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MARKET ANALYSIS OF THE NEEDS AND CHALLENGES OF MARKETING AND EVENT
MANAGERS
ERASMUS +
Project: DiMenSion
Intellectual Output 01
1
Contents
INTRODUCTION ..................................................................................................................................................... 2
PURPOSE OF THE PAPER ....................................................................................................................................... 2
METHODS AND DATA COLLECTION ...................................................................................................................... 3
MEASUREMENT OF VARIABLES ............................................................................................................................ 4
RESULTS ................................................................................................................................................................ 5
DEMOGRAPHIC ANALYSIS ..................................................................................................................................... 6
QUESTIONS ABOUT THE ORGANIZATION ............................................................................................................. 8
SPECIFIC QUESTIONS ABOUT THE NEEDS FORM INVESTING IN MARKETING AND EVENT MANAGEMENT ....... 10
CONCLUSION ....................................................................................................................................................... 20
ANNEX ................................................................................................................................................................. 23
2
INTRODUCTION
Marketing development is a complex subject and should be approached in holistic way, covering
topics like: event management, sales, public relations, brand management, social and digital
media, organizational intelligence, ethics, leadership, personal attitude and thinking, etc. That is
why continuous education and specialization is essential for professional career development.
In developing countries, such as Macedonia, marketing professionals on managerial positions are
missing opportunities and offer for adult trainings. To address these problems and propose new
innovative learning opportunities for adult learners, the intended professional development
program will be in line with the needs and expectations of the marketing managers which will be
analyzed on a conducted survey.
Intellectual outputs are essential for every tailor-made project. In this paper we are examining
the behavior of the marketing and event managers, more specifically their needs and challenges
managers have regarding marketing and event management.
This market analysis is produced as an intellectual output in the project “Developing marketing
solutions for sustainable brands” – DiMenSion.
PURPOSE OF THE PAPER
The primary objective of this project is to develop marketing solutions for sustainable brands.
Solutions that will create competitive brands on the market through developing learning
environment, online courses, training activities and webinars for improving their management
and leadership skills. For successful realization of this aim we should first discover their current
level of education, current position, skills and techniques used at the working process, see the
needs and the gaps of education in some field of marketing, the way of thinking and make a final
decision for some tasks based on the results gathered from distributed survey, for current
position of the target group.
In order to reach the general objective, certain tasks were realized:
1. Define research method and samples;
2. Construct specific questionnaires;
3
3. Collect data from the samples;
4. Analyze the collected data;
5. Summarize the data
In this paper are analyzed the results from the conducted questionnaire, as part of the first
Intellectual Output of the project - Developing marketing solutions for sustainable brands.
METHODS AND DATA COLLECTION
As mentioned before to make the analysis of the needs and challenges that marketing and event
managers have, a questionnaire was developed. First of all, the project target groups were
defined and they consist of marketing managers, event managers, entrepreneurs, who wish to
upgrade their knowledge and to be competitive on market and bring value to the company where
they work such as marketing agencies, some of the largest companies in the Republic of
Macedonia, banks, insurance companies etc. After that, we developed the interview questions
and contact list according to previously defined target group.
The questionnaire had 23 questions and the answer method included ranking, selection of
several answers and text. All questionnaires had open-ended and closed-ended (simple-answer
and multiple choice) questions, and were specially designed for the purposes of the project,
taking in consideration the specific characteristics of marketing event management. The time
needed to answer the questionnaire was about 8 minutes.
The questionnaire was distributed to 396 marketing managers and marketers using the online
platform Survey Monkey and with conducting interviews with marketers and marketing
managers. 163 respondents answered the questionnaire.
The specific project objectives and results were assessed according to the project activities, the
questionnaire of needs was distributed in May, 2018.
