Course Title: Plan and implement sponsorship and event marketing
Part B: Course Detail
Teaching Period: Term2 2017
Course Code: MKTG7911C
Course Title: Plan and implement sponsorship and event marketing
School: 650T Vocational Business Education
Campus: City Campus
Program: C5366 - Diploma of Marketing and Communication
Course Contact: Julia Makin
Course Contact Phone: +61 3 99255175
Course Contact Email: Julia.Makin@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Joe Rosagrata
joe.rosagrata@rmit.edu.au
Ph: 99255476
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.
Pre-requisites and Co-requisites
None
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.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG521 Plan and implement sponsorship and event marketing |
Element: |
1. Investigate sponsorship and event marketing opportunities |
Performance Criteria: |
1.1 Research and identify sponsorship and event marketing opportunities 1.2 Analyse advantages and disadvantages of a range of sponsorships and events 1.3 Identify target audience for potential sponsorship and event marketing, and analyse motivation 1.4 Identify legal, cultural and ethical requirements related to sponsorship and event marketing 1.5 Use a range of criteria to select sponsorships and events which would be effective for marketing to the target audience |
Element: |
2. Plan sponsorship and event marketing |
Performance Criteria: |
2.1 Develop and record objectives and purpose of sponsorship and event marketing 2.2 Analyse and record how sponsorships and events fit with other marketing strategies and business objectives 2.3 Calculate costs of chosen sponsorships and events, and establish a budget 2.4 Plan timelines for implementation and continuation of sponsorships and events 2.5 Produce and present a sponsorship and event marketing proposal in a format appropriate to the organisation |
Element: |
3. Initiate implementation of sponsorships and events |
Performance Criteria: |
3.1 Initiate negotiations required to proceed with sponsorships and events 3.2 Draft contracts for sponsorships and events under guidance of relevant experts 3.3 Assemble required resources to implement sponsorship and event marketing 3.4 Brief key staff on their required input to sponsorships and events and schedule work |
Element: |
4. Monitor and evaluate sponsorships and events |
Performance Criteria: |
4.1 Identify and use evaluation criteria to determine effectiveness of sponsorships and event marketing arrangements 4.2 Develop a range of methods to evaluate effectiveness 4.3 Recommend modifications to sponsorship and event marketing arrangements in line with evaluation 4.4 Record improvement opportunities discovered during evaluation, to be used for current and future sponsorship and event marketing plans |
Learning Outcomes
Studnets will learn to propose and implement sponsorships and events for specific brands/products.
Details of Learning Activities
A range of in class activities, case studies and face to face delivery will provide a range of learning and teaching experiences for students. MKTG7911C is co-delivered and co assessed with BUSM7931C Undertake Project Work
Teaching Schedule
Week No |
Date |
Topic |
Assessment |
Competencies Delivered |
1 |
WK 1 |
Introduction to the Course including:
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See Competency Foundation Skills Map’s
|
2 |
WK 2
|
Topic 1 – Project tools intro |
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3 |
WK 3 |
Topic 1&2 – Project 2 & Sponsorship |
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4 |
WK 4 |
Topic 2 - Sponsorship |
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5 |
WK 5 |
Topic 2&3 - Sponsorship & Event Plan and evaluation |
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|
6 |
WK 6 |
Topic 3 - Event Plan and evaluation |
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|
7 |
WK 7 |
Assess 1 support Topic 4 - Event Comms and program |
Task 1 Due You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9. |
|
8 |
WK 8 |
Topic 4 - Event Comms and program |
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|
Aug-Sep Mid-break |
Mid Aug 28 - Sep 1 |
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|
9 |
WK 9 |
Topic 5 - Trade shows |
|
|
10 |
WK 10 |
Workshop1 – Project 3 (final project plan) |
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|
11 |
WK 11 |
Topic 6 - Event Marketing and sponsor strategy |
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12 |
WK 12 |
Assess 2 support |
Task 2 Due You will receive the feedback in week 12. If required, resubmission for this assessment is due by the end of week 14. |
|
13 |
WK 13 |
Workshop 2 (Project presentation support) Topic 6 (Sports and Entertainment industry - Strategy) |
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14 |
WK 14 |
Presentations |
Assessment Task 3 Due You will receive the feedback in week 14/15 If required, resubmission for this assessment is due by the end of week 16 |
|
15 |
WK 15 |
Presentations |
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16 |
WK 16 |
Feedback and Resubmissions |
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Learning Resources
Prescribed Texts
References
Other Resources
Relevant learning resources will be placed on the online learning hub (Blackboard) progressively throughout the semester. You will need to access this site on a weekly basis to ensure that you keep up to date with important information related to this course.
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.
Assessment Tasks
MKTG7911C is co-delivered and co assessed with BUSM7931C Undertake Project Work
This course has 3 assessment tasks. You are required to successfully complete all assessment tasks to be deemed competent in this unit.
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
Assessment Task 1 – Plan and Develop a Sponsorship Proposal using project tools to plan project scope (based on Case Study)
Date handed out: Week #1
Date and time due: Week #7
Group or Individual: This assessment should be conducted in groups of 4 only
Purpose:
The purpose of this assessment is for students to show evidence of the ability to plan and develop a sponsorship strategy using appropriate project tools that highlights project scope, objectives, rationale, budget and method of measuring effectiveness of the strategy. Students will learn application of projects, documents and contracts, which are negotiated in a work environment.
Requirements:
Students will need to identify and explain the various types of sponsorship that contribute to marketing of an event and evaluate out-comes of those strategies and documenting the project parameters and tools, which apply in a contract or proposal for the sponsorship project plan. This assessment should not exceed 2500 – 3000 words and may be based on a case study provided.
Assessment Task 2 – Plan and Develop an Event Marketing Plan (Using Project Tools)
Date handed out: Week #1
Date and time due: Week #12
Group or Individual: This assessment should be conducted in groups of 4 only
Purpose:
The purpose of this assessment is for students to show evidence of the ability to plan and develop an event marketing strategy that highlights project considerations including objectives, rationale, budget and method and project tools for measuring effectiveness of the strategy. Students will learn application of project tools documents and contracts, which are negotiated in a work environment.
Requirements:
Students will need to identify and explain the various types of event marketing activities and strategies that contribute to marketing project for an event and evaluate out comes of those strategies, which apply in a contract or proposal for the Event marketing plan project. This assessment should not exceed 3000 – 3500 words and may be based on a case study provided.
Assessment Task 3 – Present Project for Event and Sponsor application to panel
Date handed out: Week #3
Date and time due: Week #14/15
Group or Individual: This assessment should be conducted in groups of 4 only, however will be assessed on an individual basis. (This is an individual assessment)
Purpose:
The purpose of this assessment is for students to present their final project to the board showing all contributions for the proposed sponsorship and event marketing strategy to a panel so as to apply and secure sponsorship funds required to negotiate the most successful outcome for implementation of the campaign. Students must show a detailed project outline, which must include evidence of all project elements including budget, timelines, responsibilities and potential risks and identify key highlights of the rationale for the proposed event and requirements for funds, which are usually negotiated in a work environment
Requirements:
Students will present in groups, however will be marked on an individual basis.
Presentations based on the previous two assessments should be the key (sales presentation style) pitch for the funding request for sponsorship monies or funds being requested for the planned project (event), which will be based on the sponsorship and event strategic project.
Assessment Matrix
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Other Information
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Adjustments to Assessment:
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview