Higher Certificate in Event Management

Purpose

The purpose of the Higher Certificate in Event Management is to provide learners with the basic introductory knowledge and cognitive and conceptual tools necessary to proceed and succeed within higher education. The qualification is vocational with a strong industry orientation and prepares graduates for entry-level positions within the Event Management industry.

The qualification will equip learners with the intellectual competencies and practical skills to be

• Resourceful, Responsive and Responsible.
• Have sound Discipline Knowledge.
• Innovative and Entrepreneurial.
• Confident and Effective Communicators.
• Ethically and Socially Aware Change Agents.
• Adaptable.

Upon completion of the qualification, qualifying learners will be able to

• Identify opportunities for events and conduct a preliminary analysis, and a Return on Investment (RoI) analysis and recommend which events to bid for.
• Prepare a written bid motivation document that adheres to provided standards and present the bid motivation to the client.
• Develop an event proposal which fits the clients' requirements and present proposals within deadlines.
• Identify the network of role players for a particular event and maintain a working relationship with all.
• Demonstrate an understanding of the critical role of service excellence as a differentiator in the success of a business and a driver of competitive advantage and apply this in own work.
• Effectively use technology that enables the automation of mechanical tasks and results in increased efficiency.
• Communicate professionally with both the marketing and Public Relations (PR) teams to develop print and digital marketing and publicity materials for individual events.

Rationale

The Event Management Industry has been identified as a significant contributor to local, regional, national, and global economies and social cohesion. It is one of the groups of eight industries which make up the tourism sector and which collectively have the potential to bring about continuous growth, sustainable benefits, and economical elevation to the tourism sector which itself has been identified as a major contributor to South African Gross Domestic Product. Spanning a wide typology of categories, from local family events like weddings and funerals to mega-events whose sheer scale and scope are such that they affect whole economies and reverberate in the global media, the growth of this large industry has led to the formation of a wide range of specialist suppliers, which work in areas, such as staging, sound production, lighting, audio-visual, production, entertainment, catering and venues management, which often includes an event management component whether as part of the marketing of the venue or as part of the servicing of event clients. The industry has earned itself the name referred to as Meetings, Incentives, Conferences and Exhibitions (MICE) because of the various event types it encompasses.

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, 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 and 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.

Qualifying learners with a Higher Certificate in Event Management can be employed in a wide range of corporate organisations, parastatal and governmental departments and private Event Management companies as junior or trainee event managers and perform the functions of assistant events managers and events coordinators. The specialist areas represent not only opportunities for entry-level and later prospects for stable jobs, but also those for entrepreneurial activities. South Africa hosted the memorable 2010 Soccer World Cup which contributed to infrastructural growth as well as an increase in the facilities and resources. There is a significant number of events in this category which have been classified as important motivators of tourism and figure prominently in the development and marketing plans of most destinations (Getz, 2008). South Africa is endowed with a rich and extensive natural and cultural resource base, national heritage sites, and a world heritage site which plays a key role in the Tourism and Hospitality Industry. The qualification will serve as an entry to and lay a solid foundation for qualifications at subsequent levels or the workplace.

The events industry in South Africa is heading for a knowledge gap within five years, as there is currently a generation of event management professionals, with over 30 years of experience, that will be retiring within 5 to 10 years (van Eck, 2020). This creates a vacuum, and thus a need to upskill the emerging talent and draw on the vast knowledge and practical experience that currently exists in the industry. The qualification is designed to address the needs of the sector by bridging the gap between the education system and the workplace.

This qualification provides an opportunity for new entrants and those already employed in these industries to achieve a formal qualification in the field of Events Management. The qualification, through the provision of academic and work-integrated learning opportunities encompassed therein, provides learners with a competitive edge. The curriculum, as well as the teaching and learning practices, have been designed in such a way that the qualification will lay the foundation for the cultivation and empowerment of graduates who will become future academics and researchers who will continue to bolster the education and training component of the structure of the events industry by ensuring a steady stream of ethical Event Management professionals, once again, keeping true to our emphasis of the interconnectedness of teaching and learning, research and scholarship, and engagement.

