Diploma in Event Management

Purpose

The Diploma: Event Management is a qualification in its own right and can be classified as career or industry orientated. The qualification has been designed to equip learners with focused knowledge which includes the ability to apply knowledge within the workplace context of event management, such as the planning, coordinating and staging of events. The qualification provides for a depth and specialisation of knowledge which prepares learners for entry into the events industry. The graduate may choose between a variety of career options in this field such as commercial events and private events.

The ideal learner can be described as one with a National Senior Certificate qualification or equivalent who wishes to acquire a formal qualification to enter the event management industry. Once qualified, the graduate will be able to find employment as a professional event manager, either within an organization or company, or by way of his/her own business enterprise.

One of the objectives of this qualification is to develop specialists in the field of event management. Within this broad career field, there are a number of options that the learner could choose from, inter alia. sports events, wedding planning, political events, celebrity events, tourism events, etc. Complementary to this, the qualified graduate may choose to seek employment at a suitable events management company. Alternatively, the graduate may choose to set up an own business enterprise, locally or in the global market.

Rationale

This qualification addresses the human resource development needs of the country. There is a growing need for graduates with a qualification in event management customised to the needs of local industry. This is related to the wide variety and number of events organized in the public and private sector, which includes academic and business conferences, national and local government events (e.g. SADC meetings), not to mention the range of private events such as weddings and commercial events such as sporting and celebrity events.

South Africa has become a popular venue for staging international sporting events in codes such as football, cricket, and rugby. The wedding industry alone is known to be a multi-billion market. Qualified learners will be able to follow a career in wedding planning and co-ordination, or other fields of specialization such as tourism event management, sporting or political event management.

There is a need for wider access to event management studies amongst learners who do not meet the admission requirement for studies at a university. This programme enables such candidates to obtain a higher education qualification.

More specifically, this qualification is offered to candidates

• Who wish to be equipped with specialized knowledge and skills as well as practical hands-on experience to pursue a career as a professional event coordinator/manager.
• Who seek a learning programme that is tailor-made for the needs of the range of companies and organizations where event management could be applied.
• Who wish to combine interpersonal skills, technical skills and creativity in a particular field of work.
• Who were previously disadvantaged in some or other way, including being denied access to formal education and training.
• Who have worked as an event coordinator 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.
• Who do not meet entry qualifications into other higher education institutions (universities), but still have the need to obtain a formal qualification aligned with the NQF.
• Who wish to obtain an advanced qualification in this particular field that will enable them to continue with a further related qualification at a higher level.

It is assumed that learners are competent in English and Mathematical Literacy at NQF Level 4. Computer Literacy at NQF Level 3 would be to the learner's advantage.

Recognition of Prior Learning

Provision is made for prior learning to be recognized so that learners have the opportunity to gain access to the qualification if they do not meet the admission criteria and to obtain the qualification in part through the Recognition of Prior Learning process. Recognition of Prior Learning learners must demonstrate competence in respect of certain specified knowledge, skills and/or attitudes pertaining to this programme.

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. Part of the requirements in case of application for Recognition of Prior Learning is that the learner must fill out a questionnaire accompanied by a portfolio of evidence of prior learning. All necessary particulars are indicated in the Recognition of Prior Learning Guide issued to applicants.

Access to the Qualification

The qualification is for all applicants who are in possession of a National Senior Certificate or equivalent with a minimum of grade 2 (elementary achievement, 30-39%) or better in the language of tuition (predominantly English) and a Minimum grade 3 (moderate achievement, 40-49%) or better in four (4) other subjects.

Rules of Combination

The qualification consists of the following compulsory modules

Modules at NQF Level 5 totaling 120 Credits

• Events Communication 122, 15 credits.
• Event Planning and Staging 122, 20 credits.
• Events Practice 123, 30 credits.
• Computer Practice 122, 20 credits.
• Public Relations 122, 20 credits.
• Fundamentals of Entrepreneurship 122, 15 credits.

Modules at NQF Level 6 totaling180 Credits

• Event Planning and Staging 223, 25 credits.
• Events Practice 223, 35 credits.
• Commercial Event Management 224, 25 credits.
• Entrepreneurial Ventures 222, 15 credits.
• Event Industry Experience 223, 80 credits.

Modules at NQF Level 7 totaling 60 Credits

• Personal and Professional Development 322, 15 credits.
• Event Marketing 321, 15 credits.
• Tourism Event Management 322, 15 credits.
• Entrepreneurial Planning 322, 15 credits.

1. Comprehend the scope, features, work environment and challenges related to event management.
2. Make event presentations.
3. Perform key tasks to ensure successful staging of a range of events through effective event programming, public relations, communication and management.
4. Comprehend and apply effective measures related to event safety and risk management within event planning and staging context.
5. Comprehend the purpose, requirements and procedures related to event sponsorships combined with drafting event budgets.
6. Demonstrate an understanding of entrepreneurship in relation to events management and coordination as a business venture.
7. Ensure that a particular event is fit for purpose, displaying a client-driven approach and sensitivity to different expectations and requirements of customers within a culturally diverse society.
8. Utilize relevant computer software programs and information administration systems to perform routine tasks associated with event management and staging.
9. Conduct event review and impact assessment, combined with making improvements in contingency plans based on identified shortfalls.

Critical Cross-Field Outcomes

The programme aims to build the capacity of learners by integrating Critical Cross-Field Outcomes with specific outcomes pertaining to each module.

Associated Assessment Criteria for Exit Level Outcome 1

• The life cycle of events and process of event planning are understood and applied.
• Event programming is understood and applied.
• Implementing event plans is understood and applied.
• Key features of event staging are understood and applied.
• The nature and scope of private events and weddings are understood and applied.
• The principles and procedures related to planning and coordination of private and wedding events are understood and applied.
• A private event or wedding ceremony is staged.

Associated Assessment Criteria for Exit Level Outcome 2

• The communication principles and techniques applicable to event presentations are understood and applied.
• The requirements concerning planning and preparation of a presentation are assessed and applied.
• A presentation that supports a particular event management activity is made.

Associated Assessment Criteria for Exit Level Outcome 3

• The key concepts and principles of public relations are discussed.
• The public relations process in developing internal communication strategies is understood and described.
• The role of social skills and protocols in a public relations initiative are discussed.
• The inter-relationship between the business environment and corporate identity is understood and explained.
• Effective media practice in public relations is discussed.
• The principles and concepts of event marketing are investigated.
• Techniques and strategies for event marketing are explored.
• The key elements of the extended marketing mix are investigated.
• The extended marketing mix to different marketing segments and contexts are applied.

Associated Assessment Criteria for Exit Level Outcome 4

• The concepts and principles of event safety and risk management are discussed.
• Safety, security and health requirements of a public event are discussed.

Associated Assessment Criteria for Exit Level Outcome 5

• The nature, scope and principles of event sponsorship are assessed.
• The process of acquiring a sponsorship is discussed.

Associated Assessment Criteria for Exit Level Outcome 6

• The fundamentals of entrepreneurship are explained and its constructive contributions to the economy are described.
• The unique characteristics of entrepreneurs that affect the different nature of contributions to the business world are defined.
• The principles, scope and features of creativity and innovation are explained, and its impact on new business ventures are discussed.
• A structured business plan as a management tool and general guide to a new enterprise is drawn up.
• The steps in starting a new venture supported by available financial resources in South Africa are discussed.
• The resource, legal and related requirements to establish own business venture are debated.
• The availability of network and support systems in the business environment to emerging entrepreneurs in South Africa are evaluated.
• Alternative routes and possibilities for entering a family business, buying a proven franchise or a business buyout are critically discussed.
• Business growth and growth strategies are explained.
• The determinants in business failure and turnaround measures, harvesting and exiting a venture are debated.
• The interplay between different components of a functional business plan is critically discussed.
• A detailed functional business plan is conceptualised, planned and generated.
• The functionality of an entrepreneurial business plan is evaluated and improvements recommended.

