Case Study: MAGGIE’S MONSTER BIKE & HIKE EVENT: MARKETING PLANNING IN THE CHARITY/NOT-FOR-PROFIT SECTOR

Caroline Marchant, David Marshall, Maria Karampela

Research output: Other contribution

Abstract

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.
Original languageEnglish
TypeCase Study
PublisherCase Study Centre
Number of pages17
Place of PublicationUK
VolumeReference no. 514-126-1
Publication statusPublished - Jan 2015

Keywords

  • Not-for-profit/charity marketing; Marketing plan; Event marketing; Fundraising

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