Postgraduate Diploma in Hospitality, Tourism and Event Management

Purpose

The Postgraduate Diploma in Hospitality, Tourism and Event Management aims to provide qualifying learners with an opportunity to undertake advanced reflection and development at a higher theoretical level than in preceding qualifications (NQF level 7), providing them with more scope for upward career mobility/research/education through vocational articulation pathways.

The purpose of the qualification is to provide qualifying learners with a deeper and systemic understanding of the current thinking, practice, theory, and methodology within the field of Business Management Sciences in the specialised disciplines of hospitality, tourism and event management both in a South African and international context.

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

• Deal with complex issues both systematically and critically in order to be able to supervise and evaluate the research and evidence of others.
• Handle complex hospitality, tourism, and management-related problems, both systematically and creatively, and design and critically appraise research/enquiry.

The qualification is structured to provide learners with a set of core competencies such as critical thinking, problem-solving, scientific and quantitative reasoning, ethical decision-making, communication skills, creativity, innovation, teamwork, and technological awareness. The purpose of the qualification is to build the necessary Business Management knowledge, understanding, abilities and skills required for further learning through an intensive, focused and applied specialisation in the hospitality, tourism, and event disciplines.

Rationale

The qualification will allow greater application of contemporary business management principles and practice in hospitality, tourism, and events in accordance with national policy framework building. The offering of a new qualification in a growing discipline addresses national imperatives such as the transformation of Higher Education in South Africa, widening of access to previously disadvantaged learners, racial and gender inequalities, and the promotion of employability of learners to contribute to the socio-economic needs of the country [(HE Act (101 of 1997)]. Nationally, education strategies are geared towards developing skills and competencies that enable learners to capitalise on career opportunities and, in so doing, stimulate economic growth and this is also the focus of this qualification.

The qualification aims to influence and develop policies that will facilitate sustainable futures and will empower and promote the well-being of individuals as business fraternity members, communities, and society by utilising transformative and life-changing practices in the Hospitality, Tourism and Events sectors.

The qualification considered the context of the world of work in that South Africa is well-poised to strategically grow to a leader in Hospitality, Tourism and Event Management in Africa and derive the maximum benefit from this commercial and economically viable industry. With the global rise in tourism, there is a need for postgraduate learners that are increasingly being called upon to occupy both advanced skills, senior business management, and technical and research positions in the tourism and hospitality fields. During the situation analysis, industry role players agreed that suitably qualified learners with business management competencies are required to alleviate the technical skills shortage in this sector of South Africa and the Western Cape.

The National Skills development plan of South Africa aims to promote the development of skilled careers and plans to formulate, update, and monitor related policies and procedures in collaboration with relevant stakeholders. The Hospitality, Tourism and Event sectors in Cape Town is an imperative source of foreign investment and foreign exchange as the city is considered a major role player as the top tourism destination in South Africa (Wesgro, 2019). Currently, there is a scarcity of high-level skills in Hospitality (including Food and Beverage / Professional Cookery) and Tourism, Event, fields that include middle and top management positions as the industry requires competent qualifying learners to conduct research and assist in the continuous formulation of policies for the industry and green tourism practices (DHET National Skills Development Strategy III). Occupations listed related to the qualification specialisation areas include Hotel Manager, Professional Cookery Management and Food and Beverage Management, Tourist Information Officer, Travel Consultant, and Event Manager (DHET list of qualifications in high demand, 2018).

The departments extensively engaged and liaised with alumni, current learners, industry Work Integrated Learning partners, industry stakeholder's Hospitality, Tourism and Event role-players. Curriculum forums with stakeholders indicated that a need exists in the industries for a qualification that focuses on the solving of problems and critical thinking that occur in the broader field of Business Management Sciences within the Hospitality, Tourism and Event Management disciplines.

In the development of this qualification, the institution consulted with the following non-statutory bodies for participation, involvement, contribution, and feedback regarding the curriculum design:

FEDHASA: Federated Hospitality Association of Southern Africa; CATHSETA: Cultural Arts Tourism Hospitality and Sport Sector Education and Training Authority; SACE: South African Chef Association; Cape Town Tourism; SAACI: Southern African Association for the Conference Industry; SATSA: South Africa Tourism Services Association; Wesgro (Cape Town and Western Cape Tourism and Trade Investment); and Cape Town and Western Cape Convention Bureau. These bodies promote the Hospitality, Tourism and Event industries as an integrated management discipline and profession and pro-actively work towards the development of the business and management sphere of Hospitality, Tourism and Events in South Africa.

