EPM5600 Principles of Project Management Assignment Sample
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Introduction
Australian Institute of Project Management (AIPM) is going to hold their first event as a part of National Conference for promoting Information Technology professionals on October 2018. The institute does not have the expertise or in-house capacity for coordinating such event. However, AIPM has acknowledged that their event requires being thoroughly planned as well as delivered to the best standard possible.
In this event, the organisation will target IT professionals including members and non-members of both corporations and individuals. AIPM is looking for enhancing their profit margin and they possess sufficient cash reserves for conducting this event as well. AIPM want to envisage minimum 4 speakers per day for this event and each day will be themed with an individual presentation.
Marketing strategies for the event
Using social media
Using social media is regarded as a promotional power of an event. AIPM will mention key messages of their events in order to share it with the public. As asserted by Badewi (2016, p.771), through email marketing an organisation can post dedicated hash tag which can serve as a tracker in every stage of the event. Therefore it will facilitate event engagement, add value to the event goers, enhance brand exposure as well as assure learning opportunity for the event as well.
Paid advertising offline
For offline advertisement, AIPM will provide newspaper advertising, magazine advertising, Billboards and television advertisements. However, events can also be highlighted newsletter, letterbox drop or banners built these strategies will be used for limited geographical regions (as influenced by Rosemann and vom Brocke, 2015, p.117).
Paid advertising online
AIPM will follow Cost per click (CPC) and Cost per action (CPA) strategy and visitors have to pay to visit their webpage and collect information regarding the event. As opined by Hubbard et al. (2015, p.14), for paid advertisements, advertisements must be measurable as well as pretty affordable. AIPM will provide granular targeting and specific advertisement and broadcast their messages across multiple platforms.
Banners and signage
AIPM will enlist their presenters in their banner along with graphic in order to enhance participation of the audiences. As mentioned by Mir and Pennington (2014, p.211), a company can host mini preview event to spread their themes as well as convey keynotes of the aforesaid themes as well. Banner will be highlighted with different opportunities which may help IT professionals in their future work. Targeting capabilities and event distribution strategy will help to leverage their activities. As opined by Vassilakaki and Monaro-Papaconstantinou (2015, p.52), event signage will support to improve attendee experiences and make the attendee aware regarding the objective of the event.
Steps leading to the event
In order to promote this event, Australian Institute of Project Management will set their event goals and budget along with their content creation as well as management tactics. Moreover, they will promote the event in a right place and summarise their communication tactics. They will develop personalisation throughout the events an put their activities together in collaboration strategy.
Set goals and budget
Event goals will be set before conducting the event and proper budget will be forecasted to achieve these tangible goals. As mentioned by Avgerou and Walsham (2017, p.24), putting a great amount of effort into an event can help an organisation to meet their objectives and increase reputation as well. As per the opinion of Pearlson et al. (2016, p.69), setting event’s goal may support an organisation to strengthened relationship within their associated members as well as provide assurance that they are pursuing towards their goals.
Set event contents and management tactics
Based on the goal, proper marketing content such as speaker list and event schedule will be prepared. A good content management plan will help to move ahead to next step. As opined by Harrison and Lock (2017, p.59), for conducting this event an organisation needs to update their event websites, event applications and registration pages repeatedly. Moreover, exclusive event context can attract an audience as well as support a company to enhance their word of mouth.
Promote the event on a right place
The proper target market will be identified for this event and the organisation will define this through their attendee demographics. This event will take place at Mantra Lorne on 11th to 13th October 2018. Moreover, the event presentation topic will be aligned with Information Technology project management strategies and each day should be themed with an individual presentation as well. AIPM will envisage minimum 4 speakers on each day and there will be a grand dinner on the second night of this event.
Communication tactics
Summarised communication tactics will be followed and engagement of the audience will be encouraged throughout the events. In addition, AIPM will inform their audience on the event detail through social media, email and attractive contents in their web pages as well.
Maintain personalisation tactics and collaboration strategy
It is vital to trailer the key message in a way which can attract the interest of audiences. AIPM will highlight each step of their upcoming event along with the opportunities to connect people. As opined by Kerzner and Kerzner (2017, p.46), an organisation requires sharing their goals and passes flyer in order to increase their brand visibility as well as convince IT professionals, to take part in this event.
Engagement tactics and follow performance evaluation matrix
An excellent event hash tag will be posted on their webpage in order to drive registrants to post their comments. On the other hand, event performance detail will be posted on social media to promote networking activities and increase the number of attendees in the upcoming event (accesscanberra.act.gov.au, 2018).
The optimum venue, duration, format, number of speakers and broad mud-map of the event
An optimum venue for the event
This event will take place at Mantra Lorne, Melbourne as this Hall can provide sufficient accommodation for the attendee. Moreover, it contains huge space to arrange gala dinner on the second night of the event. Sufficient amount of boardrooms are there along with audio-visual equipment and it is close to Avalon Airport at Melbourne (aipm.com.au, 2018).
Duration of the speech
AIPM envisages the minimum of 4 speakers per day and each speaker will get approximately half an hour for their speech.
The format of the speech
- Introduction (welcome speech must address all guests and chief guests of the event)
- Acknowledgement
- Purpose of the event with a persuasive speech (interesting, commemorative and informative )
- Appreciation speech
- Create questionnaires
Number of the speaker
This event will take place on 11th to 13th October 2018 and the organisation will hire 4 speakers for each day. Moreover, the event presentation will be aligned with advanced Information Technology as well as each day should be themed with an individual presentation (aipm.com.au, 2018).
Broad mud-map of the event
Organizers: Australian Institute of Project Management (AIPM)
Date and time: 11th to 13th October 2018 (11 am to 2 pm, break time: 12 pm to 1 pm)
Venue: Mantra Lorne, Melbourne
Duration: 3 Days
Presentation tools: Audiovisual aids (such as slide projectors, flashcards and print materials)
Timeline process and benefits
Timeline process
Session 1: Successful project management plan
This session will include advanced IT strategies that may lead delegates through essential practical skills. However, topic involves building high level IT plans, understanding critical IT application, scopes of IT projects and strategies for task management (aipm.com.au, 2018).
Session 2: Project management skill in IT
This session will provide the clear understanding of the benefits of IT management tools and advanced technologies. In addition, it will give the practical knowledge on project communication, project reporting and marketing through technologies and updated software.
Session 3: Project sponsorship and stakeholder management in IT sector
This session will highlight the responsibility of the project managers to build a high-level deliverable IT-based project plan and develop stakeholder management strategies in IT sectors. In addition, this session will focus on project quality management, advanced features of MS Projects, benefits realisation, the importance of change control management, sponsorship management and risk management as well.
Benefits of joining the conference
- Meeting with scientists and professionals will help the attendee to gather knowledge and experiences
- AIPM will provide a certificate to the attendee that may provide them opportunities for future seminars
- An attendee can enlarge their network with their professional peers
- Attendee, as well as all participants, will get latest information regarding advanced IT and its career opportunities as well
- It also supports the event management community to grow at a stronger voice (Lund and Greyser, 2016, p.67)
Schedule of the event
| Time | Day 1 | Day 2 | Day 3 |
| 11am -11:30am | General session and introduction (Successful project management plan) | Discussion in the high-level deliverable IT-based project plan | Importance of change control management in IT |
| 11:30am -12 pm | Understanding critical IT application | Project quality management | Advanced features of MS Projects |
| 12 pm-1 pm | Lunch break | Lunch break | Lunch break |
| 1 pm -1:30 pm | Importance of project communication, project reporting and marketing | Building high level IT plans | stakeholder management strategies in IT sectors |
| 1:30 pm to 2 pm | Essential practical IT skills | Critical path analysis on IT project plan | Sponsorship management and risk management in IT sector |
| 5 pm to 6 pm | – | – | Feedback and review session |
| 9 pm to 11 pm | Seminar review | Gala dinner | – |
Table 1: Schedule of the event
(Source: aipm.com.au, 2018)
The timing associated with planning, delivery and post-implementation review of this event
Timeline of event planning
| Decide a Specific Conference Topic | 5 days |
| Define overall format of conference | 5 days |
| Develop a planning committee | 6 days |
| Develop conference objectives, goals, program outlines and communication messages | 5 days |
| Develop a conference database for better communication | 10 days |
| Review venues for selection | 5 days |
| Finalise venue and organise caterers including all associated costs | 10 days |
| Prepare an estimated budget for the entire event | 6 days |
| Research on event management planning | 5 days |
| Gather human resources and provide training | 5 days |
| Contact clients | 5 days |
| Develop event contents and management tactics | 2 days |
| Implement online and offline advertising strategies | 1 day |
| Contact guest speakers and invite them | 2 days |
| Plan specific schedules | 4 days |
| Arrange gifts for the attendees | 5 days |
| Make confirmation calls | 14 days |
| Prepare a contingency plan for unanticipated events | 10 days |
| Train staff for the event | 14 days |
| Conduct event | 3 days |
| Conduct performance evaluation matrix | 5 days |
Table 2: Timeline of event planning
(Source: as influenced by Pearson et al. 2016, p.40)
Delivery and post-implementation review of the event
As per the assumption of Australian Institute of Project Management (AIPM), 60% of the attendee is the member of the institute where as 40% is an outsider. The aforesaid event will take place at Mantra Lorne on 11th to 13th October 2018 and presentation topic will be aligned with Information Technology project management strategies.
Moreover, each day should be themed with an individual presentation and minimum 4 speakers will get chance. In addition, the organisation has announced that a gala dinner will be conducted on the second night (12th October) of the event. The management team of Australian Institute of Project Management (AIPM) has maintained their forecasted schedule, they have finalised their event contents and management tactics with positive support and cooperation of the staffs.
For post-implementation review, the organization will conduct a gap analysis in order to determine whether their existing strategies support to achieve success or not. Moreover, internal stakeholders will determine the budget for the event as well as opportunities for IT professionals. As mentioned by Harrison and Lock (2017, p.51), the management team of needs to identify proper deliverable strategy of the presentation and collect feedback from their online portals as well.
Post-implementation review
A post-implementation review will be conducted after completion of the event plan. It will support to determine how effectively the event will ruin and what lesson can be achieved through each stage of the event (as influenced by Ryan 2016, p. 34). As asserted by Getz and Page (2016, p.56), staffs of an organisation can conduct an open meeting or conference in order to discuss whether their event proposals can assure achievement of their project goals or not.
However, it also helps to identify requirement of the stakeholders and determine budget and benefits of the project as well. Through this, the management team of AIPM will identify areas of further development in their sector and future opportunities of the event. In addition, through post-implementation review, an organisation can evaluate their current situation as well as verify their degree of improvements.
As asserted by Tarhini et al. (2015, p.25), post-implementation review will help to process the event in a disciplined and smooth manner. However, an effective post-implementation review of an event will support to forecast estimated cost as well as help an organisation to find out their strength and opportunities as well (as influenced by Bubnov et al. 2015, p.10).
The post-implementation review will help to evaluate benefits of the event, decide if the event is within the scope or not. In addition, it will support to access the final variables as well as review the event against the forecasted schedule (qld.gov.au, 2018). As opined by Allen et al. (2015, p.352), implementation review will help to compare expenditure of the event against budget and propose the final outcome of the aforesaid event as well.
Risks to be considered and provision of a detailed risk matrix
While planning for an event an organisation needs to identify their risks for conducting their stages in a disciplined manner. As mentioned by Bubnov et al. (2015, p.10), an organisation requires to identify two type of risk such as internal and external risks as well
Internal risks
These risks create an impact on staff, investors, attendee or third parties. As asserted by Khazanchi, Arora (2016, p.3), experiences of engaged staff and attendee will influence the overall outcome of the event. Internal risks include brand impact, future visibility, budgets, safety measurement, power production, staging, location, resources and behaviour of the organisers (Rosemann and vom Brocke, 2015, p.117).
External risks
These risks are increased outside of organization’s control and organizations are unable to forecast the likelihood of external events. External risks of an event involve public traffic, mistakes of thirds parties, logistic impact, weather, personal emergency or illness (as influenced by Golini et al. 2015, p.658). Moreover, due to external risks performance of an attendee can be affected and an organisation may fail to achieve their targets as well.
Risk matrix of the event along with mitigation strategies
| Risks | Possibility | Impact | Mitigation strategy |
| Internal risks | |||
| Brand impact and future visibility | Moderate | High | AIPM can follow online and offline advertising strategies in order to increase their brand value and word of mouth |
| Budgets, safety measurement and power production | Low | High | AIPM can collaborate with funding agencies for getting financial support throughout the event |
| Staging, location, resources | Low | High | The institute can select proper location and hire efficient staff for executing the event in a disciplined manner. |
| The behaviour of the organisers
|
Moderate | High | AIPM can conduct an effective education and training session in order to make the staff more responsible towards each activity of the event |
| External risks | |||
| Delay in attendance | Low | High | AIPM can provide transport facility to the guest speaker of the event |
| Mistakes of thirds parties and logistic impact (catering, accommodation or transport) | High | High | The organisation can update their catering service regarding the number of participants as per their pre-event registration. Logistic offer must keep the record of their plan and stay in contact with their caterer and manager of Mantra Lorne, Melbourne |
| Personal emergency or illness
|
Low | High | AIPM can advise the guest speaker that in case of personal emergency or illness they must inform this to the event manager of this organisation. |
| Equipment problems | Moderate | High | The organisation can allocate more IT staff to resolve issues regarding equipment |
| Lack of audiences | High | High | AIPM can develop their existing advertising strategies can create the website for the conference, provide online registration facilities at the attendee. |
| Delay on schedule | Low | High | The organisation can conduct an open meeting with the staffs to resolve this risk |
| Cancellation of guest speaker | Moderate | High | Ask the guest speaker for confirmation and update the spake if cancellation occurs |
Table 3: Risk matrix of the event
(Source: as influenced by Sorescu et al. 2017, p.192)
Advice for potential sponsorship preparations and cost structuring for the event along with advertising packages, ticket pricing and offers for worldwide delegates
Advice for potential sponsorship preparations
In order to execute the event sponsors will find out prospects of the event, write a proposal as well as plan for a brand advertising of the event. As mentioned by Sorescu et al. (2017, p.192), potential sponsors must choose the venue with proper accommodation if the event continues for 2 or 3 days as well. Moreover, the sponsors will identify the assets as well as count the expression of the attendee towards this aforesaid event.
Potential sponsors of the event will set up a negotiated agreement with the management team of AIPM and determine best packages of their service to meet requirements of the institution. Apart from that, a discovery session will be formed in order to take a correct decision regarding the editorial media coverage of the event and sponsorship activation as well.
Before sending off initial queries of the attendee, potential sponsors will conduct research on the impact of local media, government directories and company website towards the event. As opined by Duijm (2015, p.27), a preliminary proposal must be written by the potential sponsor of an institute for evaluating impression of the stakeholders and highlighting opportunities for an event.
Event tickets will not be there as it is conducted by the organisation and 60% of the attendee is staffed only registration is required. In this event, Australian Institute of Project Management (AIPM) will provide opportunities to the participants to exchange their experiences and knowledge regarding the advancement of IT. Moreover, it will allow a peer to peer contact which helps to share experience and knowledge among the IT professions.
For facilitating participation, Australian Institute of Project Management (AIPM) will negotiate special rooms as well as offer personalised reservation and customised services as well. AIPM will provide an open forum for developing network and exchange expertise and knowledge among the participants. As mentioned by Wright (2016, p.204), managing requirement of worldwide delegates will support to execute large events.
