Bachelor of Commerce in Event Management

Purpose

The Bachelor of Commerce in Event Management is designed to provide learners with a well-rounded education with an integrated knowledge base combined with focused theory and methodologies of the discipline concerned to enable learners to enter the world of event management at a professional level. Furthermore learners will be able to take responsibility in planning and staging events, deal with dilemmas and challenges commonly encountered in this particular industry and take the initiative in the highly competitive market.

Rationale

The local tourism and hospitality industry is one of the fastest growing industries and a major contributor to the economic activities of South Africa. South Africa has become a popular venue for hosting international sporting events in various codes such as football, cricket, rugby, swimming and hockey. This wide variety and large number of events organised in the public and private sectors has stimulated the need for the development of this qualification. Therefore the Bachelor of Commerce in Event Management will ensure that learners are able to manage and coordinate various activities such as academic and business conferences, national and local government events (e.g. Southern African Development Community meetings), not to mention the range of private events (e.g. weddings, wedding anniversaries, etc.), commercial events (e.g. sporting and celebrity events) as well as specialised tourism events (e.g. outdoor adventure events).

More specifically, this qualification is ideal for learners

• Who wish to be equipped with specialised knowledge and skills as well as gain practical hands-on experience to pursue a career as a professional Event Coordinator or Manager.
• Who seek a learning programme that is tailor-made for the needs of the range of companies and organisations where knowledge event management could be applied.
• Who wish to combine interpersonal skills and management skills in a particular field of work.
• Who have worked as an event coordinator/manager for many years but have no formal qualification which limits job promotion and security of income.
• Who wish to get recognition for relevant prior learning and achieve a formal qualification that makes it easier to move up the value chain.
• Who have recently left school after acquiring a National Senior Certificate or equivalent qualification.

Recognition of Prior Learning (RPL)

Provision will be made for prior learning to be recognised so that candidates have the opportunity to gain access to the qualification, obtain the qualification in part through the RPL process, or obtain advanced placement in the prescribed learning programme (fast-tracking). Candidates may gain credit for certain modules/subjects successfully completed elsewhere, or in a relevant qualification previously completed. The candidates must demonstrate competence in respect of certain specified knowledge, skills and/or attitudes pertaining to this qualification.

The specific form of assessment to determine the extent of Recognition of Prior Learning will depend on evidence produced by each individual applicant. In case of the applicant not being able to produce a certificate of credits gained, the assessment will at least involve the presentation of a portfolio of practical work as demonstration of applied knowledge and skills.

Entry Requirements

Candidates must meet the following minimum admission requirements

• Senior Certificate (SC) with endorsement.

Or

• National Senior Certificate (NSC) passed with Bachelor's Degree admission.

Or

• National Certificate Vocational [NC (V)], Level 4 passed with Bachelors' Degree admission.

This qualification comprises compulsory modules at NQF Levels 5, 6 and 7, totalling a maximum of 380 Credits.

Compulsory Modules, NQF Level 5, 140 Credits

• Business Communication, 15 Credits.
• Business Management, 15 Credits.
• Business Marketing, 20 Credits.
• Accounting for Financial Decision-making, 25 Credits.
• Event Management, 20 Credits.
• Event Practice, 20 Credits.
• Information Management Systems, (Not credit-bearing).
• Public Relations, 20 Credits.
• Statistical Methods, 5 Credits.

Compulsory Modules, Level 6, 125 Credits

• Sales and Operations, 15 Credits.
• Business Management, 15 Credits.
• Marketing Planning, 15 Credits.
• Micro Economics, 15 Credits.
• Macro Economics, 15 Credits.
• Event Management, 20 Credits.
• Event Practice, 20 Credits.
• Research Methodology, 5 Credits.

Compulsory Modules, Level 7, 95 Credits

• Business Management, 20 Credits.
• Event Management, 20 Credits.
• Event Practice, 15 Credits.
• Work-integrated Learning, 40 Credits.

Elective Modules, Level 7, 25 Credits

Choose one

• Consumer Behaviour, 25 Credits.
• Strategic Marketing Planning, 25 Credits.

1. Apply and evaluate the key terms, concepts, facts, principles, rules and theories in Event Management, and explain how they relate to other disciplines such as Business Management and Marketing.
2. Identify, analyse, evaluate, critically reflect on and address complex problems, applying evidence-based solutions and theory-driven arguments within Event Management.
3. Demonstrate the ability to take decisions and act ethically and professionally and justify those decisions and actions drawing on appropriate ethical values and approaches within a supportive Event Management environment.
4. Develop appropriate processes of information gathering for a given context or use and independently validate and communicate the sources of information and evaluate and manage the information.
5. Manage processes in unfamiliar and variable contexts, recognising that problem solving is context and system bound, and does not occur in isolation.

