Assignment Introduction

Online and digital consumption of products and services is at all-time high – technology driven markets
continue to thrive under

the ecosystem of products designed for the Internet-of-Things (IoT) age, which impacted our daily lives.

Food delivery apps and platforms – as a result – became a significant online service delivery in this fast-
growing digital F&B

business, merging both the offline offerings with the online platform and audience.

Students – in your own individual capacity – are tasked to create an event launch proposal for a fictional
brand of online food

delivery app and platform that for the Malaysian market. The event launch proposal’s main contents
must include proposal ideas

– planning, strategising and execution - of an event marketing launch proposal for the said fictional
brand.

Students should also examine the brand’s use of social networking platforms and other social media
channels to promote their

product/service, as part of the brand’s sponsorship visibility and digital PR activities.

Assignment Criteria and Task

You must follow the recommended criteria below for this assignment:

- Use Time News Roman font, sized 12 and 1.5 line spacing.

- Length: 1,500 - 2,000 words (not including reference list, tables, charts & illustrations). Marks will be
deducted for excessive

length. (2,200 words onwards).

- Use Harvard Referencing Method and cite a minimum of 5 references (journal articles, books, online
article, etc.)

- Number all the pages of your assignment and type your student ID number as the header on top of
each page.

- Print on one page (DO NOT print on both side of the paper)

- Please provide clear in-text referencing and reference list (use Harvard Referencing Method)
Assignment – The Tasks

Written Report (100%)

Students are advised to follow the recommended outline and structure: EVT2103 (CW)/ APR2021 Page 2
of 3

a. Introduction – Company Information and Background (10 Marks)

b. Social Media and Networking Platforms Assets – Ownership and Statistics Overview of Branded Social
Networking

Platforms (20 Marks)

c. Brand and Product Analysis – Using Marketing Research Tools to Establish Benchmark and
Competitors Comparisons

(Perceptual Mapping, SWOT, PESTEL) (30 Marks)

c. Event Marketing Strategy – Conceptualisation of Event Design, Event Experiences and Senses and
Event Themes

(20 Marks)

d. Event Marketing Execution – Event Marketing Tools (Social Influencers, Event Marketing Mechanism)

(10 Marks)

f. Event Design and Layout Tools – Providing the Proposed Event Site Mockup. (10 Marks)