An Evaluation Of �The Use Of Digital Marketing� In Participative Events, Case Study

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Introduction Of An Evaluation Of “The Use Of Digital Marketing” In Participative Events, A Case Study

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Heading 1: Essential outline

Project title:An evaluation of “the use of digital marketing” in participative events, a case study on cake international Birmingham.


The present study aims at evaluating the use of digital marketing in participative events.

Research objective

The research follows the objectives which gives the understanding upon the topic of digital marketing from the case study of the cake international Birmingham. The marketing activities are followed by cake international Birmingham shows the various methods of promotions which are analysed through these research objectives.

  • To explore about role of marketing in participative events relating to the tourist activity organized by the cake international Birmingham.
  • To discuss the challenges faced in the process of marketing the event and solutions to overcome them.
  • To identify that how digital marketing is used in cake international Birmingham for the promotions.
  • To evaluate that how digital marketing can help in participative events in order to make a brand image.


This research is important as the increasing level of various tools and techniques to use digital marketing provide variation in the management of participative events. This research will provide a latest usable tools and techniques for concluding the use of digital marketing. The Cake International Birmingham case study paper provides the proper guidance to understand the marketing more accurately. The customers are the base of the marketing events for the successful promotion of the business in order to achieve the marketing goals and the strategies are discussed more specifically. The research highlights the event organized by the cake international Birmingham to understand the needs of the customers.

Heading 2: Literature sources

Citation (Author date)

Contribution to your study


Schubert, S., 2018.

This source is related to the use of digital marketing in annual B2B events. This source will help the report to develop better digital marketing strategies for their new international and participative events. As the better use of digital marketing will lead the topmost priority for all the consumers.


Ryan, et. al.2020.

This source is related to the management of digital marketing in international event management. The source will help this report to manage the events in better way with the effective digital marketing strategy. As this event is being going on international level.


Draper, et. al. 2018.

This source is discussed about the current trends in participative events. This source will help the report to research methods, data analysis procedure, event types, and data collection for the execution of the events. As along with developing strategyand management the event business with the current trends are also important.


Hautbois, et. al. 2020.

This source explains about the social impacts on the participative events. This report will be benefited from this source by analysing all the social impacts of participative events. As the events are mostly effected by social matters.


Criscione-Naylor, and Bokunewicz, 2020.

This source related to the introduction of event industry with its challenges. This report is helped by this source as the event industry also have to face many challenges. This will help the report to find out the current event challenges. 


Regner, et. al.2019.

This source is related to the practical scenario of events with its core components. This report contains a participative events with the digital marketing issues, so this source helps to find out the core components for the block chain- based events.


Jaafar, and Khan, 2022.

This source is related to the competition analysis in digital marketing of the participative events. The report will be get benefit from this source as there is a lot of competition in the digital marketing event participation.


Schaefer, and Hetman, 2019.

This source is related to the implementation of effective tools of digital marketing in the event managements. The source will help this report in finding out the different tools of digital marketing to be successfully implement in the participative events. 


Tursunkhodjaev, 2022.

This source will help the report to examine the theoretical and practical issues related to the event management. For successfully evaluate the issues in the event management, this source will relatable to overcome from all these issues. 

Heading 3: Methods

Methods of data collection

Data shows a collected information by an observation or experiment on a particular subject. It is in the form of text and numbers or it is collected in both ways qualitative or quantitative. There are two types of data such as primary data and secondary data. Primary data collection method includes quantitative data collection methods and qualitative data collection methods that has: interview method, questionnaire method, observation method, document review method. Secondary data collection methods includes the collection of data available in the statistics. In this report, for the collection of data in context of the use of digital marketing in participative events, secondary data collection method will be used. Because secondary data collection method is easily adaptable as this is less time and money consuming method. The related data will be easily available without any experiment or observation. An investor should pay attention on the reliability of the secondary data that is going to be use.

