26299 version 1
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Develop a marketing plan for a conventions and incentives industry
project
Level
4
Credits
12
Purpose
People credited with this unit standard are, for a conventions and incentives
industry project, able to: complete situational analysis; establish marketing
objectives and prepare a budget for a marketing plan; and develop a
programme for implementation of a marketing plan.
Subfield
Tourism
Domain
Tourism Conventions and Incentives
Status
Registered
Status date
19 March 2010
Date version published
19 March 2010
Planned review date
31 December 2015
Entry information
Open.
Replacement information
This unit standard replaced unit standard 15682.
Accreditation
Evaluation of documentation and visit by NZQA and
industry.
Standard setting body (SSB)
ServiceIQ
Accreditation and Moderation Action Plan (AMAP) reference
0078
This AMAP can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Special notes
1
Assessment against this unit standard must take place in a conventions and
incentives industry workplace when appropriate situations arise, or in a training
provider environment if simulated workplace conditions are able to be provided that
reflect the standards of a conventions and incentives industry workplace.
 New Zealand Qualifications Authority 2016
26299 version 1
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2
Definitions
Conference and/or convention refers to a formal meeting or assembly of attendees
for consultation, discussion, or for some special or occasional purpose which
includes a minimum of 50 attendees, two days duration, and the use of a venue.
Conventions and incentives industry refers to organisations involved in the
management, marketing, or implementation of conventions, conferences, or
incentives.
Incentive is a global management tool that uses a reward to motivate and/or
recognise participants for increased levels of performance in support of
organisational goals.
Industry practice refers to the expected standards of performance required of a
professional working in the conventions and incentives industry. An indication of
criteria for standards may include but is not limited to – documented workplace
policies and procedures, industry codes of practice, and drafted constitutions and/or
codes of ethics of industry associations, such as those produced by the following:
Meetings and Events Australia (MEA), Sydney, http://www.meetingsevents.com.au.
International Congress and Convention Association (ICCA), Amsterdam,
http://www.iccaworld.com.
International Association of Professional Congress Organisers (IAPCO), London,
http://www.iapco.org.
Society of Incentive and Travel Executives (SITE), Chicago, http://www.site-intl.org.
Conventions
and
Incentives
New
Zealand
(CINZ),
Auckland,
http://www.conventionsnz.com.
Project refers to a conference, convention, or incentive.
Venue refers to any place where a conference, convention, or incentive is held.
3
The following resources can be used to support this unit standard:
McCabe, Vivienne; Poole, Barry; Weeks, Paul; Leiper, Neil. The Business and
Management of Conventions (John Wiley & Sons, 2000).
Professional Convention Management Association.
Professional Meeting
Management: Comprehensive Strategies for Meetings, Conventions and Events. 5th
Edition (Kendall/Hunt, 2006).
4
A list of additional recommended texts can be found at http://www.serviceiq.org.nz
Elements and performance criteria
Element 1
Complete situational analysis for a conventions and incentives industry project.
Performance criteria
1.1
Situational analysis is completed in accordance with the client objectives and
industry practice.
Range
must include but is not limited to – environmental analysis,
competitive analysis.
 New Zealand Qualifications Authority 2016
26299 version 1
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1.2
Cultural and ethical factors that can impact on the development of marketing
plans for the project are identified in accordance with the client objectives and
industry practice.
Range
internal and external factors.
Element 2
Establish marketing objectives and prepare a budget for a conventions and incentives
industry project marketing plan.
Performance criteria
2.1
Marketing objectives are established that are attainable, measurable and
consistent with marketing strategies and the results of the situational analysis.
Range
may include but is not limited to – market growth, estimated
market share, sales volume, profitability target, productivity target;
evidence is required for at least two.
2.2
Marketing objectives are prioritised in accordance with the proposed budget.
2.3
Budget policies, guidelines, time-frames, procedures, and long-range plans are
determined and communicated in accordance with the client objectives and
industry practice.
2.4
A budget is prepared with financial estimates to meet the requirements of the
marketing objectives.
Range
2.5
may include but is not limited to – sales, production, promotions,
human resources, overheads, administration;
evidence is required for at least two.
Cash flow forecasts are prepared from the budget.
Element 3
Develop a programme for implementation of a marketing plan for a conventions and
incentives industry project.
Performance criteria
3.1
A programme is developed that specifies activities, responsibilities,
accountabilities, and time-lines in accordance with the requirements of the
marketing plan and within budget parameters.
Range
may include but is not limited to – product, price, distribution,
promotion, customer service;
evidence is required for at least two.
 New Zealand Qualifications Authority 2016
26299 version 1
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3.2
Suppliers of required marketing services are identified and briefs produced in
accordance with the marketing plan and budget.
Range
brief may include but is not limited to – time period, objectives,
budget, supplier inter-relationships;
evidence is required for at least two.
Please note
Providers must be accredited by NZQA, or an inter-institutional body with delegated
authority for quality assurance, before they can report credits from assessment against
unit standards or deliver courses of study leading to that assessment.
Industry Training Organisations must be accredited by NZQA before they can register
credits from assessment against unit standards.
Accredited providers and Industry Training Organisations assessing against unit standards
must engage with the moderation system that applies to those standards.
Accreditation requirements and an outline of the moderation system that applies to this
standard are outlined in the Accreditation and Moderation Action Plan (AMAP). The
AMAP also includes useful information about special requirements for organisations
wishing to develop education and training programmes, such as minimum qualifications for
tutors and assessors, and special resource requirements.
Comments on this unit standard
Please contact the ServiceIQ qualifications@serviceiq.org.nz if you wish to suggest
changes to the content of this unit standard.
 New Zealand Qualifications Authority 2016