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Event Management (MMM312) Assignment 3 – Individual event plan Marking rubric Assessment criteria Use of event planning tools GLO1: Discipline specific knowledge Documentation of event planning decisions GLO1: Discipline specific knowledge High Distinction (8-10 marks) Distinction (7 marks) Credit (6 marks) High level decision making and planning which is relevant to the selected team leader role Good decision making and planning which is relevant to the selected team leader role Evidence of decision making and planning which is relevant to the selected team leader role Sophisticated and highly effective use of event management planning tools Effective use of event management planning tools Good use of event management planning tools The plan succinctly and clearly details the work needed to deliver the event. The plan is action focused and comprehensively communicates the work needed to deliver the event. The plan is action focused and clearly communicates the work needed to deliver the event. The plan would offer the event team clear and consistent direction and help ensure the success of the event. The plan would offer the event team clear and consistent advice about the work that is needed. The plan could be readily implemented by the event team Pass (5 marks) Some evidence of decision making and planning which is relevant to the selected team leader role, however this information contains errors or gaps Limited use of event management planning tools Fail (3-4 marks) Decisions and planning relevant to the selected team leader role is either missing or inadequate Little or incorrect use of event management planning tools relevant to the selected aspect of event management work Fail (0-2 marks) No decisions or planning in relation to the selected team leader role No use of event management planning tools relevant to this aspect of event management work The plan provides an outline of the work needed to deliver the event. The plan does not clearly document the work needed to deliver the event. Plan does not document decision making about the event. The event team would be able to implement the plan but may need additional advice and clarification. The event planning team would need further advice and guideance in order to implement the plan. The plan would not provide direction to the event planning team and is not actionable. Assessment criteria Integrity and consistency of the event plan GLO5: Problem solving Total score High Distinction (8-10 marks) Team leader’s work enhances and builds on the design and goals of the event. Actions identified in the event plan demonstrate complex understanding of the issues raised in the SWOT analysis and high level problem solving. 24 and above Distinction (7 marks) Credit (6 marks) Team leader’s work provides strong acknowledgement and support of the overall design and goals of the event. Team leader’s work acknowledges and supports the overall design and goals of the event. The event plan identifies work and actions that are clever responses to the issues raised in the SWOT analysis. Clear links between the work and actions identified in the event plan and the issues raised in the SWOT analysis. 21 -23 18 -20 Pass (5 marks) Team leader’s work provides some acknowledgement or support to the overall design and goals of the event—however these links are inconsistent, weak or missing in some instances. Some evidence of responses to issues identified in the SWOT analysis, but these are limited or lacking in detail 15 -17 Fail (3-4 marks) Team leader’s work provides inadequate support to the overall design and goals of the event. Inadequate responses to the issues identified in the SWOT analysis 9-14 Fail (0-2 marks) Team leader’s work does not acknowledge or support the overall design and goals of the event. No evidence of responding to the issues identified in the SWOT analysis. 8 or below A guide to selecting event team member roles Functional role Management and planning Staging and logistics HR management Description Required skills Responsible for determining the feasibility of the event developing a system for evaluating the event. Also responsible for risk management associated with programming. Aware of the broader environment in which the event is being developed and delivered, and responds strategically to these influences. • Ability to collaborate with all members of the group and ensure all work reflects the event’s goals and objectives. • Strategic thinking/ big picture person who is able to bring a broad overview of the event. Responsible for making the venue or space work for the event. Ensures the necessary equipment and services are in place and can be readily moved onto and out of the space. Also responsible for risk management associated with OHS (occupational health and safety). • Good planner with excellent attention to detail. Understands practical tasks and good with tools, equipment etc Appreciates the requirements of different venues and spaces. Good at developing systems and processes. Responsible for one of the events most important resources – people. Needs to understand what motivates and influences the people involved in the event (including volunteers, contractors and employees). As a resource manager, for the purpose of the assignment they have been made responsible for financial risk management. • Marketing and Brings a focus on audiences and communication stakeholders (e.g. sponsors and funders). An outward looking role that works to ensure audiences and stakeholders are aware of the event and motivated to attend or participate. Has a particular emphasis on the experience offered through the event. Also responsible for risk management of the reputation of the event. • • • • • Attention to detail and good planner. Aware of the importance and management of resources. Good basic maths skills. Understands what motivates and influences people. • Strong communication skills. • Outward focused with an interest in people. • Able to design experiences and opportunities that are targeted to the needs of a specific audience or stakeholders. MMM 312: EVENT MANAGEMENT T2 2021 Assignment 3 – Event Plan: Individual component Due date and time Wednesday 6 October at 8pm Percentage of final grade: 30% Word length 2,000 words (including tables and graphs but not Bibliography) NB: for the purpose of this assignment assume the border restrictions introduced in response to the