Diploma in Event Management

Purpose

The purpose of the Diploma in Event Management is to contribute to the responsible and sustainable development of event management skills in support of economic growth, for employment and employment creation within South Africa and to establish an ethic of lifelong learning growth and achievement within the event sector.

Qualifying learners will be able to demonstrate relevant knowledge of the event industry and put the knowledge into practice by supporting, coordinating and managing events to the level of competence and professionalism expected by the international event industry.

The purpose of this qualification is to

• Make learners aware of safety, risk and contingency planning, recognising the importance of research and evaluation in the social, economic and environmental contexts of events.
• Contribute to the full personal development of each learner as a productive member of society.
• Position qualifying learners to further their learning, practice and careers within the event industry extending into other areas of hospitality, sport, tourism and public relations, to strive toward professional standards at higher levels of the profession.

Learners are encouraged to effectively use opportunities and resources available to them in order to become critical and independent learners in the event management discipline; learners are enabled to facilitate the integration of national and global inter-cultural diversity and develop an appreciation of the diverse nature of the events industry; students are enabled to acquire theory and applied event competencies including research skills; able to engage with event support sectors in the event industry; learner awareness of community and cultural event involvement and an awareness, understanding and appreciation of self-employment possibilities in staging economically viable events is developed.

Qualifying learners will be able to

• Plan and stage a variety of event typologies in a sustainable manner while managing the event project on sound Event Management of Knowledge (EMBOK) principles.
• Run socially responsive and ethical enterprises and have to ability to use technological advancements and innovative marketing strategies in event business practice.

Rationale

The event industry is seeking status and recognition globally as a legitimate and respected profession and governments, educational authorities and associations are seeking relevant qualifications and reliable assessment criteria for responsible skills development.

There is currently a scarcity of high-level skills in the local event management sector which is a prerequisite in compliance with the requirements of the new Safety at Sports and Recreational Events Act, 2010. Employment opportunities exist in the ten event genres as listed below, and within a corporate environment in the public relations, human resources, tourism and staff services departments for both large and small events. In the light of a growing business events sector, the South African Association for the Conference Industry (SAACI) and the Exhibitions & Event Association of Southern Africa (EXSA) have identified a need for formidable events practitioners and professional conference organisers to effectively manage local and both international business events.

The National Scarce Skills lists the area of specialisation: event and conference managers under the occupational grouping of events, hospitality, retail and service manager as a scarce skill. The descriptor seeks that event and conference managers organise and coordinate services for events, conferences, functions, banquets and seminars, including researching, planning, organising, implementing, controlling and evaluating an event's design, activities and production.

Qualifying learners achieving this qualification, in combination with in-context experiential (workplace) learning and expertise standards, will be able to:

• Stage professional, feasible, innovative, exciting, responsible and successful events, against stated objectives, in compliance with EMBOK project management principles as the industry's foundation framework.
• Demonstrate relevant knowledge of the event industry and put the knowledge into practice by supporting, coordinating and managing events, to the level of competence and professionalism expected by the international event industry.

Qualifying learners will be aware of the administrative, design, marketing, operations and risk management domains for effective event management success and contingency planning, recognising the importance of research and evaluation, in the events in social, economic, environmental and political contexts. In addition, qualifying learners will be well positioned to further their learning, practice and careers within the event industry extending into other areas of hospitality, sport, tourism and public relations, to strive toward professional standards at higher levels. The qualification also imbeds regional and local events management considerations within the curriculum typical to the industry.

The work-integrated learning component is intent on producing graduates who have relevant experience and skills to find a place in the world of work through our partnerships and mentorship agreements with business, industry and government. This connection with the event sector remains a hallmark of the qualification to enter a variety of event management career paths.

