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Level 5
Credits 15
Purpose People credited with this unit standard are, for a conventions and incentives industry project, able to: research market needs and opportunities; formulate a marketing plan; implement a marketing plan; and evaluate the marketing.
Subfield Tourism
Domain
Status
Status date
Date version published
Tourism Conventions and Incentives
Registered
19 March 2010
19 March 2010
Planned review date
Entry information
31 December 2015
Open.
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. Evidence of competency in this unit standard cannot be demonstrated under simulated conditions in a training provider environment.
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.
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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.
Project
Venue refers to a conference, convention, or incentive. refers to any place where a conference, convention, or incentive is held.
3 The following resources can be used to support this unit standard: 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.
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. 5 th
Edition (Kendall/Hunt, 2006).
4 A list of additional recommended texts can be found at http://www.tcc.co.nz/ServiceIQ.
Element 1
Research market needs and opportunities for a conventions and incentives industry project.
Performance criteria
1.1 Data from comparable projects, past projects, and/or future projects is analysed in terms of market needs and opportunities.
Range data may include but is not limited to
– evaluations, attendance and/or venue information.
1.2 Evaluation of market segments establishes market opportunities that are consistent with research data findings.
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Element 2
Formulate a marketing plan for a conventions and incentives industry project.
Performance criteria
2.1 Prioritisation of target markets and segments is consistent with project capabilities and estimated market demand.
2.2 Marketing mix meets project requirements and identified market needs.
Range examples may include but are not limited to – printed material, electronic media, advertising promotion at other conferences.
2.3 Marketing plan specifies implementation arrangements that are consistent with project requirements.
Element 3
Implement a marketing plan for a conventions and incentives industry project.
Performance criteria
3.1 Contact with targeted segments or markets is consistent with project marketing plan.
Range may include but is not limited to – objectives, priorities, targets, marketing mix, budget.
3.2 Marketing plan arrangements are monitored and modified to meet project requirements.
3.3 Costs are within project budget.
Element 4
Evaluate the marketing of a conventions and incentives industry project.
Performance criteria
Information gathered enables project to be evaluated against the project plan. 4.1
4.2 Comparisons between planned and actual outcomes define areas which may require improvement for future projects.
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.
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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.
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New Zealand Qualifications Authority 2020