2019 MARK2060 Course Outline PDF

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Assignment and Course Informations...

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Business School School of Marketing

MARK2060 EVENT MANAGEMENT AND MARKETING

Course Outline Semester 2, 2019 Part A: Course-Specific Information Part B: Key Policies, Student Responsibilities and Support

business.unsw.edu.au CRICOS Code 00098G

Table of Contents PART A: COURSE-SPECIFIC INFORMATION

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1 STAFF CONTACT DETAILS

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2 COURSE DETAILS

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2.1 TEACHING TIMES AND LOCATIONS

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3 ASSESSMENT

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3.1 FORMAL REQUIREMENTS 3.2 ASSESSMENT DETAILS 3.2.1 CLASS PARTICIPATION – 10% 3.2.2 MID-SEMESTER TEST (JUL 22, WEEK 8) – 30% 3.2.3 GROUP ASSIGNMENTS: EVENT PROPOSAL – 30% 3.2.4 INDIVIDUAL ASSIGNMENT: (AUG 5, WEEK 10) – 30% 3.3 LATE SUBMISSION

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4 COURSE RESOURCES

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5 COURSE EVALUATION AND DEVELOPMENT

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6 COURSE SCHEDULE

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business.unsw.edu.au CRICOS Code 00098G

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PART A: COURSE-SPECIFIC INFORMATION 1 STAFF CONTACT DETAILS Lecturer-in-charge: Ms Theresa Teo Room: 3002 QUAD Email: [email protected] Consultation Times: Wed 12 – 1pm (by appointment)

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COURSE DETAILS 2.1

Teaching Times and Locations

Lectures start in Week 1(to Week 10): The Time and Location are: Wednesdays, 10:00am - 12:00pm, Colombo Theatre C (K-B16-LG05) . Tutorials start in Week 2 (to Week 9). See your timetable for the venue. Note: There are altogether 8 tutorials from week 2-9.

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ASSESSMENT 3.1

Formal Requirements

In order to pass this course, you must: • achieve a composite mark of at least 50; and • make a satisfactory attempt at all assessment tasks (see below).

3.2

Assessment Details Assessment Task

Weighting

Length

Due Date

Class participation and attendance

10%

See 4.2.1 below

Ongoing

Mid-semester test

30%

See 4.2.2 below

Week 8 (Jul 22)

Group assignments Part I Progress Report

5%

3 pages

Week 3 (Jun 17)

15%

10 pages

Weeks 9 (29 Jul)

10%

10-minute presentation

During tutorial

30%

3,000 words

Week 10 (Aug 5)

Part II Event Marketing Plan ! !

Event Proposal Client pitch

Individual assignments • Event Audit Total

100%

business.unsw.edu.au CRICOS Code 00098G

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3.2.1 Class Participation – 10% Your attendance and participation throughout the lectures will be monitored. You are expected to actively participate in class activities, group discussions, and case analyses in every lecture. This part of participation will be 10%. Participation marks will be allocated using the following criteria: Assessment Criteria Attendance below minimum requirement of 80% Attendance requirements met, but no contribution to class activities Attendance requirements met and participation in class activities Attendance requirements met, participation in class activities and contributions to class discussion Attendance requirements met, participation in class activities, relevant and constructive contributions to class discussion. Has satisfied all of the above and demonstrated excellence in their contribution that enhanced the quality of the learning experience 3.2.2

Mark 0 1 3 4 6 7

Mid-Semester Test (Jul 22, Week 8) – 30%

There will be an in-class 90-minute mid-semester test to evaluate your understanding of the materials discussed in class and provide timely feedback of your performance. This assessment includes all materials from lectures, suggested readings, as well as class discussions and activities from Weeks 1 to 8. It contains 3 short essays with parts. It will take place during lecture on Week 8 (Jul 22). 3.2.3

Group Assignments: Event Proposal – 30%

This assignment aims to give you an opportunity to prepare a real event proposal for a client. This project is a collaboration with an industry partner. You will be assigned to a client who will be sponsor prizes for top best performance team. The best team (highest marks) may be given an opportunity to implement the event plan in due course. In this project, each team would represent an event planning company. The client would like you to propose a promotional event to promote their products or services. This project is to be completed in groups of FIVE. All groups will be formed in week 2. No change of group is allowed once they are formed. Important: There will be a client brief during your lecture (week 1) or tutorial (week 2). All students MUST attend.

