The case focuses on the challenges faced by Claire Benjamin, Event Manager for Maggie’s Monster Bike & Hike, the flagship fundraising event of a Scottish charity, Maggie’s Cancer Caring Centres. The event has been successful in the past but needs to adapt and encourage new target audiences whilst encouraging repeat entrants in order to raise participant levels to the capacity of its current location (1500 people) and generate annual target income of £1 million minimum. Students are required to critically evaluate the current situation of a non-tangible product, i e charitable event in the non-profit sector (the Maggie’s Bike & Hike event) and to redesign the marketing plan so that they can help the charity’s flagship event reach its objectives. This characteristic invites critical consideration, as conventional theoretical norms do not necessarily apply. The effectiveness of the case lies in the basic messages that provide the ground for more advanced discussions. The case has been deliberately structured to suit multiple audiences and it can be used for undergraduate, postgraduate and MBA students. The case suits mainstream marketing courses, such as Marketing Management, Marketing Strategy and International Marketing Strategy, as well as elective courses, such as Not-for-Profit Marketing, or Marketing & Society.
|Publisher||Case Study Centre|
|Number of pages||17|
|Place of Publication||UK|
|Volume||Reference no. 514-126-1|
|Publication status||Published - Jan 2015|
- Not-for-profit/charity marketing; Marketing plan; Event marketing; Fundraising