Conference Plan

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Assessment Task 2: Conference Planning Portfolio
Submission details
Candidate’s Name

Student Number

Submit this document via my.TAFE with all required evidence attached. See Procedure below for details.
Performance objective
Candidates will need to conduct individual research of available materials and local resources (web, phone book, etc.) and show initiative and problem-solving skills to develop a conference concept; a full conference plan that meets the needs of the organisation; and to produce a cross-section of documents that support their conference plan.
Assessment description
You are required to complete this task in three parts.
Part One requires you to develop a conference concept document. The concept document is designed to help a conference manager in developing a scoping document for a conference to be held. You are required to review the case study outline below, and create and complete all aspects of the concept document.

Case study
You are one of the senior administrative staff who work in the marketing department of MacVille Pty Ltd. The MacVille events steering committee with ultimate authority in convening the conference have requested that you plan and manage a conference that they would like run in the next 4–6 months.

The purpose of the conference is to promote the Mezzo range of imported Italian espresso that the firm has recently secured the rights to distribute in Australia. MacVille senior management believe that the conference will primarily secure sales leads of the espresso coffee machines as well as increase awareness of MacVille’s association with the specialist espresso coffee market and build relationships between MacVille and its clients. These conferences will be held in every major city in Australia, but yours is the firsts in the series.

The target market for the conference is the owners and managers of retail coffee shops. It is anticipated that 40–60 people will attend. Included in your

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