Higher Certificate in Events Management

Purpose

The Higher Certificate: Events Management equips learners with the intellectual competencies and practical skills to be able to analyse, interpret, understand and apply events management principles, processes and procedures in the context of events planning and management. The proposed qualification will contribute towards the intended outcomes by providing the learner with a range of introductory and basic knowledge and competencies in fields such as business communications, information systems, and financial management. Furthermore, it will also provide the student with knowledge about general management principles and specific events planning, management and marketing principles. Practical decision-making skills will be facilitated by means of case studies, which require a critical situation analysis, the selection and interpretation of relevant information and implementation of decisions.

Furthermore, the qualification will provide learners with the necessary knowledge, skills and competencies to start their own events management businesses and become entrepreneurs, so helping to address a critical shortage of employment opportunities in the South African labour market.

Rationale

The National Scarce Skills List of 2008 identified Events Management and related occupations such as Event Support and Conference Management, as an occupation field with a substantial demand. This fact is reflected in discussions with the industry, such as hotels, conference, wedding and sports venues, and companies specialising in events management activities.

As South Africa is becoming more acceptable for hosting international events, the magnitude of this demand will become even greater.

Scanning the education and training possibilities available for Events Management and related training, it becomes clear that limited options are available. Training in this regard is mainly at Further Education and Training Level, and often only as skills programmes, with limited possibilities at higher education level. The industry confirms this and is greatly concerned about articulation and progression particularly to higher education qualifications.

Open Learning Group has therefore taken a strategic decision to develop programmes in the events management arena, and to provide progression of qualifications in this field, so as to allow for "life-long learning".

It is assumed that learners have NQF Level 4 Language and Mathematical Literacy competencies.

Recognition of Prior Learning (RPL)

This qualification can be achieved in part through recognition of prior learning, which includes formal, informal and non-formal learning and workplace experience, in terms of the criteria laid out in the OLG RPL Policy. Learners who do not meet the minimum admission requirements can apply for admission through recognition of prior learning.

Access to Qualification

• National Senior Certificate (NSC), or equivalent, with English as first or additional language.
• National Certificate Vocational (NCV), or equivalent, with English as subject.

All the modules in the Higher Certificate: Events Management, NQF Level 5, are compulsory and total 120 Credits

• Digital and Computer Literacy, 10 Credits.
• Business Communication for Events Managers, 10 Credits.
• Events Planning and Management, 20 Credits.
• Events Marketing, 20 Credits.
• Business Management, 20 Credits.
• Financial Management, 20 Credits.
• Work Integrated Learning in Events Management, 20 Credits.

1. Apply events management knowledge, concepts, principles and theories in context.
2. Select, evaluate, and analyse information relevant to events management.
3. Apply sound financial management principles in an events management environment.
4. Plan and effectively manage an event.
5. Market and effectively promote an event.
6. Conceptualise and start up a small events management business.
7. Perform the normal functions and roles of an events manager.

Critical Cross-Field Outcomes

All the Critical Cross-Field Outcomes are addressed in this qualification.

Associated Assessment Criteria for Exit Level Outcome 1

• Define the discipline of events management.
• Explain events management as an occupation.
• Identify situations where events management principles and systems could be applied.

Associated Assessment Criteria for Exit Level Outcome 2

• Evaluate, select and analyse information relevant to events management tasks.
• Communicate effectively and efficiently using the correct written and oral terminology, format and rules appropriate to the events management environment.

Associated Assessment Criteria for Exit Level Outcome 3

• Apply basic accounting and cost management literacy.
• Explain accounting concepts and terminology.
• Determine selling price of merchandise.
• Record cost information and prepare reports and returns in accordance with workplace procedures.
• Classify costs into various categories and be able to do relevant costing.
• Demonstrate knowledge of concepts related to labour, overheads and job costing.
• Demonstrate an understanding of budgets and budgetary control.

Associated Assessment Criteria for Exit Level Outcome 4

• Explain the events industry both locally and internationally.
• Explain the concept of events management.

> Range: Legislative requirements; financial plan, budget and control systems; sponsorship and fundraising; logistical processes; managerial principles; risk and safety management plan.

• Utilise various strategies to plan an event.

> Range: Conference, festival, corporate and sport.

• Evaluate the planning strategies and effectiveness of an event.

Associated Assessment Criteria for Exit Level Outcome 5

• 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.
• Market special events such as weddings, conferences, sporting events and festivals.
• Identify trends and innovations in events marketing.

Associated Assessment Criteria for Exit Level Outcome 6

• Explain business management and various theories and tasks of management.
• Explain the micro, market, and macro environment of an enterprise as well as forces impacting on the establishment of an enterprise.
• Explain the purpose, structure, and responsibilities of the different functions of a typical business enterprise, as well as the degree of integration with other functions.
• Understand and explain planning, organising, leading and controlling in the management process.
• Understand and explain entrepreneurship and the different types an entrepreneur.
• Explain the difference in management in the various forms of ownership.
• Explain the role of operations management in an organisation.

Associated Assessment Criteria for Exit Level Outcome 7

• Write a report on events management as an occupation and refer to how the theoretical sub components are applied within the events management environment.
• Identify and report on situations where events management principles and systems could be applied.
• Describe how you would apply various events management and related principles in practice.
• Describe the operational practices and procedures required within the events management environment.
• Evaluate and report on the effectiveness of an event.
• Provide an example of a budget for a particular event and include the various sub components such as costing.
• Write a report which identifies and explains the various business and management tools and skills which could contribute to the growth of an events management business.
• Compile a research document indicating the career options and possibilities within the industry.
• Appropriately and effectively communicate and disseminate this information.

Integrated Assessment

Assessment is conducted in accordance to the Open Learning Group (OLG) Assessment Policy. Formative assessment takes place by means of assignments that include evidence of job-related application of knowledge, and summative assessment by means of examinations. Feedback on assignments is communicated, on the assignment itself, electronically on the e-learning platform, in tutorial letters, and discussed during contact sessions.

The assessment of the Work Integrated Learning (WIL) module would be focussed on the practical and generic skills with the emphasis on WDTL (Work Directed Theoretical Learning). There will also be a strong focus on problem based learning. Formative assessment will be in the form of reports, assignments, feedback from mentors/supervisors, self-assessments, check list, case studies, log books, presentations and research tasks. All of the above will be compiled in a portfolio of evidence (POE).