Recognition of Prior Learning (RPL)

In keeping with national policy frameworks and the institution's mission and vision, widening of access is promoted through Recognition of Prior Learning. Recognition of Prior Learning (RPL) is a process of identifying the knowledge and skills of an applicant against a qualification or part thereof. The process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal, non-formal and/ or formal learning. This qualification can be achieved through recognition of prior learning, which where necessary, must be contextualised in terms of the event management industry and the legislation that governs it.

Evidence can be presented in a variety of forms, including international or previous local qualifications, curriculum vitae (CV), demonstration and observation, reflective writing, examples of work and product assessment, presentations, interviews, testimonials mentioning functions performed, work records, performance records, essay or assignment writing, job descriptions, challenge exam or written test, storytelling, mind mapping and research proposals.

The RPL process is multi-dimensional and multi-contextual in nature, aimed at the individual needs of applicants and is handled in accordance with an institutional RPL policy by a unit dedicated to this activity. The RPL process includes guidance and counselling, as well as the preparation of a body of evidence to be presented by the learner to meet institutional requirements. An appeal procedure is also in place to accommodate queries.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate (NSC), NQF Level 4.

Or

• National Certificate Vocational, NQF Level 4.

This qualification consists of the following compulsory modules at NQF Level 5 and 6 totalling 364 Credits.

Compulsory Module, Level 5, 142 Credits

• Business Computer Applications, 18 Credits.
• Communication, 18 Credits.
• Event Operations Management 1, 20 Credits.
• Event Business Management 1, 22 Credits.
• Event Planning and Practice 1, 22 Credits.
• Event Project Management 1, 20 Credits.
• Event Marketing 2, 22 Credits.

Compulsory Module, Level 6, 222 Credits

• Event Operations Management 2, 24 Credits
• Event Business Management 2, 26 Credits.
• Event Planning and Practice 2, 26 Credits.
• Event Project Management 2, 22 Credits.
• Event Operations Management 3, 14 Credits
• Event Business Management 3, 16 Credits
• Event Planning and Practice 3, 16 Credits.
• Event Marketing 3, 14 Credits.
• Event Management Workplace-based Learning, 60 Credits.

1. Evaluate the event industry, structure of the industry as well as bidding procedures, event typologies event management procedure, policies and legislation.
2. Conceptualise, design, create, plan and stage an environmentally conscious event in the various event genres.
3. Manage an event according to the Event Management Body of Knowledge (EMBOK) project management principles.
4. Develop tourism and event management industry product knowledge systematically.
5. Use technology applications and knowledge in event management related environments effectively.
6. Communicate effectively with sound business management etiquette principles in event related environments.
7. Develop innovative marketing and event management strategies to ensure event and business management success.
8. Use business principles and business management concepts effectively to manage an event budget and enterprise in a socially responsive manner.
9. Perform basic event support, event coordination and event management tasks in the development of health, safety and security at events.

Associated Assessment Criteria for Exit Level Outcome 1

• Demonstrate and evaluate the external and internal factors that influence the sector and the opportunities and threats that may impact the sector and demonstrate an understanding of the event industry.
• Demonstrate knowledge and competence in the conceptual and contextual application of event policies related to the Safety and Sports and Recreational Events Act 2010.
• Demonstrate understanding of the inter-related sequential nature of event management across various event typologies.
• Demonstrate the ability to complete and develop bidding documentation.

Associated Assessment Criteria for Exit Level Outcome 2

• Demonstrate the ability to critically analyse and systematically manage and event project.
• Demonstrate conceptual and contextual knowledge and competencies related to staging a green event across the event genres.
• Develop event management design strategies to meet innovative and creative project briefs.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate an understanding of the components of EMBOK: Administration, Marketing, Operations, Design and Risk management in the context of a variety of event projects.
• Analyse, evaluate and implement EMBOK units and domains in order to stage an event.
• Develop and implement an event operational plan.

Associated Assessment Criteria for Exit Level Outcome 4

• Demonstrate conceptual knowledge about the MICE (Meetings Incentives Conferences and Events / Exhibitions) sector.
• Demonstrate an understanding of various event typologies, markets and products.
• Apply the principles of product development in order to develop innovative event tourism products.

