diploma in tourism management · 2020-02-26 · diploma in tourism management | faculty of commerce...

TOURISM MANAGEMENT

Diploma in

SAQA ID: 83188 | NQF Level: 6 Credits: 375 | Duration: 3 Years

COMMERCE & MANAGEMENT

FACULTY OF

PRESTIGE ACADEMY

Welcome to

Proudly part of STADIO

REASONSto make Prestige Academy your home

www.prestigeacademy.co.za

Are you ready to change yours?

• Credible, affordable & recognised qualifications• Great access pathways, e.g. Higher Certificate to a Diploma or Degree• Quality vocational education; preparing students for the workplace• The omnipresence of academics & industry-experienced lecturers – keeping skills current & trending• Instructor-led contact lecturing in a smaller classroom environment• Comprehensive quality assurance, review & improvement processes in place• Compulsory experiential, work-based or work-integrated learning (work experience) improving employability• Central & accessible location• Dynamic, multicultural study environment ensuring quality education, support & enrichment beyond module teaching through: - support services to students such as accommodating special learning needs, counselling related to learning styles & remedial tuition for at-risk students - Strong Student Representative Body – vibrant social life - Solid emphasis on community engagement - Family value-driven culture• Hostel Accommodation for 50 students

We are persistent in our pursuit for excellence and have been changing lives for 26 years.

DISCLAIMER: Although the author and publisher have made every effort to ensure that the information in this book was correct at press time, the author and publisher do not assume and hereby disclaim any liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause.

PROGRAMME ACCREDITATIONWe comply with requirements for accreditation as a higher education institution, that 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, 1997. 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 Tourism Management.

Accreditation status of the Diploma in Tourism Management:

The Diploma in Tourism Management is registered on the National Qualifications Framework (NQF) of the South African Qualifications Authority (SAQA), qualification ID 84887.

Admission requirements for the Diploma in Tourism Management:

• NSC or equivalent with a minimum 30-39% or better in the language of learning (English) • Minimum of 40-49% or better in four (4) 20 credit bearing subjects (excluding LO)

OR• Relevant Higher Certificate on NQF level 5

International student requirements:

International students must ensure that:• they have an equivalent qualification;• the equivalent qualification is recognised by SAQA; and that• they have a valid study VISA issued in the name of Prestige Academy that covers the duration of their

studies.

Diploma in Tourism Management | Faculty of Commerce and Management

The Student initially applies with Prestige Academy to study towards a specific qualification. Prestige Academy is currently in the process of a business transfer to become part of STADIO. This will result in the Student obtaining a STADIO qualification when the programme has been completed successfully.

ABOUT THIS PROGRAMMESouth Africa prides itself in being one of the top tourist destinations in the world. South Africa is known for its vibrant tourism industry, attracting clients from across the globe, motivated by a diversity of tourist attractions, including many cultural and historical places such as Robben Island, scenic holiday resorts, unique African wildlife and popular game parks, such as the Kruger National Park and the Kalahari landscape.

The South African tourism economy is one of the best performing economic sectors in South Africa. It has the potential to increase jobs, and foreign exchange earnings in the short, medium and long term. This supports the National Development Plan (NDP) goals of 11 million jobs by 2030, the provision of economic opportunity for young people, and the development of a strong Small, Medium and Micro Enterprise (SMME) base in the econo-my. There is enormous potential to attract significantly more tourists from South Africa’s priority tourist markets as the current percentage share received in South Africa is only about 2% of market size. Of importance too is that the South African tourism economy offers many real opportunities for transformation at various points along the value chain, at a reasonable cost of entry and within a short to medium time frame. Tourism is outperforming many of the traditional South African sectors in growth terms under current economic conditions, and is able to replace jobs lost with new permanent jobs as well as stimulate enterprise creation.