The occupations or areas of activity in which the qualifying learners in the qualification operate are aimed for a) middle to top management positions, b) research-related occupations and c) educational occupations in both the private and public sectors of the Hospitality, Tourism and Event industry.

The qualifications support employment for middle and top management positions, there is an increasing demand from employers for quality graduates with an in-depth understanding of the Hospitality and Tourism arena and related aspects with proven research skills. The content of the qualification is aimed to produce qualifying learners to enable them to be strategic and operate at a senior managerial level in this cross-disciplinary Hospitality and Tourism related environment and consequently add value to the business and the public.

In light of the pedagogic context, the anticipated profile considers the transformation imperative of the institution and is also designed for learners with work experience at the mid-managerial level, in any discipline or industry, who wish to advance their careers in the global hospitality, tourism or event sectors, or advancement for active research or for educational purposes to teach. For this reason, the qualification is only offered in the evenings (Full-time over one year and part-time over two years).

Recognition of Prior Learning (RPL)

The institution has an approved Recognition of Prior Learning (RPL) policy which is applicable 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 advance standing 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 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 for 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

• Advanced Diploma in Hospitality Management, NQF Level 7.

Or

• Advanced Diploma in Tourism Management, NQF Level 7.

Or

• Advanced Diploma in Tourism, NQF Level 7.

Or

• Advanced Diploma in Event Management, NQF Level 7.

Or

• Bachelor of Commerce in Hospitality Management, NQF Level 7.

Or

• Bachelor of Tourism Studies in Events Management, NQF Level 7.

Or

• Bachelor of Hospitality Management, NQF Level 7.

Or

• A relevant qualification in the related field, NQF Level 7.

This qualification consists of the following compulsory and elective modules at National Qualifications Framework Level 8 totalling 120 Credits.

Compulsory Modules, Level 8, 80 Credits

• Research Methodology for Hospitality and Tourism, 30 Credits.
• Business Management and Leadership for Hospitality and Tourism, 25 Credits.
• Business Finance and Economics for Hospitality and Tourism,25 Credits.

Elective Modules, Level 8, 40 Credits (Select two modules)

Hospitality Management

• Hospitality Sustainability and Corporate Social Responsibility, 20 Credits.
• Hospitality Service and Customer Management, 20 Credits.

Or

Tourism Management

• Strategic Tourism and Destination Marketing, 20 Credits.
• E-tourism and Technology, 20 Credits.

Or

Event Management

• Strategic Event Marketing and Technology, 20 Credits.
• Strategic Project Management for Events, 20 Credits.

1. Demonstrate the ability to synthesise and integrate the various approaches used to access and communicate information effectively, using information technology, and oral and written persuasion to ethically promote and manage information related to the Hospitality, Tourism and Event disciplines in a changing business environment.
2. Demonstrate the ability to execute and apply a range of strategic business management and leadership knowledge and skills to effectively manage sustainable hospitality, tourism, and event enterprises within the context of strategic changes and complexities impacting the business environment.
3. Engage and take full responsibility in corporate social responsibility (CSR) and its role in the hospitality industry and the importance of CSR in the hospitality environment as it takes the initiative to improve society by implementing socially responsible practices into its business model.
4. Address information and processes for the purpose of customer value, customer care and service excellence in the hospitality industry as it is vital due to the first point of contact and the delivery to the customer expectation that includes creating a positive work environment for your team as well as meeting and exceeding profit objectives.
5. Formulate and implement a range of financial management principles to contribute to effective decision-making and sustainability of the hospitality, tourism, or event enterprise and to execute decisions that will affect the internal control and profitability of hospitality and tourism enterprises with a sound understanding of the economic environment in which the business operates.
6. Manage an integrated, enquiry-based research project, in the field of Business Management in hospitality, tourism or events specialisation, under supervision and according to stipulated timelines, culminating in a research report or portfolio of evidence.
7. Develop a strategic marketing plan with extensive digital marketing elements for a tourism enterprise and demonstrate an understanding of the impacts of trends on the marketing of local, national, and international tourism destinations.
8. Identify and solve complex problems related to the digitalisation of the tourism industry in a critical and creative way by applying appropriate technological systems and utilising relevant software platforms in tourism marketing and management contexts.
9. Apply appropriate project management tools to manage the interrelated administration, marketing, design, risk, and operating systems of event projects in a sustainable and ethical manner.
10. Develop implementable strategic marketing plans for events/event businesses by applying sound digital marketing knowledge and critically analysing the event/event business environment to develop innovative and competitive marketing campaigns.

