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Due date and time
October 11, 2021, 8:00pm via unit site
2000 words not including references
Percentage of final grade:
Learning Outcome Details
Unit Learning Outcome (ULO)
Graduate Learning Outcome(GLO)
Determine the use of a range of management processes inthe design planning and implementation of events..
GLO1: Discipline-specificknowledge and capabilities
Integrate and apply resources relating to the management ofevents from a range of online sources.
GLO3: Digital literacy
Apprise information on the management of previous events inorder to determine best practice in this field and reconsider thefuture of event management work.
GLO4: Critical thinking
Assessment Feedback: Students who submit their work on time will receive feedback on theirwork nolater than November 1, 2021.ASSIGNMENT DESCRIPTIONIn this assignment, you will assume the role of CEO of an event management company. You will designa pitch deck for a one-day event for a client. The pitch deck (which will be submitted in the form of apowerpoint presentation) would be the document that your company would submit as part of atendering process when bidding for event projects in the events industry.This assignment requires you to IDENTIFY a real-world client in Australia. This client could be a sporting club,or a property developer, or an arts organisation, or a tech company, or any other real world organisation thathosts events. You need to research what kind of event this organisation would host as appropriate to the sectoror specific client need – and then pitch a winning event concept to them!Page 2 of 4Pitching is an incredibly important aspect of event management. As Berridge (2010) notes,Winning an event pitch is a crucial part of the events industry and is undertaken by mostevent management companies or agencies. It is highly competitive…Design and creativity areessential components that help make events memorable experiences, but…they also have asignificant role in securing the event contract in the first place” (2010, pg. 208)Source: Berridge, G. (2010). Event pitching: The role of design and creativity. InternationalJournalof Hospitality Management, 29(2), 208-215PITCH ELEMENTSYour Event Pitch must contain the following elements listed below in your powerpoint presentation. The pointof a pitch is to be DIRECT and CONCISE. Use rich visuals and images to help you get across your event concept.1. Client profile. Your pitch must identify that you understand your client’s needs. Your pitch shoulddemonstrate that you understand:• Your client’s core audience/market• The event ‘profile’ for your client – what kinds of events do they generally host? What kinds ofexperiences do their events generally deliver to their audiences/attendees? For example, a charityfundraiser dinner for a local not-for-profit arts organisation generally has a very different eventdesign and experience than a product launch for a tech company.2. Event Purpose, goals and objectivesThe next step is to pitch their NEXT event. A good strategy would be to take one of their past events asinspiration (like an annual fundraiser, or a product launch, etc). Your pitch should very clearly identify theEVENT PURPOSE (what is the event?) upfront.Once you have articulated the event purpose – for example, a product launch – you need to outline whatyou see as the client’s key goals for the event. Is it to sell lots of this new product to existing customers? Isit to drive a new customer base for this product? Is it primarily to generate a lot of industry and press“buzz” for the product through the event experience?Your proposal should include event-specific SMART objectives that will enable you to track your eventprogress and let you know whether your event is meeting the objectives you have set. You should referback to the lectures and readings on event goals, objectives and impact which give lots of examples anddetails on objective setting and measurement.3. Event Design and ExperienceYour pitch should give the reader a very clear sense of what your specific vision and concept for this eventis, and what type of experience the design of the event will produce for the participants. This part of yourevent pitch should include some specific details on key programming activities you are proposing as part ofyour pitch. What will the audience/attendees “do” at your event?The event design and experience should include key event details, including the event date, time andlocation that you’re proposing. There are a lot of event planning tools you can use to help you articulateyour event design and experience pitch. Site plans will be important, as will any other logistical aspectsrelated to your venue, location and time of year.4. Event scheduleYour pitch should use key event management tools (like gantt charts and run sheets) to outline the overallevent planning process, as well as the draft schedule for the day of the event. This is to demonstrate thatyou have command over both event planning and execution timeframes and related tasks.Page 3 of 45. Event financeYour client’s budget for this event is $50,000. This is the maximum amount they are willing to spend fromtheir organisational resources on this event. You may bring in additional earned revenue through your eventactivities as appropriate to your event design. This may include things like ticket