There is a growing need for graduates with a qualification in travel and tourism management. The industry is also re-questing qualified tourism practitioners who already have the necessary skills and competencies to undertake work in the tourism environment, instead of having to train new staff members. This programme enables candidates to obtain a higher education qualification of high standard within tourism management which will provide them with the necessary skills.

CURRICULUM OUTLINE1st YEAR• Visitor Attraction Management 1• Introduction to the Tourism & Event industry• Fundamentals of Business Communication• Information Administration Systems• Tourism Marketing 1• Management Perspectives 1

2nd YEAR• Eco-Tourism• Finance & Funding• Tourism Marketing 2• Public Relations• Entrepreneurship• Visitor Attraction Management 2 (Tourism Event Planning &

Staging)• Management Perspectives 2 (Law & Ethics / The Developing Manager)

3rd YEAR• Tourism Management Practice (Travel Services/Sport Event Tourism)• Hospitality• Digital Marketing• Work-Integrated Learning


MODULE DESCRIPTION

Visitor Attraction Management

This module explores the nature, development and management of visitor attractions, which are one of the key motivators of tourists to travel to particular destinations. It highlights the range and importance of visitor attractions within the tourism industry and allows the student to explore the development process for establishing a new visitor attraction. Attention is also paid to the different types of visitors, and various theories of tourist motivation, which should aid the management of visitor attractions. Key issues of visitor attraction management will also be investigated, including the techniques to achieve sustainability.

YEAR 1

Introduction to Tourism and Event IndustrySection A: Tourism Context

This module explores the global environment within which event management operate within the travel and tourism indus-try. In particular, it examines the historical evolution of tourism, the current structure of the tourism industry, the external influences on tourism and the impact tourism has on host communities and the environment. Students will also undertake an investigation of international and national policies and assess their influence on the tourism industry. The effects of political change on the industry’s operation will also be examined.

Section B: Tourism Destinations

The second part introduces students to the location of tourist destinations, the cultural, social and physical features of those destinations and the issues and trends that affect their popularity, as part of the essential selling skills and knowledge needed by managers within the travel and tourism industry. Through analysing visitor numbers, statistics and other relevant data, students should be more aware of past issues affecting tourism, enabling them to appreciate the impact they can have on a destination and its continued popularity.

Fundamentals of Communication

This module introduces students to the fundamentals of effective business communication. It equips students with the nec-essary knowledge and skills to perform effectively and understand and apply key concepts in effective verbal and non-verbal communication concepts within the business work environment. In particular, attention is paid to the nature and dimensions of verbal and non-verbal communication, internal and external communication within organisational structures, as well as small group communication dynamics. Listening behaviour is explored within the various communicative contexts. Effective presentation skills within a business environment context are also highlighted. Additionally, the syllabus explores developing an understanding of the purpose of presentations within a business environment context, the different modes of communi-cation, techniques for ensuring a dynamic presentation, proper planning of a presentation, and using suitable presentation media.


Information Administration Systems

This is a generic module. Due to the trend of computing many business tasks (administration, accounting, information sys-tems, communication, marketing, etc.) in all fields of work, it is required that all employees today must have a basic level of computer literacy, being competent in the use of software packages such as MS Word, Excel and PowerPoint as well as in utilising e-mail and the internet. Added to this, basic computer literacy is a prerequisite for any learning program in the ICT field.

This module will equip students with knowledge and skills in utilising the computer for common workplace tasks such as ac-cessing information sources via internet, word processing, sending and receiving e-mail, preparing PowerPoint presentations, and compiling a budget. The module provides students the opportunity to master these software packages through hands-on experience, and apply their knowledge in various assignments. Be able to collect, organise and evaluate information in a concise way using effective communication skills.

Tourism Marketing

This module explores the key concepts and principles of marketing as applied to the travel and tourism industry. The focus is initially on marketing at a strategic level, followed by investigation of the functional and operational aspects of tourism mar-keting. Students will be equipped with the knowledge and understanding of the key factors affecting marketing environments and the role of marketing in different sectors of the industry.