Associated Assessment Criteria for Exit Level Outcome 7

• The features, types and organization of successful corporate meetings and events are discussed.
• The requirements of a professional conference event are described.
• Ancillary programmes to promote interest in and enhance the value of a corporate and conference event are listed.
• The management, planning and setting up of exhibitions and trade shows are discussed.
• The scope and principles of political and government events are described.
• The process of planning and preparation of political events is discussed.
• The nature, scope and principles of sporting events are assessed.
• The planning, preparation, and staging of sporting events are described.
• The planning, preparation, and staging of celebrity events are described.
• The scope and nature of events in relation to the tourism industry is discussed.
• The appeal and motivation of customers for tourism-related event packages are debated.
• The promotion and management of tourism-related events are discussed.

Associated Assessment Criteria for Exit Level Outcome 8

• The Internet as a dynamic resource for information gathering is used correctly.
• The software features and functionalities that are of value in the corporate environment are identified and used correctly.
• MS Word concepts and terminology, use of its environment are explained and basic functionality are performing.
• The basic and intermediate features in MS Word to enhance the presentation of data are discussed and applied.
• Vital Excel terminologies are explained and functionalities of the software are used to perform basic arithmetic calculations.
• The features in Excel in data presentation are discussed and applied to enhance readability for different users.
• The features of basic functions in MS PowerPoint are explained and applied correctly.
• The creative and technical features in PowerPoint are discussed and a stimulating presentation of data is presented.
• Data and images within presentations are enhanced using the advanced features in PowerPoint.
• A presentation is delivered and the document printed.

Associated Assessment Criteria for Exit Level Outcome 9

• The purpose, scope and principles of event impact assessment are explained.
• The event impact assessment and review process is assessed and applied.
• Knowledge management related to event assessment is discussed and applied.

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 programme delivery. Assessment is thus conducted throughout the duration of the programme as a mechanism to monitor learning progress, identify weak points or limitations and give guidance to individual students towards further learning and professional development (formative assessment). This complemented by summative assessment with the emphasis on measuring the ability of the learner to integrated knowledge and skills from different related modules (using cognitive skills of application, analysis and synthesis).
• Since the execution of job-related tasks require 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 together, rather than written tests and examinations alone. Different outcomes are thus also assessed in a combined manner.
• At the same time, the specific learning outcomes and critical cross-field outcomes will be assessed jointly, e.g. creative problem-solving, the ability to organize and manage oneself responsibly and effectively, collecting, analysing, organising and critically evaluating information, as well as using computer technology in a responsible manner.

Work Integrated Learning

Since this is a vocational qualification it is required that all learners complete a prescribed period of work-integrated learning, which is obligatory in this case a minimum of 300 hours during the second year and 600 hours during the third year of study. Work Integrated Learning is conducted at a suitable company or organisation of own choice. Should a learner find it difficult to identify a suitable place, academic staff assists them in finding a suitable workplace.

During this period, the learner will gain experience in transferring knowledge and skills to the workplace setting. At the same time, they are given the opportunity to further develop generic skills such as teamwork, interpersonal communication, decision-making and cultural sensitivity. This is viewed as added value because it improves the employability of learners at the exit point.

Apart from this work-based learning, learners are also exposed to other modes of experiential learning, including field trips.

learners are being assessed in various ways. The supervisor or manager of the company gives feedback to the assessor by means of a completed performance appraisal for the learner, and records the actual work hours completed at the company. The learner must also hand in a written learning reflection report covering his/her response to relevant questions such as:

• What is the most important thing that you have learned over this period?
• What are the challenges/problems you had to deal with and how did you manage to address it?
• What challenges were you ill prepared for?

In order to achieve a pass grade, the learner must hand in all of the above documents, which are filed in the PoE of the learner. Certification will only be done once the learner has completed the prescribed experiential learning.