Course Title: Plan and implement sponsorship and event marketing

Part A: Course Overview

Program: C5366 Diploma of Marketing and Communication

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 2017,
Term2 2017,
Term1 2018,
Term2 2018

Course Contact: Julia Makin

Course Contact Phone: +61 3 99255175

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

Studnets will learn to  propose and implement sponsorships and events for specific brands/products.

Overview of Assessment


To gain competency in this course you must provide the following evidence:

Performance Evidence

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, the individual 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.