School of Business, Entrepreneurship & Finance

Open Day & Interactive Experience Expo, 31 August '19

We will be opening our doors to potential students eager to find out about the AIE programmes starting in September 2019 and January 2020. Our Interactive Experience Expo is a great opportunity to get creative with practical workshops hosted by each school and see the new Virtual Reality Lab in action.

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Home > Event Management, Travel, Tourism And Digital Marketing Certification

Event Management, Travel, Tourism and Digital Marketing Certification


Join the fast-paced event management, travel and hospitality industry. To succeed, it takes someone with an ability to be a problem solver, be people-oriented and be an effective communicator. 


This program was designed by taking the most in demand skills for that industry and mapping them directly with the program outcomes, making this a highly practical and employable program. 


This course will offer students three main skill-sets, Event Management, Travel & Tourism and Digital Marketing.  


Event Management: Event management is the application of project management (PMI) to the creation and development of large-scale events such as festivals, conferences, ceremonies, parties, concerts, sports events or conventions. In this section, students will learn how to plan, create and manage an event. They will be exposed to the management function, communication, strong project management skills, accounting skills and how to bring all the different aspects of an event together. Students will be exposed to the similarities and differences between catering events, exhibitions, fairs, trade shows, sports events, music festivals and product launches. 


Digital Marketing: Students will learn how to conduct marketing research and develop digital communication strategies with focused business tactics and objectives. Students will learn the benefits of digital marketing, develop content strategies for a variety of digital marketing channels, understand social media channels, digital PR (public relations) and Email marketing. Finally, students investigate and understand web design, user centered design and the relationship with digital marketing as well as the importance of SEO (search engine optimization). 


Travel & Tourism: This is an introduction to the basic principles of tourism and critical skills needed to effectively create a travel itinerary. While travellers themselves will have an idea what they want, it is still down to the organiser to identify the best flights, hotel rooms and ground transport arrangements. This starts with the basic travel arranger’s check list and converting these into a sound travel solution that matches the traveller’s needs. Students learn about useful online tools to be able to create and manage a travel schedule. Travel and entertainment are amongst the most expensive purchases for a company and it is essential that this budget is spent wisely.  


In addition, students will learn about the tourism industry, tourism geography and eco-tourism– both in South Africa and internationally. 


Features and Benefits


  • This programme takes the most in demand skills within the event management, travel and tourism industry and combines them into one, skills heavy course, with local and international content and recognition. 
  • It takes a unique approach to combining two very complimentary and overlapping industries and combines them into one program to increase job market attractiveness.  
  • With the added benefit of the Digital Marketing component and a strong entrepreneurship focus, students exiting this programme will be in a good position to start their own ventures in multiple industries.  
  • Get exposure to guest lecturers from relevant external companies and organizations both on campus and online.  
  • Through our myWay learning methodology, a unique and modern approach to blended learning we deliver our programmes via fflexible study method options including class based sessions and blended learning for online student.   
  • For online students, we ensure that you are supported by technology and people throughout your academic journey. We focus on a blended learning approach, combining online Virtual Classrooms, at home exercises, activities and project-based assignments bundled with fully developed video lectures, all managed by our student learning platform.

Admission Requirements:

  • NQF 3 or Grade 11 with English as your home/first language

Salaries & Skills


* All statistics are derived from

  • Pricing & Payment Options

  • Duration

    Full Time  


    • 10 months (5 Sessions/Week, 3:00 hours each, class times are between 08:30 – 12:00 or 12:30 – 16:00)  
    • All hours are achieved via your study duration at the institute and project-based assignments.  

    *Sessions will be grouped together to lower cost of traveling, however, in some cases classes may not follow this convention and schedules are subject to change.  



