Ett verktyg för utveckling av eventkoncept baserat på front-end processer och upplevelseproduktion
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The use of event marketing has increased in Sweden in recent years. The decreasing efficiency of traditional advertising, decreased differentiation and peoples pursuit of stimulating experiences in the Experience Economy, are stated as possible causes. The function of event marketing is that the event experience should affect the guests in some desired way for the event to be considered successful and effective.In product development front-end processes (FEP), processes that begin with a problem and result in a concept that should solve the problem, are considered the key to success. It is likely that the FEP and the quality of concepts are important in the event context as well.The purpose of this study was to investigate how a tool for the FEP of event development could be designed based on relevant models, methods and guidelines for FEP from other contexts (such as product development, design and creative processes) and experience production.Three semi-structured interviews with informants from event agencies were carried out to investigate how the FEP is performed in practice. Then a literature review was used to investigate which relevant models, methods and guidelines from FEP and experience production that could be applied in the event context. The results were compiled to a tool that gives guidelines for how the different phases of the FEP should be performed. Among other things the tool contributed with concrete proposals for criteria to use for evaluation and selection of ideas.
Place, publisher, year, edition, pages
2016. , 70 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, Eventmarknadsföring, event, konceptutveckling, front-end, idéurval, upplevelseproduktion
IdentifiersURN: urn:nbn:se:ltu:diva-45447Local ID: 322e1295-5dba-4397-81c9-da128d96af86OAI: oai:DiVA.org:ltu-45447DiVA: diva2:1018738
Subject / course
Student thesis, at least 15 credits
Professional Experience Production, bachelor's level
Validerat; 20160831 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved