AIM University Group

Learning Outcome 1: PASS
AC 1.1 — Q1 Event Planning Concepts. You cover all four elements with depth such as objectives
(awareness, SMART framework), stakeholders (attendees, sponsors, speakers with different
needs), lifecycle stages (design, planning, execution, evaluation with specifics), and evaluation
(measuring attendance and objectives). Your written report reinforces this with professional
vocabulary. PASS

AC 1.2 — Q2 Planning Decisions. You trace how decisions at each lifecycle stage affect the
guest experience: objective-setting drives audience relevance and emotional engagement;
programme design affects energy and participation; venue logistics shape accessibility and
comfort; staff responsiveness affects professionalism. PASS

AC 1.3 — Q3 Analysis of Failure. Your analysis is thorough. Unclear objectives lead to
misaligned planning decisions, which lead to choices that don't serve the event's true purpose.
Your networking-vs-lecture-heavy example grounds the analysis well. PASS

AC 1.4 — Q4 Professional Reasoning. You argue that evaluation provides evidence-based
insight across objectives achievement, guest satisfaction, operational efficiency, and financial
outcomes — transforming a one-time event into a measurable learning experience. PASS

Learning Outcome 2: REFERRED

AC 2.1 — Outline the event planning timeline and stages; identify key milestones and deadlines.
Your Planning and Design and Implementation stages reference timeline slides, but the timeline content is delivered as a SmartArt diagram rather than as a structured milestone list. PLC application is asserted but not demonstrated, with no lead-in milestones such as vendor lock-in, marketing launch, or rehearsal dates. (REFERRED)

AC 2.2 — Set SMART event goals and align them with the organisation's mission and vision.
The Concept and Context stage names strategic objectives (guest satisfaction, repeat bookings, brand reinforcement, professional execution) and anchors the event to Kingston Manor's "hotel-level service" promise, but none of these objectives are stated in SMART format with measurable thresholds. The SMART thresholds appear later in the Evaluation stage rather than where the brief expects them. (REFERRED)

AC 2.3 — Develop strategies to measure and evaluate event success using KPIs.
The Evaluation stage identifies four credible KPIs (Guest Satisfaction Scores, Repeat Booking Rate, Event Revenue versus Budget, Social Media Engagement) with worked examples and success criteria, supported by a dual feedback approach using Net Promoter Score and a post-event survey. The section spreads across slides 13 to 24 and becomes repetitive, restating the same KPIs multiple times rather than presenting them once with full justification. (PASS)

Justification & Integration — Justify planning decisions; integrate the Kingston Manor context; demonstrate professional reasoning.
Your stakeholder analysis on slide 5 assigns each party a defined function in execution and Kingston Manor integration is consistent through references to the gazebo spaces and the experiential brand promise. However, the Implementation stage on slide 10 reads as a single block of descriptive prose rather than as a structured execution plan with sequenced tasks or named coordination mechanisms. (REFERRED)

Overall Feedback
Your LO2 submission shows clear strengths in stakeholder analysis, Kingston Manor brand alignment, and KPI thinking. It is Referred because the PLC application is not delivered as a coherent plan, the timeline is reduced to a SmartArt visual that does not communicate milestones, the Implementation stage is descriptive prose rather than a structured execution plan, and the SMART objectives are stated qualitatively rather than with measurable thresholds.

Learning Outcome 3: REFERRED
AC 3.1 — Analyse and evaluate an event concept using critical thinking and problem-solving. The concept is well justified against Kingston Manor's experiential model and garden setting, with measurable objectives covering satisfaction, service timing, food cost, safety, and conversion, each paired with a risk and mitigation. The analysis is strong and applied. Met. (PASS)

AC 3.2 — Design and apply suitable event marketing strategies using digital channels. You set a clear digital strategy across Instagram and WhatsApp Business with defined success measures and market-control decisions. The strategy is sound, though the promotional sample and layout diagram the plan refers to are not included in the appendix. Met. (PASS)

AC 3.3 — Develop a realistic event budget and financial plan. The budget is itemised across seven categories, totals JMD 15,000, and is supported by three detailed cost-control decisions. The plan states a food-cost target as a percentage of ticket price but does not show a ticket price or revenue figure to support it. Met. (PASS)

AC 3.4 — Take part actively in practical planning and demonstrate competence in live execution. The practicum was completed on campus and the décor and setup were a reasonable attempt, but the delivery was unorganized and unprepared, so competence in coordination and live execution was not adequately demonstrated. Not met. (REFERRED)

Overall: the written plan is strong across concept, marketing, and budget, and the process records are complete. The unit is referred on the practicum: the live delivery was unorganized and unprepared, which is where AC 3.4 is assessed. Tightening rehearsal, role readiness, and coordination for a re-attempt would address it.

Learning Outcome 4: REFERRED
AC 4.1 — Risks anticipated and missed; safety and security controls (Q1, Q2). This is strong: three anticipated risks with controls (budget, residential or security, guest interaction), two missed risks with clear blind-spot analysis (lighting levels and the poor compression of ceremonial moments), and two controls (guest-list verification and allergen labelling) each with effectiveness and cost. Met. (PASS)

AC 4.2 — Retrospective risk assessment matrix (Q3). You provide a six-risk matrix scored by likelihood and severity with priority bands, plus the changed-scoring and highest-priority paragraphs. Met. (PASS)

AC 4.3 — Real decision moment (Q4). You set out the situation (the memory board being ignored ten minutes in) and a full account of the information you had and lacked. Met. (PASS)

AC 4.4 — Post-event analysis and improvements (Q5, Q6). Neither question is answered. The booklet ends after Q4, so there is no post-event analysis against objectives and no improvements. Not met. (REFERRED)

Overall: the first four questions are done well, but the booklet stops before Q5 and Q6, so the entire post-event analysis criterion is missing.