Associated Assessment Criteria for Exit Level Outcome 1

• Demonstrate and appreciate the ethical values when producing and communicating information related to hospitality, tourism, and event practices.
• Ability to understand and take responsibility for consequences of decision-making and organisational direction ensuring alignment with ethical practices.
• Demonstrate a comprehensive understanding of effective communication to a range of audiences displaying creative insight; Identify the different levels of management and critically analyse the decision-making taking place at different levels of management.
• Understand how information, communication, and knowledge-sharing influences business and how information technology can be applied to hospitality and tourism communication and business strategies.

Associated Assessment Criteria for Exit Level Outcome 2

• Demonstrate the ability to identify, address and reflect on corporate governance and ethical issues in related hospitality, tourism, and event business contexts.
• Apply strategic planning and management concepts, principles and tools in various hospitality, tourism, and event business contexts.
• Apply knowledge and insights related to entrepreneurship principles and practices by exploring real-world issues and problems and developing a Business Plan for hospitality, tourism, or event organisation.
• Demonstrate an advanced understanding and ability to apply knowledge related to leadership theories, leadership perspectives and leadership challenges within tourism business contexts.
• Demonstrate the ability to identify risks and trends and apply knowledge from insights gained to lead people and manage change in the hospitality, tourism, and event business context.
• Critically analyse managerial decisions and the effect of these decisions on stakeholders by exploring real-world issues and problems surrounding sustainable and responsible practices in the context of hospitality, tourism, and event management.
• Analyse change management and leadership in the fourth industrial revolution.

Associated Assessment Criteria for Exit Level Outcome 3

• Review and critical analyses of given hospitality industry corporate social responsibility plans.
• Develop a corporate social responsibility plan for hotels or restaurants.
• Review and critical analyses of given hospitality industry environmental and sustainability programs.
• Establish the best practice criteria for hotels and/or restaurants within a given geographical location.
• Investigate operational best practice that illustrates care for the community and environment.
• Review and compare how South African hospitality establishments deal with sustainability and corporate social responsibility in relation to global hospitality best practices.

Associated Assessment Criteria for Exit Level Outcome 4

• Willfully demonstrate, apply knowledge, and appreciate the ethical values when producing and performing customer care.
• Develop and evaluate customer care and service excellence continuously in accordance with hospitality practices.
• Process, analyze and interpret information related to the hospitality organization's practices through service excellence.
• Understand and take responsibility for consequences of decision-making and organizational direction ensuring value and alignment with ethical practices.

Associated Assessment Criteria for Exit Level Outcome 5

• Understand corporate finance and the financial tools that assist in managing a financial business.
• Interpret and analyse the information contained in financial statements and reports to evaluate performance using ratio analysis and make informed strategic business decisions.
• Develop a financial strategy in budget forecasting.
• Identify, measure, and incorporate capital budgeting decisions.
• Understand how capital financing structure decisions influence projects at the departmental level.
• Understand the economic scope and significance of hospitality and related tourism and events service sectors in view of world economics.
• Understand the complexity of competition in the hospitality and tourism economy.
• Understand how the economics of tourism relates to demand and supply.
• Understand the impact of e-commerce on the tourism industry.

Associated Assessment Criteria for Exit Level Outcome 6

• Demonstrate knowledge and application of standard research approaches and practices relevant to the enquiry.
• Access, process and manage information in the execution of an integrated, enquiry-based research project.
• Prepare a plan for an integrated, enquiry-based research project.
• Provide a critical overview of literature perspectives that are relevant to the enquiry.
• Apply research skills and techniques for data collection, analysis and interpretation that are appropriate to the enquiry.
• Show evidence that feedback obtained from the lecturer/supervisor(s) has been considered and incorporated into the management and execution of the integrated research project.
• Communicate the research results convincingly to a range of audiences.
• Demonstrate that the research project has been conducted ethically.

