This course is a conversion course, it is ideal for graduates who would like to change subjects or career direction.
This course focuses on events marketing, defined as the use of events for marketing purposes. In a competitive marketing environment, organizations are now marketing through events, whereby events are used as an integral part of the marketing communications mix. The event is not the end itself, but a means to achieve a product’s or brand’s marketing objectives. Events marketing is, thus, part of the experiential marketing domain, defined as the strategy of achieving marketing objectives through personal experiences which allow customers to engage and interact with brands, products, and services.
You'll learn about the most recent developments in a range of critical areas of events marketing such as sponsorship/branding, new media campaigns (guerrilla and ambush), PR stunts and virtual events. All aspects of marketing communications are discussed to enable you to prepare an integrated events marketing communications plan. You'll start the course by developing a sound understanding of management principles and the events industry; understand the strategic, finance and organizational context in which organizations operate. This will help you come up with events marketing solutions that satisfy the organization’s marketing communication briefs.
A number of specialist knowledge areas are covered, including a comprehensive overview of marketing and the migration towards the integrated management of marketing communications. As an academically-driven course, you'll learn to evaluate a range of theories and models for events marketing.
A Bachelors Honours degree with 2:2 in any subject, or equivalent. If English is not your first language you'll need IELTS 6.5 (Academic) or above.
If you want to study part-time, you’ll study alongside full-time students over two years. You'll be expected to study a minimum of three units per year, along with your dissertation towards the end of your second year. The timetable for when units take place varies each year but the typical delivery for one unit is four hours a week, split between two sessions, so you will be required to be on campus at least two days a week. We can work with you to consider the timetable and make an appropriate individual plan in terms of which order to study which units.
- Business Strategy & Finance: The foundations of strategic analysis and choices that tie into an organization’s business decisions. This includes private, public and third sector. You'll study the corporate finance sources of organizations, reporting and interpreting financial data. This will help you understand the dynamics of the tourism, hospitality and leisure sectors.
- Event Marketing Communication: Marketing communications are central to all marketing activity and are the most visible part of the marketing plan. You'll discuss all areas of marketing communication in the context of events marketing to help you prepare an integrated events marketing communications plan.
- Events Principles & Practice: Learn about the organizations and resources involved with the supply of events and the management functions needed to use them. This unit asks why events are organized and how we measure their impacts and will help you to identify the position of events as a major part of experiential marketing.
- Contemporary Events Marketing: You'll be introduced to experiential marketing and apply its principles to events marketing. This includes idea generation, event design scenarios and contemporary approaches to marketing. You'll also be introduced to a variety of new media, including evolving approaches using social media.
Research Methods: You'll learn how to collect, analyze, interpret and present both qualitative and quantitative data. You will be able to understand the nature of research and its associated ethics which will provide an essential underpinning for your research project.
Dissertation: An opportunity to study a subject in-depth, showing your understanding of it. The dissertation is the conclusion of your learning experience, where you'll carry out a research project. You'll use appropriate research methodology to collect and analyze data and present your findings. Your dissertation will be 15,000 words, and you'll be taught about research methods.
Option units (choose one)
- Conference Tourism: Here, you'll reflect on the conference sector's growth, and examine its present state by identifying the size, value, trends, and growth of major conference destinations throughout the world. You'll also suggest how destinations and venues can develop a better conference product.
Crisis & Disaster Management: You'll develop a systematic understanding of the unique needs and critical resources that exist within key sectors and activities of Tourism, Hospitality, and Events. You'll complete a number of strategic and tactical planning exercises aimed at addressing the need to integrate tourism and events within risk reduction, response and recovery strategies.
Creative Industries in Tourism & Events: This unit will provide an overview of the creative industries highlighting the relationship to tourism and the importance of events (such as think tanks, festivals, etc.) in the creative industries.
- Entrepreneurship: The process of creating a new entrepreneurial venture, and funding sources for new and upcoming entrepreneurs. There's a focus on identifying and evaluating entrepreneurial opportunities. Entrepreneurial development may cover a single entity, a further investment by a portfolio entrepreneur, a management buy-out, a spin-out or a venture in an existing organization.
- Fashion Retailing: You should consider choosing this unit if you want a career with some element of fashion. You'll learn how the fashion industry is important to the retail sector. You'll get the chance to explore how fashion can be used here to appeal to fashion-conscious consumers.
- Food & Drink: Food and drink give us sustenance, meets our nutritional needs and forms the basis for many of life’s experiences. It's also central to the hospitality, tourism, retail and events sectors. As such, understanding our relationship with food socially, economically, politically, environmentally and technologically is valuable for strategic and operational areas of expertise.
- Mobile Communication and Mobile Marketing: Design and evaluate innovative mobile applications for an effective marketing communication campaign. You'll learn to understand, design and evaluate mobile communication and marketing initiatives in experience-based industries.
- Sports Tourism: Learn about the features of sports tourism and the changing demands for it, along with its supply structures and impacts on and responses from sport and tourism providers. You'll explore how sport, tourism, and events interact.
Please note that option units require minimum numbers in order to run and may only be available on a semester by semester basis. They may also change from year to year.
Optional work placement
The placement unit is intended to foster personal and professional development and to help you to make a connection between academic learning and the working world. You should consider how a range of management theories can be used, and if management in the industry could be improved. The transferable skills developed will improve your performance in your future career, both as employee and manager.
Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.
This course will provide you with a comprehensive overview of marketing and as an academically-driven course; you will learn to critically evaluate a range of theories and models for events marketing.
Graduates from this course are now working worldwide in companies such as Diageo in Norway, Piaggio in Vietnam and Scholz & Friends in Switzerland.
As an Events Marketing graduate, you will be prepared to undertake roles such as:
- Marketing executive
- Market researcher
- Media planner
- Event organizer
- Sales promotion account executive.
Industries worked in
If you want to continue your studies after achieving your Master's, you can look into our range of doctoral programmes.
Program taught in: