Part A only - 1000 WORD Event Proposal

EVN301_Assessment 2_PART A & PART B_2018 Page 1 of 10

ASSESSMENT 2 BRIEF

Subject Code and Title EVN301 Events Policy and Strategy

Assessment Part A: Event Proposal

Part B: Strategic Analysis

Individual/Group Individual

Length Part A – 1,000 words (+/- 10%)

Part B – 1,500 words (+/- 10%)

Learning Outcomes a) Research and discuss the critical strategic role that events play, within governments, communities and corporations.

b) Compare and contrast the links between policy, strategic objectives and strategic processes, within the context of event planning for businesses, government and communities.

c) Analyse the processes, tools and techniques of strategic development, as it pertains to event planning.

Submission Part A – due by 11:55pm AEST/AEDT Sunday of Module 4 (week 8)

Part B – due by 11:55pm AEST/AEDT Sunday of Module 6 (week 11)

Weighting Part A – 25%

Part B – 40%

Total Marks Part A - 100 marks

Part B – 100 marks

Context

This assessment will allow you to demonstrate your creativity and strategic thinking.

What is the difference between an event that leaves a ‘mark’ on the people who attend, that

everyone loves and remembers; and an event that simply becomes a “past event” on the calendar?

Your challenge is to design an original major event that will have a positive impact on the host

community. However, the concept itself will not be enough to make the event a success; you will

need to thoroughly consider your event strategy and execution to ensure long-term viability and

growth of the event. Things to consider will be the target demographic, stakeholders and their

objectives, locations and venues, financial feasibility, facilities required and available, and associated

risks.

Through designing your event, you will show evidence of strategic thinking by fulfilling a gap in the

market, utilising local resources, catering to an underrepresented community group and/or fostering

community development.

EVN301_Assessment 2_PART A & PART B_2018 Page 2 of 10

Part A: Event Proposal

Instructions

Choose one of the local councils used in the first assessment task by you or your classmates (Policy

Analysis Post). Having the location and the policy in mind, you will develop an original major event

proposal to fit within the strategic requirements of the local council and the variety of stakeholders

involved. You need to clearly identify the stakeholders for this purpose.

Note: a major event is an event that has important consequences, such as a conference or exhibition,

a major product launch or a government VIP event. This includes public events, such as festivals and

concerts, with over 10,000 people.

Step one – Design your event concept

Your event concept must:

 Be designed with the local community in mind

 Needs to be either be “supported” or “approved” by local authorities

 Has an objective other than financial gain

 Has a physical location (cannot be an online event)

Step two – Identify stakeholders

In your event brief, you must:

 Identify the key stakeholders

 Describe the target demographic for the event and how they will be reached

 Explain why the target demographic would enjoy/participate in the event

Step three – Event execution

 What location/s will be used?

 What facilities are required versus those available

 A brief overview of the planning timeline

 An overview of how the event marketing plan and communication to the host community

Step four – Event feasibility

Provide:

 A brief explanation of how the event will be funded (Sponsorship? Ticket sales? Grants?

Corporately owned?)

 Perform a high-level SWOT Analysis and briefly explain how you will mitigate any perceived

weaknesses or threats

Word total for Assessment 2 Part A should be 1,000 words (-/+10%). Support your work with

evidence from your research. Include a reference or citation; where appropriate (please refer to

Referencing below).

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Part B: Strategic Analysis

Instructions In Part A you designed a major event, in Part B you are tasked with writing a compelling argument to

the local council as to why they should approve or support your event and detailing what that

support would look like.

You need to succinctly address in your report the following:

 Where there is alignment between your event and the local council’s strategic objectives

 The positive impacts your event will have on the local community and how this will be

measured

 How you will mitigate any negative impacts of the event

 What type of event support you are seeking and why

Your response should be detailed and provide specific examples of how your event is aligned with

the local council / governing body’s strategic objectives for their community.

Where you give examples of positive impacts draw upon related events to show the extent of these,

likewise provide supporting evidence that risks can be mitigated.