    Online & Part Time 

    • Online = 10 Months (Online live Q&A classes, once/week, 17:00 - 18:00) 
    • Part Time = 10 months (2 x evening classes, 18:00 to 21:00, Mon & Wed OR Tues & Thur)   
    • Hours are obtained through a combination of live virtual Q&A sessions, pre-recorded video lectures and project-based tasks.
  • Career Options

    As part of our commitment to helping you find a job after graduation, we go a step above by preparing you with networking techniques, a professional resume, and interviewing techniques so you have what you need to succeed. 
    Career opportunities for graduates of this program have been identified as entry-level positions in:   
    • Event administration 
    • Event management 
    • Travel Agent 
    • Hotels and resort management  
    • Corporate travel departments 
    • Event planning businesses 
    • Cruise line positions 
    • Car rental agencies
  • Study Kit

    Your study kit is included in your fees and will contain:

    • Free WIFI (10GB/Month, On Campus only). 
    • Electronic study guides and textbook for online students. 
    • A prescribed textbook list and a recommended reading list will be issued to face to face students. 
    • Orientation kit including: Student Card, Welcome Letter, and Getting Started Guide. 
    • Access to our myAcademy student portal and student support team via phone, email and tickets.  

What you get

This programme is designed to provide the student with multiple certificates and qualifications, both locally and internationally recognised by industry for maximum employability.  


On completion the student will earn:  


  • Part 1: Event Management Certificate 
  • Part 2: Digital Marketing Certificate 
  • Part 3: Travel and Tourism Certificate
  • Certificate from Learnfast via the Project Management Institute

Our Learning Methods

At AIE, The Academic Institute of Excellence we understand that that each person prefers different learning styles and techniques. This is influenced by many factors including, circumstances, location, field of study and learning preference. It is for this reason that we have developed our myWay learning methodology, a unique and modern approach to blended learning that encompasses multiple delivery methods, involving our three main channels.

Full Time

Reach your full potential through our myWay Instructor-led or Mentorship based classes combined with interactive lessons, practical assignments and in-field experience, combined with our blended platform to make up a full day or selective days within a week.

Part Time

Designed for the working professional, our part time programmes provides you with the flexibility and benefit of our myWay Blended Learning with at home exercises/assignments and mentored or in-class lectures at a manageable schedule and pace.


We have re-defined online learning. Our myWay Online Learning ensures that the student is supported by technology and people throughout his academic journey. We focus on a blended learning approach, combining online Virtual Classrooms, at home exercises, activities and project-based assignments bundled with fully developed video lectures, all managed by our student learning platform.

Career Video

Watch this video to understand a day in the life of an Event Planner.

Part 1: Event Management certificate: 


Module 1: Business Communication (15 days) 

To ensure students have the ability to demonstrate knowledge, understand key terms and apply principles of the elements and basics of Business Communication in South Africa and the UK. In particular, these principles are: 


  • Verbal, non-verbal and written skills. 
  • Types of media including emails, blogs, print and letters.  
  • The importance of English spelling, precision, accuracy and grammar.  
  • Interviewing skills. 
  • Listening skills. 
  • Written skills. 
  • Identifying and appreciating local versus non local communication nuances, particularly within South African cultures and international cultures. Recognising and understanding the importance of appreciating these differences and how to use communication skills to help bridge any divides. 
  • Understanding and identifying business language and non-business language. 
  • Understanding how to cross the bridge into the speaker’s “world”. 


Module 2: Computer Essentials (Word, Excel, Powerpoint) 

To ensure students have the ability to demonstrate knowledge, understand key terms and apply the principles of Microsoft Word, Excel, PowerPoint and Outlook, as well as Google Gmail usage and basic Google account administration.  


Module 3: Project Management (PMI) 

This module introduces the student to project management, ranging from small to larger projects in any business, or event taking place. This module ensure that a student will be able to understand and learn the different types of events taking place and how to manage these events differently.


Module 4: Role of Event Managers 

This module introduces the student to the role that event managers take in the planning, execution and post execution phase of events. It looks at the responsibilities that managers have, their powers to manage as well as their reporting duties to superiors and stakeholders. Students learn how managers need to take ownership and leadership and when to delegate, monitor and evaluate members within the team. Finally, students learn the holistic process of an event, how team members collaborate, how budgets and cash flow are managed, how quality and time is managed and how constant evaluation and feedback is critical in the final outcome.  