4
MEASUREMENT OF VARIABLES
Most graduated marketers gain basic knowledge and experience in the marketing sector during
and after they finish University. Universities in Macedonia are focused on theoretical knowledge
and very low on practical and useful knowledge. People who work in field of marketing are used
to gain knowledge and experience by themselves, learning by doing. In the field of event
management in Macedonia there isn't any subject or training in this field. The marketers are
facing great demands in the complex and changing business environment, and they need tools
and knowledge how to deal with all the challenges. Challenges and opportunities like this require
new marketing and event management skills for the marketers in order to be successful in their
work. The growing expectation on great results can be met if these marketers continue their
education and gain new marketing and event management skills. We need to have in mind that
most of these marketers work full time and have special needs as adult learners. More
specifically, adult learners are self-directed (and can benefit a lot from on-line learning courses),
learning from experience and learning by doing (so they will invest their new insights on their
work and private life), and, also, their readiness to learn is directly linked to what they need to
know (they wish to resolve actual problems and find solutions to their challenges).
With our constructed survey we tried to address these problems and propose new innovative
opportunities for adult learners and to develop professional courses specialized only for them,
we asked the marketers and marketing managers with lot of questions including:
- The investment in marketing and event management, as one of the key factories for
development of a business, is this investment is seen as an expense and does the
company / agency or institution invest in education in MEM
- Which techniques are used to measure the results of the investment in MEM
- We put questions about the position of MEM in organizational structure, challenges
marketers and marketing managers face daily, the need of cooperation with MEM
agencies, questions form the aspect of education in the field of marketing and event
management and the affection from event management
- Ranking the attractiveness and demands of the marked services in the past and the
relevance of the training courses that out target group would like to participate.
With all of this different but connected questions, our survey was completed and distributed and
helped us to collect response from which we can see the gap between the need of marketing and
event management in our country and its development.
5
RESULTS
The 23 questions for our survey can be separated into three parts according to the information
we wanted to be gathered from them. The first part consists of three demographic questions
about the gender of the marketers and marketing manager, age and their formal education. The
other three questions, from the other part of the survey, were connected with the organization
from which they are part of, as a type of the organization, size of the organization and their
position in the organization as a manager – first level of management, middle level of
management and top management. And the last questions were the more specific from the first
and they were the following:
- How many years in your career you had management positions?
- At what level of management in the organizational structure would MEM (marketing
event management) be positioned?
- What are the challenges you face daily?
- Is investment in marketing and event management seen as an expense?
- Do you think that companies need to regularly cooperate with MEM agencies, or can the
desired effect be achieved with their own sectors and staff?
- Do you think that the events are a tool for bringing together employees / collaborators /
business partners and contributing to more efficient and effective work?
- Which techniques you use to measure the results of the investment in MEM?
- What are the techniques you use to measure the results of an investment in MEM?
- Have you attended or still attending trainings and / or trainings for re-training in the
marketing or event industry?
- Does your company / agency / industry invest in education in MEM?
- Does event management affect the improvement and strengthening of the corporate
climate, internationally towards its employees, but also external to its associates and
customers?
- Suggestions for the development of the MEM industry in Macedonia.
- Would you like to be part of the only regional educational program for the MEM
specialization?
- Rate according to the attractiveness and demands of the marketed services in the last 3-
5 years?
The design of the questionnaire is included in the report as an Annex and it’s attached by the end
of the document.
6
DEMOGRAPHIC ANALYSIS
In our analyses we will start with some demographical data which is very important information
about Macedonian marketers and marketing managers. We need to know what the level of
formal education is because from this information we can make some thought about their
performance.
More than a half from the responses were information given by female (61.22%) and the rest of
the responses were given by male.
Male 38.78%
Female 61.22% Table 1: Gender of the respondents
One of the demographic questions which was put in the questionnaire was about the age of the
marketers and marketing managers. This is important for seeing and getting information about
are they young, middle age, old managers with huge work experience, and this can be crucial for
making decision about how long will they still be on this position and be prepared to learn, get
more knowledge about marketing and event management and improve their own skills.
Up to 30 years 20.41%
31-40 years 51.02%
41-50 years 20.41%
More than 50 years 8.16% Table 2: Age of the respondents
The Table above consist percentage of marketers and marketing managers to their age. The
conclusion in this part is that most of the respondents are at the age between 31-40, relatively
young willing to learn and improve their skills in marketing and event managing.
7
As we can see from the Figure 1 most of the respondents have Master degree (51.02%) and none
of them is with high school. 42.86% have Master degree and 6.12% of them are PhD in their filed.
