Event Marketing Minor ppt fin

Should the Welch College of Business Offer a Minor in

Events ManagementLerae Ettienne, Johanna Lopez, Donna Moulton,

Leslie Taveras-Torres

Research Problem

Sacred Heart University is considering new plans to improve the experience within the Welch College of Business. Recently, the Welch College of Business wanted to measure the potential of offering an event marketing minor as a course at Sacred Heart University and ultimately, decide if doing so would be beneficial to the students and to the University.

Background Information

Over the years, marketing has continued to evolve and there are now more creative ways to provide information or generate awareness about a certain idea, company, or product. With most consumers today being “buyer-empowered”, it is important to be able to provide more than your average sales pitch to influence them to make the right purchasing decision.

Event marketing serves as a large part of marketing altogether and is beneficial because it helps to provide education about an idea, generate leads, engage customers, and helps to establish a brand. Currently at Sacred Heart University 56.9% of students are interested in event management/marketing as a career and as a minor.

Summary of Qualitative Research

Focus Group of 8 Students 6 Females and 2 Males 5 Freshman, 2 Sophomores, and 1 Junior

Business majors in the group were interested in having Event Marketing as a minor. Attractive to Potential Employers Competitive advantage compared to other students and employees Provide hands-on experience Perceived Minor to have difficult course load

* Minor will be of much importance in the coming years because of the increase in demand for corporate and worldwide events. *

Quantitative Research Method

Sample Size For Qualtrics Survey: 185 Students Females: 118 Males: 67

04080

29 29 16

6741

Level of Interest in Event Marketing as a Minor

Quantitative Research Method (cont.)

• We wanted to find on a scale of 1-5 our respondents level of agreement or disagreement on a symmetric agree-disagree scale for a series of statements. In doing this the range captures the intensity of their feelings for a given item.

• We then asked the respondents what they thought the perceived difficulty of the minor if it was offered would potentially be, the perceived interest in Event management as a career, and then we asked direct questions about the student's housing status, class year, and if they were a full time or part time student to better develop our sample from the Sacred Heart University population.

• We chose to use a modified Likert scale because when analyzing our data we wanted to find out on a scale of 1-5 our respondents level of agreement or disagreement on a symmetric agree-disagree scale for a series of statements. In doing this the range captures the intensity of their feelings for a given item.

• We dispersed our survey throughout the Sacred Heart University campus population though methods such as email, and word of mouth. We also then had each group member post on social media the link to the survey for other Sacred Heart University students to see so we could reach a sufficient majority of the campus population to better gather conclusive results for our research.

Quantitative Research Method (cont.)

Hypothesis Tests

1. Seniors and juniors will be more likely to be interested in the event management as a career than freshman and sophomores.

ANOVA Test P-Value: .507

ANOVA

Based on the definition above, rate your level of interest in event management/marketing as a career

Sum of Squares df Mean Square F Sig.Between Groups 6.444 4 1.611 .832 .507Within Groups 344.780 178 1.937 Total

351.224 182

Hypothesis Tests (cont.)

2. Females are more likely to be interested in the event management as a career than males overall.

Independent Samples T-Test P Value: .256 – not significant

Group Statistics What is your

gender? N MeanStd.

DeviationStd. Error

MeanBased on the definition above, rate your level of interest in event management/marketing as a career

Male 67 3.30 1.279 .156Female

117 3.44 1.447 .134


3. Females are more likely to be interested in event management as a career and as a minor than males overall.

Independent Samples T-Test P-Value for Minor: .725 – not significant P-Value for Career: .256 – not significant

Group Statistics What is your gender? N Mean Std. Deviation Std. Error MeanBased on the definition above, rate your level of interest in event management/marketing as a minor

Male 66 3.18 1.323 .163Female

115 3.45 1.428 .133

Based on the definition above, rate your level of interest in event management/marketing as a career

Male 67 3.30 1.279 .156Female

117 3.44 1.447 .134


4. Marketing majors compared to non-marketing majors will be more likely to be interested in the event management minor

Independent Samples T-Test Major is Marketing (Extremely Interested) Mean: .68

Levene's Test for Equality of

Variances t-test for Equality of Means

F Sig. t df Sig. (2-tailed) Mean Difference

Major is Marketing Equal variances assumed 8.500 .005 -4.809 68 .000 -.511Equal variances not assumed -4.980 66.531 .000 -.511

Major is Sport Management Equal variances assumed .500 .482 .354 68 .725 .020Equal variances not assumed .343 53.848 .733 .020

Major is Accounting Equal variances assumed .333 .566 -.287 68 .775 -.014Equal variances not assumed -.295 65.586 .769 -.014

Major is Finance Equal variances assumed 13.765 .000 1.718 68 .090 .069Equal variances not assumed 1.440 28.000 .161 .069

Major is Business Economics Equal variances assumed .333 .566 -.287 68 .775 -.014Equal variances not assumed -.295 65.586 .769 -.014

Major is Management Equal variances assumed 21.900 .000 -2.006 68 .049 -.161Equal variances not assumed -2.246 60.031 .028 -.161

Major is Other Equal variances assumed 15.530 .000 5.927 68 .000 .568Equal variances not assumed 5.588 47.010 .000 .568


5. Marketing majors compared to non-marketing majors will be the most likely to be extremely interested in event management as a career.

Independent Samples T-Test Marketing Major P-Value: .702- not significant

Levene's Test for Equality of

Variances t-test for Equality of Means

F Sig. t df Sig. (2-tailed) Mean Difference

Major is Marketing Equal variances assumed .148 .702 -3.633 72 .001 -.401

Equal variances not assumed -3.612 58.712 .001 -.401

Major is Sport Management Equal variances assumed 39.724 .000 -2.470 72 .016 -.178


Major is Accounting Equal variances assumed 5.774 .019 -1.146 72 .256 -.044


Major is Finance Equal variances assumed 6.727 .011 1.250 72 .215 .034

Equal variances not assumed 1.000 28.000 .326 .034

Major is Business Economics Equal variances assumed .393 .533 .313 72 .755 .012

Equal variances not assumed .299 50.540 .766 .012

Major is Management Equal variances assumed 18.134 .000 -1.859 72 .067 -.143


Major is Other Equal variances assumed 60.929 .000 6.362 72 .000 .554

Equal variances not assumed 5.590 37.535 .000 .554

Hypothesis Tests(cont.)

• Students are more interested in event marketing as a career than a minor. Paired Samples T-Test P-Value: .738 – not significant

Paired Samples Test

Paired Differences

t dfSig. (2-tailed)Mean

Std. Deviation

Std. Error Mean

95% Confidence Interval of the Difference

Lower UpperPair 1 Based on the definition

above, rate your level of interest in event management/marketing as a career - Based on the definition above, rate your level of interest in event management/marketing as a minor

.022 .885 .066 -.108 .151 .335 181 .738

Conclusions

• Due to our findings and research, we recommend that Sacred Heart University make a few changes to their academic catalogs. From the focus group we found that adding more courses specific to students’ interest is essential to the continual success of the Welch College of Business. From the Qualtrics survey, we can conclude that the majority of students would be interested in event marketing as a minor. According to our data, 56.9% of Sacred Heart University students are interested in having the event marketing minor.

Documents

Event Marketing Minor ppt fin