Registered as a Private Higher Education Institution with the Department of Higher Education and Training in South Africa under the Higher Education Act 1997 Registration Nr. 2001/HE07/005

Diploma in Tourism Management COURSE INFORMATION PACK

2016

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DIPLOMA IN TOURISM MANAGEMENT REGISTRATION AND ACCREDITATION

Prestige Academy (Pty) Ltd is a widely recognised and credible institution. Prestige Academy is registered with the Department of Higher Education and Training as a private higher education institution (PHEI) under the Higher Education Act (Act No 101 of 1997), registration number 2001/HE07/005. We offer exclusive career-orientated and vocational training of a very high quality standard. All qualifications are accredited by the Council on Higher Education and registered by the South African Qualifications Authority (SAQA).

CONTACT DETAILS PRESTIGE ACADEMY CAMPUS BUILDING Bellville Business Park D J Wood Street Bellville 7530

POSTAL ADDRESS P O Box 2220 Bellville 7535

GPS CO-ORDINATES 33. 900 3706 S 18. 609 0937 E

Tel: +27 21 949 5036 Fax: +27 21 948 1859

EMAIL ADDRESS: [email protected] WEB ADDRESS: www.prestigeacademy.co.za FACEBOOK: http://www.facebook.com/pages/Prestige-Academy/216107828402604 TWITTER: https://twitter.com/#!/Prestige_CT

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3 ADMISSION/ENTRY REQUIREMENTS • The minimum admission requirements is a National Senior Certificate (NSC) with a minimum of 30 – 39% in the language of learning and teaching of the institution (in our case it is English) coupled with an achievement rating of 3, 40-49% or better in four recognised subjects. • Subjects, such as Hospitality studies, Tourism and Computer Applications Technology and Design, are recognised as national senior certificate subjects. All recognised subjects have a credit value of 20, except Life Orientation (10) and thus therefore not count. • Refer to the Higher Education Act, 1997 (Act 101 of 1997), Government Gazette 2009 - Appendix: Group A and B – Government Gazette 2009. • (Refer to our Website for Namibian admission requirements)

GENERAL INFORMATION

The Diploma is provisionally registered with the South African Qualifications Authority (SAQA) on the National Qualifications Framework as: Diploma in Tourism Management. Duration: NQF Level: Exit Level Credits: SAQA Qualification ID no.:

3 Years 6 370 83188

OVERVIEW OF THE PROGRAM Over the past decade tourism has been identified as one of the world’s fastest growing industries, generating more than 200 million jobs across the globe. Obtaining an education in Tourism Management, offers students an edge over other job seekers in this vast industry. Not only will an education in tourism management equip students with the necessary tools to be employable in the travel and tourism sector, it will also prepare and challenge their entrepreneurial side. The three year programme consists of theoretical as well as practical elements and subjects to ensure an inclusive Diploma. Although a broad array of subjects will be covered, the main focus of this course will be on the following subjects: • Visitors Attraction Management • Tourism Research & Development • Tourism Entrepreneurship • Tourism Marketing • Sport & Tourism Event Management The Diploma in Tourism is constructed with industry in mind and enables students to specialise in different sectors of the tourism industry. Beside the exciting field trips to various tourist attractions and practical industry related assignments, the course also requires that students complete a work integrated program consisting of 700 hours that students are required to gain in practical work experience by working in the tourism industry. This experience is of fundamental importance, not only will students be able to apply what they have learnt in theory, but this also provides a unique networking opportunity for students. At the end of the assessment students are required to provide a Portfolio of Evidence containing proof of the experience gain during this period. Although integrated work experience has become common practice at many tertiary institutions, very few if any, offers the guidance and personal involvement that Prestige Academy offers. An education in Tourism Management also opens various other options for example Hotel and Guesthouse Managers, Tour Operators, Game Farm Managers and Travel agencies. Other career possibilities include, but are by no means limited to, various other opportunities in management and marketing positions, development agencies, or working in human resource departments.

YEAR 1 SUBJECT 1: INFORMATION ADMINISTRATION SYSTEMS (NQF LEVEL 5) This is a generic subject. It was originally developed for potential employees in the business or public services sector. The trend in business today is to computerise business tasks such as administration, accounting, information systems, communication, marketing etc in all fields of work. Basic computer literacy is a prerequisite for any learning program in the ICT field. SUBJECT 2: TOURISM DEVELOPMENT (CONTEMPORARY ISSUES) The aim of this subject is to develop students’ basic research skills prior to the compulsory research that they must conduct in the subject, Research Methodology 2. The focus is on research skills within the

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4 context of a travel and tourism topic of personal interest which may not be covered elsewhere on the syllabus. Students are introduced to various methodologies and to the difficulties encountered in the research process. Throughout the research and investigation students will develop knowledge and understanding of particular key issues within the tourism industry by way of small-scale research. Amongst others, students should be able to justify their choice of topic prior to exploring the issue in some depth. SUBJECT 3: TOURISM CONTEXT (TRAVEL AND TOURISM ENVIRONMENT) (TOURISM DESTINATIONS) This subject explores the global environment within which the travel and tourism industry operates. 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. 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. SUBJECT 4: TOURISM MANAGEMENT PRACTICE (PUBLIC RELATIONS & PROMOTIONS) The subject explores the role of public relations (PR) in the travel and tourism industry considering its importance as a promotional tool. Students will develop understanding and the skills that enable them to effectively undertake PR activities in a travel and tourism context, e.g. written and oral communication as well as customer service. Students will also explore the different types of media that are used as part of a PR plan and will acquire knowledge of most appropriate media options in different situations. Finally, they will develop the ability to construct a PR plan aimed at the tourism industry. SUBJECT 5: TOURISM MARKETING This subject 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 marketing. 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. SUBJECT 6: VISITOR ATTRACTION MANAGEMENT This subject 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. SUBJECT 7: MANAGEMENT PERSPECTIVES (THE DEVELOPING MANAGER) The travel and tourism industry is led largely by the private sector; and is therefore subject to the same laws as any other commercial businesses. The tourism industry, though, is one of the most volatile of industries. When entering the industry, graduates who have managerial aspirations will benefit from knowledge and understanding of current business management theory, and associated processes. This subject therefore explores key management aspects relating to change in travel and tourism organisations, with the focus on leadership and people behaviour. It forms the foundation of a management career in the travel and tourism industry.

