Diploma in Event Management

Purpose

Learners qualified with this qualification will be able to co-ordinate and manage the broad spectrum of events in the MICE (Meetings, Incentives, Conferences and Exhibitions) industry. An Event Manager will be able to co-ordination and manage all event genres through all phases, namely research, plan, design, conduct and evaluate in different contexts. Successful event management requires professional skills, allied to proven experience. The eventscape has changed, and the skilled professional will be able to advise on issues of event insurance, statutory requirements, protocol, security and corporate responsibility. The list does not end there. Top quality meeting, conventions, functions and other events needs to deliver on corporate and government objectives and deliver within budget. Professional project management skills are required to coordinate elements of marketing, media, sponsorship, co-host exhibitions, budgets, financial management, speakers, plenary and breakaway sessions, banqueting, accommodation, dietary requirements, d�cor, audio visual, entertainment. Sophisticated IT systems are required to administer delegate registrations, transport, social and business program attendance, and to produce a minute-by-minute function plan covering every detail of the entire event. Successful learners will also be equip with the necessary entrepreneurial skills to establish their own businesses. The labour intensive nature of the industry and the various skills levels in event organising will provide employment opportunities for many South Africans at varying degrees of skills development. The industry contributes significantly to the GDP of the country and can play a significant role in transformation.

Rationale

Event management encompasses a multitude of types of events. Although the industry has delineated itself into various categories such as Meetings, Incentives, Conventions and Exhibitions (MICE) or Meetings, Events, Conventions and Expositions (MECE), the Convention Industry, Tourism & Hospitality Industry, the Sport Event Industry, the Special Event Industry, and others (as evident by the number of professional associations), they all represent the planning and production of an event that brings people together at a particular time, in a particular place, for a particular purpose. The event genres that may be considered as falling within the event management profession are Business and Corporate, Cause-related and Fundraising, Entertainment and Leisure, Festivals, Government and Civic, Marketing, Meetings and Conventions, Social and Life-Cycle and Sports Events.

The MICE industry represents 32% of the total tourism industry and is one of the fastest growing segments. It is estimated that the whole MICE industry contributes around R20 billion to South African's GDP. It has created 264,000 jobs and pays around R6 billion is salaries per annum in South Africa, contributing more than R4 billion a year to the government in the form of taxes. According to South African Tourism, Gauteng hosts 63% of all events, followed by Western Cape and KwaZulu-Natal with 22% and 6% of all events respectively.

This industry is growing rapidly as South Africa offers a modern infrastructure that facilitates the hosting of large conferences and events. With 1,700 conference venues and 47 exhibitions centers, South Africa has successfully hosted many high profile international events in recent years, including the World Summit on Sustainable Development in 2002. Cape Town is recently listed 30th in the world's most popular convention cities. In Africa, South Africa has four of the top ten most popular convention cities: Cape Town, Durban, Johannesburg and Pretoria. In addition, South Africa is considered a symbolic place to organize international meetings, especially related to the development of emerging countries. According to industry sources it is believed that the sales in this segment have tripled over the last three years, since 2001. It is estimated that venues in South Africa have the capacity for 1,4 million conference room days and 100 million delegate days per year. The South African Tourism Conference Industry study carried out in 1999/2000 established that South Africa hosted just over 101,000 events in 1999. These represent 11,1 million delegates and 14,8 million delegate days. The bulk of the conference demand emanates from the domestic market. The South African MICE industry has grown at around five percent per annum since 1999.

Many regions in South Africa annually host festivals that contribute significantly the city of regions economy. The following are some of the most important festivals and are part of the annual calendar of South Africa:

• Cape Town has been awarded the prestigious North Sea Jazz Festival, which takes place every March.
• Klein Karoo National Arts Festival, Oudtshoorn, April. The KKNK showcase the best new Afrikaans drama, cabaret, poetry and music.
• Standard Bank National Arts Festival, Grahamstown, July. Thousands f culture vultures descend to Grahamstown for a two week feast of theatre, dance, music, visual arts and the best flea market imaginable. This is the biggest, the best and the oldest festival in South Africa and is second only to the Edinburgh Festival in Scotland.
• Johannesburg Biennale is a somewhat controversial exhibition of cutting-edge visual arts and one of the most Afro-centric events in South Africa.
• The Whale Festival, Hermanus, September. Apart for whale-watching and cliff-top walks rambled through multi-colored spring daisies, performing artists, including stand-up comics, dramatic actors and musicians provide entertainment. Many local visual artists also use the festival to exhibit their best work.
• Aardklop, Potchefstroom.
• Innibos.
• Hello Darling Festival, Darling, September. Evita Bezuidenhout, Bambi Kellerman and Nowell Fine.
• Stellenbosch Festival.
• Arts Alive International Festival, Johannesburg, September.

