MARK5820 Events Management and Marketing
The Complete Study & Assessment Guide · T2 2026MARK5820 Overview
- UNSW Business School, School of Marketing
- Term 2, 2026
- a postgraduate course
- 6 Units of Credit
- an events management and marketing course
MARK5820 develops event purpose, environmental scanning, concept and experience design, stakeholders, operations, promotion, sustainability, evaluation and legacy. It is taught within UNSW Business School, School of Marketing. It is a postgraduate course. It carries 6 Units of Credit.
- Purpose governs design The event concept, audience, programme and evaluation should all serve a defined change or value proposition.
- The experience is operational Arrival, queues, access, service, safety and exit are part of the marketed promise.
- Sustainability needs evidence Claims require boundaries, procurement choices and post-event measures, not a green theme.
- Evaluation culmination The Course Outline culminates in a 30% individual evaluation report after the group project.
How MARK5820 is assessed
| Component | Weight | Format |
|---|---|---|
| Team agreement and progress summary | 5% | Group project control |
| Event proposal | 25% | Group proposal |
| Lecture participation | 10% | Individual participation |
| Three case discussions | 15% | Individual case contribution |
| Project pitch | 10% | Project communication |
| Two peer evaluations | 5% | Peer contribution evidence |
| Final event-evaluation report | 30% | Individual report |
The current Course Outline assessment guide publishes team agreement/progress, proposal, participation, case discussion, pitch, peer-evaluation and final event-evaluation components totalling 100%.
Current MARK5820 dates
| Date | Item | Control |
|---|---|---|
| Term 2, 2026 | Confirmed UNSW offering | Official timetable lists MARK5820 in T2. |
| Week 11 | Final event-evaluation submission block | Current Course Outline pages control the exact submission time. |
Current-offering dates captured in the course materials. Confirm changes and exact submission settings in the live LMS.
What MARK5820 covers
Build the course in three arcs: Event Purpose, Types and Strategic Fit establishes the frame, Event Marketing, Positioning and Channel Integration deepens it, and Evaluation, Outcomes and Event Legacy tests the complete method.
Event Purpose, Types and Strategic Fit
event purpose · event portfolio · strategic fit · distinguish event type from the purpose and outcome it must serve02Environmental Scanning and the Event Concept
environmental scan · event concept · scenario · turn external evidence into design implications and scenarios03Stakeholders, Governance and Team Accountability
stakeholder · event governance · team agreement · map interests and convert authority, responsibility and conflict into governance04Experience Design, Programming and Servicescape
event experience · servicescape · touchpoint · coordinate programme, place and service touchpoints around audience needs05Event Marketing, Positioning and Channel Integration
event positioning · audience journey · integrated communication · connect target insight and position to content, channels and conversion evidence06Operations, Capacity, Safety and Contingency
run sheet · capacity · contingency plan · translate the event concept into timed, owned and safe delivery07Sustainable Events and Community Legitimacy
sustainable event · materiality · social licence · prioritise environmental and community effects through procurement, access and evidence08Event Proposal, Pitch and Feasibility
event proposal · feasibility · project pitch · integrate evidence into a feasible proposal and pitch that anticipates challenge09Evaluation, Outcomes and Event Legacy
event evaluation · attribution · legacy · build an evaluation that joins participant evidence, operations, stakeholder effects and counterfactual reasoningIt is positioned as an events management and marketing course.
Assessment distributes team planning, live participation and peer accountability before an individual 30% evaluation report.
Assessment in mark5820 is distributed as follows: seven current Course Outline components: 5% team control, 25% proposal, 10% participation, 15% case discussions, 10% pitch, 5% peer evaluation and 30% final report
The operational assessment conditions matter here.
The course culminates in the 30% individual event-evaluation report.
What makes mark5820 demanding is concrete: integrating participant experience, operations, stakeholder legitimacy, risk and marketing into one deliverable event rather than a collection of promotional ideas
The ordinary course pass standard applies across the seven published components; current Course Outline and Moodle instructions control operation.
For enrolment planning, Consult the current official enrolment and eligibility controls for this offering.
Build the course in three arcs: Event Purpose, Types and Strategic Fit establishes the frame, Event Marketing, Positioning and Channel Integration deepens it, and Evaluation, Outcomes and Event Legacy tests the complete method.
Stress-test a community event proposal
- 1Restate purpose, audiences and success criteria.
- 1Map arrival, dwell and exit capacities.