sales, merchandise, orsponsorships.We are NOT looking for a detailed budget of all line-by-line expenditures. We are looking for a generaloverview of key income and expenditure items. The point of this section of the pitch is to demonstrate thatyou have thought through the main considerations on how to finance and budget events.Income items could include things like vendor fees, sponsorship, merchandising, programming revenue(like a silent auction), ticket sales and other sources of earned income.Expenditure items should include the amount your team will spend on the following elements as theyapply to your event. Venue• Programming• Food and beverage• Marketing and communications• Staffing and volunteersWe expect you to do research in order to develop a realistic budget based on your event design. Costs andquotes for venues, caterers and event staff are readily available online from real-world event suppliers.Your budget should break even i.e. your expenditure should be the same as your income6. Sustainability planThe final section of your pitch should outline the steps you will take to ensure your event conforms to bestpractice in sustainable events. Students should make use of the resources available in the unit site onsustainable events – as well as the many resources online. See here, for example:
BibliographyThis is the list of sources that you used in conducting your research for your pitch. Please use Harvard
reference style. The bibliography is not included in the total word count for the assignment. It is there sowe can see the scope and quality of research that you undertook in preparing your event pitch.TIPS FOR SUCCESS:As well as the textbook and readings, make sure you read extensively on the topic of event managementand event planning, including texts, handbooks, websites and journal articles. There is no one way todevelop or structure an event pitch. Part of your research will be into different options and approaches to,and making decisions about the style and structure that best suits your needs and event concept.Pitch Presentation and FormatEvent pitches are, overall, VISION documents that outline the event concept, design and strategy, in relationto the client’s overarching GOALS for the event.Your event pitch should include a range of visual references (like photos and other visual images) that signalyour design concept and give context to what the attendees will experience when they attend your event. Yourevent pitch should also make use of appropriate event management tools such as budgets, site plans, datacharts, and other forms of communicating data regularly used in the event pitching and planning process.The pitch will take the form of a powerpoint presentation (also known as a ‘pitch deck’ or ‘slide deck’.) Eventpitch examples and templates will be posted in the assessment resources section of the unit site for inspirationand guidance. You are expected to create your own pitch presentations that best represents your specific designconcept and experience.Page 4 of 4Assessment criteria and markingPlease see the assessment rubric posted on the unit site for assessment criteria and a marking allocation.Reading and resourcesYour textbook and readings provided throughout this unit are a good starting point for thisassignment. Also investigate the MANY additional handbooks and resources that are availablethrough the Deakin library.Some online resources that you might find useful include:Eventbrite Blog – How to Pitch an Event, Scotland The Event: A Practical Guide, practicalguide/City of Melbourne Event planning guide, of Darebin, Event planning guide, of Greater Geelong, Events planning guide, UK. How to Write An Event Proposal, for late submission: The following marking penalties will apply if you submit an assessmenttask after the due date without an approved extension: 5% will be deducted from available marks foreach day up to five days, and work that is submitted more than five days after the due date will not bemarked. You will receive 0% for the task. ‘Day’ means working day for paper submissions and calendarday for electronic submissions. The Unit Chair may refuse to accept a late submission where it isunreasonable or impracticable to assess the task after the duedate.For more information about academic misconduct, special consideration, extensions, and assessmentfeedback, please refer to the document Your rights and responsibilities as a student inthis Unit in thefirst folder next to the Unit Guide of the Resources area in the CloudDeakin unit site.Page 5 of 4Building evidence of your experiences, skills and knowledge (Portfolio) – Building a portfolio thatevidences your skills, knowledge and experience will provide you with a valuable tool to help youprepare for interviews and to showcase to potential employers. There are a number of tools that youcan use to build a portfolio. You are provided with cloud space through OneDrive, or through thePortfolio 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 itto your personal Portfolio to use and showcase your learning later, when applying for jobs, or furtherstudies. Curate your work by adding meaningful tags to your artefactsthat describe what the artefactrepresents.Marking and assessmentA copy of the assessment rubric that will be used to mark this assignment is available on theCloudDeakin site.

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