South Africa is also establishing itself as a sports destination and has already hosted mega events such as the World Cup Rugby and Cricket and successfully bid for the 2010 Soccer World Cup. It has been estimated that the South African economy will benefit to the value of R21 billion by hosting the FIFA World Cup. However, this does not include tourism spin-offs and other economic activities surrounding the tournament. It has been predicted that the World Cup will attract about 30,000 visitors a week, stretching local capacity to its limits. The World Cup will also unblock various projects, including Gautrain.

The outlook for employment in the event industry is excellent. International government projections predict that over the next ten years that management positions in the tourism industry in general and in the event industry specific will grow by twice the overall employment growth in the economy. The multidisciplinary nature of the industry offers a wide range of employment positions as well as internship opportunities for students. In addition to being employed by special event companies, people who work in the special event industry can be found working for the hospitality industry in hotels (marketing, catering/banquets, casino marketing, and human resource departments), destination management companies, catering companies, country clubs, not-for-profit organizations, and government entities (universities, parks and recreation, political). Careers are available as event producers, planners, coordinators, meeting planners, managers or directors (associations, corporate, educational, government, or non-profit); wedding consultants or party planners, fund raisers, festivals, or concert managers; sporting events and convention and exposition managers.

From the above it is clear that a need exists to develop specialized skills for this emerging discipline. Event management is the process by which an event is planned, prepared and produced. As with any other form of management, it encompasses the assessment, definition, acquisition, allocation, direction, control, and analysis of time, finances, personnel, products, services and other resources to achieve objectives. The size and scope of events changed dramatically in the last decade and a new discipline is emerging internationally to deal with the complexities of this multi-disciplinary profession.

Notwithstanding the above there is currently no public higher educations institution in South Africa offering undergraduate programmes in Event Management.

A Senior Certificate or an equivalent qualification.

Recognition of Prior Learning

This qualification may be achieved in part through the recognition of relevant prior learning and through prior experience as a practitioner in the field of Event Management. Structured means for the assessment of individual learners against the exit level outcomes of the qualification will be performed in-line with the RPL Policy of TUT, on a case-by-case basis. Such procedures, and the assessment of individual cases, are subject to moderation by independent-assessors. The necessary evidence as required by the exit level outcomes, and presented by the learner, should meet the following principles: currency of evidence, sufficiency of evidence, validity of evidence and authenticity of evidence.

Access to the Qualification

A Senior Certificate or an equivalent qualification with a D symbol for at least four subjects including English at Higher Grade.

Learning components; Number of Credits allocated; NQF Level

• Fundamentals; 20 Credits; Level 5.
• Core; 100 Credits; Level 5.
• Electives; 0 Credits; Level 0.
• Fundamentals; 10 Credits; Level 6.
• Core; 230 Credits; Level 6.
• Electives; 0 Credits; Level 0.

Total: 360 Credits.

Exit Level Outcome 1

Allocate, direct and control resources used in an event project to ensure that these resources are utilized in the most efficient and effective manner to benefit the event project and limit its risks.

Specified Outcomes

1.1 Manage human resources of an special event management business.

1.2 Manage information resources of an special event management business.

1.3 Manage contractors and suppliers of the event project.

1.4 Manage financial resources of an special event management business.

Exit Level Outcome 2

Create an event experience.

Specified Outcomes

2.1 Manage the catering requirements of an event.

2.2 Manage the content design of the event.

2.3 Select the appropriate entertainment for the event.

2.4 Manage the arrangement of d�cor items.

2.5 Managing the production design of an event.

2.6 Manage the formation and choreography of the agenda of activities.

2.7 Manage the theme design of the event project.

Exit Level Outcome 3

Manage the unique buyer-seller relationship associated with and intangible product to maintain positive customer or guest relations.

Specified Outcomes

3.1 Develop of a marketing plan for the event project.

3.2 Manage the advertising materials for the event.

3.3 Manage the merchandise of the event.

3.4 Manage the promotion of the event.

3.5 Manage the public relations of the event.

3.6 Manage the sales activities associated with the event.

3.7 Manage sponsorships associated with the event.

Exit Level Outcome 4

Develop a project plan to manage the people, products and services that will be brought together on-site to produce the event project, as well as the roles, responsibilities, applications and maneuvers associated with each.

Specified Outcomes

4.1 Develop suitable admittance credentialing and control systems.

4.2 Manage communications with internal and external constituents of the event project.

4.3 Manage the on-site infrastructure.

4.4 Manage the on-site logistics of the event.

4.5 Manage the participants of the event.

4.6 Manage the event venue.

4.7 Plan an event by complying with all legal requirements.

• Range: Plan includes pre-planning, execution and post event stages.

