The purpose of this qualification is to provide the conventions and incentives industry with individuals who can professionally support clients by meeting their specific needs through the design and execution of customised functions, conferences and a range of incentive events and through their skills and knowledge increase the contribution of the conventions and incentives industry to the New Zealand economy.
Graduates will be able to design, deliver, and assist in supporting the delivery of, conventions and incentives products across a range of organisations in the conventions and incentives industry creating a quality customer experience. Their applied skills and knowledge within their specialist sectors will require taking full responsibility for the nature, quantity and quality of outcomes, and they may also have some responsibility for the management and performance of others.
Graduates with the Conference Organisation strand will be able to implement, manage and deliver a wide range of conference organisation services, product advice, and sales.
Graduates with the Convention Bureaux strand will be able to create, manage and deliver special events within a conventions industry project.
Graduates with the Incentives Planning strand will be able to create, manage and deliver a wide range of incentives planning services.
Graduates with the Venue Sales and Operations strand will be able to implement, manage, deliver, and follow-up a wide range of venue sales and operations services.
Indigenous values of manaakitanga and whanaungatanga in relation to travel and tourism may be encompassed in the holistic outcomes of this qualification.

Graduates of this qualification will be able to:

- Identify and utilise business operational systems, and risk and project management processes applicable to the whole conventions and incentives sector, which enable the design of a quality customer experience and contribute to overall business effectiveness

Graduates of the Conference Organisation strand will also be able to:
- Implement, manage and deliver a wide range of conference organisation services, product advice, and sales, applying appropriate communication, financial, risk management, and analytical and problem solving skills, to meet client needs, and to build and maintain effective networks and client relationships, in order to grow a sustainable business
- Manage workplace practices required of the conference organisation sector including: client briefings, financial projection, and compliance with relevant Acts and legislation

Graduates of the Convention Bureaux strand will also be able to:
- Create, manage and deliver special events within a conventions industry project, applying appropriate communication, financial, sales and marketing techniques, to meet client needs, and to build and maintain effective networks and client relationships, in order to grow a sustainable business
- Assess, qualify and evaluate industry familiarisations for the conventions and incentives industry.

Graduates of the Incentives Planning strand will also be able to:
- Create, manage and deliver a wide range of incentives planning services, applying appropriate communication, financial, and marketing techniques, to meet client needs
- Build and maintain effective networks and client relationships, in order to grow a sustainable business

Graduates of the Venue Sales and Operations strand will also be able to:
- Implement, manage, deliver, and follow-up a wide range of venue sales and operations services, product advice, and sales, applying appropriate communication, financial, and analytical and problem solving skills, to meet or exceed client needs and contractual arrangements
- Build and maintain effective networks and client relationships, to grow a sustainable business.

This qualification can build on New Zealand Certificate in Tourism Conventions and Incentives (Level 4) [Ref: 2208] and may lead to Business qualifications at Levels 5 and 6.

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