Figure 1
43%
51%
6%
Baccalaureate Master Ph.D
QUESTIONS ABOUT THE ORGANIZATION
According to the results from the conducted survey, Macedonian marketers and marketing
managers mostly work in companies which give services to people (75% of the respondents). The
size of the organizations which they work is less than 50 employees which means that they work
for in small organizations. Most of them work on managerial position less than 5, or between 5
to 10 years. But there were also some managers who work on that position for more years.
Figure 2
More than half of the respondents work in organizations with less than 50 employees, 25% in an
organization with more than 250 employees and 22.92% in an organization with 50 to 250
employees.
0 20 40 60 80 100 120 140
Services
Products
Other
Number of responses
9
Figure 3
Their position in the organization is presented in the Figure 4. It’s clear that in our country most
of the marketers and marketing managers work as a Supervisor, department manager or Team
leader. Small part of our respondents work at the second level of management or they manage
the first line managers and this position include the managers and deputy head. It’s not small
number of marketers and marketing managers who are at the highest position in the
organization.
Figure 4
0 10 20 30 40 50 60 70 80 90
Less than 50 employees
From 50 to 250 employees
More than 250 employees
Number of responses
First level management (supervisor, department
manager, team leader, etc.)
56%
Second level of management
(managers and deputy head)
21%
Top management (executive director, owner, member of
the board, etc.)23%
10
SPECIFIC QUESTIONS ABOUT THE NEEDS FORM
INVESTING IN MARKETING AND EVENT MANAGEMENT
On the question about the investment in marketing and event management as one of the key
factors for development of a business 64% of respondents answered that investing in marketing
and event management has a significant influence in the development of the business /
industry, 30% said that the investment depends on the type of business, that is, in certain
businesses is a key factor, but in certain it is not. More than half of the marketers and marketing
managers answered positively, and from that we can highlight that investment in this field is
important in our country.
Figure 5
Regarding the question about the level of management that MEM would be, 44,90% of the
respondents answered that they would position it as a separate sector with an experienced
team of employees, according to the size of the firm, while 22,45% would form a separate sector
that would cooperate with MEM agencies.
0 20 40 60 80 100 120
Yes, it has a significant influence in the development ofthe business / industry
It has minimal significance and influence on development
Does not affect the development of the business / industry
Depends on the type of business, in certain businesses is akey factor, in certain not.
Number of responses
11
Figure 6
The majority of respondents (62%), answered that one of the challenges they face daily is the
that marketing and event management is seen as an expense rather than an investment, 48%
of the respondents stressed the lack of quality and trained staff, and 38% of the respondents
sees the lack of awareness of the importance form the business sector as a challenge they face
daily.
Figure 7
Further, on the question of whether investment in marketing and event management is seen as
an expense, opinions are divided (34%) of respondents answered that MEM is specific and the
way of proving the return on investment is difficult and 34% also answered that there is low
0 10 20 30 40 50 60 70 80
Top management
Middle management
A special sector with an experienced team of employees,according to the size of the firm
A special sector that would cooperate with MEM agencies
Number of responses
0 20 40 60 80 100 120
Marketing and event management is seen as an expense…
Lack of quality, trained and innovative staff
Lack of appropriate technology and software
Non-recognition and awareness of importance from the…
Anti-competitive behavior
Inability to accurately calculate the ROI from investing in…
Low cost of service by MEM agencies
Lack of specialization and expertise in just one field
Number of responses
12
awareness of the importance of the MEM, 30% of respondents said that business requires short-
term and fast results, while MEM is focused on long-term visions and effects, and that impact
of the general environment in the country, political and economic crisis - directly affects the
strategies of the business.
Figure 8
As we can see on the Figure 9, 51% of the respondents think that the companies should have
their own sector for MEM and to co-operate with foreign experts and MEM agencies, while
29% said that companies should hire experts only when needed for certain activities.