coronavirus pandemic are lifted at the end of 2021 and international students return to Australian universities in 2022 Description This assignment requires individual students to build on the work they did in their group assignment (Assignment 2: Event design/ pitch). In this assignment, you will adopt a specific TEAM LEADER role in one of the following four areas of event management: o o o o Management and planning; OR Staging and logistics; OR HR (human resource) management; OR Marketing and communications Each of these team leader roles brings specific responsibilities and expertise to the planning of your event. Associated documents This assignment sheet should be read in conjunction with two (2) other documents, both of which are available on the CloudDeakin unit site: 1. Event planning team roles—description of the skill sets/ capabilities required by the various roles in an event planning team 2. The Event brief that outlines key details about the aims of the event on which your team has begun planning for the event. 1 Deakin’s Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB. EVENT PLAN FORMAT AND CONTENT Your individual event plan MUST contain the following SIX (6) sections: NB: for the purpose of this assignment assume the border restrictions introduced in response to the coronavirus pandemic are lifted at the end of 2021 and international students return to Australian universities in 2022 Section No. 1 Requirements and content Clearly state your NAME and which EVENT TEAM LEADER ROLE you have selected. You are free to select any role i.e. select one (1) role from: • • • • Management and planning, OR Staging and logistics , OR HR (human resource) management, OR Marketing and communications. The team leader role you select will determine the content of your individual event plan as detailed below 2 Short overview of your event design and event proposal (This will be based on the event design/ pitch document your event planning team submitted for assignment 2) 3 Short overview of your event goals (This will be based on the event design/ pitch document your event planning team submitted for assignment 2) 4 Identify and briefly describe any issues or problems with the event design/ pitch (Assignment 2) that need to be addressed in your event plan For exle you might decide you need to improve the design of your event, or find additional revenue in order to increase the event budget 5 If you select the management and planning team leader role your individual event plan will include: • • • • • • A SWOT analysis specific to your team leader role Evaluation of the feasibility of the event from a management and planning perspective: timing, demand, supply, competition, etc Identification of evaluation and performance measures/ indicators for your event Detailed budget for implementation of the evaluation and performance management program Gantt chart presenting the schedule for the implementation of the evaluation and performance measurement program Programming risk management plan (identify and plan for three risks) 2 Section No. 5 Requirements and content If you select the STAGING AND LOGISTICS team leader role your individual event plan will include: • • A SWOT analysis specific to your team leader role Site plan and layout. Consider logistics requirements and the supply of: • • • • • 5 5 If you select the HR MANAGEMENT team member leader your individual event plan will include: • • A SWOT analysis specific to your team leader role Human resource plan: • Staffing plan including recruitment strategy, and description of staff roles and allocation of responsibilities • Volunteer recruitment, selection, induction and reward/recognition plan • Talent/Entertainment contracts #038; other any other requirements (transport, housing, visas, etc) • • • Detailed HR budget Gantt chart presenting the schedule for implementation the HR plan Financial risk management plan (identify and plan for three risks) If you select the MARKETING AND COMMUNICATIONS team leader role your individual event plan will include: • • • • • • • 6 facilities, including power, water, security, consumables, equipment; product (performers, artists, guest speakers, etc.), including their accommodation, food and other needs; • customers and associated issues related to ticketing, queuing and transport; and • communication and the efficient flow of information. Running sheet for the day of the event Detailed budget for site set up OHS Risk management Plan (identify and plan for three risks) A SWOT analysis specific to your team leader role Discussion and profile of target audience/ audience segmentation Identification of key stakeholders (sponsors, partners etc) Marketing plan (based on the marketing mix ‘P’s) Gantt chart presenting the schedule for implementation of the marking plan Detailed marketing budget Reputational risk management plan (identify and plan for three risks) Bibliography (using Harvard referencing) List the resources and readings that have assisted you to put together your event plan NB: no need to include in-text references or a reference list 3 Report presentation and format Event plans are designed to be implemented—they are action focused, schedule the work that is to be undertaken, and assign responsibilities and resources. Your event plan should display these features. There is no need to include in-text citations—this would not be a requirement of an event plan that you produced for a workplace. However this assignment does ask you to provide a Bibliography to help determine how extensive your research has been. An event plan produced in a workplace wouldn’t normally require a bibliography Reading and resources Your textbook, lecture materials and the essential and optional readings provided throughout this unit are a good starting point for this assignment. Also investigate the MANY additional handbooks and resources that are available through the Deakin library. Some online resources that you might find useful include: • Wrathall, Jeff and Gee, Abby 2013, Event Management: Theory and Practice, McGrawHill, North Ryde • Events Scotland The Event Management Guide • City of Melbourne Event planning guide • City of Darebin, Plan an Event • City of Greater Geelong, Events planning guide Questions and discussion Keep an eye on the event planning assignment discussion forum on CloudDeakin unit for updates and further information. Questions about the assignment should be posted onto the