Elements and Performance Criteria

RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Sponsorship:
may include financial or in-kind support in exchange for brand publicity and association, or other marketing communication objectives
could be for:
a cause
a person
a team
an activity
an organisation.
Event marketing may include:
promotional occasions designed to attract and involve a brand's target audience, and could involve events:
created by organisation, e.g. anniversaries, grand openings, new-product introductions, corporate annual meetings
participated in by the organisation, e.g. trade shows
sponsored by the organisation, e.g. sporting events.
Advantages may include:
building relationships and goodwill
creating opportunities for:
cross-selling
extendibility beyond the publicity directly provided by the event or sponsorship
hosting important clients and other stakeholders
enhancing brand visibility by associating it with something positive.
Disadvantages may include:
difficulty in calculating return on investment
effect on brand if the event or person being sponsored is involved in bad publicity
lack of control over the design and management of a sponsored event
only involving a small percentage of brand's target audience
other sponsors being involved that are:
in competition
not consistent with the ethos of the organisation.
Legal, cultural and ethical requirements may include:
Alcohol Beverages Advertising Code
anti-discrimination legislation
broadcasting regulations
consumer protection
contract law
ethical principles
insurances
intellectual property legislation
OHS legislation
permissions and permits
privacy laws
social values
Trade Practices Act
voluntary codes of practice, such as Australian Association of National Advertisers (AANA) Advertiser Code of Ethics.
Criteria may include:
how further exposure and positive associations can be gained
how it can be linked with other marketing communications
what the organisation could do spending the same amount of money on other forms of marketing
whether it is likely to be of interest to customers and prospects
whether it is relevant
whether the association is right for the product or brand.
Objectives and purpose may include:
increase brand awareness
provide a platform for brand publicity
reach hard-to-reach target audience.
Relevant experts may include:
lawyers specialising in sponsorship
legal team within organisation.
Evaluation criteria may include:
comparison of effect with other forms of marketing
differentiation of brand
extent of audience engagement
extent of brand impact
whether value has been added to brand.
Methods may include:
focus groups
interviews at the event
surveys, pre- and post-event.

EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
development of a recorded sponsorship and event marketing plan which includes:
objectives and purpose of the sponsorship and event marketing strategy
rationale for choice of particular sponsorships and events
budget
plan for implementation
methods to measure effectiveness
initiation of the implementation of at least one sponsorship and one event for marketing in line with the plan, including draft contracts and evidence of negotiations
evaluation of sponsorship and event marketing strategy.

Context of and specific resources for assessment
Assessment must ensure access to:
a workplace or simulated work environment
relevant workplace documents and data
office equipment and resources.

Method of assessment
The following assessment methodsare appropriate for this unit:
review of portfolio of evidence of actions taken to produce a sponsorship and event marketing plan
analysis of responses to case studies and scenarios around sponsorship and event marketing
observation of negotiation required for sponsorships and events
oral or written questioning to assess knowledge of sponsorship and events marketing strategies and options, and the legal and ethical framework related to sponsorships and events for marketing.

Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.