Associated Assessment Criteria for Exit Level Outcome 1

• Demonstrate integrated knowledge of the key areas and practices of event management.
• Understand management principles and theories that underpin an events business venture.
• Execute finance and funding tasks applicable to event management, and comprehend their impact on business.
• Evaluate and review practices, and justify actions as well as decisions pertaining to management of specific events.
• Understand the requirements and follow procedures relating to event sponsorships combined with the drafting of event budgets.

Associated Assessment Criteria for Exit Level Outcome 2

• Identify and evaluate types of knowledge, dilemmas, principles and concepts common to the study of event management and practice.
• Demonstrate an understanding of Human Resource and legal matters pertaining to the event management environment.
• Understand how Systems and Project Management principles affect Event Management.
• Conceptualise the scope, features, work environment and challenges related to Event Management.
• Identify and comprehend the common challenges and risks associated with Event Management and staging and identify effective means of addressing them.
• Discuss the contemporary issues, the key role players, their respective inputs, responsibilities and development trends in the event management environment.
• Understand and apply suitable measures relating to event safety and Risk Management.
• Apply management, leadership and teambuilding knowledge in the Corporate Events environment.
• Make improvements in contingency plans based on identified shortfalls and examples of best practice in planned activities and events.
• Use a range of methods of enquiry in a field, discipline or practice, and explain their suitability to specific investigations.
• Select and apply an appropriate range of methods to resolve problems or introduce change within a practice within the field of Event Management.
• Interrogate multiple and suitable sources of information in the events industry.
• Choose and apply different methods, including statistical data, to deal with specific problems in Event Management practice.

Associated Assessment Criteria for Exit Level Outcome 3

• Make feasible and informed decisions regarding event practice confidently, e.g. in planning and staging events and managing people and logistics involved.
• Behave professionally in planning and hosting events.
• Comply with a code of ethical conduct when dealing with customers and colleagues.

Associated Assessment Criteria for Exit Level Outcome 4

• Plan, implement and review processes to ensure successful staging of a range of events, including event programming and tourism activities, information collection, public relations, communication, budgeting and management.
• Utilise relevant computer software programmes and information administration systems to perform routine tasks associated with event management and staging.
• Develop and communicate ideas and opinions in well-formed arguments, using appropriate event management terminology and related disciplines.
• Use effective communication skills in performing work-related tasks which should include interpersonal skills such as talking, listening and writing.
• Communicate decisions and solutions in a professional manner.
• Present convincing and persuasive arguments that are grounded in a critical theoretical and practical context.
• Take full responsibility for own work, decision-making and use of resources, and show limited accountability for the decisions and actions of others in varied event management contexts.

Associated Assessment Criteria for Exit Level Outcome 5

• Conduct event marketing through effective marketing processes, communication strategies, sales and promotion, including the generation of a promotional plan for a range of events.
• Design experience-based adventure event programmes and facilitate teambuilding.
• Apply processes and procedures concerning the planning, staging and review and assessment of events in a holistic manner.
• Utilise a variety of support and allied services as an integral part of tourism and event management.
• Manage staff within the requirements of existing law.

Integrated Assessment

According to institutional policy the term integrated assessment is interpreted and should be applied as follows

• Assessment of competence is an integral part of qualification delivery. Assessment is thus conducted throughout the duration of the qualification as a mechanism to monitor learning progress, identify weak points or limitations and give guidance to individual learners towards further learning and professional development (formative assessment). This will be complemented with summative assessments with the emphasis on measuring the ability of the learner to integrate knowledge and skills from different related modules (using cognitive skills of application, analysis and synthesis).
• Since the execution of job-related tasks requires the integration of theory with the application of knowledge and skills, assessment practice will as far as possible be conducted along the same lines. This means that assessment tools will be suitable to assess mastery of knowledge as well as skills.

Since this is a career-oriented qualification, it is required that all candidates complete a prescribed period of work-integrated learning (WIL), which is obligatory - in this case a minimum of 400 hours during the third year of study. WIL will be conducted at a suitable company or organisation of own choice.

Candidates will be assessed though a compulsory portfolio of assessment. Certification will only be done once the candidate has completed the prescribed hours of Work-Integrated Learning.