MARK5820 EVENTS MANAGEMENT AND MARKETING
INDIVIDUAL FINAL ASSESSMENT
Task: You are required to write an event proposal that demonstrates your ability to apply the
principles/core concepts learned in MARK5820. This task is to be carried out individually.
Instructions: This is an open book assignment. You should refer to all your notes and readings about
each of the topics that have been covered in class. You will also have to incorporate what you have
learned in online modules on designing hybrid events. Your answer should be comprehensive, yet
focused and specific to the event.
As an event marketing/management consultant, you have been assigned to plan an event for your
client (Tourism Australia, Australian destination marketing organisation) in 2024. You are given
$30,000 to plan a hybrid event*. The client’s overall objectives are to increase destination awareness
(to potential international tourists) and to enhance residents’ quality of life while enlivening public
spaces and boosting local businesses.
*It refers to “an event that combines a live in-person event with a virtual online component.”
Q1-Q3. You are required to answer the following all 3 (THREE) questions below:
1. Determine your specific marketing objectives (“WHY”) for your proposed event. Make sure that
you use SMART objectives in line with your client’s overall objectives and provide your
justification for each objective. (5 marks)
2. Describe how you can develop the concept of this event using the thematic principles (WHAT,
WHO, WHEN, WHERE, and WOW). Elaborate and justify your answer with examples specific
to this event. As for “WHO,” you are to identify and describe TWO personas. (10 marks)
3. Describe your POP (pre-event, onsite, and post-event) strategies to market this event. Tip: Do not
limit to social media only. POP marketing is not only to create and build awareness and
excitement before and during the event, but also to generate post event buzz, which in turn leads
to the achievement of your client’s objectives. (15 marks)
Q4. Of the following two questions (see below), select and answer ONLY 1 (ONE) question:
4a. List and elaborate TWO possible logistics issues related to your event. (10 marks)
4b. Choose ONE potential sponsor for your proposing event and provide your reasons behind your
choice (i.e., tightness of the fit, sponsorship benefits and opportunities). (10 marks)
Deadline: This assignment must be submitted via Moodle Turnitin (which will generate a plagiarism
report) by 4pm on April 21 [Sydney Time (AEST)]. Late submissions without permission will
incur 5% deduction per day (out of 40%) and won’t be accepted after 5 working days.
Word limit: up to 2,000 words (+/- 10%; excluding references and appendices), please include
TOTAL word count at the end of the paper.
Format: Your assignment must be formatted as per the requirements below:
 Use headings (flush left with capitalisation of first letter of each word and italicised)
 Use 11pt font
 2.5cm left margin
 1.5-line spacing
 Leave a line between each paragraph
 Number each page
 Student number and course code (MARK5820) to appear on every page
 Use Harvard referencing - more information can be found on the EDU website.
Weighting: 40%
END