Special event project management and marketing: a case study of the 59th Grand Prix 2012 in Macau

Abstract

This article reviews the literature on the relevant key issues in the management of special sports events. The special event systemic analysis framework is proposed to examine whether the success of the sports dimensions of project management and marketing make a contribution to hallmark sports events, sports management and marketing management in terms of how to effectively use event project management dimensions. A case study of the Grand Prix in Macau, Special Administrative Region (SAR) of the People’s Republic of China, in 2012 was employed to analyse a special event based on event marketing and event project management models. The data investigated in the study were collected from three primary groups of personal semi-structured interviews, as well as secondary data sources consisting of internet resources, press and visual media. This paper describes the analysis framework of special event management including ticketing, transportation, sponsorship, human resources (volunteers and trained staff), budgeting, marketing and PR and risk management.