committee (2017) and answer the following questions:

Having reviewed the marketing report above, use the Rio 2016 Olympics to explain the 6 P’s of marketing from your textbook, Event Marketing 2nd Edition by C.A. Preston (2012). Provide specific examples from the marketing report to justify each of the 6 P’s. (18 marks)

Using the marketing report above and your knowledge of the Olympics, as well as your textbook Reality Check: Straight Talk about Sponsorship Marketing by Brent Barootes (2014), identify 6 sponsorship assets and provide specific examples. (18 marks)

Using the marketing report above, and your textbook Reality Check: Straight Talk about Sponsorship Marketing by Brent Barootes (2014), provide two examples of activation tactics and explain each. (10 marks)

How does the Olympics, and the spectator experience, contribute to an experience economy? (6 marks)