Figure 9
0 10 20 30 40 50 60
The manner of proving the return on investment is specificand difficult
Business requires short-term and fast results, and MEM isfocused on long-term visions and effects
Low awareness of the importance of MEM
Impact of the general environment in the country, politicaland economic crisis - directly affects the strategies of the…
It is not seen as an expense, on the contrary, it isincreasingly invested in the development of MEM
Number of responses
Companies according to their
size should invest in their own
experienced teams and sectors for MEM
18%
Companies should have their own
sector for MEM and cooperate in parallel
with domestic agencies
51%
Only when needed companies to hire experts for certain
activities29%
Companies should only cooperate with foreign experts and
MEM agencies2%
13
The majority of the respondents (78%) responded positively, and consider the events as a tool
for bringing together the employees / collaborators / business partners and contributing to
more effective and efficient work.
Figure 10
On the question which techniques you use to measure the results of the investment in MEM we
received the following answers:
System data from demand and payment of products we offer
Direct calls or scheduled presentations (meetings)
Questionnaires and telephone calls
Not established
We do not measure
Smiles
Don’t have
Tracking the trend of sales
FB insights, Twitter analytics, Google Analytics, Google My Business combined with sales results
МЕМ is an investment, so it's not a priority in ROI, but one of the tools is to reward consumers who directly
participate in purchasing products and presenting fiscal accounts
Depending on the event, there may be different techniques
Sales reports
Surveys and measurements of satisfaction questionnaires
Research
Increase sales, new customers
Number of fasting websites, contacts and accepted job offers
Analyzes, clipping
Questionnaires, surveys, interviews, analyzes
0 20 40 60 80 100 120 140
Yes
Nether agree nor disagree
No
Number of responses
14
According to their experience of measuring the ROI from investing in MEM, 34.04% form the
marketers and marketing managers said that MEM has qualitative benefits and advantages that
are difficult to measure and prove, while 29.79% of the respondents think that the method of
measurement is specific and requires a lower a period for reliable results and that there are no
precise methods and techniques proven as a successful measure.
Figure 11
The average ratings from the ranking of attractiveness and demand of the market services in
the last 3-5 years according to their attractiveness and market demands are the following:
Digital and social media marketing 4.44
Advertising 4.00
Event Marketing and Management 3.52
Marketing analyzes and research 3.40
Creative thinking and innovation 3.13
Public Relations - PR 2.92
0 10 20 30 40 50 60
The method of measurement is specific and a longer…
There are simple measurement techniques
There are no precise methods and techniques proven as a…
Has qualitative benefits and advantages that are difficult…
There is not much experience in measuring ROI
Number of responses
15
Figure 12
From the aspect of education in the field of marketing and event management, on the question
does the respondents attended or still attend on trainings in the marketing or event field, 36.73%
of the respondents answered that they attended or still attend courses and specialized
educational programs and that they gained experience through practical work, that is, lacking
education in this segment.
Figure 13
0 10 20 30 40 50 60 70
Advertising
Event Marketing and Management
Marketing analysis and research
Digital and social media marketing
Creative thinking and innovation
Public Relations PR
6 5 4 3 2 1
0 10 20 30 40 50 60 70
Yes, online training
Visit courses and specialized educational programs
Postgraduate studies in marketing and event management
Self-education using business foreign literature
Experience through practical work, lacking education in thissegment
Number of responses
16
Marketers and marketing and event managers were asked to rank the trainings according to
relevance and which training they would like to participate and the average assessments given
by the respondents are as follows:
Innovative Marketing Tools and Techniques 6.39
Event Marketing and Management - Concepts and Design 6.17
Sustainable development of events 5.97
Business Intelligence and Leadership of Events 5.73
Creative thinking and innovation 5.72
ROI from investment in MEM 5.69
Digital and social media marketing 5.43
Event Challenges and Risks 4.86
Psychology of consumer 4.56
Events and impact on emotions 4.18
Figure 14
0 10 20 30 40 50 60
Event marketing and management - concepts and design
Event challenges and risks
Business intelligence
Sustainable development of events
ROI from investment in MEM
Innovative marketing tools and techniques
Digital and social media marketing
Creative thinking and innovation
Psychology of consumers
Events and influence on emotions
10 9 8 7 6 5 4 3 2 1
17
On the question whether their company / agency / institution invests in education in MEM,
43.75% of the respondents answered that their company not always invests in education in
MEM and it depends on the need.
