Course Title: Plan and implement sponsorship and event marketing
Part B: Course Detail
Teaching Period: Term1 2020
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: Felicity Burns
Course Contact Phone: +61 3 99255486
Course Contact Email: felicity.burns@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
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 sponsorship and event marketing is co-delivered with BUSM7931C undertake project work.
We expect you to participate and contribute in all scheduled learning activities.
Teaching Schedule
The course contains a summary of the learning structure, which will help students check that they are on-track.
- When classes are held
- What learning materials and activities need to be completed; and,
- What assessments are due
| Week 1 10th of February 2020 |
Introduction to course schedules Topic1 - Sponsorship Week 1 My Project activity |
Introduction to the Course including:
Reading: Course Guide and Assessment overview Activity: Exploring course schedules and discussion Reading: Weekly Slides Week 1 Activity: Module 1 - Topic 1 - Sponsorship |
Module 1 – Intro Week 1 My Project activity
|
|
Week 2 17th of February 2020 |
Topic 2&3 - Sponsorship and Event Plan and evaluation |
Reading: Weekly Slides Week 2 Activity: Continue Module 1 |
Module 1 – Types of Sponsors Module 1 – Adv vs Dis Adv |
|
Week 3 24th of February 2020 |
Topic 3 - Event Plan and evaluation |
Reading: Weekly Slides Week 3 Activity: Developing plans and peer review |
Module 2 – Blog Post Module 2 – Profile Module 2 – Brand Fit |
| Week 4 2nd of March 2020 |
Topic 4 - Event Comms and program Assess 1 support |
Reading: Weekly Slides Wk 4 Activity: In class discussions |
Module 2 – Activity 2 Module 2 – Activations Module 2 – Activity 3 |
|
Week 5 9th of March 2020 |
Assess 1 |
Reading: Watch ‘Structuring your course’, video – YouTube link Activity: Assisting student study plans (student previews) |
Module 3 – Kia Activity 4
|
|
Week 6 16th of March 2020 |
Assess 1 support Weekly Slides Week 6 |
Reading: Weekly Slides Week 6 Activity: Remixing course schedules (working groups) |
Module 3 – Culture Module 1-3 catch up week |
|
Week 7 23rd of March 2020 |
Topic 5 – Project tools intro |
Reading: Weekly Slides Week 7 Activity: Teacher group support for Assessment 1 |
Module 3 – Activity 5 Culture and ethics Module 4 – Intro and review of sponsorship and Project Phases |
|
Week 8 30th of March 2020 |
Topic 6 & 7– Project 2 & Sponsorship |
Reading: Weekly Slides Week 8 Activity: Teacher group support for Assess 1 |
Module 4 – Managing & Activity 6 Module 4 – SMART Goals vs Objective Module 4 – Measure success |
| Week 9A 6th of April 2020 |
Topic 8 - Trade shows |
Reading: Weekly Slides Wk9 Activity: Tips and tricks showcase |
Module 4 – Sponsor success quiz Module – Project Scope |
Mid Semester Break: 9th -15th April | |||
| Week 9B 16th of April 2020 |
Topic 8 - Trade shows Developing course schedules: Part 1 |
Reading: topic 5 Slides review Activity: Workshop 1 – Project (final project plan) |
Module 5 – Intro Module 5 – WBS – Gantt & timelines |
|
Week 10 20th of April 2020 |
Topic 9 - Event Marketing and sponsor strategy IMC pitch |
Reading: Weekly Slides Week 11 Activity: Events Discussion |
Module 5 – to be completed by week 13 Module 5 – Project Budget Module 5 – Kia budget activity |
| Week 11 27th of April 2020 |
Revision and review Assess 2 support |
Reading: Course text, pp. 161-170 Activity: Course schedule project: Finalising |
Module 5 – Risk plan and activity Module 5 – Sponsorship proposal Module 5 – Contracts and Negotiation |
|
Week 12 4th of May 2020 |
Workshop 2 (Project presentation support) Topic 10 (Sports and Entertainment industry - Strategy - ambush) |
- | Module 5 – Pitch (Micro) |
|
Week 13 11th of May 2020 |
Topic 10 (Sports and Entertainment industry - Strategy - ambush) Presentations (Pending size of class numbers - continued if app) |
- | Module 6 – Budget issues review |
|
Week 14 18th of May 2020 |
Presentations (Pending size of class numbers - continued if app) |
- |
Module 7 – Steps to finalise project plan
|
| Week 15 25th of May 2020 |
Feedback and Re-submissions Finalise Resubmits |
- | Module 4-7 catch up |
| Week 16 2nd of June 2020 |
Feedback and Re-submissions |
- | |
| Week 17 8th of June 2020 |
Finalise Resubmits | - |
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in Canvas.
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
This course has 4 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 and event marketing strategy
Date handed out: Week #2
Date and time due: Week #9
Group: This assessment should be conducted by each student and will be individually assessed
Purpose:
The purpose of this assessment is for you to show evidence of the understanding for a sponsorship strategy using appropriate project tools.
Requirements:
You 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 through answer of 5 questions
Assessment Task 2 – Deliver a sponsorship and event marketing strategy
Date handed out: Week #2
Date and time due: Week #12
Group: This assessment should be conducted in teams of 4 only, each student will be individually assessed
Purpose:
The purpose of this assessment is for you to show evidence of the ability to plan and develop a sponsorship and event marketing strategy that highlights project considerations including objectives, rationale, budget and method and project tools for measuring effectiveness of the strategy. You will learn application of project tools documents and contracts, which are negotiated in a work environment.
Requirements:
You 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 1500-2000 words and may be based on a case study provided.
Assessment Task 3 - Knowledge Assessment Task
Date handed out: Week #4
Date and time due: Week #13
Group: This assessment should be conducted on an individual basis.
Purpose:
The purpose of this assessment is for you to show their final project knowledge showing all contributions for the proposed sponsorship and event marketing strategy project knowledge.
Requirements:
You will undertake an assessment,which will be marked on an individual basis.
Assessment Task 4 – Review and report on the sponsorship and event marketing strategy
Date handed out: Week #6
Date and time due: Week #15
Group: This assessment should be conducted in Teams of 4 only, however you will be assessed on an individual basis.
Purpose:
The purpose of this assessment is for you to present their final project summary and then close off with signed confirmation from your assessor.
The project close is based on all contributions for the proposed sponsorship and event marketing strategy which is required to negotiate the most successful outcome for implementation of the campaign.
Requirements:
You will work in a team environment, however will be marked on an individual basis once sign off has occurred from your assessor.
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS. Submission Requirements You should:
- Ensure that you submit assessments on or before the due date.
- Always retain a copy of your assessment tasks
- When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
- Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers.
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work 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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration Resubmissions: If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. 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. Grading & re-submissions Successful re-submissions will contribute a CA only (Competency Achieved) result to your overall grade for the course. 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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment 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. Final outcomes table: CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment Further information regarding the application of the grading criteria will be provided by your teacher.
Course Overview: Access Course Overview