COURSE INFORMATION PACK

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2 Diploma in Event Management Contact Details (Head Office) Centurion Campus 1023 Bank Street Centurion 0057 Tel: Fax: Website: COURSE INFORMATION PACK Management Dr J Hugo Ms V Liebenberg Ms L Geldenhuys Ms E Zeelie Rector Group Academic Head Department Head Branch Academic Manager Prestige Academy accreditation status We comply with requirements for accreditation as a higher education institution, which includes quality assurance, quality promotion and ongoing quality improvement. Prestige Academy (Pty) Ltd is registered with the Department of Higher Education and Training as a private higher education institution under the Higher Education Act, Registration certificate no. 2009/HE07/005 Prestige Academy (Pty) Ltd is accredited by the Higher Education Quality Committee (HEQC) of the Council on Higher Education (CHE) to offer the Diploma in Event Management. Diploma accreditation status The Diploma in Event Management is registered on the National Qualifications Framework (NQF) of the South African Qualifications Authority (SAQA), qualification ID Diploma entry requirements: National Senior Certificate 30% or better in the language of learning and education (English) Rating 3, 40% or better in four designated or recognised (20 credit) subjects Designated subject list: Accounting, Agricultural Sciences, Business Studies, Dramatic Arts, Economics, Engineering Graphics & Design, Geography, History, Consumer Studies, Information Technology, Life Sciences, Mathematics, Mathematical Literacy, Music, Physical Sciences, Religion Studies, Visual Arts, Languages (one language of learning and teaching at a higher education institution and two other recognised language subjects) Recognised Subjects: Hospitality Studies, Tourism, Computer Applications Technology, Design Subjects that are not recognised: Life Orientation International student requirements International students must ensure that: they have an equivalent qualification; the equivalent qualification is recognised by SAQA; they have a valid study VISA issued in the name of Prestige Academy that covers the duration of their studies.

3 Structure of the Diploma SAQA Qualification ID NQF Level 6 Total Credits 360 Duration of qualification Mode of delivery Accreditation Status 3 years full-time Contact (face-to-face) Registered with the Department of Higher Education and Training Overview of the qualification Event managers are needed in almost any kind of business - entertainment, finance, government, retail, fashion, sport, music. Their day to day job may be filled with a range of exciting challenges. Event management is the co-ordination, running and planning of all the people, teams and features that come together to create any kind of event. Events usually require many different teams to come together, often involving several external suppliers. Successful events depend on team members, flexibility and a commitment to good cross-team communication. If you love being part of a team and working with people to create something unique, events could well be the path for you. An event management team needs strong leadership to be at its best. Negotiations between clients, suppliers, companies or venue staff require flexibility, quick thinking, buckets of initiative and exceptional decision making. A particular ability to spot good compromises and to know what is essential to the success of the event marks out an excellent event team leader. Furthermore, South Africa has become a popular venue for staging international sporting events such as football, cricket, and rugby. The wedding industry alone is known to be a multi-billion rand market. Therefore, qualified students will be able to follow a career in wedding planning and co-ordination, or other fields of specialisation such as adventure event management, sporting or political event management and exhibitions and trade shows. Event managers and organisers are responsible for the production of events from conception through to completion. Events may include: Exhibitions, fairs and trade shows; Sport Events; Music Festivals; Wedding Events Conferences; Promotions and product launches; Fundraising and social events; Adventure events and facilitators SYLLABUS Year 1 - Event Planning & Staging World of Events Event Planning & Staging - Event Practice Wedding Event Management Private Event Management - Entrepreneurship - Public Relations - Events Communication - Information Administration Systems Year 2 - Event Planning & Staging Event Safety & Risk Management Event Impact Assessment - Event Practice A Sport Event Management Celebrity Event Management Event Sponsorships - Event Practice B Conference & Exhibition Management Political Event Management - Entrepreneurial Ventures & Venturing - Event Marketing - Tourism Event Management Year 3 - Hospitality - Event Practice Professional Development Customer Service - Business Management - Corporate Event Management Adventure Programme Design Team Building - Branding & Promotion - Work-Integrated Learning