Management Perspectives

This module introduces the student to the business world and key processes for effective business/tourism management. In particular, attention is paid to the underpinning theory and concepts of business management, management principles, related processes, the functional areas of management and the different functions of an organisation.

Eco-Tourism

This module explores the need to plan and manage tourism at all levels within an international, national, regional and local framework. Emphasis is placed on current trends in planning for tourism development in a range of destinations. The stages in the planning process are discussed and students will be encouraged to apply theoretical models to practical case studies and site visits. In addition, the principles and philosophy of sustainable development are introduced in this module. Students will be required to show an in-depth understanding of issues such as carrying capacities, environmental impact and the guest-host relationships as they relate to current tourism initiatives e.g. access, conservation, enclave tourism.

YEAR 2

Finance and Funding

This module explores the need to plan and manage tourism at all levels and explores management decision-making processes dealing with finance and funding matters. The primary focus is on financial practices at the micro level, i.e. day to day opera-tions within a travel and tourism company. Attention is also paid to finance and funding issues at the macro level, e.g. funding arrangements for tourism project development.

At the exit point graduates will have a basic understanding of financial systems and practices within this particular work con-text. This module is not intended to be an in-depth or advanced study of accountancy matters required of graduates special-ising as accountants, but rather to develop basic working knowledge applied to tourism management practice.

Tourism Marketing

This module builds on the foundational knowledge covered in Tourism Marketing. Attention is specifically paid to aspects of marketing practice such as the promotional mix within context of travel and tourism.


Public Relations in Context

This module will equip students with knowledge and skills concerning public relations. Specific aspects that receive attention include key concepts and principles of public relations, requirements for the PR practitioner and public relations within an organisational context, the public relations process, social skills and protocols in public relations, interpersonal relationships, corporate image and corporate identity, public relations issues and crisis management, corporate and social investment, as well as media relations.

Entrepreneurship

The module introduces the student to the entrepreneurial world and 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 de-velop 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. The differences between concepts such as: ‘Entrepreneurship and Entrepreneurship’; ‘creativity and innovation’; ‘feasibility’ and ‘viability’, will also be explained with the aim to sensitise students for business opportunities even within existing and well established business environments.

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 base-line knowledge of the advantages and disadvantages of the existing legal business forms available to entrepreneurs in South Africa.

Visitor Attraction Management

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 as well as 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, co-ordinating attendee and VIP services and related protocols, catering, licensing, parking arrangements, transportation, infra-structure requirements, and an adequate labour force. In respect of event staging aspects covered include the structuring an effective event experience, options for entertainment, entertainment logistics, and visual effects and communication tools to enhance the event theme.

Management PrespectivesSection A: Law and ethics for Tourism Managers

This module explores the legal issues that permeate the travel and tourism industry. In particular, it introduces students to the legal and regulatory framework that is necessary for effective operation within a number of industry sectors. Students will interpret and apply a range of regulations and legislation within the appropriate vocational context.

Section B: The Developing Manager

This section focuses on the personal development of students and their future career in a tourism management environment. It explores a range of management behaviour principles and practices. They will have the opportunity to actively demonstrate the roles and responsibilities of a manager in an appropriate context, e.g. through a work placement or simulation.

Marketing Planning

This module equips the student with knowledge of contextual issues related to marketing planning. The student will develop an understanding of the complex and diverse environment of marketing by focusing on environment and competitive auditing, the barriers to marketing planning, the marketing role of a plan including product strategy, pricing strategy, distribution strategy, the communication strategy and the implementation and review of the marketing performance.

YEAR 3Hospitality

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.