Assignment requirements: Part I: Progress Report (Jun 17, Week 3) – 5% Each group is to submit a 3 pages (maximum) progress report in tutorial class. Briefly update the progress of your plan according to the following: • • • •

Goal setting: Mission and corporate objectives Current situation analysis Event Objectives and Strategy, explain concept or theme for the event Target market

business.unsw.edu.au CRICOS Code 00098G

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Part II: Event Proposal (Jul 29, Week 9) – 25% •

Proposal (15%)

In this group project, you are to pitch your promotional event proposal to your assigned client. The Director of the company would be rating your pitch and proposal and determine the best proposals. The winning team would be presenting their proposal to the whole cohort in week 10’s lecture. Award presentation and project feedback would be conducted on week 10 too. The details would be given in due course. In this 10-page event proposal, you must include the following: • • •

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Purpose – including mission statement, aims and objectives Scope - time, coverage and cost Concept development o Theme o Venue and Physical Layout o Audience o Timing o Team Expertise o Stakeholders Event marketing Consider how this event would be marketed based on the marketing mix decisions such as

• • •

o Product o Price o Place o Promotion o Participation and people o Process o Physical evidence o Packaging and programming o Positioning o Power and partnership o Public Event Sponsorship (if applicable) Event Budget Event Health, Safety and Risk Management

Include Appendices: • •

A project management Gantt chart (max 3 months) A sample e-newsletter, social media post & sponsorship letter (if you require event sponsor)

Note: Read reference text – Events Management - An Introduction by Charles Kennel Balden , and Nick Emma Wilde, pg158 to 188 for details.

business.unsw.edu.au CRICOS Code 00098G

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•

Sales Pitch (10%)

For this assessment, you are to present your event marketing proposal in a 10-minute pitch for your client during week 9 tutorial. During the presentation, your client will be asking the following questions (see textbook pg 92 – 94) and rate the feasibility of your event marketing plan: • • • •

Is the event realistic given the resources, staff and expertise available? Will the event attract a sufficient audience and adequate media attention? Is the event financially viable, given all the costs associated with running the event effectively and the likely revenue and financial? What do you think are the operational and financial risks?

Both 10-page proposal and Sales Pitch will be graded by your client. That will determine the final marks for this assignment. 3.2.4

Individual Assignment: (Aug 5, week 10) – 30%

Part I: Event Audit (20%) Monitoring the performance of an event is critical for the purpose of continuous improvement and effectiveness of the event. Measuring the satisfaction of the stakeholders can be regarded as the most important element of performance. Your client has just tasked you to evaluate the effectiveness of the marketing event and make recommendations to improve the implementation of their future events. In this assignment, you are to monitor and analyse the stakeholders (such as staff, participants and customers). Information about them is gathered through observing their behaviours during the event. Therefore, you must visit an event to complete this assignment. You may choose any event a festival, promotional event, trade show, conference or charity or public event in New South Wales. On the day of visit, prepare the following suggested observation checklists. You may customise the questions according to the event you are attending. If necessary, you may interview the event organiser or stakeholders for more information. Customers: • • • •

What attractions do the customers automatically go to? Which entertainment do they seem to enjoy? Are there children and what activities do they like? Describe your event experience as a customer?

Staff/Volunteers: • •

What level of customer service do they provide? What is the general performance? Do they enjoy working or have attitude problem?

The event: • • • • • •

What is the marketing objective of this event? Who is their target audience? What is their positioning of the event within the target market? What is the marketing mix of this event eg. Product, price (ticket price, if any), venue and promotions? Who are the sponsor(s) of this event (if any)? What is the packaging and program?

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•

What are the issues faced, for instance, occupation, health and safety, security, logistics, staffing and human resource management?

