Course Title: Plan and implement sponsorship and event marketing

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7911C

Course Title: Plan and implement sponsorship and event marketing

School: 650T Vocational Business Education

Campus: City Campus

Program: C5342 - Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:timothy.wallis@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:

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

 

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


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.


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 not co-delivered

 

<See below for weekly schedule and topics) >
Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Plagiarism
• Appeals
• Extensions and Special Consideration
• Privacy


Teaching Schedule

refer to Assessment Guide in LMS

<thead> <th scope="col">Week No</th> <th scope="col">Date</th> <th scope="col">Topic</th> </thead>
1Feb 8(1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Overview of the specific technology required for this course:
  Blackboard
  Excel Training
 
2Feb 15 Topic 1 - Sponsorship
3Feb 22 Topic 1 - Sponsorship
4Feb 29 Topic 1 - Sponsorship
5Mar 7 Topic 2 - Event Plan and evaluation
6Mar 14  Topic 2 - Event Plan and evaluation
7Mar 21 Topic 3 - Event Comms and program
 Mar 25 - Apr 1 Semester Break
8Apr 4 Topic 3 - Event Comms and program
9Apr 11 Topic 4 - Trade shows
10Apr 18 Topic 4 - Trade shows
11Apr 25 (anzac day Workshop
12May 2 Topic 5 - Event Marketing and sponsor strategy
13May 9 Presentations
14May 16 Presentations
15May 23Resubmissions
16May 30 Feedback


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

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

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.


Assessment Tasks

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 – Develop a Sponsorship Proposal 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 2 only

 Purpose:

 The purpose of this assessment is for students to show evidence of the ability to develop a sponsorship strategy that highlights objectives, rationale, budget and method of measuring effectiveness of the strategy. Students will learn application of documents and contracts, which are negotiated in a work environment.

 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, which apply in a contract or proposal for the sponsorship plan. This assessment should not exceed 2000 – 2500 words and may be based on a case study provided

 Assessment Task 2 – Develop an Event Marketing Plan

 Date handed out: Week #1

 Date and time due: Week #12

 Group or Individual: This assessment should be conducted in groups of 2 only

  Purpose:

 The purpose of this assessment is for students to show evidence of the ability to develop an event marketing strategy that highlights objectives, rationale, budget and method of measuring effectiveness of the strategy. Students will learn application of documents and contracts, which are negotiated in a work environment.

 Students will need to identify and explain the various types of event marketing activities and strategies that contribute to marketing of an event and evaluate out comes of those strategies, which apply in a contract or proposal for the Event marketing plan. This assessment should not exceed 2000 – 2500 words and may be based on a case study provided.

 Assessment Task 3 – Present 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 2 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 sponsorship and event marketing strategy to a panel so as to apply and secure sponsorship funds by negotiate the most successful outcome for implementation of the campaign. Students must show a detailed budget, which will identify key highlights of the rationale for the proposed event and requirements for funds, which are usually negotiated in a work environment

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 event, which will be based on the sponsorship and event strategic plan

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent.
Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration.
Ensure that you submit assessments on or before the due date.
Retain a copy of your assessment tasks.
Each page of your assessment you should include footer with your name(s), student number(s), the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.



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.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:
Final Grades table:

CHD - Competent with High Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved – Graded
NYC - Not Yet Competent
DNS - Did Not Submit for assessment

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