Associated Assessment Criteria for Exit Level Outcome 7

• Demonstrate knowledge and be able to interrogate the theory of strategic marketing principles.
• Demonstrate the ability to apply various market research tools to tourism brands.
• Demonstrate a high-level critical review of marketing models and reflect on the implementation thereof.
• Evaluate and address new trends, challenges, and marketing options available for a specific tourism destination to attract customers from diverse generations.
• Critically review, evaluate, and reflect on key communication strategies for building a strong destination brand.
• Produce and communicate creative insights into the digital marketing strategies of tourism brands including tourism destinations.
• Rigorously interpret and analyse strategic destination marketing plans while providing solutions to problems and issues identified.
• Evaluate and analyse marketing approaches to improve destination marketing in an era of technology disruption.

Associated Assessment Criteria for Exit Level Outcome 8

• Appraise the complexities of the 4th industrial revolution and its impact on tourism; Interrogate sources of knowledge related to the impact and disruption of the 4th industrial revolution on the tourism industry.
• Analyse the relationship between technology and tourism using simulated and authentic case studies to reflect on the role of data and information.
• Evaluate how data and information impact the value chain of the tourism sector.
• Describe and apply the theoretical underpinnings of digital technology applicable to the tourism sector.
• Assess and explain how ICTs are employed in airlines, hotels, travel agencies, tour operators and destinations management organizations.
• Critically review the media technologies available to utilise for tourism companies and destinations.
• Develop suitable digital technology strategies for tourism by applying appropriate theory to tourism case studies.

Associated Assessment Criteria for Exit Level Outcome 9

• Evaluate the project management processes and apply the techniques and tools used in the discipline of project management to various event scenarios; Analyse the Event Management Body of Knowledge concepts in the project management context by drawing on theory to critically evaluate event projects and scenarios.
• Critically analyse and implement sustainable project management processes with the use of technology in the event management context by applying the principles of planning, identifying, analysing, evaluating, resolution, and controlling of event-related risks to an event project
• Critically analyse project management processes in the event management context in line with the planning, Identifying, analysis, evaluation, resolution, and controlling of event-related risks.
• Create solutions and implementable strategies to manage event projects which have a limited scope of work, a limited number of resources, a limited budget, and limited complexity.
• Produce a record of data to demonstrate understanding of the data management for projects and develop/apply documentation to report project progress, manage scope change control, administrate documenting control and expedite progress.
• Develop an event project budget to formulate how to manage event project cost, quality, and delivery.
• Reflect on ethical practice in supply chain management and develop appropriate responses to a variety of event project team scenarios.
• Lead effective project management teams in event-related organisations through communication and ethical practice.

Associated Assessment Criteria for Exit Level Outcome 10

• Critically review, evaluate, and reflect on the suitability of specific new media technologies used by events and events businesses.
• Apply best practice examples of new media technologies in a specific event context/scenario.
• Evaluate and offer creative insights into the digital marketing strategies of events and event businesses.
• Explore the role of social media in the event business environment and discover how to use social media strategically via scheduling, timing, automation, and optimisation.
• Debate the different uses of social media and create a content strategy based on these uses.
• Interpret and analyse strategic marketing plans for event businesses rigorously.
• Provide solutions to problems and issues identified in strategic marketing plans.
• Identify, address, analyse and measure event and event business marketing strategies.
• Review, evaluate, and reflect on the suitability of specific new media technologies used by events and events businesses.
• Apply best practice examples of new media technologies in a specific event context/scenario.

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

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 the following variety of assessment tasks relevant to the field of study:

• Problem-solving individual and/or group assignments and projects.
• Case studies.
• Portfolio development.
• Class discussions.
• Quizzes.
• Field trip reports.
• Poster design.

Summative assessment will take place at the end of a section of work/quarter or semester and is aimed at assessing students' 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 consist of a variety of formal assessment tasks relevant to the field of study, including written tests, reports, and examinations.

This qualification will consist of written assessments in the form of written class tests and examinations conducted during and at the end of the academic semester/year.

Integrated assessment cuts across several 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.