4 Course Outline Module 1: Events Communication This module will equip students with the necessary knowledge and skills to understand and apply key concepts in effective verbal and non-verbal communication within the business work environment. Attention is paid to the nature and dimensions of verbal and non-verbal communication, as well as internal and external communication within organisational structures. Module 2: Event Practice Private / Wedding Event Management This module will equip students with knowledge and skills to manage private events and wedding planning. Specific attention is paid to the nature and scope of such events, the role of culture, career options, South Africa as a wedding destination, and attributes of a wedding planner. Emphasis is placed on the principles and procedures regarding actual wedding planning, covering aspects such as wedding programming, contingency plans, the key role players, the wedding ceremony, activities before and after the ceremony, and legal matters. Finally, students are given the opportunity to plan and stage a private event, accompanied by quality assurance steps such as evaluation of the success of the event and steps for improvement of future events. Module 3: Event Planning and Staging World of Events Event Planning and Staging This module will equip students with knowledge of event planning and staging to establish a platform for event management practice. Specific attention is paid to the emergence and dynamics of the event industry, local and global trends, the event life cycle, principles and processes of event planning, and aspects of event programming including the vital requirements and monitoring and evaluation of the event program. Other aspects that receive specific attention include event themes, suitable event sites, venue contracts, registration, admission control and guest greeting systems, seating arrangements, coordinating attendee and VIP services and related protocols, catering, licensing, parking arrangements, transportation, infrastructure requirements, and an adequate labour force. In respect of event staging aspects covered include the structuring of an effective event experience, options for entertainment, entertainment logistics, visual effects and communication tools to enhance the event theme. Module 4: Entrepreneurship This is a generic module, and thus applicable to a range of programs. The primary aim is to introduce the student to the entrepreneurial world, and to provide a basic understanding of key entrepreneurial principles and concepts. It creates a platform for more advanced studies in this field. Students will explore the unique characteristics of the entrepreneur as an individual who seizes opportunities to develop new products and services which satisfy the multiple needs of consumers with limited resources. Specific techniques for releasing creativity in the development and growth of new business ventures will be presented in practical terms. This module finally introduces the student to the requirements of a structured mini-business plan. The role of women as emerging entrepreneurs is also highlighted, accompanied with baseline knowledge of the advantages and disadvantages of the existing legal business forms available to entrepreneurs in South Africa. Module 5: Information Administration Systems The module will equip you with basic to advanced computer literacy, being competent in the use of software packages such as MS-Word, MS-Excel, MS-Access and MS-PowerPoint as well as in utilizing and the internet. Added to this, basic computer literacy is a prerequisite for any learning program in the ICT field. Module 6: Public Relations This module will equip students with the knowledge and skills concerning the public relations industry. Specific aspects that receive attention include key concepts and principles of public relations, requirements for the characteristics of public relations practitioners, the public relations function in business communication, planning public relations programs, social skills and protocols in public relations, interpersonal relationships, corporate image and media and media relations.

5 Year 2 Module 1: Event Practice A Sport Event Management Celebrity Event Management Event Sponsorship This module will equip the students with knowledge and skills related to sporting events, celebrity events and sponsorship. Aspects that receive specific attention include the scope of sporting event management, stakeholders in sporting events and their roles, the planning, preparation, and evaluation of sporting event, contingency plans to address potential risks, events for celebrities, and the process of acquiring sponsorship. Module 2: Events Practice B Conference & Exhibition Management Political Event Management This module will equip students with knowledge of corporate events and meetings, conference events, ancillary events, exhibitions and trade shows and political event management. Specific aspects that receive attention include organising and staging successful meetings, using events to enhance corporate pride and values, different types of conferences, administrative, logistical and financial requirements related to a conference, developing companion programs and activities, exhibition objectives, exhibition trends, actors that impact on exhibitions, the scope of political, government and civic events, and planning and preparation of political events. Various event venues are visited to ensure that the students are able to perform an indepth venue analyses. Module 3: Event Planning and Staging Event Safety Risk Management Event Impact Assessment This module will equip students with knowledge of safety and risk management related to event management, and event impact assessment. Specific aspects covered include safety and risk management concepts and principles, the safety, security and health requirements of a public event, the purpose, scope and principles of event impact assessment, the event impact and review process, and knowledge management related to event assessment. Module 4: Entrepreneurial Ventures & Venturing This module will equip the student with knowledge of certain aspects of entrepreneurial practice on an intermediate level. It builds on the knowledge acquired in Entrepreneurship 1 in year 1. Specific aspects that will receive attention include starting an entrepreneurial venture, financing an entrepreneurial venture, the resource and legal requirements, labour legislation governing employment in South Africa, the product and services liability, networking and support for the prospective entrepreneur, alternative routes to entrepreneurship, post-start-up challenges, and business failure and turnaround measures. Module 5: Event Marketing This module will equip students with knowledge of event marketing. Specific aspects that receive attention include: marketing activities of the event manager; the 4 P s of event marketing mix; factors to consider in event marketing, marketing techniques and strategies, customer care and media relations. Module 6: Tourism Event Management The module will equip students with knowledge of tourism event management. It firstly explores the scope and nature of events in relation to the tourism industry on the basis of the tourism product range, related services and costumer types. This is followed by an investigation into the appeal and motivation of customers for tourism-related event packages, with analyses against motivational theory. Finally, the promotion and management of tourism-related events are explored. Specific attention is paid to promotional methods, event management matters, common customer issues and ways of dealing with it, sources of information, planning and costing of events, specified requirements and producing and presenting an itinerary. Year 3 Module 1: Branding and Promotion Branding is gaining more attention in business marketing and is regarded as one of the most important aspects when it comes to successfully managing a product/service within today s competitive marketplace. The student will develop an understanding of why brands are so important and what they represent to consumers. It will also examine how firms should manage these valuable assets. The specific aspects explored in this module include brands and brand equity, customer-based equity, brand elements and brand identity, the system of brand management, new products and brand extensions, as well as corporate branding. Module 2: Corporate Event Management Adventure Program Design Teambuilding & Facilitation This module will develop a better understanding of adventure program design. It commences with the philosophy of adventure programming, which includes the core principles of success and how these should be translated into the planning of an adventure experience. Other important aspects covered are the vital elements of adventure programs, an overview of

