Overview
Assessment 2: Individual Assessments
Assessment 2a: Event Audit
Week 11 Monday 4pm
30%
Written report
1,000 words (+/-10%), excluding title page, references, and appendices
Via Moodle
Description of the assessment task
Monitoring and evaluating event practices is critical for its long-term success. In this assessment, you will act as an
event management consultant by attending a public in-person event, analysing its business practices, and providing
recommendations for improvement.
Your task is to produce a concise report that integrates:
your observations from attending the event
secondary research (e.g., industry reports, academic sources, event websites)
lecture materials and readings.
Your analysis should demonstrate critical thinking, practical insights, and an understanding of event strategy and
operations.
Approach to the assessment task
Select and attend a public in-person event
You must choose and attend a public in-person event held during the term (February-April 2026).
No past event attendance is accepted, so plan ahead and choose early.
Examples include festivals (food, wine, music), promotional events, trade shows, conferences, or sporting
events.
IMPORTANT: Select an event that enables you to address all required report items (see Structure below)
Prepare through secondary research
Research your chosen event before attending using reliable sources (e.g., industry reports, academic
sources, event websites, news articles). Wikipedia is not an acceptable source.
Conduct onsite evaluation
During the event, observe and assess its marketing and management practices using concepts from the
course.
You must provide evidence of your attendance (e.g., a picture of you at the event). Reports without
evidence will receive no mark.
Apply critical thinking
Provide insights that draw from both your personal observations and relevant theories.
Demonstrate your ability to evaluate real-world practices using course concepts. Structure of the report
Your report must include the following four sections:
Section 1. Overview of the event
A brief description of the event (e.g., background or history).
A table summarising the following:
o 5Ws: event objectives, target markets, location, time, duration, theme/concept
o WOW factors: key differentiating points or unique value
o Additional 8Ps (excluding components already covered in the 5Ws): pricing, promotions, packaging,
programming
Label this table Appendix 1 and refer to it in the body of the report (e.g., “see Appendix 1”).
Section 2. Performance assessment
Select and reference appropriate evaluation criteria from reliable sources. Provide a brief explanation of each
criterion.
Using these criteria, evaluate areas where the event’s management and marketing practices, including both
general and sustainable practices. Identify areas of strength and weakness and briefly explain your reasoning.
Identify the event’s sponsors and assess the sponsor-sponsee fit using your selected criteria. Provide a brief
justification for your assessment.
Section 3. Overall assessment and practical recommendations
Provide an overall score (out of 100) and a breakdown of the event’s performance using your chosen criteria in a
table. Label the table as Appendix 2.
Begin this section with “As shown in Appendix 2, …” Justify your scores and evaluations.
Provide practical, evidence-based recommendations for improving event practices in the areas you have
identified in the previous section.
Section 4. Appendices
Appendix 1: Event overview table
Appendix 2: Performance assessment scoring table
Appendix 3: Evidence of your attendance (required; no mark without this)
Any additional relevant information must be clearly labelled (e.g., Appendix 4) and referenced in the report.
Note: Although appendices are not directly marked, missing or unreferenced appendices will result in deductions.
Submission instructions
Your report must follow these formatting requirements:
11-point font, 1.5-line spacing, and 2.5cm margin
Page numbers: in the footer.
Leave one blank line between paragraphs.
Use headings and subheadings where appropriate.
Title page (excluded from word count) must include: name, zID, tutorial section (e.g., T16A), and chosen
event.
Student number and course code (MARK2060) must appear on every page.
Referencing: APA 7th edition or Havard
o You must properly acknowledge all external sources.
5 6
Poor citation or block copying may result in academic integrity action per the UNSW Plagiarism Policy.
AI use for Assessments
For this assessment, you may use genAI for editing assistance (e.g., minor rephrasing, grammar correction, word
suggestions). However, it cannot be used for any other purpose such as drafting your paper.
If the inappropriate use of AI is detected, it will be regarded as serious academic misconduct and subject to the
standard penalties, which may include 00FL, suspension, and exclusion.