The delegation registration of this event will take the hassle out of definite stages of the event. Moreover, the pre-event registration will help to develop communication among the participants and it can be considered as over changing agenda to make the participant comfortable towards the in this event. As opined by Krüger (2015, p.321), event delegates will help to make the event flexible as well as assure low price fares.
For this event, AIPM will take Bronze Sponsorship ($2,200 including GST) along with Award presentation to the best speaker of this event. In addition, AIPM will mention their name and logo on their invitations as well as Award Presentation Orders as well. The management team of Australian Institute of Project Management has announced that organisational logo will be printed in their certificates and event detail will be updated on their official portals.
They have announced that this event will consolidate relationship among the IT professionals and expose their brand value across IT industries. Participants will enjoy with a strong alignment of the event and will support AIPM to enhance professional accreditation as well as competency in Australia.
Sponsorship entitlements
- Name and logo of the organisation on each of the document of this event
- Update details of the event on the official website of the Institute
- Acknowledgement of the sponsors and formal appreciation of the event must be highlighted
- Displaying banner as well as distribute merchandise of the event (as influenced by King et al. 2015, p.22)
The estimated cost of advertising packages
Table 4: Estimated cost of advertising packages
(Source: as influenced by Cagliano et al. 2015, p.241)
Costs allied with running the event any provision of a cash-flow which links to the event
The estimated cost of the event
| Total budget | Days | Total cost
($AUD) |
| Deliverable 1 | ||
| Fees for hiring expertise | 4 days | 280 |
| Deliverable 2 | ||
| Advertising fees | 5 days | 200 |
| Fees for venue | 4 days | 540 |
| Mailing fees | 3 days | 150 |
| Public announcement | 4 days | 200 |
| Food and beverage | 2 days | 430 |
| Accommodation | 4 days | 600 |
| Submitting bulletins | 2 days | 200 |
| Printing handouts and resource persons | 3 days | 100 |
| Deliverable 3 | ||
| Printing bulletins and contingency amount | 7 days | 200 |
Table 5: Estimated cost of the event
(Source: aipm.com.au, 2018)
Schedule and budget
| Day | Activities | Duration | Charges |
| Day 1 | Session and other activities | 11 to 2 pm
(break time: 12 pm to 1 pm) |
$250 |
| Day 2 | Session and gala dinner | 11 to 2 pm
(break time: 12 pm to 1 pm) Dinner : 9pm to 11pm |
$620 |
| Day 3 | Session along with feedback and review session | 11 to 2 pm
(break time: 12 pm to 1 pm) Feedback and review session: 5 pm to 6 pm |
$380 |
Table 6: Schedule and budget
(Source: Created by the learner)
Summary
In order to execute this even in a disciplined and smooth manner, AIPM can update their event detail on official portals. In addition, the management team can highlight sessions of the event in their advertising tools in order to share it with public and facilitate event engagement. They can follow Strategic Event Management (SEM) in order to set their event contents and management tactics as well as maintain personalisation tactics.
However, the organisation can conduct an open meeting with the staffs to resolve this risk and arrange effective training session in order to make the staff more responsible towards each activity of the event. AIPM can assure transport facility to the guest speaker and allocate more IT staff to resolve issues regarding equipment.
Reference list
Books
Avgerou, C. and Walsham, G. eds., (2017). Information Technology in Context: Studies from the Perspective of Developing Countries: Studies from the Perspective of Developing Countries. Abingdon: Routledge.
Getz, D. and Page, S., (2016). Event studies: Theory, research and policy for planned events. Abingdon: Routledge.
Harrison, F. and Lock, D., (2017). (4th Eds.)Advanced project management: a structured approach. Abingdon: Routledge.
Kerzner, H. and Kerzner, H.R., (2017). (10th Eds.)Project management: a systems approach to planning, scheduling, and controlling. New Jersey: John Wiley & Sons.
Lund, R. and Greyser, S.A., (2016). More Effective Sports Sponsorship: Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors. ! Harvard: Harvard Business School
Pearlson, K.E., Saunders, C.S. and Galletta, D.F., (2016). Managing and Using Information Systems, Binder Ready Version: A Strategic Approach. New Jersey: John Wiley & Sons.