6 outcomes-based education and learning, and common phases of structured program design within a systems approach. Finally, the module covers aspects related to preparation to ensure that program implementation is efficient. The second section will develop a better understanding of team building through adventure programs and activities. The principles and processes covered are applicable to any target group, including corporate clients. In particular, the content deals with different types, principles, concepts and processes of facilitation. Other aspects covered in this module include the attributes of effective teams, leadership, team building processes, group dynamics, and group member roles. Module 3: Event Practice Customer Service Professional Development This module focuses on professional practice within the events management industry. Students will be equipped with knowledge and skills regarding excellent customer service and various aspects in communication to ensure customer service is of high standard, such as key interpersonal communication skills; telephone skills; etiquette. In addition, attention is paid to communication with supervisors, subordinators and colleagues within a given company culture. Other aspects covered in this module include managing and improving service standards and customer loyalty, and aspects of business etiquette such as proper etiquette at business functions and business dining. Module 4: Hospitality This module explores the diversity of the hospitality sector as part of the travel and tourism industry. Students will develop knowledge and an understanding of the impact of an integrated approach on the sector, and the possible future implications for the tourism industry. This module will develop in students towards a keen interest in service attitudes towards guests irrespective of cultural differences that would fuel excitement for the service industry. Students are introduced to the various types of lodging available and discuss the latest trends within some top hotel companies around the world. This module will explore various types of restaurants within the food and beverage context and classify them into various fast growing segments. Module 5: Business Management This module will equip students with knowledge on how managers should manage the resources and activities of an organisation in such a way that it can be run as profitable and efficiently as possible. Business Management deals with the process of leading and directing an organisation through the optimal deployment and manipulation of limited resources (human, financial, physical material, information, intellectual or intangible). Attention is paid to the business world & business management, management principles, key issues of functional management such as marketing, public relations and financial management, and contemporary issues concerning management and challenges, globally and within South Africa. Module 6: Work-integrated Learning Work-integrated learning (also called internship or professional practicum) takes place in the student s final year of study. It involves learning through placement at a company for the purpose of gaining hands-on experience through executing actual tasks and assignments (e.g. doing events for a customer, or planning and staging an event). Work-integrated learning is structured around a clear purpose, performance (outcome) targets and procedures in collaboration with the employer and lecturer(s) concerned. This will provide students with an opportunity to acquire first-hand experience of the world of work in the industry concerned. Students should acquire an in-depth knowledge of workplace practices and a broad knowledge and understanding of how the host organisation operates. They should develop competencies that are impossible or highly unlikely in the classroom environment, for instance the ability to deal with challenges and problems within context of the workplace itself. They will also develop the ability to integrate knowledge and skills across all program modules at practical level. Career Opportunities Students may be employed in the following career fields Event Organiser Sport Event Manager Conference Centre Manager Event Entrepreneur Event Brand Manager Shopping Mall Centre Manager Wedding Planner Music/Mega Event Coordinator Political Event Manager Corporate Event Manager Adventure Programme Facilitator Team Building Facilitator

7 Structure of the Diploma The Diploma in Event Management is offered over three years and consists of 18 modules including work integrated learning. This is aimed at providing the student with the necessary practical skills to enable the student to be ready for the world of work. The academic year runs from end January to November. The modules are delivered on a full-time contact basis with lectures offered from Monday to Friday according to your timetable. In addition to attending lectures, the student will be expected to spend time conducting your own research and working on assignments and projects independently. Pass requirements for the Diploma: All modules in the programme are compulsory and therefore a student must successfully complete all modules in the programme to be awarded a diploma. The primary indicator of competence is the achievement of 50% in the summative assessment and an overall 50% for each individual module (this includes the assessment of all relevant learning outcomes). It is therefore evident that students must hand in all assignments, write all class and formal tests and write the examination. Grading of a student s final achievement will be based on a calculated value of the combination of formative and summative assessment results, and expressed by way of a grade symbol, namely pass, merit, or distinction. The cut-off points to determine achievement of a pass, merit or distinction grade for a certificate and diploma programme are as follows: 50-59% a pass, 60-79% a merit, and % a distinction. In the case of a degree programme, the "cut-off" points will be as follows: pass 50-59%, merit 60-74% and distinction %. The Certification Board reserves the right to adjust the final grade of a candidate, e.g. as recommended by an external moderator, or after an appeal judgment where all assessment results and the class attendance track record of the candidate concerned will be taken into account.