Figure 15
In the context of whether the event management influences the improvement of the corporate
climate, 57,14% of the respondents answered that they influence the improvement of the
brand, 48,98% answered that they have motivating energy, and 36,73% think that MEM
improves the networking and opportunities for new projects, ideas and development are
opened up.
0 10 20 30 40 50 60 70 80
Not at all
Yes, always
Not always, depends on the need
We invest in education ourselves
Number of responses
18
Figure 16
Further, on the request of their suggestions for the development of the MEM industry in
Macedonia, the respondents gave the following answers:
Continuous development and improvement... constantly
Uniqueness, not just attach ideas and projects to collect the money of customers
Education, courses available for everyone
I do not have
Information
Conferences in the field, sharing success stories
Requests for creating multiple public spaces for keeping up to date events
To be practiced on a regular basis
To present a creative event to companies that can afford it, to make a business plan specialized
for their business or service and to get the benefits of that event
Specialized training and agencies
Association for events, debates, conferences
Trainings
Education for MEM benefits through real case study examples
Education, workshops for exchange of experiences
Sinergy between institutions, agencies, awareness-rising activities on the importance of MEM
0
10
20
30
40
50
60
70
80
90
100
Yes, they affect the brand’s
improvement
They have a sharein productive and
profitableoperations
They havemotivating energy
Networking andopportunities for
new projects, ideasand development
Not an importantfactor in
strengthening thebusiness climate
They have minimalsignificance, they
are more cost thana desired positive
result
Number of responses
19
According to the conducted survey, on the last question, the majority of the respondents, i.e.
83.33%, answered that they want to be part of the only regional educational program for the
Specialization for MEM. Knowing that is very important for further development of the project.
Figure 17
83%
17%
Yes No
20
CONCLUSION
This professional development program for marketing and event management will be taught
using contemporary training methods, such as problem based learning, game based learning,
case study method, etc. It will be organized by using blended learning concept – a combination
of traditional and e-learning concepts. All materials and activities will be available to adult
learners through a distance learning system. The excellent quality of training, learning and
examining methods, utilizing the possibility of new media, significantly contributes to high quality
learning opportunities.
The professional development program will be developed based on EU wide transparency and
recognitions tools, the European Qualification Framework and in line with EU policy in the field
of adult learning. In order to ensure the quality and recognition of the program, international
accreditation guidelines and procedures would be used.
From the answers of the respondents we can conclude that currently, there are lack of specialized
trainings in the area of adult education offered in Macedonia which would allow marketing
managers to acquire the needed competences in marketing and event management and also
support them in developing marketing solutions for sustainable brands. Macedonian marketers
said that they gained experience trough practical work because of the lack of education in this
field. Because of that most of them said that they want to be part of educational program for
specialization for marketing and event management.
As part of this paper, we made an infographic from the key findings of the analysis.
21
22
23
ANNEX
Survey design for analyses the needs and challenges of engineering managers.
Ladies and Gentlemen,
The IEGE Scientific Research Institute, accredited by the Ministry of Science and Education, conducts research
that is part of the European Program Erasmus + K2 Cooperation for innovation and exchange of good
practices - strategic partnership in the field of adult education.
The survey focuses on the importance and the need to invest in marketing and event management as one of
the leading business industries.
Please share your experience with the needs and challenges that marketing and event managers face.
The questionnaire is anonymous. All data from this survey will be analyzed and presented exclusively for the
project.
Thank you for your participation and honest answers.
1. Is investment in marketing and event management one of the key factors for
the development of a business?
- Yes, it has a significant influence in the development of the business / industry
- It has minimal significance and influence on development
- Does not affect the development of the business / industry
- Depends on the type of business, in certain businesses is a key factor, in certain not.
2. At what level of management in the organizational structure would MEM
(marketing event management) be positioned?