Exit Level Outcome 5

Practice professional behavior within the specific event genre with regards to all relevant stakeholders.

• Range: Stakeholders include but are not limited to employers, customers, communities, relevant authorities.

Specified Outcomes

5.1 Handle emergencies that occur in the workplace and event project environment.

5.2 Plan a project taking the special needs of people with disabilities into consideration.

5.3 Communicate in a business environment.

Exit Level Outcome 6

Place special events within the tourism industry as a whole.

Specified Outcomes

6.1 Provide an overview of the tourism industry.

6.2 Develop a strategy to introduce South Africa to tourists.

6.3 Profile the national and international events industry and identify event destinations.

Assessment Criteria for Exit Level Outcome 1

Assessment Criteria for Specified Outcome 1.1

• An appropriate organizational structure is formulated.
• Formulate policies and procedures for the recruitment, orientation, motivation, training, compensation, supervision and discipline of employees, contract workers and volunteers according to applicable employment and labour legalities to provide a suitable and diverse workforce to meet the needs of the event project.

Assessment Criteria for Specified Outcome 1.2

• The ability to acquire, distribute, control and retain information through the implementation of customary reporting, record keeping, and protection procedures for privacy and proprietary information is demonstrated.

Assessment Criteria for Specified Outcome 1.3

• Suppliers and vendors from whom goods and services will be procured are source, select and contracted.
• Accurate solicitation materials and quality criteria, suitable documentation, change controls and cost avoidance are design to ensure purchases will deliver cost value.

Assessment Criteria for Specified Outcome 1.4

• Standard accounting and financial management practices are performed in a special event management business.
• Budgets and proper costing and pricing strategies are developed.
• Asset and cash flow are managed to achieve the financial goals of the event enterprise.

Assessment Criteria for Exit Level Outcome 2

Assessment Criteria for Specified Outcome 2.1

• Various catering operations and menus, quantities and service styles are identified and compared to meet the food and beverage needs of an event.
• Specific requirements associated with the serving of alcohol and other beverages are formulated to suit the audience and the event genre.

Assessment Criteria for Specified Outcome 2.2

• Appropriate topics, formats and presenters to achieve the communication objectives and educational obligations of the event project are selected.

Assessment Criteria for Specified Outcome 2.3

• Suitable entertainment, ancillary programs and recreational activities for the event project are identified.
• The support requirements for the entertainers and the activities that will deliver the desired entertainment experience that benefits the audience and the organization will be identified.

Assessment Criteria for Specified Outcome 2.4

• D�cor items, props, furnishings, decorative embellishments and way finding systems to enhance the attractiveness of learning, marketing, ceremonial and entertainment environments are create and arrange.

Assessment Criteria for Specified Outcome 2.5

• Sound, lighting, visual projection, multimedia, special effects and other theatrical elements and services to meet the communication objectives and create the desired impressions and ambiance of the event project are created.

Assessment Criteria for Specified Outcome 2.6

• The agenda of activities, elements, exhibits and amenities that shape the composition of the event experience to address the ceremonial, hospitality and communication requirements of the goals and objectives of the event project are formulated.

Assessment Criteria for Specified Outcome 2.7

• Theme development principles and cultural iconography to communicate and integrate the purpose, message, image and branding of the event project is applied.

Assessment Criteria for Exit Level Outcome 3

Assessment Criteria for Specified Outcome 3.1

• The overall marketing strategy and tactics, including target customer definition, acquisition and retention, the internal and external messages and mediums are developed.

Assessment Criteria for Specified Outcome 3.2

• Printed materials and other collateral materials that will be ustilised to support the marketing and operational activities necessary for the event project are designed according to the goals and objectives of the event project.
• The distribution and design process of printed materials are formulated within the budgetary constraints.

Assessment Criteria for Specified Outcome 3.3

• Product development, manufacture and distribution of retail merchandise associated with the event project to protect brand integrity and achieve profit objectives are appraised.

Assessment Criteria for Specified Outcome 3.4

• The procurement, orchestration and organization of advertising campaigns, promotional events, cross promotional alliances and contests of giveaway activities conducted to generate attention, interest and demand for the event are analysed.

Assessment Criteria for Specified Outcome 3.5

• Tactics capable of gathering publicity coverage for and event or event project through the cultivation and conservation of beneficial relationships with the media are formulated.

Assessment Criteria for Specified Outcome 3.6

• A media plan for the enhancement and control of the impressions, image and issues surrounding the event project, particularly in times of crisis or controversy are prepared.