Assignment requirements: In this assignment, the focus is on your research and analytical skills. Write a report of not more than 2,000 words and include the following: 1. A brief description of the event (location, time held, history, etc.) 2. Identify the gaps in the level of customer service provided for external customers and internal customers (staff, participants or volunteers). 3. Evaluate how well the marketing mix is able to achieve the overall marketing objectives. 4. Evaluate your event experience as a customer. 5. Provide an overall score of 100 reflecting their performance. 6. After considering the objectives of the event, its target audience, provide some recommendations for future implementation of such event. Research relevant academic journal articles and theories in event planning and marketing and customer and employee satisfaction to support your arguments. 7. Any information cited in the report must be referenced accordingly using HARVARD referencing style. 8. The evaluation forms, observation scripts and pictures of the event must be attached to the appendices to support your report (maximum 10 pages). Part II: Event Planning Learning Experience (10%) Reflect and evaluate your learning in this course. Now that you have completed the course, visited the event and listened to the interesting journeys of the practitioners, please answer the following questions: •

What do you like most about this course? Discuss TWO (2) lessons learnt from this course (course materials, guest speakers or event visits) and how they have inspired you.

•

Share your personal experience from the client project, in particular, the lessons you have learnt in planning an event and pitching to a client. Reflect on the areas that you have done well and other areas you could you have done better.

You are required to quote journals and cite examples to support your arguments. This part of the individual report should not be more than 1000 words. The soft copy of your report must be submitted via Moodle Turnitin on Aug 5 by 11559m. If you are unfamiliar with this software, a demonstration on Turnitin can be found on the UNSW Moodle Support Pages: https://student.unsw.edu.au/how-use-turnitin-within-moodle. Note that students found to be practicing poor acknowledgement of sources or block copying of text may be subject to disciplinary proceedings as outlined in the UNSW Plagiarism statement found at: https://student.unsw.edu.au/plagiarism. Structure of the report: Your report should be structured as a professional business report. The detailed evaluation criteria will be available in Moodle.

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3.3

Late Submission

Late submission will incur a penalty of 10% of the percentage weight of the assessment component or part thereof per day (including weekends) after the due date, and will not be accepted after 5 working days. An assignment is considered late if the electronic copy is not submitted on time. Quality Assurance The Business School is actively monitoring student learning and quality of the student experience in all its programs. A random selection of completed assessment tasks may be used for quality assurance, such as to determine the extent to which program learning goals are being achieved. The information is required for accreditation purposes, and aggregated findings will be used to inform changes aimed at improving the quality of Business School programs. All material used for such processes will be treated as confidential.

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COURSE RESOURCES

The prescribed textbook for this course as follows which will be used for the lectures: Jeff, Wrathall & Abby, Gee (2015), Event Management: theory and practice. McGraw Hill Australia Pty Ltd. An electronic version of the textbook is also available. Instructions for purchase would be uploaded in Moodle. Other reference text Bladen, Kennell, Abson and Wilde (2018), Events Management – An Introduction. Routledge All course materials, including a list of readings, lecture slides, suggested readings, and case studies, will be available in Moodle. Therefore, it is your responsibility to check the site regularly.

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COURSE EVALUATION AND DEVELOPMENT

Feedback is regularly sought from students and continual improvements are made based on this feedback. At the end of this course, you will be asked to complete the myExperience survey, which provides a key source of student evaluative feedback. Your input into this quality enhancement process is extremely valuable in assisting us to meet the needs of our students and provide an effective and enriching learning experience. The results of all surveys are carefully considered and do lead to action towards enhancing educational quality.

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COURSE SCHEDULE Week Week 1: 3/6

Week 2: 10/6

Week 3: 17/6

Week 4: 24/6

Week 5: 1/7

Week 6: 8/7

Topic Overview: Introduction to events/ festivals

Tutorials Case + group project discussion No tutorial

Planning and staging events

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Project brief Brainstorm theme & events concept

Sustainable event practices

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Project Brief due 17 Jun, 1159pm Feedback on project brief Project discussion- theme and concepts developments

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Case discussion & Project discussion: Pre-event, Onsite and Post-event marketing

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Case discussion – Event sponsorship & Tools used in event promotions Project discussion: How to get sponsorship and used event promotional tools

Event marketing

Event Marketing & Sponsorship

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Event health, safety & risk management

Project discussion: ! Prepare budget ! Event health, safety and risk management issues

Event budgeting

Mock up presentation 1st draft event marketing proposal

Week 7: 15/7

Event staffing and HR management

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Week 8: 22/7

Event logistics and production

Mid-term Class test

Week 9: 29/7

Event Legal compliance Event evaluations

Week 10: 5/8

Event presentations and awards

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Note: The lecture topics and activities are subject to change.

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Client pitch during class 10-page event marketing proposal due on Jul 29, 1159pm

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No tutorial Event Audit due on 5 Aug, 1159pm...