2424 Event Experience Design Level 4 Assignment Remit | UCB

Assignment Context:

“Event design simply refers to the mental creation of an event before it takes place, first in the mind of the designer and then as it is communicated to those responsible for its production.”

(Bladen et al, 2012, p.55)

2424 Assignment Task:

Design a new event experience (concept) of your choice for the events industry and produce a 15-minute narrated Panopto presentation justifying your experience design choices for the event.

The poster presentation must include:

Task 1. An introduction to the overall concept in terms of the actual event experience proposed using the 5Ws (Goldblatt and Lee, 2020) (15%)

Task 2: Explain and justify your choice of the concept elements as identified in the EMBOK Design Domain Structure: Theme, Content, Programme, Environment, Production, Entertainment and Catering Julia Silvers (60%)

Task 3. Explain and justify how this event will be funded and promoted. (5%)

Marking Criteria:

• Below are the marking criteria that align with both the task(s) set and the quality of your video recording. Clear weightings/marks will be noted for each criterion. The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.
• Students are advised to familiarise themselves with the Level 4 Grading Criteria, which apply to this assignment.
• Indicative marking criteria for your assignment are outlined below:
• Structure/clarity of communication/flow of discussion/quality of presentation materials (10%)
• An introduction to the overall concept, including venue and location in terms of the actual event experience proposed, 15%
• Explanation/justification of the concept elements as identified in the EMBOK Design Domain Structure, 60%
• Explanation/justification of how this event will be funded and promoted, 5%
• References – please consider carefully the quality, range and extensiveness of references (at least 15 references across different sources are expected) – references should emphasise journal sources but also include statistics, industry reports, news reports, government reports, etc. Data currency (how recent is the data) and triangulation of references (cross-referencing data to add further justification to points) are critical (10%).

Task Guidance:

An introduction to the overall concept in terms of the actual event experience is proposed. This should include details about the 5Ws: who, what, where, when, and why (Goldblatt and Lee, 2020). For example:

Who – outline the target market and explain why this event is appropriate for the desired target audience.

What – what is the event concept (experience) proposed? What does this event offer attendees? What is the unique selling point (USP) or WOW factor?

Where – where will the event experience take place? Consider the proposed event concept carefully and identify a suitable destination, location and venue.

When – when will the event be held (time of year, which month, day and from what times). When will this event have maximum impact? Are there any other competing events taking place at that time?

Why – provide a convincing rationale for the event concept, explaining and justifying why this event concept is appropriate, who will benefit and how.

The presentation should provide further detail about the event concept, specifically regarding:

The proposed content of the event experience (the main activities and experiences customers will enjoy)

The overall theme of the event experience

The event programme (what activities will run and when, consider timings and sequencing carefully)

The event environment (what type of atmosphere do you intend to create for the event? This may also relate to the chosen venue)

The production design for the event, including staging elements (see: SHOFLO)

The entertainment provision for the event

The proposed catering for the event

Explanation regarding how this event will be funded, e.g. ticketing, sponsorship, etc

Explanation regarding how this event will be marketed and promoted to reach the desired target audience

A convincing conclusion as to the merit of the event concept proposed, potential success and appropriateness.

Throughout the presentation, references to relevant theory, existing literature (secondary research), industry examples and research evidence are expected, in order to present critical and justified arguments to support the event concept proposed. A List of References should also be included at the end of the presentation.

Considering the duration of the presentation (15 minutes), the importance of rehearsal cannot be underestimated. Students may therefore find it useful to use a storyboard in order to thoroughly plan their presentation, script and timings in advance. Given the time constraints, it is necessary to ensure the key points are conveyed in relation to the task areas set. Remember, the main focus should be on your event concept, which should offer a new type of event experience for consumers.

The presentation should also include:

The event logo and brand elements. Special attention should be paid to the use of typography, colour, photography/imagery as a way of effectively conveying the theme and related concept elements of the event to the appropriate event stakeholders.

Basic details about the event, including: event name, date and times, venue, ticket price – what this includes and where tickets can be purchased from, including links to any social media sites, etc.

There are some excellent resources available through UCB’s ‘Assignment Life Cycle’ available via the module site on Canvas, which students may find useful.

For additional guidance on this assignment, please access the assignment vodcast available on Canvas.

Video Capture Guidance:

• This assignment will require you to become familiar with and use the Panopto system. Please follow this online guide for Panopto that shows you how to access the system, record a video using Panopto or upload an existing video to Panopto and submit your assignment to Canvas. Contact the DICE team at dice@ucb.ac.uk if you need any further support.
• All students must verify their identity with their student ID card at the start of your recording.

Specific guidance for this assignment [Please include specific guidance on timings and how to showcase lists of references within the recording]:

2424 Learning Outcomes:

• Analyse the process of event design and the staging elements required for event planning.
• Develop creativity in communicating effectively to different target groups through effective digital communication.
• Demonstrate understanding of event theming and programming, content, venue management, production, entertainment, catering and hospitality, environment design and elements of finance.

Academic Skills Outcomes:

• The Academic Skills Outcomes to be developed by completing this assignment can be found here.
• For Apprenticeship programmes, identify the applicable Knowledge, Skills and Behaviours the assignment seeks to test.