Assessment Criteria for Specified Outcome 3.7

• The procedures, platforms and transaction processes for all on-site, remote and electronic sales activities connected with the project, such as ticketing operations, concessions and other retail endeavors, to achieve profit expectations are illustated.
• A project proposal identify, solicit, secure, service and retain sponsors, donors and philanthropic patrons through the proper valuation and delivery of suitable tangible and intangible benefits to provide financial and cost avoidance support for the event project is developed.

Assessment Criteria for Exit Level Outcome 4

Assessment Criteria for Specified Outcome 4.1

• A project plan for a suitable admittance credentialing and control system such as registration, ticketing and housing, as well as the tactics for facilitating proper movement and pedestrian traffic flow of the event crowds is designed.

Assessment Criteria for Specified Outcome 4.2

• A communication plan for on-site briefing and de-briefing activities and information exchange with internal and external constituents of the event project are prepared, into a comprehensive and readily assessable format.

Assessment Criteria for Specified Outcome 4.3

• The different imported equipment and services to ensure sufficient transportation systems, parking facilities, utilities, sanitation and waste management, and emergency response services to meet the functional needs of the event project are categorise and cost.

Assessment Criteria for Specified Outcome 4.4

• The sequencing and supervision of the tasks, providers and materials necessary for the move-in, installation, maintenance, disassembly and move-out activities associated with the event project plan and analyse.

Assessment Criteria for Specified Outcome 4.5

• Evaluate the procedural, practical and hospitality requirements of those individuals having a direct and predetermined participatory role in the event project.

Assessment Criteria for Specified Outcome 4.6

• The locations and facilities that will serve the needs of the event project, ensuring the proper development and layout of the site wherein the event project takes place are illustrated.

Assessment Criteria for Specified Outcome 4.7

• The necessary permissions and instruments that demonstrate adherence to all accessibility mandates, property rights requirements and other applicable statutes, codes and regulations to signify the event project is in compliance are interpreted.
• A decision-making systems for the event project are recorded that include the accurate framing of decisions, the application of the pertinent resources, criteria, rules and restraints facilitating suitable deliberation and collaboration and ensuring the proper authority and empowerment are granted.
• An emergency plan for the event project is developed.
• A health and safety plan for the event project is developed.
• Liability exposure and contractual requirements, sourcing suitable providers and acquiring the proper insurance policies in order to maintain suitable loss prevention coverage and risk financing for the event project is evaluated.
• Contracts and other legal documents associated with the acquisition and endeavors of the event project, and oversee the lawful design and implementation of the policies, procedures and practices of the event organization and its representatives are evaluated.

Assessment Criteria for Exit Level Outcome 5

Assessment Criteria for Specified Outcome 5.1

• An accredited First Aid course is completed.

Assessment Criteria for Specified Outcome 5.2

• Customer needs and expectations are identified and accordingly planned for.

Assessment Criteria for Specified Outcome 5.3

• All verbal and non-verbal forms of communication are presented in a format appropriate to the event industry.
• Teamwork is demonstrated.
• Conflict resolution skills are demonstrated.
• All forms of communication are handled promptly, professional and politely.

Assessment Criteria for Exit Level Outcome 6

Assessment Criteria for Specified Outcome 6.1

• Sectors and sub-sectors of the industry and their function as well as support services in terms of the services offered is described.
• The interrelationships between travel sectors and support services are described.
• Different types of tourists and the reasons why they travel are identified.
• The economic, environmental and socio-cultural impact of tourism is evaluated.
• The effect that mass tourism could have on the ecology, economy, cultures and communities of South Africa is evaluated.

Assessment Criteria for Specified Outcome 6.2

• South Africa's tourist destinations with specific regards to special events are evaluated.

Assessment Criteria for Specified Outcome 6.3

• National and international events are evaluated.

Integrated Assessment

Assessment is continuous and done on the following basis

In the assessment strategy as a whole, evidence must be demonstrated through a variety of options which can include case studies, problem solving assignments and strategies, portfolio of learning materials, projects, written and oral examinations, log books and practical exercises, presentations and demonstrations. Some strategies will be more suited to assess foundational competence while others are more suited to assess practical and reflexive competence.

The final integrated assessment needs to measure applied competence. It would be in the form of a written internal examination with external moderation, practical examination and a final integrated portfolio assessment. It should assess whether learners are able to co-ordinate and manage all event genres through research, plan, design and conduct (practical competence), understand the theoretical basis for these actions (foundational competence), and reflect and evaluate the event and make changes to their practices (reflexive competence). A Work Integrated Learning Component will allow students to perform the practical and reflexive competence and will specifically be assessed by a portfolio which will be moderated and assessed in-line with institutional policies.