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Strategic Alignment of Marketing Event

How marketing events can be aligned with the strategic orientation of a business taking the example of the Unternehmertag by Mountain Partners

Strategic Alignment of Marketing Event

How marketing events can be aligned with the strategic orientation of a business taking the example of the Unternehmertag by Mountain Partners

Samenvatting

The purpose of this study was to investigate how the alignment between marketing events and the strategic orientation of their hosts can be ensured. Specifically, the study was conducted for the Mountain Capital Management AG (in the following called Mountain Partners) that hosts the yearly Unternehmertag. The starting point for this study for the author and the client was the determination of a lack of general appreciation for the contribution of the Unternehmertag on the overall strategic orientation of the business.
Aligning the corporate strategy with all business units is a key to success. Only when all business units work towards common goals, a strategy is put to use. The company has instructed the student to research on the topic of strategic alignment in order to formulate an advice in the form of an implementation plan including action points and a time planning.
Mountain Partners is a globally acting investment holding located in Zurich, Switzerland. Its strategy consists of three pillars, which give the decision-making direction of the company´s future. The aim of the research was to find out whether the Unternehmertag is aligned to these and how the alignment can be improved. The Unternehmertag is a yearly corporate networking event hosted by Mountain Partners and became the flagship external communication tool in recent years.
Two research studies had to clarify the question of the research. Study one dealt with the current alignment of the Unternehmertag with the strategic orientation of Mountain Partners by using the ROI methodology, a recognized tool to ensure alignment and calculate ROI. Study two was aimed at exploring further methods, models and practices in order to ensure alignment between marketing events and strategy. Study two consisted of two parts. Part one aimed at finding best practice examples of events in the branch in order to explore methods and models. Part two was aimed at interviewing industry experts and find out what the current degree of awareness and usage of strategic alignment models was and what practical advice can be extracted for Mountain Partners.
By conducting the above described research, the researcher aimed to give advice to the company in form of an implementation plan for the strategic alignment of the Unternehmertag.
Study one resulted in the knowledge that strategic might take place but then, however, would take place unconsciously. The result was obtained by creating an objectives matrix based on the three strategic pillars. However, a lack of set objectives regarding the influence of the event was determined. Therefore, the contribution of the event to the overall strategic goals can only be assumed.
The first part of study two resulted in the knowledge, that best practice examples in this field cannot be found. However, some interesting comparisons and results could be used for Mountain Partners. One reason why the research did not deliver the desired results was the low awareness for the necessity of strategic alignment in marketing & events as best practice examples were only found in IT and HR. Only one interviewee was found to participate in the second part of study two and the result of the second part of study two was that general awareness for the topic was very low and has not been a consideration in daily business yet, when, however, the interest in the topic is very high. The reason why strategic alignment has not been a topic yet was a lack of time for further evaluation as well as a lack of knowledge of suitable evaluation tools such as the ROI methodology.
Another reason for the lack of desired results in the study could be a general scarcity of understanding of what strategic alignment means and contains.
However, the researcher is able to provide the reader with a deeper insight into the topic with the research project at hand. An implementation plan for Mountain Partners could b

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OrganisatieSaxion
OpleidingHoger Toeristisch en Recreatief Onderwijs
Datum2015-08-01
TypeBachelor
TaalEngels

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