Tourism Management PracticeSection A: Sports Event Tourism Management

This module considers sports events as part of the tourism industry. Students will receive integrated knowledge and under-standing of the following topics: to host and manage various types of sport tourism, such as a marathon, a sports tour and other sports tourism activities, the origin, and history of sports tourism, the types of sports tourism, the socio-cultural, eco-nomic and environmental impacts of sports tourism, as well as the effect it has on the host. Furthermore, students will explore concepts pertaining to extreme and adventure sports, plan a sports tour, bid for the rights to host a sports tour market a sport event successfully, and various types of fans, the marketing process for sports tourism events, creating a sports tourism travelling plan, and establishing a sports tourism event.

Section B: Travel Services

This module considers the organisations that constitute the travel services sector of the travel and tourism industry: retail travel agencies, business travel, and online travel services providers. Students will investigate different types of travel services organisations and the environment within which they operate with an emphasis on licensing, bonding and regulation. They will explore management duties involved in running travel services organisations, and acquire knowledge of the management of either a business or retail travel services organisation to consider how the effective implementation of these duties can contribute to the success of the organisation.

In addition, they will explore ways of maximising revenue, how a specific travel services organisation can gain competitive advantage, and the impact of ICT on the travel services environment. Finally, they will acquire an in-depth understanding of how a specific environmental factor affects the future of travel services organisations and its effect on one type of travel services provider.

Digital Marketing

The aim of this module is to enable students to understand the digital marketing systems. It covers vital issues in digital marketing such as the digital marketing landscape, understanding the nature of digital natives and immigrants, as well as the transformation of marketing by digital platforms through the use of social media in the marketing environment. It further looks into the current legal practices in the digital world that can affect a digital marketer’s strategies.

Work-based Learning

Work-based Learning is an educational strategy that enables students to do real-life work and the experience the practical-ities thereof. The students can apply academic and vocational skills (gained during their studies) that will develop their em-ployability. At this institution the diploma and advanced certificate programmes on NQF level 6 will do work-based learning. It will focus on the practical implementation of skills acquired during the learning process at the institution. It will not be expected of these students to do analysis of business plans, but rather to receive such a plan and implement it according to the company policies and procedures. The student will be using the knowledge and skills gained during the learning period at the institution to fulfil these tasks.


HOW TO APPLY

UNDERSTAND STUDENT FINANCE

Follow these steps to start your education journey at Prestige Academy, proudly part of STADIO:

1. Choose your study career• Make sure that you meet the admission and/or additional admission requirements • Download the application form or apply online

2. Take Note of the following• our events calendar• closing date of applications & the special discount application dates

3. How is your application considered? • Complete & submit your application form together with the registration proof of payment.• The academic approval will take place according to the admission requirements for the specific programme you apply for.• Financial approval is based on your payment plan indicated in your application, together with the credit analysis to determine affordability for the programme you apply for.• Only signed & completed, application forms with all accompanying documentation & proof of payment for the application will be considered.

4. Acceptance• Congratulations! You have reached the step where you will be informed of your acceptance.

5. Student Number• Once you have received written approval, you will be issued with a unique student number. This student number must be used as a reference for all future payments and correspondence.

Unsure how you will pay for your studies & what financial support is on offer? Don’t worry! There are many financial support structures available.

Please contact us for our latest tuition and special fee structures or set up an appointment to discuss any issues of concern.

www.prestigeacademy.co.za*Please note that the details are correct at the time of publishing this prospectus. Please view our website for more & up-to-date information.

OPENDAYS

CONTACT US

WINTER WORKSHOP

CLOSING DATE

Saturday 9 May 2020 - 9:00 - 13:00Saturday 25 July 2020 - 9:00 - 13:00Book your place at our Open Day now onwww.prestigeacademy.co.za/opendays

Bellville Campus:Tel: +27 21 949 5036 | [email protected] Business Park, DJ Wood Street, Bellville

www.prestigeacademy.co.za

Centurion Campus:Tel: +27 12 683 9942 | [email protected] Bank Avenue, Centurion

30 June - 3 July 2020Experience life as a student for 4 days Apply online

30 November 2020

diploma in tourism management · 2020-02-26 · diploma in tourism management | faculty of commerce...

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