Qualification Brief: Advanced Diploma in Event Management

Purpose:

The purpose of this qualification is to prepare learners for professional event management work environment and postgraduate study through the deepening of conceptual knowledge and understanding of business theories and practices relevant to the field of Event Management. This qualification will develop the graduates' ability to contextualise business event projects with key focus on the holistic development of the individual's hard and soft skill set. Qualified learners will be able to demonstrate the ability to formulate and resolve complex event practice related problems and tasks by means of case studies and projects. They will also develop key competencies in ethical decision-making, event management policy implementation, communication, industry technology; the design and production of green, sustainable events and the application of international project management principles. The international Event Management Body of Knowledge (EMBOK) approach has been adopted in the design of the qualification as the validation of the EMBOK for mapping global standards of practice in event management and is supported by international and national event industry practitioners, institutions, agencies and authorities. In light of the fact that the country is in the formation phase of the Council of Event Professionals (CEP) in Africa, the institution is continuing to engage with sector stakeholders to ensure the alignment of relevant content to the intended CEP Africa professional designations. The profile of a qualified learner who successfully completes this qualification includes a learner with ability to implement time management and project management; display professionalism, best practice and social awareness; display innovation and creativity with a set of negotiation and organising skills as well as research scholarship and a strategic level of understanding of the event management business environment. They will also be competent in consistently using technical, managerial and personal skills and strategies in the everyday running of business events company and event projects. As this qualification has a solid business foundation, learners will be able to produce strategic business project plans and it will afford them with the opportunity to diversify their personal competencies and advance their entrepreneurial capabilities to contribute to the South African economy. The qualification further aims to provide learners who want to continue with their studies in event management or related fields, a sound knowledge base to be successful in completing their Postgraduate studies up to Doctoral Level. The Exit Level Outcomes of this qualification is aimed at preparing learners for middle management level and reflects a deepening of knowledge in line with NQF descriptors at Level 7 from the preceding qualification knowledge base. It aims to prepare learners as thinking individuals who would be conversant with event sector developments, and able to adapt to new advances in the field. The main areas of study relate to business event management, financial management, project management, risk management, research and ethical business practice as well as innovative marketing management for events. The Exit Level Outcomes and subject content is embedded in the Advanced Diploma in Event Management.

Rationale:

The South African government is committed to develop business event tourism as a national priority in a sustainable and effective manner. Internationally, South Africa has become one of the fastest growing tourism and event destinations and Cape Town has been identified as a major host city playing an important role regionally and nationally in the tourism and event management sector. South Africa is the number one for meetings and convention destination in Africa and the Middle East while Cape Town ranked among the top 100 cities globally for conventions. The business events sector may be regarded as a major contributor to the tourism sector's by contributing 9.5% to South Africa's Gross Domestic Product (GDP), which translates into more than 1.4 million jobs in the country (Derek Hanekom, Minister of Tourism, 2015). There is also an increased need toward professionalising the event management sector with a need for mid-level managers, entrepreneurs, and qualified event management staff as the skills shortages in the professional fields are considered fundamental to the development and growth of the economy. The International Special Events Society (ISES) has released its Global Business Survey, which reveals strong growth across all sectors of the events industry, including Africa and indicates that there is a global demand for event products and services across all sectors. From the perspective of the South African economy and society in general, the benefits that may be derived from this qualification relates to the challenge the country faces in terms of low productivity in the workplace, as well as the slow transformation of the labour market and a lack of mobility of the workforce, which the National Skills Development Strategy (NSDS III) ascribes to inadequate training. In accordance with government's New Growth Path, this qualification will contribute to creating decent work, reducing inequality and poverty. Graduates that enrol for this qualification may derive personal benefits linked to relevant knowledge and skills application in an empowering teaching and learning environment that sustains research, practical experience and active engagement with the industry and community at large. The institution's Department of Tourism and Event Management continuously consults and engages with the major event associations such as The South African Association for the Conference Industry (SAACI), The Event Greening Forum (EGF), The Events and Exhibitions Association of South Africa (EXSA), the Federated Hospitality Association of Southern Africa (FEDHASA) and collaborates with sector stakeholders to ensure a full occupationally-directed qualification. This qualification considers the programme's contribution towards the revitalisation of vocational education in this sector and aims to promote occupationally directed research and innovation in partnership with government and industry. In order to ensure strategies relate to event management knowledge and skills are filtered through to the curriculum, sector stakeholders such as industry professionals, Cape Town and Western Cape Convention Bureau, City of Cape Town's Events Office and private training providers as well as alumni are continuously consulted in an advisory capacity. Representation at the national and regional board level of South African Association of the Conference Industry (SAACI), the umbrella association of business events in the country allows the institution to be at the forefront of academic professionalisation alignment addressing sectorial needs. Nationally, the Safety at Sports and Recreational Events Act, No. 2 of 2010 (South African Parliament) prescribes the use of qualified practitioners to stage corporate, sports and recreational events as a regulatory requirement. This qualification therefore seeks to advance event management curriculum by establishing a qualification which meets the growing needs of the country in this field of education. Subsequently, the country requires skilled and qualified event project managers and is currently experiencing a scarcity of mid-level event managers and skill within the local event sector. The National Scarce Skills lists the area of specialisation: Event and Conference Managers under the occupational grouping of Events, Hospitality, Retail and Service Manager as a scarce skill. The descriptor seeks that Event and Conference Managers organise and coordinate services for events, conferences, functions, banquets and seminars, including researching, planning, organising, implementing, controlling and evaluating an event's design, activities and production. The Advanced Diploma in Event Management is designed to provide entry-level vocational, professional preparation or specialisation for Diploma and Bachelor' Degree graduates. Stakeholder engagement in the development process of this qualification, indicated support for the qualification type in light of the fact that this qualification offers intensive specialisation in Event Management which meets the requirements of the event sector as a niche area. New developments in the sector include the recognition of event management as an emerging profession which relate to positioning the business events industry as a significant role player in the economy. Internationally, the multifaceted nature of event management requires collaboration between academia, government and industry to ensure employability. As a result of seeking new development opportunities, the South African government has identified Event Tourism as an area of considerable growth as part of the Tourism Industry. Event Management holds the benefits that it can extend the tourist season and can spread demand over a season, contributing to government's strategy to host 15 million international visitors in 2020. Occupations related to this qualification are aimed at middle or senior managers and include business event management owners, marketers; designers, managers that organise and coordinate services for events, conferences, functions, banquets and seminars, including researching, planning, organising, implementing, controlling and evaluating an event's design, activities and production. The institution's Tourism and Event Management Department has been engaging with stakeholders, including event industry partners, alumni and other higher education institutions, as well as considering the Cultural Arts Tourism Hospitality Sector Education and Training Authority (CATHSETA), with regards to the type, purpose, nature and fundamental design of an Advanced Diploma in Event Management qualification. Other Universities of Technology will also offer a similar qualification to address the national shortage of trained, qualified mid-level practitioners.