YEAR 2 SUBJECT 1: BUSINESS COMMUNICATION This subject will equip students with the necessary knowledge, skills and attitudes to perform effectively and understand and apply key concepts in effective verbal and non-verbal communication within the business work environment. In particular attention is paid to the nature and dimensions of verbal and nonverbal communication, as well as internal and external communication within organisational structures. SUBJECT 2: TOURISM DEVELOPMENT This subject 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 subject. 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.

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5 SUBJECT 3: TOURISM MANAGEMENT PRACTICE (HOSPITALITY MANAGEMENT) This subject 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. They are provided with the opportunity to select an area of interest for further exploration, bringing together theory and practice in the creative design of a hospitality outlet that reflects current trends and the needs of identified client groups. SUBJECT 4: TOURISM MARKETING This subject builds on the foundational knowledge covered in Tourism Marketing 1. Attention is specifically paid to aspects of marketing practice such as the marketing mix, and the promotional mix within context of travel and tourism. SUBJECT 5: FINANCE AND FUNDING This subject 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 operations 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 context. This subject is not intended to be an in-depth or advanced study of accountancy matters required of graduates specialising as accountants, but rather to develop basic working knowledge applied to tourism management practice. SUBJECT 6: VISITOR ATTRACTION MANAGEMENT This subject builds on knowledge acquired in Visitor Attraction Management 1. In particular, the development process for establishing a new visitor attraction is explored. Added to this, key issues of visitor attraction management will also be investigated, including the techniques to achieve sustainability. SUBJECT 7: MANAGEMENT PERSPECTIVES (LAW & ETHICS) (THE DEVELOPING MANAGER) This subject explores the legal and moral 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. They will explore the place of business ethics in the travel and tourism industry, and investigate a range of current ethical dilemmas as well as applying the principles of business ethics in producing a corporate social responsibility policy for a travel and tourism organisation. The second part 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. SUBJECT 8: RESEARCH METHODOLOGY This subject deals with the principles, concepts and processes pertaining to academic-scientific research. It will equip the student with sufficient knowledge to be able to plan, prepare and conduct research at a basic level. The syllabus includes the features of scientific research, types of research, as well as common aspects in the execution of a research assignment, such as problem identification, motivation of the study, formulating a hypothesis, research objectives, selecting suitable methods, planning and preparing the research action, as well as the gathering of data, and performing analysis and interpretation of results leading to a research report. The student is also equipped with knowledge about research report writing. To this end, attention is paid to formulating the research title, objectives, structuring of chapters, correct referencing and technical rendering such numbering of tables and figures as well as a variety of typographic rendering elements. YEAR 3 SUBJECT 1: TOURISM DEVELOPMENT (ENTREPRENEURSHIP) This subject focuses on the entrepreneurs and their enterprises that have had an impact on the travel and tourism industry in recent decades. Students will examine the skills and characteristics required of a successful entrepreneur and assess their own ability to be enterprising in the industry. They will investigate successful entrepreneurial enterprises to consider their development and the factors that led to their success. They will also have the opportunity to demonstrate their own entrepreneurial skills by developing a concept that they have researched and by producing a start-up plan for its introduction. SUBJECT 2: TOURISM MANAGEMENT PRACTICE (TRAVEL SERVICES) (SPORT EVENT TOURISM) This subject 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

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6 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 provision. SUBJECT 3: APPLIED RESEARCH This subject builds on knowledge acquired in Tourism Development 1 and Research Methodology 2 and provides the opportunity to students to do research with the view of specialising in any particular area of visual communication design, depending on individual interest and abilities. It is required to plan, prepare and execute research according to a well structured plan/protocol. This includes the identification of a research question or problem, formulation of a title for the research, setting relevant aims and objectives, agreeing on a timeframe, and feasible contingency plans under supervision of a study leader. It is also required to implement the plans, gather and analyse the results as well as evaluate the findings and make recommendations for follow-up research, if possible. This should culminate in a mini-thesis/dissertation that reflects sound scientific writing skills. The topic for the research must correlate with the topic chosen for the portfolio of practical work. SUBJECT 4: WORK-INTEGRATED LEARNING Work-integrated learning (also called internship or professional practicum) happens in the 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. Work-integrated learning is structured around a clear purpose, performance (outcome) targets and procedures in collaboration with the employer and lecturer(s) concerned. It provides 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 as well as 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 subjects at practical level.

CAREER OPPORTUNITIES

• Leisure Travel Counsellor • Travel Guide • Travel Agent • Tour Guide • Tourism Office Manager • Travel Coordinator • The graduate may also choose to become self-employed in any of these career options.

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