NZQA registered unit standard / 15689 version 3
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Title / Market a conventions and incentives industry project
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.
Classification / TourismTourism Conventions and Incentives
Available grade / Achieved

Explanatory notes

1Assessment 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.


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.

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 refers to a conference, convention, or incentive.

Venue refers to any place where a conference, convention, or incentive is held.

3The 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,

International Congress and Convention Association (ICCA), Amsterdam,

International Association of Professional Congress Organisers (IAPCO), London,

Society of Incentive and Travel Executives (SITE), Chicago,

Conventions and Incentives New Zealand (CINZ), Auckland,

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. 5th Edition (Kendall/Hunt, 2006).

Outcomes and evidence requirements

Outcome 1

Research market needs and opportunities for a conventions and incentives industry project.

Evidence requirements

1.1Data from comparable projects, past projects, and/or future projects is analysed in terms of market needs and opportunities.

Rangedata may include but is not limited to – evaluations, attendance and/or venue information, ticket sales.

1.2Evaluation of market segments establishes market opportunities that are consistent with research data findings.

Outcome 2

Formulate a marketing plan for a conventions and incentives industry project.

Evidence requirements

2.1Prioritisation of target markets and segments is consistent with project capabilities and estimated market demand.

2.2Marketing mix meets project requirements and identified market needs.

Rangeexamples may include but are not limited to – printed material, electronic media, advertising promotion at other conferences.

2.3Marketing plan specifies implementation arrangements that are consistent with project requirements.

Outcome 3

Implement a marketing plan for a conventions and incentives industry project.

Evidence requirements

3.1Contact with targeted segments or markets is consistent with project marketing plan.

Rangemay include but is not limited to – objectives, priorities, targets, marketing mix, budget.

3.2Marketing plan arrangements are monitored and modified to meet project requirements.

3.3Costs are within project budget.

Outcome 4

Evaluate the marketing of a conventions and incentives industry project.

Evidence requirements

4.1Information gathered enables project to be evaluated against the project plan, and return on investment quantified.

4.2Comparisons between planned and actual outcomes define areas which may require improvement for future projects.

Planned review date / 31December2021

Status information and last date for assessment for superseded versions

Process / Version / Date / Last Date for Assessment
Registration / 1 / 13 September 1999 / 31 December 2012
Review / 2 / 19 March 2010 / 31 December 2018
Review / 3 / 17 November 2016 / N/A
Consent and Moderation Requirements (CMR) reference / 0078

This CMR can be accessed at

Please note

Providers must be granted consent to assess against standards (accredited) by NZQA, before they can report credits from assessment against unit standards or deliver courses of study leading to that assessment.

Industry Training Organisations must be granted consent to assess against standards by NZQA before they can register credits from assessment against unit standards.

Providers and Industry Training Organisations, which have been granted consent and which are assessing against unit standards must engage with the moderation system that applies to those standards.

Requirements for consent to assess and an outline of the moderation system that applies to this standard are outlined in the Consent and Moderation Requirements (CMR). The CMR 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 ServiceIQ you wish to suggest changes to the content of this unit standard.

SSB Code 9068 / New Zealand Qualifications Authority 2018