Ryan, D., (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. London: Kogan Page Publishers.
Schwalbe, K., (2015). (7th Eds.)Information technology project management. Boston: Cengage Learning.
Journals
Allen, M.T., Cadena, A., Rutherford, J. and Rutherford, R.C., (2015). Effects of real estate Brokers’ Marketing strategies: Public open houses, broker open houses, MLS virtual tours, and MLS photographs. Journal of Real Estate Research, 37(3), pp.343-369.
Badewi, A., (2016). The impact of project management (PM) and benefits management (BM) practices on project success: Towards developing a project benefits governance framework. International Journal of Project Management, 34(4), pp.761-778.
Bubnov, G., Titarenko, B., Titov, S. and Titarenko, R., (2015). Isorisk curves as a tool for increasing flexibility of risk management in engineering projects. management, 8, p.10.
Bubnov, G., Titarenko, B., Titov, S. and Titarenko, R., (2015). Isorisk curves as a tool for increasing flexibility of risk management in engineering projects. management, 8, p.10.
Cagliano, A.C., Grimaldi, S. and Rafele, C., (2015). Choosing project risk management techniques. A theoretical framework. Journal of Risk Research, 18(2), pp.232-248.
Duijm, N.J., (2015). Recommendations on the use and design of risk matrices. Safety Science, 76, pp.21-31.
Golini, R., Kalchschmidt, M. and Landoni, P., (2015). Adoption of project management practices: The impact on international development projects of non-governmental organizations. International Journal of Project Management, 33(3), pp.650-663.
Hubbard, D.G., Bolles, D.L. and PMP, P., (2015). PMO Framework and PMO Models for Project Business Management. PM World Journal PMO Framework and PMO Models, IV (I), pp.1-22.
Khazanchi, D. and Arora, V., (2016). Evaluating Information Technology (IT) Integration Risk Prior to Mergers and Acquisitions (M&A). ISACA Journal, 1.pp.1-5
King, C., Chen, N. and Funk, D.C., 2015. Exploring destination image decay: A study of sport tourists’ destination image change after event participation. Journal of Hospitality & Tourism Research, 39(1), pp.3-31.
Krüger, P., (2015). Corporate goodness and shareholder wealth. Journal of financial economics, 115(2), pp.304-329.
Marcelino-Sádaba, S., Pérez-Ezcurdia, A., Lazcano, A.M.E. and Villanueva, P., (2014). Project risk management methodology for small firms. International journal of project management, 32(2), pp.327-340.
Mir, F.A. and Pinnington, A.H., (2014). Exploring the value of project management: linking project management performance and project success. International journal of project management, 32(2), pp.202-217.
Rosemann, M. and vom Brocke, J., (2015). The six core elements of business process management. In Handbook on business process management 1 pp. 105-122
Tarhini, A., Ammar, H. and Tarhini, T., (2015). Analysis of the critical success factors for enterprise resource planning implementation from stakeholders’ perspective: A systematic review. International Business Research, 8(4), p.25.
Vassilakaki, E. and Moniarou-Papaconstantinou, V., (2015). A systematic literature review informing library and information professionals’ emerging roles. New library world, 116(1/2), pp.37-66.
Wright, C.F., (2016). Leveraging reputational risk: Sustainable sourcing campaigns for improving labour standards in production networks. Journal of business ethics, 137(1), pp.195-210.
Websites
accesscanberra.act.gov.au (2018). Event planning. Available at: https://www.accesscanberra.act.gov.au/app/answers/detail/a_id/2200/~/event-planning [Accessed 17/4/18]
aipm.com.au (2019). Australian Institute of Project Management (AIPM). Available at: https://aipm.com.au/home [Accessed 20/4/18]
qld.gov.au (2018). Help with running successful events. Available at: https://www.qld.gov.au/about/events-awards-honours/events/running-events [Accessed 16/4/18]
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