Associated Assessment Criteria for Exit Level Outcome 5

• Interact with technology and effectively use event management software in planning events.
• Demonstrate an understanding of the role of technology in event management.
• Evaluate technological advancement in the event sector and develop strategies to optimally use technology in event management.

Associated Assessment Criteria for Exit Level Outcome 6

• Demonstrate an understanding on the importance of ethical business practices.
• ImplementImplement sound financial and sustainable business practices in an event project.
• Interact with culturally diverse clients in the event sector.

Associated Assessment Criteria for Exit Level Outcome 7

• Develop strategic marketing plans for event businesses and event projects.
• Demonstrate extensive knowledge in the application of marketing strategies and digital marketing campaigns for events.

Associated Assessment Criteria for Exit Level Outcome 8

• Demonstrate conceptual knowledge and contextual understanding of sustainable business practices and financial management.
• Demonstrate the ability to actively engage in Corporate Social Responsibility.

Associated Assessment Criteria for Exit Level Outcome 9

• Demonstrate conceptual knowledge and contextual understanding of compliance, legal & ethics, health and safety, emergency, security and insurance management at events.
• Develop and implement a risk management plan.

Integrated Assessment

Integrated assessment forms part of continuous assessment at the institution and takes the form of an appropriate mix of both formative and summative assessment methods. Assessment policy and practices at the institution promote constructive alignment of the curriculum, learner centred-learning and assessment, and the importance of feedback to enhance student engagement.

Assessment practices should be fair, reliable and valid. It should also be in keeping with academic disciplinary and professional field norms and standards.

An assessment strategy and approach is in place the qualification follows an approach of outcomes-based or competence-based learning, the emphasis is placed on the practices of continuous assessment as well as self-assessment, peer assessment and integrative assessment. The assessment strategy is governed by institutional policies and procedures including sound moderation practices. Assessments are developed to focus on theoretical disciplinary application and practical, applied competence as per the subject learning outcomes and assessment criteria. The dominant assessment approach of the qualification is an integrated approach where theory and practice are assessed by means of various and innovative assessment methods. Learners' performance in terms of the acquisition of skills (experience) and the supportive theory (cognitive knowledge) is assessed by means of continuous evaluation.

Formative assessment is aimed at enhancing learning and provides learners with an opportunity to reflect critically on their own learning and to improve their own levels of personal accountability and time management. Formative assessment consists of a variety of assessment tasks relevant to the field and level of study.

Knowledge tests; role play simulations; assignments; formal presentations with a variety of technology; group and peer assessment; event conceptualisation, organising and hosting; written examinations and Service Learning portfolio of evidence as well as research assignments; case studies; role play simulations and Work Place Based (WPB) Learning.

Summative assessment will take place at the end of a section of work/quarter or semester and is aimed at assessing learners' attainment against the learning outcomes of the programme and subject(s). Summative assessments are internally and externally moderated based on institutional policy and requirements. Summative assessments usually consist of a variety of formal assessment tasks relevant to the field of study, including written tests, reports and examination.

In this qualification it will consist of written assessments in the form of written class tests and examination conducted during and at the end of the academic semester/year.

Integrated assessment cuts across a number of subjects/modules and is aimed at the holistic development of learners and contributes to learners' personal and professional development in the field of study in terms of foundational, practical and reflexive competence.

The assessment of WPB learning will consider the main thrusts of knowledge and skills relevant to tourism management. As this is a career-focussed subject, lecturers will be involved, along with the workstation mentor, in assessing learner's ability to link theory and skills in an effective, professional manner. Organisational behaviour, teamwork in a professional environment will be assessed through assignments with cognitive challenge, in depth-discussions (performance appraisals) between mentor, lecturer and student during visitations and a portfolio of evidence will aim to substantiate professional career-focussed learning and indicate skills acquired at the workplace along with an oral presentation.