- Top management
- Middle management
- A special sector with an experienced team of employees, according to the size of the firm
- A special sector that would cooperate with MEM agencies
3. What are the challenges you face daily?
- Marketing and event management is seen as an expense instead of an investment
- Lack of quality, trained and innovative staff
- Lack of appropriate technology and software
- Non-recognition and awareness of importance from the business sector
- Anti-competitive behavior
- Inability to accurately calculate the ROI from investing in MEM
- Low cost of service by MEM agencies
- Lack of specialization and expertise in just one field
24
4. Is investment in marketing and event management seen as an expense?
- The manner of proving the return on investment is specific and difficult
- Business requires short-term and fast results, and MEM is focused on long-term visions and effects
- Low awareness of the importance of MEM
- Impact of the general environment in the country, political and economic crisis - directly affects the
strategies of the business
- It is not seen as an expense, on the contrary, it is increasingly invested in the development of MEM
5. Do you think that companies need to regularly cooperate with MEM agencies,
or can the desired effect be achieved with their own sectors and staff?
- Companies according to their size should invest in their own experienced teams and sectors for MEM
- Companies should have their own sector for MEM and cooperate in parallel with domestic agencies
- Only when needed companies to hire experts for certain activities
- Companies should only cooperate with foreign experts and MEM agencies
6. Do you think that the events are a tool for bringing together employees /
collaborators / business partners and contributing to more efficient and effective
work?
- Yes
- Nether agree nor disagree
- No
7. What are the techniques you use to measure the results of an investment in
MEM?
..............................................................................................................................................................................
8. What is your experience in measuring ROI from investing in MEM?
- The method of measurement is specific and a longer period is needed for reliable results
- There are simple measurement techniques
- There are no precise methods and techniques proven as a successful measure
- Has qualitative benefits and advantages that are difficult to measure and prove
- There is not much experience in measuring ROI
9. Rate according to the attractiveness and demands of the marketed services in
the last 3-5 years?
- Advertising
- Event Marketing and Management
- Marketing analysis and research
25
- Digital and social media marketing
- Creative thinking and innovation
- Public Relations PR
10. Have you attended or still attending trainings and / or trainings for re-
training in the marketing or event industry?
- Yes, online training
- Visit courses and specialized educational programs
- Postgraduate studies in marketing and event management
- Self-education using business foreign literature
- Experience through practical work, lacking education in this segment
11. Rate the training courses of relevance you would like to visit? (1 lowest / 10
highest)
- ROI from investment in MEM
- Innovative marketing tools and techniques
- Event marketing and management - concepts and design
- Business intelligence
- Sustainable development of events
- Digital and social media marketing
- Creative thinking and innovation
- Psychology of consumers
- Event challenges and risks
- Events and influence on emotions
12. Does your company / agency / institution invest in education in MEM?
- Not at all
- Yes, always
- Not always, depends on the need
- We invest in education ourselves
13. Does Event Management affect the improvement and strengthening of the
corporate climate, internally towards its employees, but also external to its
associates and customers?
- Yes, they affect the brand’s improvement
- They have a share in productive and profitable operations
- They have motivating energy
- Networking and opportunities for new projects, ideas and development
- Not an important factor in strengthening the business climate
- They have minimal significance, they are more cost than a desired positive result
26
14. Your suggestion and suggestions for the development of the MEM industry in
Macedonia?
.......................................................................................................................................................
15. Would you like to be part of the only regional educational program for the
MEM Specialization?
- Yes
- No
16. Age:
- Less than 30 years old
- 31-40 years
- 41-50 years
- More than 51 years
17. Sex
- Men
- Women
18. Education:
- Bachelor's degree
- Master
- PH. d
19. Type of organization:
- Services
- Products
- Other
20. Size of the organization:
- Less than 50 employees
- From 50 to 250 employees
- More than 250 employees
21. At what level of management you work?
- First level management (supervisor, department manager, team leader, etc.)
- Second level of management (managers and deputy head)
- Top management (executive director, owner, member of the board, etc.)
27
22. How long are you on a managerial position?
- Less than 5 years
- From 5 to 10 years
- From 11 to 20 years
- More than 20 years
23. If you are interested in being part of this European project please leave your
email and contact phone so that we can communicate to you for all future
activities.
Name:
Company:
City:
E-mail:
Phone number: