HIGHER EDUCATION PROGRAMMES

Academic Year 2024: January – June

Formative Assessment 1: Event Management 1 (HEVM100-1)
NQF Level, Credits: 5,16
Weighting: 40%
Assessment Type: Short Essay Questions
Educator: Chante Williams
Examiner: Ofentse Jumbella
Due Date: 28 March 2024
Total: 100 Marks
Instructions:

• This paper consists of four (4) questions.

• It is based on units 1 - 4 of your textbook.
• All questions are compulsory.
• Your assessment must be typed using:
o Font: Arial
o Font size: 12
o Line spacing: 1.5
• A Copyleaks Report will be issued via ColCampus once the assignment is
submitted. Please ensure that you follow the correct steps when uploading your
assignment, to ensure that the Copyleaks Report is correctly issued. You
should be working towards a similarity rating of 30% or less. Where a
Copyleaks Cheat Detection Report is issued, your submission will automatically
be treated as if you received a similarity rating in excess of 30%. Currently, no
marks will be deducted for a similarity rating that exceeds 30%.

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The following Learning Outcomes are assessed in this paper:

• Unit 1:
o List and describe categories of events, and discuss prominent South
African examples.

• Unit 2:
o Define management in an event context with reference to planning,
organising, leading, coordinating, motivating, and controlling.
o Describe the essential skills required of event management professionals,
with reference to task- and people-oriented skills
• Unit 3:
o Outline the five Ws and H formulas applicable to event research, with
specific reference to client meetings, the pre-event SWOT and venue
selection.
o Describe the phases of event management.

• Unit 4:
o Describe the concept of theming an event, with detailed reference to the
purpose and elements of event theming and theme inspirations.

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QUESTION 1: [11 Marks]

Read the following fictitious scenarios and the questions that follow.

Scenario 1 Scenario 2
Mary was bubbling with excitement as Dean Thompson, a respected academic,
her grandmother arrived at the surprise enthusiastically hosted enlightening
party. With meticulous planning, she research workshops exclusively for
organised a surprise party to remember. curious PhD students. Inside the
Mary ensured an intimate gathering by dynamic seminar room, Dean's engaging
inviting only her grandma's closest presence was palpable as he shared
friends and cherished family. The captivating anecdotes and valuable
backyard was adorned with elegant insights, igniting sparks of intellectual
decorations, and a slideshow of precious curiosity among his attentive audience.
memories played on a screen. As Beyond unveiling the concealed
Grandma arrived, tears of joy glistened in intricacies of research, Dean's
her eyes. Laughter and heartfelt workshops created a nurturing
conversations filled the air as her two environment where students felt their
dearest friends shared anecdotes from academic journey gaining fresh
decades past. The family presented a significance. His mentoring transformed
heartfelt tribute, leaving Grandma deeply the seminar room into a collaborative
touched. The evening glowed with learning and intellectual growth hub,
warmth, love, and the knowledge that motivating students to embrace their
true companionship transcends the 80th research paths with newfound
birthday approached. determination and purpose.
Scenario 3 Scenario 4
The Travel Indaba, a renowned global In a historic turn of events, the South
travel and tourism expo, was returning African Football Association (SAFA) has
triumphantly after a prolonged hiatus. emerged as a frontrunner in the intense
The once-empty halls were now alive bidding race to host the 2027 FIFA
with a symphony of bustling crowds, Women's World Cup. As the footballing
excited whispers, and the captivating world awaits the announcement of the
aromas of diverse cuisines worldwide. At hosts for the 2027 FIFA Women's World
the heart of the event, a colossal stage Cup, Banyana Banyana is set to

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 awaited the opening ceremony. A figure showcase their talent and sportsmanship
stepped onto the stage as the lights as they prepare to host Botswana on the
dimmed and a hush spread through the 30th of March 2024 at 15h00 CAT. This
audience. It was Isabella Reynolds, a fixture adds an extra layer of excitement
travel influencer known for her tales of and anticipation for the future of women's
exploration and discovery. With a sense football on a global stage. South Africa is
of wonder, she spoke of the indomitable a prime example of a nation deeply
human spirit, how it had persisted invested in sports, a commitment vividly
through the darkest times, and how illustrated through its successful hosting
Travel Indaba was a beacon of hope, of the 2010 FIFA Men's World Cup.
guiding people back to their cherished
journeys.

1.1. Identify the type of event category associated with Scenario 1, Scenario 2,
Scenario 3, and Scenario 4. (4 x 2= 8 marks)

1.2. Using your own words, define the term management and briefly explain its
importance in organisational operations. (1 + 2 = 3 marks)

QUESTION 2: [38 Marks]

Read the following fictitious scenario to answer question 2 and question 3.
For the past 15 years, George had been a familiar face at the prestigious Fraternity
Lodge, a renowned establishment known for its unparalleled luxury and exceptional
event hosting. Located in the heart of the city, the Fraternity Lounge is a place where
people from all walks of life come together to celebrate milestones, host corporate
gatherings, and throw extravagant parties. The Fraternity Lounge has a reputation
for excellence and is known far and wide for its impeccable service, exquisite
cuisine, and attention to every intricate detail. This reputation made it a go-to choice
for those seeking to host events at a luxury level. The lounge's opulent decor,
sophisticated ambiance, and breathtaking views further added to its allure. George
received news that would change his life. The lounge's owner, impressed by his
years of hard work and dedication, offered him a promotion to the role of Event
Manager. George's heart swelled with pride and excitement as he accepted the new

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 position. It was a testament to his years of service and his relationships with
colleagues and clients. As he settled into his new role, the reality of the
responsibilities ahead began to sink in. George's attention shifted to the upcoming
challenge: the much-anticipated Gatsby Festival. As George delved into the details,
he couldn't help but feel the weight of responsibility. The Gatsby Festival is not just
an event but an experience that needs to be flawlessly executed. The legacy of
excellence that the Fraternity Lounge had built over the years was at stake, and
George was determined to uphold it.

*Fictitious Scenario

2.1. Suppose you are an events manager. Weeks before the anticipated Gatzby
festival, George approaches you to assist him with the pre-event checks of the
external environment that might impact the Gatsby Festival. Make use of the
PEST analysis to discuss these external environmental factors that might have
an impact on the success of the Gatzby Festival.
(3 x 4 =12 marks)

2.2. There is a distinction between a manager and a leader, as well as attributes

that distinguish a strong leader from others. As an Event Management student
from Boston, practically outline each of the managerial skills that George must
employ to ensure the success of the Gatsby festival. Use the following
guidelines to answer the questions.
(4 x 2 = 8 marks)

Focus on goals (2)

Maintains the status (2)
Controls risks (2)
Direct employees (2)

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2.3. Good management entails completing six (6) key areas (planning, organising,
leading, co-ordinating, motivating & controlling). Explain how George can
ensure the effective management of the Gatsby Festival's success in each of
these six key areas. (6 x 3 = 18 marks)

QUESTION 3: [31 Marks]

3.1. Identify and discuss using real-world examples the seven (7) steps in the
planning process that George must follow to prepare a successful Gatsby
Event. (7 x 3 = 21 marks)

3.2. Planning a big event such as the Gatsby Festival requires George to define his
goals clearly. Outline the consequences for George if his goals are not
Measurable and Time-based. (2 x 2 = 4 marks)

3.3. Match each of the three forms of evaluation in column A with the correct
description in Column B (3 x 2 = 6 marks)

Column A Column B
3.3.1. Telephone or mail survey A) This kind of evaluation is
completed by guests to evaluate
their satisfaction levels. The
guests can complete the survey
when they are leaving the event.
3.3.2. A written survey B) This kind of evaluation is when a
person is trained to observe an
element of an event and then
provides written and verbal
feedback based on the
observations made.
3.3.3. Observation C) This kind of evaluation is
performed a few days after the
event has taken place (usually

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 about three days or so) to
determine the guests’ attitudes
towards the event.

**Use the following guideline to answer the question

e.g., 3.3.4. D

QUESTION 4: [20 Marks]

As an Events Management student, you are approached by the CEO of Utopia

Solution to plan the company’s end-year function. The theme for the end-year
function is “Glitz and Glam”.
Demonstrate your learnings about event theming, presenting in discussion format
how you will use each theming element for the Utopia Solutions’ Glits and Glam
year-end function. Further, support each theme with a suitable image.
(20 marks)

Deco (2)
Tables (2)
Flowers (2)
The styling of food and beverages (2)
Event Branding (2)
Entertainment (2)
Ambience (2)
Costumes (2)
Dress Code (2)
Gift and momentos (2)

[TOTAL: 100 MARKS]

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