Module 5: Catering 


This module introduces students to the preparation of meals for friends and larger events. Upon completion of this module, students will be able to: 


  • Know the services and companies commonly involved with and offered at catered events 
  • Recognize many types of alcoholic beverages, the history of beer and wine, and the characteristics of the most popular categories of wine 
  • Identify the elements of buffet design and setup 
  • Understand the basics of food and nutrition and of monitoring food safety and sanitation practices 
  • Understand the basic principles of modifying and converting recipes 
  • Comprehend what is needed to choose the correct equipment and tools 
  • Know how to plan menus and ensure quality of meals 
  • Understand preparation, cooking, garnishing, and presentation of food 


Module 6: Exhibitions, Fairs and Trade Shows 

In this module, students learn the features and benefits of exhibitions, fairs and trade shows and are able to list the differences between all three events. Students will study at least one case study for each of the three events and be able to list the advantages and challenges for each event.  


Module 7: Sports Events, Music Festivals and Product Launches 

In this module, students learn the features and benefits of sports events, music festivals and product launches and are able to list the differences between all three events. Students will study at least one case study for each of the three events and be able to list the advantages and challenges for each event.  


Module 8: Sponsorships 

Students learn to define and recognise what sponsorships are, and to list at least five sponsorships in the industry today. They learn to plan sponsorship as well as implement, monitor and evaluate sponsorships. At the end of the module student will be able to demonstrate the skills and knowledge required to propose and implement sponsorships for specific brands/products. 


Module 9: Introduction to Accounting 

Students will have the ability to demonstrate basic knowledge and understanding of key accounting terms and principles. In particular, these principles are: 


  • Concepts and terms (eg. Receipts, debtors, creditors, statements, invoices, liabilities, assets, cash, cash flow). 
  • Learn about books of prime entry, i.e. Cash Book, Ledger, Journals. 
  • Learn about double entry system of accounting; Source documents: cheques, vouchers, invoices, statements, etc. Finally, students are introduced to bank reconciliation and petty cash control and reconciliation. 

Module 10: Office Administration, Systems & Etiquette  

Students learn to understand how an office works – what are the structures and processes within the office as well as its culture and rules. Students are introduced to differing roles and “who does what”. Students learn about and how to: 


  • Handle incoming calls and walk-ins. 
  • Learn diplomacy vs firm intent. 
  • Office politics. 
  • Office etiquette. 

Part 2: Travel & Tourism certificate: 


Module 1: Introduction to Tourism (3 days) 

Students are introduced to the principles of tourism, both locally, nationally and internationally. Topics covered include destinations and experiences, marketing, management and structure of tourism and the associated concepts of demand, supply, products, services, target markets, distribution, positive and negative impacts, sustainable practices and the delivery of tourism, leisure and events within the regional, national and international contexts.  


Module 2: Tourism Geography (1 day) 

This module looks into the definitions of Tourism Geography and the factors that make up Tourism Geography. Students study the features of tourism geography in South Africa and the Top 50-100 destinations around the world and what positive and negative effects are associated in general with these destinations. 


Module 3: The Tourism Industry  

Students learn about economics and tourism and how money and investment flows according to different tourist regions. In addition, students learn about the different commercial aspects of tourism – its formal and informal employment opportunities, and the peripheral industries associated with tourism.  


Module 4: Eco-tourism 

This module looks into the new area of eco-tourism and learn to define the features and benefits of eco-tourism. Students study South African and international examples of eco-tourism, its importance to stakeholders and how industry is exploiting opportunities. 


Module 5:  Modern tools (Airbnb,, Expedia, Trip Advisor) (3 days) 

Students learn about technology in tourism and travel, specifically learning about tools of the trade. Students are expected to use these tools with ease and compile a travel itinerary. 


Module 6: Travel (local) 

This module exposes students to the varying modes of travel within South Africa, its characteristics, strengths, weaknesses and who the main operators are. Students learn about the economics of travel, including insurance, technology and the management thereof.  


Module 7: Travel (international) 

This module exposes students to the varying modes of travel internationally, its characteristics, strengths, weaknesses and who the main operators are. Students learn about the economics of travel, including insurance, technology and the management thereof.  


