Bachelor of Business Administration: Hospitality Management

Purpose

The qualification is designed to introduce learners to the basic concepts, theories and fundamental knowledge to enable them to master the more complex skills of identifying critical success factors required to make good administrative and management decisions. It will enable them to develop and implement solutions to problems in a hospitality organisation. Learners are taught to analyse, interpret and apply the principles and practices of hospitality marketing, management, administration and finance in the context of the modern hospitality business.

The design of the qualification will facilitate critical learning through exposure to and application of, those specialised skills and learning areas, supported by modules covering food and beverage operations, room and occupation administration, human resources in a hospitality concern, Information and Technology, and communication relevant to this industry. This will enable the learner to manage the versatile and dynamic context of the hospitality business.

Academic coherence is achieved by the logical progression within subject streams and with relevant practical work which is incorporated as a part of the qualification.

Rationale

The purpose of this qualification is to provide a quality undergraduate degree in management and administration in the hospitality industry to add to the skills base in that industry and thereby to provide access to that educational experience for students. Considering the growth trend in the hospitality industry in South Africa and its increasing contribution to our economic well-being, we are obligated to nurture this economic growth point by producing and introducing more qualified graduates and more high level skills to the sector to retain and sustain its growth by ensuring that the reputation of this sector is well managed and maintained. The demand for generally skilled staff in the hospitality industry is not disputed, but such skills are easier to provide and are catered for by providers already. This qualification aims to provide the more management-level skills which are more difficult to come by in South Africa. The success of this particular industry is directly dependent on its own reputation as perceived by overseas visitors in particular. This qualification will make a real contribution to the stability and viability of the hospitality industry in this respect, by helping to meet the demand for hospitality management and planning staff with a high level of skills needed for sustained growth in the industry.

It is assumed that the learners are competent in the language of instruction (English) at NQF Level 4.

Recognition of Prior Learning (RPL)

Learners may achieve this qualification in part through Recognition of Prior Learning. Learners may apply for credits or exemptions for subjects already passed in-house or at other recognised institutions. Skills, knowledge and experience in respect of competencies acquired through informal and non-formal learning are also assessed in the RPL process. Learners who do not meet the minimum criteria for admission may be granted admission through RPL.

Access to the Qualification

Learners wishing to access this qualification must be in possession of one of the following

• Senior Certificate with matriculation endorsement or exemption for admission to Degree studies.
• National Senior Certificate with a pass in English (language of teaching and learning) granting access to Bachelor's Degree studies.
• National Certificate Vocational with a pass in English, granting access to Bachelor's Degree studies.

The Bachelor of Business Administration (Hospitality Management) consists of 25 modules at the following NQF levels totalling 363 credits.

NQF level 5: 9 Modules totalling 96 Credits

• Accounting 1A, 12 Credits.
• Business Management 1A, 12 Credits.
• Hospitality Operations 1A, 11 Credits.
• Digital Citizenship, 8 Credits.
• Applied Communication Techniques, 9 Credits.
• Accounting 1B, 12 Credits.
• Business Management 1B, 12 Credits.
• Hospitality Operations 1B, 11 Credits.
• Hospitality Business Marketing, 9 Credits.

NQF Level 6:10 Modules totalling 147 Credits

• Applied Organisational Psychology, 10 Credits.
• Financial Management 2A, 12 Credits.
• Business Management 2A, 12 Credits.
• Hospitality Operations 2A, 20 Credits.
• People Management, 16 Credits.
• Financial Management 2B, 12 Credits.
• Business Management 2B, 12 Credits.
• Hospitality Operations 2B, 20 Credits.
• E-Marketing for Hospitality, 18 Credits.
• Management Information Systems, 15 Credits.

NQF Level 7: 6 Modules totalling 120 Credits

• Strategic Management 3A, 18 Credits.
• Hospitality Operations 3A, 20 Credits.
• Productivity Management, 15 Credits.
• Management Administration 3B, 20 Credits.
• Hospitality Operations 3B, 25 Credits.
• Marketing Strategy for Hospitality, 22 Credits.

1. Critically evaluate hospitality business performance and apply appropriate strategic management decisions to impact the sustainability of the hospitality business.
2. Evaluate and identify Human Resource Management strategies related to hospitality business to ensure staffing needs are met through effective people management.
3. Evaluate and identify effective marketing strategies to address marketing problems, challenges and capitalise on opportunities in a variety of different hospitality scenarios including Customer Relationship Marketing (CRM).
4. Demonstrate a critical understanding of the role and applications of business information and technology in the management, administration and development of hospitality organisations.
5. Evaluate, formulate and implement food and beverage service management approaches based on appropriate and generally accepted best practices.
6. Define, formulate and deploy effective room occupation management and administration strategies for maximum efficiency.
7. Function effectively and ethically as a responsible business leader and contribute to the economic welfare of a business in a team.

Critical Cross-Field Outcomes

All the Critical Cross-Field Outcomes are addressed in the qualification.

Associated Assessment Criteria for Exit Level Outcome 1

• Evaluate and analyse key performance indicators related to hospitality and the use of balanced scorecards in managing financial performance.
• Identify and employ a range of techniques to prepare and critically appraise comparative reports, statements and statistics to evaluate performance within a hospitality context.
• Apply knowledge and critical understanding of financial and economic factors and capital markets to the benefit of the hospitality business.

Associated Assessment Criteria for Exit Level Outcome 2

• Define the critical success factors of human resource management in the hospitality industry.
• Appraise the relationship between an organisation's culture, its leadership, business objectives and its employees to define strategies for managing productivity.
• Identify and implement training interventions to maximise productivity.

Associated Assessment Criteria for Exit Level Outcome 3

• Identify and evaluate the Strategic Marketing elements to formulate appropriate marketing plans for the hospitality business.
• Evaluate the role of CRM to ensure customer value and explore the application of this knowledge to ensure optimum customer satisfaction.
• Identify, critically evaluate and implement effective CRM initiatives to provide positive client experiences.

Associated Assessment Criteria for Exit Level Outcome 4

• Use and maintain business information systems to manage and administer the hospitality business effectively.
• Integrate and/or align various development methodologies and approaches to support business information systems.
• Critically review, evaluate and select appropriate technology to support the management and administration of a hospitality business.
• Analyse and use the information generated by a management information system for sound decision making.

Associated Assessment Criteria for Exit Level Outcome 5

• Identify and evaluate the internal and external factors that impact on the planning, management and control of food and beverage service operations and quality.
• Reflect on the professional skills and knowledge required of practitioners in providing food and beverage service to the satisfaction of guests and consider and implement interventions where needed.
• Identify and consider the current trends that influence food and beverage preferences and use appropriate methods to ensure currency.

Associated Assessment Criteria for Exit Level Outcome 6

• Identify current and appropriate room occupation and accommodation operations and systems available and evaluate their appropriateness for different accommodation offerings and settings.
• Select, implement and maintain appropriate systems to manage and administer rooms and occupation management effectively.
• Analyse and use statistics related to rooms' occupation and accommodation to identify patterns to make good decisions.

Associated Assessment Criteria for Exit Level Outcome 7

• Function as part of a team.
• Demeonstrate the ability to provide ethical business leadership.
• Evaluate business patterns and statistics as the basis for good business decisions to ensure the economic well-being of the organisation.

Integrated Assessment

Learner assessment is based on continual formative assessment that gives feedback on the progress in the achievement of learning outcomes.

Summative assessment in the form of examinations, projects, laboratory reports or equivalent assessment such as a portfolio of evidence assess a representative selection of the outcomes practised and assessed in the formative stage.