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To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction.

Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability.

The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success.

A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability.

This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

The purpose of this paper is to examine the social marketing-based approach to live performance adopted by Jack Johnson and its potential as the basis of a developmental model for sustainable touring.

Musician Jack Johnson has been recognised as a leader in his approach to sustainable touring. The research approach uses stakeholder interviews to examine his “Sleep Through the Static” tour from a phenomenological perspective.

The activities adopted during the global tour provide “upstream” contributions to social change agendas as well as “downstream” contributions to change behaviour. “Downstream” contribution leans towards closed behaviour settings for the corporate community and open behaviour settings for the social community. Limitations are the extent of resources required; better understanding of audience targets and their perceived value of behaviour change.

The use of a single example means that consideration of the success of this model is limited to one approach when others might offer other options. However, the phenomenological approach is sufficient to begin to understand the value creation process at work here.

A range of performers in different cultural areas might consider the potential of this approach as a means to contribute to sustainable touring goals.

Much of the literature available for event managers focuses on environmental concerns to the neglect of other dimensions of sustainability. This work highlights how the social marketing of sustainable development offers a wider scope to touring performers.

This paper aims to provide a look at an unusual emerging market though its main aim is to provide a rich and colourful exercise for teaching marketing. Rich in that the teacher has a variety of options, colourful in that the student will be engaged by the language and content.

The case study focuses on an unusual and relatively new leisure product that combines two growing areas: cruise tourism and music festivals. The case is written in a narrative style to allow student interpretation of the material and application to a range of marketing concepts. The information within the case is derived from a number of published sources including market data, internet chatrooms, blogs and an interview with a customer.

The case builds to provide a picture of an innovative niche product in an emerging growth market. In the introduction, it demonstrates that popular music is no longer limited to low‐income youth. The sections that follow the introduction set the scene for a (variable) market definition. Next, the experiences revealed in the Sixthman Blog show their lack of understanding of this “new product”. Whilst, the personal experience that follows highlights typical customer demographics and needs. The research from Mintel pulls much of this together before leaving some thoughts for the future in the final section.

The case can be used for teaching in a number of ways, for example, relating to market development, segmentation, targeting and marketing communications.

Whilst the debate rages between progressive and destructive considerations of economic development, this paper aims to develop thinking around the sustainable event and its contribution to competitive advantage.

The paper defines the sustainable event and considers different position that might be adopted by private and public sector organisations when addressing the triple bottom line of sustainable development.

Cost leadership strategies are unlikely to work and the event organiser must address competitive advantage via differentiation and focus strategies.

Event managers must gain a better understanding of the motivations of their audience in relation to sustainability and work towards clearer means to demonstrate that their event meets these sustainable development needs.

The intention being that if event organisers can see a competitive advantage in the sustainable event, their contribution to sustainable development will be increased.

Whilst other researchers have emphasized the use of online discussions in support of either class based or distance learning, the purpose of this paper is to investigate how this technique works as an alternative form of assessment for large student groups mainly learning in class.

A review of the literature in related areas of assessment led the team to develop the use of asynchronous online discussions and the primary research involves a trial of this method. The trial included monitoring participation, engagement and results and a comparison of these with previous, more traditional, assessments. Staff and student opinions were also sought through interviews and focus groups.

The results reveal similar findings to other researchers in this area. Specifically, the findings show some behaviour similar to that found in other assessments (lack of engagement by some, enthusiasm of others, for example), difficulties for some students to engage in critical discussion, either because of a lack of skills in this area or a mind set firmly in traditional assessment such as written exams. The results also highlighted the need to provide a framework such as that described by Lewinson as an instructional model and to incorporate the evaluation rubric of Christopher et al.

The first trial year evaluated here has gone some way to solving the issues inherent in large cohort assessment but it is recognized that the effectiveness from both the tutors' and the students' point of view will need to be continually evaluated and improvements made as a result of this.

Despite the difficulties, the trial of this method has highlighted several advantages from both student and instructor perspective. The conclusion of this pilot study is that asynchronous online discussions for learning and assessment appear to be suitable for campus‐based large cohorts as they provide a depth of interaction and discussion that would not be manageable in the classroom.

This case study has shown that asynchronous discussions in an online environment can be used effectively in the teaching, learning and assessment of large cohorts of campus‐based students. However, in order to be effective, they need to be structured and monitored, include the creation of a “learning community” through group sign‐up, encourage user autonomy and improved writing skills as well as allow for some self‐regulation.