Module 8: Tourism and Travel Management (offered through University of Queensland, Australia)* 

The course comprises seven modules, with each module co-delivered by two or more expert academics. Developed in partnership with Tourism and Events Queensland, the statutory marketing authority for tourism in Queensland, several modules have been shot on-location across Queensland’s premier tourism destinations. The course features case studies of leading tourism and hospitality companies and interviews with prominent industry professionals. In addition, you'll hear from public sector officials representing government, peak industry bodies, destination management and marketing organisations, hotels and resorts, attractions, tour operators, transport and local communities.) 


Module 9: Booking Travel Itineraries (flights, ships, visa, car hire, Uber, accommodation) 

Students learn to plan and book effective travel itineraries using both technological tools and learned content. Students are expected to present their findings. 


Internship (optional) (1 week to 10 days) 

To ensure students have the ability to work, with or without pay in a business environment or non-profit organisation to apply the skills learned throughout the course. Students should use the Internship template to show skills applied. 

Part 3: Digital Marketing certificate: 


To ensure students have the ability to demonstrate knowledge, understand key terms, apply principles & theories of Digital Marketing in theoretical and practical contexts. Students should be able to show competencies in analysing the purpose of Digital Marketing, conducting marketing research and developing digital communication strategies with focused business tactics and objectives. The module will deliver a skill set in the following areas: 


  • Understanding the benefits of Digital Marketing, Developing content strategies for a variety of digital marketing channels, understanding social media channels, digital PR, Email marketing, investigating & understanding web design & user cantered design and the relationship with digital marketing and the importance of SEO.  
  • Students are expected to deliver evidence of knowledge in analysing online marketing data to create optimized communication content for effective online marketing & business objectives. 


By the end of this module, students will be able to: 

  • Discover & investigate the definition and key terms of Digital Marketing, the benefits and purpose for businesses, understanding the main assets and tactics. Understanding Smart Objectives with KPIs to develop an understanding of a Digital Strategy.  
  • Understand the fundamental principles of eCommerce and the benefits for small businesses 
  • Investigate & evaluate the key concepts of creating an eCommerce platform, researching key design principles of ecommerce platforms, their benefits and purposes for effective online Marketing 
  • Understand the relationship between Digital Marketing and eCommerce and explore effective solutions to create digital traffic to online eCommerce Platforms 
  • Investigating the key concepts of a Digital Marketing Strategy, analysing the building blocks and Crafting a strategy 
  • Understand the purpose and importance of marketing research for online communication strategies, discover online research methods and practices. 
  • Define content marketing and content marketing strategy and its strategic building blocks, discover the advantages & challenges of a content strategy, developing a content plan and channel distribution plan. 
  • Understand the importance of web design & development in Digital Marketing, through UI Patterns, effective HTML design and development to ensure a better UX and UI design that ultimate relates to effective Digital Marketing 
  • Write for digital marketing and SEO purposes as well as writing for Search Advertising will cover key concepts and practical examples 
  • Understand the importance and the practical applications of SEO for more effective Digital marketing 
  • Define terms, purposes, benefits and practices for Search and Display advertising to ensure a knowledge of planning for a search & display strategy and campaign. 
  • Evaluate and analyse the benefits and practices of all digital marketing channels such as Social Media Channels, Affiliate Marketing, Email Marketing, Digital PR, and Video and Mobile marketing in the creation of a purposeful and effective Digital Marketing Strategy. 
  • Plan & develop a Social Media Strategy,  
  • Plan & develop an Email marketing campaign, practices to growing a database, applying general design principles in creating an effective email design, evaluation & measurement of data and success. 
  • Understand the role and value of Mobile and Video marketing in online communication strategies and for effective Digital Marketing. 
  • Investigate best practices for mobile commerce, video marketing and assessing and analysing mobile and video analytics for better optimization 
  • Discover and explore Data Analytics, the importance and the purpose of working with data to set better digital marketing objectives, goals and KPIs 
  • Understand the processes of tracking and collecting data, type of data and analysing collected data to create optimized content and conversions. 
    No dates have been specified for this course.
    Please contact The CAD Corporation for more information and dates on this course.
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