Select the Murray’s need that you are going to focus on.Select a market segment of the event.

Consumer Psychology for Events

Individual Essay – Detailed Guidelines

The following approach to the development of the individual essay is suggested.

I. Boundaries of the Essay

The first stage involves defining the boundaries of the essay. In order to do this, the following decisions need to be made:

⦁ Select the Murray’s need that you are going to focus on
⦁ Select a market segment of the event (actual or potential) for analysis (briefly explain this choice)
⦁ Choose an event (provide a brief introduction to your event)
⦁ Once you have selected a need, it is important that you narrow down to focus on a fairly specific aspect of that need
⦁ This information will help you to write your essay title. These are some examples of past essay titles:

⦁ Pride as motivation for competing dog owners to attend the world biggest dog showing event Crufts [Exhibition]
⦁ Empowerment as a motive for Lesbian Tweens to attend Manchester FA’s Futsal Festival [Autonomy]
⦁ Normalisation of the problem as a motive for struggling mothers to attend the event “Still knackered: A Night Out for Mums” 2016. [Succorance]

PS: you are not allowed to focus on any of the three theoretical areas above

As you can see, each of these titles clearly establishes the event, the segment and the aspect of the chosen need to be examined.

This part should take no more than 250 words (+- 1 page).

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