Word total for Assessment 2 Part B should be 1,500 words (-/+10%). Support your work with

evidence from your research. Include a reference or citation, where appropriate (please refer to

Referencing below).

Referencing:

Both parts to this assessment task should include appropriate academic referencing and a reference

list following APA 6th edition style of referencing. Please see the Academic Skills page on Blackboard

for information on referencing in APA 6th ed.: https://laureate-

au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id

=_2498849_1

As a student, you have responsibility with regard to your academic conduct whilst studying. This

conduct is clearly outlined in the Academic Integrity Policy and Procedure document. Please review

this document before submission.

Submission Instructions:

Submit Part A by 11:55pm AEST/AEDT Sunday of Module 4.2 (week 8) via the Assessment link in

the main navigation menu in Blackboard. The learning facilitator will provide feedback via the Grade

Centre in the LMS portal. Feedback can be viewed in My Grades.

EVN301_Assessment 2_PART A & PART B_2018 Page 4 of 10

Submit Part B by 11:55pm AEST/AEDT Sunday of Module 6.1 (week 11) via the Assessment link in

the main navigation menu in Blackboard. The learning facilitator will provide feedback via the Grade

Centre in the LMS portal. Feedback can be viewed in My Grades.

The Learning Rubric below is your guide to how your assessment will be marked. Please be sure to

check this rubric very carefully before submission.

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Learning Rubric: EVN301 Assessment 2, Part A

Assessment Attributes

Fail (Unacceptable) 0-49%

Pass (Functional)

50-64%

Credit (Proficient)

65-74%

Distinction (Advanced)

75 -84%

High Distinction (Exceptional)

85-100%

Creation of event concept 20%

Limited description of event concept.

No background information provided.

Has provided an adequate description of event concept.

Basic background information provided with some of the key information addressed.

Description of event concept is good and highlights most key information requested. Thorough background information provided.

Highly descriptive background and description of event concept, with all key information addressed – stakeholders, target demographic, locations, venues, facilities, funding and SWOT

A sophisticated description of the event concept and background that goes beyond key information and addresses measures of success, marketing opportunities, relationship management, logistical challenges and beyond.

Identification of key stakeholders and related impact 20%

Limited analysis of key stakeholders and related impacts displayed.

Key stakeholder communication plan was not delivered

Covers the event stakeholders and describes their interest and expectations.

Key stakeholder communication plan was delivered but analysis was limited

Well-developed analysis of the stakeholders with application of recommendations.

Key stakeholder communication plan was delivered and analysis was good.

Thoroughly developed and creative analysis with application of management table. Discusses limitations of stakeholder analysis.

Very good understanding of relevant communications agencies and of stakeholder communication plan

Highly sophisticated and creative analysis with application of management table. Discusses limitations of stakeholder analysis.

Excellent understanding of relevant communications agencies and of stakeholder communication plan

Understanding event strategy execution principles

Does not identify “how” the event will be executed

Identifies “how” the event will be executed

Identifies and analyses the execution process.

Demonstrates understanding of the execution process and

Demonstrates a valid way to improve the execution process and

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20% Does not display a clear understanding of the event, target market and key objectives.

Limited understanding of the event, target market and key objectives.

Details only basic event execution plans.

Good understanding of the event, target market and key objectives substantiated by evidence from the research / course materials.

refers to other strategies and references.

Very good understanding of the event, target market and key objectives substantiated by evidence from the research / course materials.

refers to other strategies and references.

Sophisticated understanding of event, target market and key objectives. Substantiated by evidence from the research / course materials.

Application of strategic knowledge for event success 20%

Only identifies the events strategy objectives.

Identifies and describes the events strategy objectives.

Analyses the events strategy objectives in terms of the overall outcome.

Illustrates the shortcoming of the events strategy objectives when compared to other parts of the strategy.

Analyses, compares the objectives to other strategies, and suggests improvements.

Clarity of expression and correct referencing 20%

Demonstrates inconsistent use of resources to support and develop ideas. Lacks logical/clear structure and flow of ideas, making it difficult to understand. Displays poor spelling and grammar.

Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed. Has a sufficient structure, however flow of ideas are a challenge and can be difficult to understand.