discussion forum on CloudDeakin. Learning Outcome Details Unit Learning Outcome (ULO) ULO1 Determine the use of a range of management processes in the design, planning, organisation and operation of events. ULO3 Formulate responses to a range of real world issues and solve problems in order Graduate learning Outcome (GLO) GLO1: Discipline-specific knowledge and capabilities GLO5: Problem solving 4 Assessment criteria and marking Assessment Criteria Use of event planning tools Understanding and use of event planning tools relevant to the selected team leader role. For exle: • Developing an evaluation plan (Management and planning team leader) • Developing a site plan (Staging and logistics team leader) • Preparation of an HR plan (HR team leader) • Developiing a marketing strategy (Marketing and communications team leader) Documentation of event planning decisions Development of an action focused plan that clearly documents decisions about the event and could be readily implemented by the event team Integrity and consistency of the event plan All aspects of the event plan support the event design and event proposal, and respond to the issues identified through the SWOT analysis Link to GLOs GLO1: Discipline specific knowledge Marks available 10 GLO1: Discipline specific knowledge 10 GLO5: Problem solving 10 Total score __/ 30 Notes Penalties for late submission: The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: • • • • • 5% will be deducted from available marks for each day up to five days. Work that is submitted more than five days after the due date will not be marked— you will receive 0% for the task. ‘ Day’ means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. Building evidence of your experiences, skills and knowledge (Portfolio) Building a portfolio that evidences your skills, knowledge and experience will provide you with a valuable tool to help you prepare for interviews and to showcase to potential employers. There are a number of tools that you can use to build a portfolio. You are provided with cloud space through OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage repository system that you like. Remember that a Portfolio is YOUR tool. You should be able to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio. Once you have completed this assessment piece, add it to your personal Portfolio to use and showcase your learning later, when applying for jobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe what the artefact represents. 5 MMM 312 – Event Management T2 2021 Event Brief: Federation Square ‘Lord Mayor’s Student Welcome’ *This brief applies to both the group event plan (Assignment 2) AND the individual event plan (Assignment 3) * NB: for the purpose of this assignment assume the border restrictions introduced in response to the coronavirus pandemic are lifted at the end of 2021 and international students return to Australian universities in 2022 Summary of scenario Every year the City of Melbourne runs a free welcome event – the Lord Mayor’s Student Welcome for new students to the city. Your event planning team is to plan the next event, which will take place during Cultural Diversity Week on Saturday, 19 March, 2022 and be held in The Atrium at Federation Square. Your aim is to design and deliver an event that is MEMORABLE and ENGAGING, with appeal to a large and diverse audience. You are a member of a four person event team that has been employed by Federation Square on behalf of the Lord Mayor and the City of Melbourne to design, plan and deliver this event. Event GOAL: The goal of the event is to attract a large audience and build a sense of welcome and belonging for the international student population in Melbourne. Your event should celebrate Melbourne as a city which has a number of world-class Universities (including Deakin University with its Burwood cus). The design of the event should provide an opportunity to build meaningful connections and friendships with other with local and international students. Page 1 Deakin’s Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB. Your event team is required to design, plan and deliver this event. In doing so you should consider the following: • Background to the City of Melbourne Lord Mayor’s Student Welcome programs. 2019 program details here: https://www.melbourne.vic.gov.au/news-and-media/Pages/City-of- Melbournelaunches-the-2019-Student-Welcome-Program.aspx • previous Student Welcome events, and ways in which your team could design an even better and more engaging event: https://youtu.be/Us18C1_oap4 • Size, nature and amenity of The Atrium as an event space: https://fedsquare.com/venuehire/atrium Role of Federation Square as Melbourne’s ‘Public Square’ Federation Square’s Civic and Cultural Charter: https://s3-ap-southeast2.amazonaws.com/assets-fedsquare/uploads/2014/12/Civic-and-Cultural-Charter1.pdf • • • Federation Square’s Disability Action Plan: https://s3-ap-southeast-2.amazonaws.com/assetsfedsquare/uploads/2015/02/Federation-Square-Disability-Action-Plan1.pdf Budget The City of Melbourne budget for this event is $15,000. Your team can choose to raise additional income through ticket sales, stall holder fees, sponsorship (in-kind and/ or cash), sale of merchandise, stall holder fees etc. There is no need for your event to make a profit—however it should NOT result in a loss. You do NOT need to account for your team’s salaries in the event budget. You WILL need to account for expenses related to volunteers, casual staff, talent, and contractors/suppliers. Venue For the purposes of your event planning, you have been granted free use of The Atrium space at Federation Square. For the purposes of your event planning, note that you will have access to The Atrium from 6am on Saturday, March 19 to 6am on Sunday, March 20, 2022. For more information about the venue see: http://www.fedsquare.com/venue-hire/the-atrium http://www.fedsquare.com/map Marketing and promotion Your event will be communicated and promoted as part of Federation Square. This means that for your marketing and communications plan you will need to conform to and support Federation Square’s brand and communication strategies. Questions and further information All questions about this event brief and the event planning assignments should be addressed to teaching staff. Under no circumstance should event teams contact Federation Square or its staff directly. Page 2
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