Course Title: Plan and implement sponsorship and event marketing

Part A: Course Overview

Program: C5342 Diploma of Marketing

Course Title: Plan and implement sponsorship and event marketing

Portfolio: BUS Portfolio Office

Nominal Hours: 40

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2016,
Term2 2016

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:

Course Description

This unit describes the skills and knowledge required to propose and implement sponsorships and events for specific brands/products.

It applies to individuals who are responsible for attracting a brand’s target audience to increase brand involvement. Individuals work across a variety of industries and possess a sound theoretical knowledge base, and demonstrate a range of managerial skills to ensure business activities are conducted legally and effectively.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG521 Plan and implement sponsorship and event marketing


1. Investigate sponsorship and event marketing opportunities

2. Plan sponsorship and event marketing

3. Initiate implementation of sponsorships and events

4. Monitor and evaluate sponsorships and events

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to propose and implement sponsorships and events for specific brands/products.

Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • show development of a sponsorship and event marketing plan that includes:
    - objectives and purpose of strategy
    - a comprehensive rationale
    - a detailed budget
    - an implementation plan
    - methods to measure effectiveness
  • implement a sponsorship AND an event marketing strategy, including draft contracts and evidence of negotiations
  • evaluate success of sponsorship and event marketing strategy.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • explain different sponsorships and events suitable for marketing in own context
  • outline methods of evaluating effectiveness of sponsorship and event marketing strategies
  • explain sources of advice available on contract requirements for sponsorship and event marketing.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.