Sampling methods

The simple random sampling method is a subset of the population that are selected randomly for collection of specific data. This method of sampling offer an equal chances of being selected, to the population. This method helps in identifying the accuracy in the use of digital marketing in a participative events. Random draws or lotteries are one of the example of a simple random sample. This method provides three approaches such as cluster sampling, stratified sampling, and systematic sampling. This method has a unique process which is of five steps. There is a less chances of bias as sampling is done randomly.

Methods of data analysis

There are various types of qualitative data analysis methods such as discourse analysis, thematic analysis, interpretive phenomenological analysis, narrative analysis, grounded theory, and qualitative content analysis. In this report, a thematic analysis will be considered as methods of data analysis, to analyse the use of digital marketing in participative events. This analysis is that type of method which search a data set to analyse, report, and identify repeated patterns in the qualitative data. It is a systematic analysis that involves explicit content of a data. There is a six steps to complete the thematic analysis. There are two approaches in this analysis the inductive and deductive approach.

Potential problems and how they may be mitigated

The problems occur while using secondary data collection method such as poor data quality, collected data might be out of date, relevant data but not specific, and so many.The insufficient information in the data for the responses related to previous and future decreases the customer availability. The availability of information related to customers is provided in complicated form which gives lack of response from the new customers. To overcome of these challenges an investor should use reliable data that give the high quality, updated, and specific data for analysis.

Ethical, health and safety issues

To identify, analyse and provide good report for acollected data of the use of digital marketing. This report will use the authentic sources to avoid the fiction data for collecting information related to digital marketing which can be used in participative events. This is considered that there will be no plagiarism issue occur in this report, as this issue creates a repetition of sentences and words. The authentic sources lead a clear, easily available, and specific data for the digital marketing. The thematic analysis and simple random sampling method provide healthy evaluation and examination for participative events with the use of digital marketing.


The cost incurred in a secondary data collection method is very low as compare to the primary data collection method. Very low cost is to be considered for secondary data collection method such as paper cost, internet cost, and so many. The secondary data collection method not only decreases the time but also gives more knowledge based analyses in order to develop the understanding upon the assessment task.

How my time will be allocated to the future dissertation/ consultancy project

This topic is relevant to the plan of execution to study the use of digital marketing in the participative events. The plan is that one chapter should be completed in one week so the continuity will be maintained in the study of a report. The report is made with the proper allocation of time to each and every topic discussed in this report. The time management is done through scheduling the time specifically on each task which probably give the idea about the accurate timing upon which the task is need to be covered before the deadline. The time management process followed in this report is done through the Gantt chart shown below which help in allocating the time to the future dissertation and consultancy project.

Heading4: References

Criscione-Naylor, N. and Bokunewicz, J., 2020. Rebounding the Event Industry: Moving Past Covid-19. Proceedings of the Northeast Business & Economics Association.

Draper, J., Young Thomas, L. and Fenich, G.G., 2018, January. Event management research over the past 12 years: What are the current trends in research methods, data collection, data analysis procedures, and event types?. In Journal of Convention & Event Tourism (Vol. 19, No. 1, pp. 3-24). Routledge.

Hautbois, C., Djaballah, M. and Desbordes, M., 2020. The social impact of participative sporting events: a cluster analysis of marathon participants based on perceived benefits. Sport in Society, 23(2), pp.335-353.

Jaafar, N.S. and Khan, N., 2022. Impact of Digital Marketing Innovation in Competitive Event Industry During Covid-19: Evidence from Malaysia and The United States. International Journal of Interactive Mobile Technologies, 66(8).

Regner, F., Urbach, N. and Schweizer, A., 2019. NFTs in practice–non-fungible tokens as core component of a blockchain-based event ticketing application.

Ryan, W.G., Fenton, A., Ahmed, W. and Scarf, P., 2020. Recognizing events 4.0: The digital maturity of events. International Journal of Event and Festival Management.

Schaefer, M. and Hetman, O., 2019. Effective tools of digital marketing implementation. ?????????????????????????????, (41), pp.67-74.


Tursunkhodjaev, S., 2022. Theoretical and Practical Issues of Competition Intelligence in Business Management: In Case of Electrical Industry. Asian Journal of Technology & Management Research (AJTMR) ISSN, 2249(0892).

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