Recognition of Prior Learning (RPL)

The institution has an approved Recognition of Prior Learning (RPL) policy which is applicable with regard to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications. RPL may be applied for access, credits from modules and credits for or towards the qualification.

RPL for access

• Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL.
• To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal and/or informal learning to cope with the qualification expectations should they be allowed entrance into the qualification.

RPL for exemption of modules

• Learners may apply for RPL to be exempted from modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

RPL for credit

• Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification.
• Credit shall be appropriate to the context in which it is awarded and accepted.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, NQF Level 4, granting access to Higher Certificate studies.

Or

• National Certificate Vocational, NQF Level 4, granting access to Higher Certificate studies.

Or

• Senior Certificate, NQF Level 4.

This qualification consists of the following compulsory modules at National Qualifications Framework Level 5 totalling 120 Credits.

Compulsory Modules, Level 5,120 Credits

• Computing Skills for Event Managers, 10 Credits.
• Communication Skills for Event Managers, 10 Credits.
• Event Coordination and Management, 30 Credits.
• An Introduction to Entrepreneurship, 15 Credits.
• Event Marketing and Public Relations, 15 Credits.
• Service Excellence, 10 Credits.
• Simulated Work Experience, 30 Credits.

1. Identify opportunities for events and conduct a preliminary analysis and a Return on Investment (RoI) analysis and recommend which events to bid for.
2. Demonstrate the ability to gather information from a range of sources, including oral, written, or symbolic texts, to select information appropriate to the task, and to apply basic processes of analysis, synthesis, and evaluation of that information.
3. Develop an Event Proposal document which fits the clients' requirements and present the proposal according to the agreed-on timeframe.
4. Identify the network of role players for a particular event and maintain a working relationship with all role players.
5. Demonstrate an understanding of the critical role of service excellence as a differentiator in the success of a business and a driver of competitive advantage and apply this in own work.
6. Effectively use technology that enables the automation of mechanical tasks and results in increased efficiency.
7. Demonstrate the ability to communicate information reliably, accurately, and coherently, using conventions appropriate to the context, in written and oral or signed form or in a practical demonstration, including an understanding of and respect for conventions around intellectual property, copyright and plagiarism, including the associated legal implications.
8. Demonstrate an understanding of events from a destination perspective within the tourism and hospitality context using Leiper's model of the Tourism System.
9. Demonstrate an understanding of event greening and sustainability and apply this in event planning.
10. Demonstrate the importance of both the value-chain approach and network analysis of events and ensure participation, especially of hosting communities to support inclusivity and value chain transformation.
11. Demonstrate the ability to select and apply standard methods, procedures or techniques within the events management field, discipline, or practice, and to plan and manage an implementation process within a well-defined, familiar, and supported environment.
12. Work as part of a team, taking the lead when required, to successfully undertake all aspects of an event from initial planning to post-event performance review.

Associated Assessment Criteria for Exit Level Outcome 1

• Compile a comprehensive list of at least ten opportunities for events, in order of preference in each given context.
• Complete a brief analysis and assessment for each opportunity to demonstrate an understanding of the event industry.
• Correctly complete an RoI analysis for the top three events on the list used to inform the selection of a single event.

Associated Assessment Criteria for Exit Level Outcome 2

• Draft a bid motivation that adheres to the prescribed format and circulate it to colleagues for input.
• Prepare a written bid motivation document that adheres to provided standards and present the bid motivation to the client.
• Analyse and apply different steps of the event bidding process.
• Amend the draft bid motivation based on feedback and submit the final bid document to the client according to the agreed timeframe.
• Professionally present the Bid document with minor formatting and language errors in the prescribed template.
• Apply appropriate language and technology to present orally the bid to the clients.
• Respond to questions confidently and professionally.

Associated Assessment Criteria for Exit Level Outcome 3

• Prepare and submit a detailed analysis of the client's brief using the provided template.
• Incorporate all comments in the analysis and compile a revised brief.
• Submit the final Event Proposal according to the prescribed template within the agreed-on timeframe.

