Student Events - A market analysis
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School of Business |
Bachelor's thesis
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Date
2021
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Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
107
Series
Abstract
Author: Henrikki Onnela Title of thesis: Student Events – A market analysis. Date: 9 April 2021 Degree: Bachelor of Science in Economics and Business Administration Supervisor: Marta Zieba Objectives The general objectives of this study were to explore, document and describe the phenomena of Student Events of the Finnish university students. This included determining the market size of these events, as well as describing the stakeholder relations between student driven Not-For-Profits as event organizers and their corporate collaborators. Summary The study employed a novel exploratory and descriptive approach to the subject phenomena. This included empirical research into 1) Event Participants’ attendance and spending behaviors on the events, as well as their motivations to do so, and 2) Event organizers strategic orientations towards their stakeholders. An ad hoc conceptual framework for the study was developed to illustrate the critical and generic stakeholders for Events and their relations. This framework, along with the collected data and the discussions from it, represent the research’s theoretical contribution to the academia of Event Management, as this lacks any notable prior literature of this area. Conclusions The study unambiguously concludes that Student Events are economically and socially impactful, and warrant for future research. The business implications for the Event Organizers and their Corporate Collaborators revolve around commercialization of the Events, strategic orientations to achieve this and collaborative efforts to leverage value-creation. Key words: Event management, event studies, events, student events, student organizations, not-for-profits, non-profit organizations, social impacts, sponsorship, SWOT-analysis Language: English Grade:Description
Thesis advisor
Zieba, MartaKeywords
Event management, Student events, Event studies, Event sponsorship, Student organizations, Not-for-profit organizations, Social impacts