- 1Assign volunteer roles, escalation and contingencies.
- 1Turn zero-waste language into procurement and measurement.
- 1Define evaluation evidence and cancellation triggers.
Key terms
- event purpose
- Defined change, experience or value an event is intended to create for named stakeholders. This chapter uses the concept when students distinguish event type from the purpose and outcome it must serve.
- event portfolio
- Set of events coordinated to serve broader organisational or destination objectives. It helps explain the reasoning required to distinguish event type from the purpose and outcome it must serve.
- strategic fit
- Alignment between event concept, organisational capability, audience need and wider goals. Its limit matters because a fashionable format cannot repair an unclear reason for staging the event.
- environmental scan
- Structured review of political, economic, social, technological, environmental and legal conditions. This chapter uses the concept when students turn external evidence into design implications and scenarios.
- event concept
- Coherent organising idea linking purpose, audience, programme, place and experience. It helps explain the reasoning required to turn external evidence into design implications and scenarios.
- scenario
- Plausible configuration of uncertain conditions used to test a plan. Its limit matters because a PESTEL list has no planning value until each item changes a decision.
- stakeholder
- Person or group affecting, affected by or holding a legitimate interest in an event. This chapter uses the concept when students map interests and convert authority, responsibility and conflict into governance.
- event governance
- Decision rights, accountability and escalation through which the event is directed. It helps explain the reasoning required to map interests and convert authority, responsibility and conflict into governance.
- team agreement
- Recorded expectations for roles, communication, contribution and conflict response. Its limit matters because visibility or sponsorship money does not define every stakeholder's legitimacy.
- event experience
- Participant's unfolding cognitive, emotional, sensory and social encounter with the event. This chapter uses the concept when students coordinate programme, place and service touchpoints around audience needs.
- servicescape
- Physical and sensory environment in which service and participation occur. It helps explain the reasoning required to coordinate programme, place and service touchpoints around audience needs.
- touchpoint
- Specific interaction between participant and event before, during or after attendance. Its limit matters because a strong headline act cannot compensate for inaccessible arrival, unsafe waits or confusing information.
- event positioning
- Distinct place an event aims to occupy for a target audience relative to alternatives. This chapter uses the concept when students connect target insight and position to content, channels and conversion evidence.
- audience journey
- Stages through which a person becomes aware, considers, commits, attends and responds after an event. It helps explain the reasoning required to connect target insight and position to content, channels and conversion evidence.
MARK5820 FAQ
Where is the hardest reasoning in Events Management and Marketing?
Integrating participant experience, operations, stakeholder legitimacy, risk and marketing into one deliverable event rather than a collection of promotional ideas. MARK5820 develops event purpose, environmental scanning, concept and experience design, stakeholders, operations, promotion, sustainability, evaluation and legacy.
How does assessment work in Events Management and Marketing?
Seven current Course Outline components: 5% team control, 25% proposal, 10% participation, 15% case discussions, 10% pitch, 5% peer evaluation and 30% final report. The course culminates in the 30% individual event-evaluation report.
What form does the final assessed task take in Events Management and Marketing?
The course culminates in the 30% individual event-evaluation report. Seven current Course Outline components: 5% team control, 25% proposal, 10% participation, 15% case discussions, 10% pitch, 5% peer evaluation and 30% final report.
Which pass conditions apply in Events Management and Marketing?
The ordinary course pass standard applies across the seven published components; current Course Outline and Moodle instructions control operation. Seven current Course Outline components: 5% team control, 25% proposal, 10% participation, 15% case discussions, 10% pitch, 5% peer evaluation and 30% final report.
Which teaching period does this Events Management and Marketing resource cover?
It is aligned to Term 2, 2026; confirm your enrolled class and timetable in the current institutional system. Confirmed UNSW offering: Term 2, 2026; Final event-evaluation submission block: Week 11.
What should a student check before enrolling in Events Management and Marketing?
Consult the current official enrolment and eligibility controls for this offering. This resource covers Term 2, 2026. MARK5820 develops event purpose, environmental scanning, concept and experience design, stakeholders, operations, promotion, sustainability, evaluation and legacy.
How to prepare for the assessments
Retrieve the course map, practise the recurring method—define event purpose, stakeholders and environment, translate insight into experience, operations and marketing choices, allocate delivery risk, then evaluate outcomes and legacy against evidence rather than attendance alone—on changed scenarios, and verify every operational assessment detail in the live institutional system.
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