Associated Assessment Criteria for Exit Level Outcome 4

• Analyse comprehensively the network of providers and identify all necessary partnerships.
• Submit an audit of available resources with a list of resource dependencies to be exploited.
• Compile and submit a list of possible venues. with the features of each.
• Correspond with each partner professionally and regularly to ensure the successful completion of the event.

Associated Assessment Criteria for Exit Level Outcome 5

• Critically analyse case studies to identify examples of best practice and poor practice as it relates to service excellence.
• Develop and implement a service excellence strategy for the planning of events.
• Plan and conduct event monitoring and review to improve service excellence.
• Examine the importance of service excellence in all written and oral submissions.

Associated Assessment Criteria for Exit Level Outcome 6

• Implement properly and confidently the event plans in the Simulated Work Experience with minimum supervision.
• Identify the technology appropriate for the event and justify the choices.
• Reflect on the choice and implementation of technology to highlight successes and failures.
• Evaluate the planning strategies and effectiveness of an event.

Associated Assessment Criteria for Exit Level Outcome 7

• Communicate professionally with both the marketing and PR teams to develop print and digital marketing and publicity materials for individual events.
• Communicate effectively and efficiently using the correct written and oral terminology, format, and rules appropriate to the events management environment.
• Describe the multifunctional discipline of events marketing.
• Research markets using various types of marketing research instruments.
• Design a marketing plan and related strategies to promote an event.
• Apply costing and funding of events marketing initiatives.
• Identify trends and innovations in events marketing.

Associated Assessment Criteria for Exit Level Outcome 8

• Compile a comprehensive list of events based on Leiper's model of the Tourism system.
• Explain the events industry both locally and internationally.
• Explain the concept of events management.
• List a note on events as a catalyst to counter seasonality accompanies.
• Draw up a list of national and provincial stakeholders for each event.
• Compile an agenda for the first stakeholder meeting using the provided template.

Associated Assessment Criteria for Exit Level Outcome 9

• Provide accurate definitions of sustainability and greening.
• Explain the Brundtland Commission definition of sustainability.
• Review the greening and sustainability of event plans using a range of case studies.
• Develop an event plan that incorporates sustainability and greening in a particular context.
• Design the event plan templates to collect related information.

Associated Assessment Criteria for Exit Level Outcome 10

• Provide the definitions of network analysis and value chain in events management.
• Explain adequately the value-chain smile/smiling curve with reference to three industries.
• Elaborate on the significance of the value chain approach for hosting communities.
• Formulate a strategy for foregrounding host and often marginalised communities for both material and other benefits.

Associated Assessment Criteria for Exit Level Outcome 11

• Develop and implement a Monitoring and Evaluation strategy.
• Discuss the differences between monitoring, evaluation, and review in events management.
• Explain the purpose or function of monitoring, evaluation, and review in events management.
• Apply events management principles and processes to develop a Monitoring and Evaluation Strategy in each context.

Associated Assessment Criteria for Exit Level Outcome 12

• Allocate and agree on the responsibilities in group work.
• Conduct group work with service excellence.
• Lead the group work in a way that is accepted by group members.
• Plan and successfully implement all aspects of an event through teamwork.

Integrated Assessment

The integrated assessment in this qualification will include both formative and summative assessments. The Simulated Work Experience will fully integrate assessment across the entire qualification as it will assess the knowledge and skills developed by the learners and their ability to apply these to an event.

Formative Assessment

Formative assessment includes a range of different types of assessment including

• Tests.
• Short pieces of written work.
• Individual and group mini-projects.
• Analysis of case studies.
• Short presentations.

Summative Assessment

Summative assessment is mostly by examination although the Simulated Work Experience, Computing Skills for Event Managers and Communication Skills for Event Managers do not include an exam which is replaced by an examination portfolio. In the modules that include an exam, the final mark is calculated as the average of formative (50% of the final mark; 60% for tests and 40% for other) and summative (50% of the final mark).