Part A only
EVN301_Assessment 2_Brief_June 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 Module 4.2 (Sunday of week 8) Part B – due by 11:55pm AEST/AEDT Module 6.1 (Sunday of 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_Brief_June 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). EVN301_Assessment 2_Brief_June 2018 Page 3 of 10 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. https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 https://laureate-au.blackboard.com/bbcswebdav/pid-6115549-dt-content-rid-4650242_1/xid-4650242_1 EVN301_Assessment 2_Brief_June 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. EVN301_Assessment 2_Brief_June_2018 Page 5 of 10 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 EVN301_Assessment 2_Brief_June_2018 Page 6 of 10 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