Demonstrates use of high quality, credible and relevant resources to support and develop ideas

Has a good structure, with a good flow of ideas. Is grammatically correct with few misspellings if any.

Demonstrates use of good quality, credible and relevant resources to support and develop statements. Shows evidence of wide scope for sourcing evidence. Has a good structure, with opinions and ideas expressed in a clear and concise manner with obvious connection to topic.

Demonstrates use of high quality, credible and relevant resources to support and develop statements. Shows evidence of wide scope for sourcing evidence. Has an excellent structure, which engages and sustains the audience’s interest in the topic - the reader can

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Displays few errors in spelling and grammar.

Is grammatically correct with no misspellings.

immediately grasp the relevancy. Demonstrates exemplary grammar, spelling and punctuation skills.

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Learning Rubric: EVN301 Assessment 2, Part B

Assessment Attributes Fail (Unacceptable)

0-49%

Pass (Functional)

50-64%

Credit (Proficient)

65-74%

Distinction (Advanced)

75 -84%

High Distinction (Exceptional)

85-100%

Identification of applicable policies to their event 20%

Incorrectly identifies key policies relating to the event concept.

Presents and succinctly discusses relevant policies.

Presents and succinctly discusses relevant policies, supported strategic position and options, and includes limitations.

Presents and succinctly discusses relevant policies, supported strategic position and options, and includes limitations and implications.

Presents and succinctly discusses relevant and supported strategic position and options, includes limitations and implications, and offers alternatives.

Identification and understanding of community objectives 20%

Limited or no understanding of community objectives Limited or no level of understanding of evaluation tools and techniques to monitor ongoing success.

Correctly describes a limited number of community objectives Displays a level of understanding of evaluation tools and techniques to monitor ongoing success.

Fully understands and describes community objectives Displays a good level of understanding of evaluation tools and techniques to monitor ongoing success.

Sophisticated understanding and description of community objectives and the overall community strategy. Employs additional analysis techniques to demonstrate event impacts. Excellent level of understanding of evaluation tools and techniques to monitor ongoing success.

Sophisticated understanding and description of community objectives and the overall community strategy. Successfully employs additional analysis techniques to demonstrate event impacts. Exceptional level of understanding of evaluation tools and techniques to monitor ongoing success.

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Identification and understanding of event impacts 20%

Misunderstands event impacts and incorrectly describes them.

Clearly identifies and describes the event impacts.

Clearly identifies and describes event impacts, offers limited discussion.

Fully understands event impacts and potential mitigation techniques. Can discuss impacts in terms of event strategy.

Fully understands event impacts and potential mitigation techniques. Can discuss impacts in terms of event strategy and also community objectives

Understanding support policies and process 20%

Limited or no understanding of key concepts of decision criteria.

Correctly describes the decision criteria and its use in the proposal.

Fully understands and uses the decision criteria tool. Integrated easily into the event proposal.

Integrates the decision criteria into the proposal and shows its limitation.

Integrates the decision criteria tool, shows its limitations and gives area of improvement or adaptability.

Clarity of expression and correct referencing 20%

Demonstrates inconsistent use of resources to support and develop ideas. Lacks logical/clear structure and flow of ideas, making it difficult to understand. Displays poor spelling and grammar.

Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed. Has a sufficient structure, however flow of ideas are a challenge and can be difficult to understand.

Displays few errors in spelling and grammar.

Demonstrates use of high quality, credible and relevant resources to support and develop ideas

Has a good structure, with a good flow of ideas. Is grammatically correct with few misspellings if any.

Demonstrates use of good quality, credible and relevant resources to support and develop statements. Shows evidence of wide scope for sourcing evidence. Has good structure, with opinions and ideas expressed in a clear and concise manner with obvious connection to topic. Is grammatically correct with no misspellings.

Demonstrates use of high quality, credible and relevant resources to support and develop statements. Shows evidence of wide scope for sourcing evidence. Has excellent structure, which engages and sustains the audience’s interest in the topic - the reader can immediately grasp the relevancy. Demonstrates exemplary grammar, spelling and punctuation skills.

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