This course focuses on events marketing, defined as the use of events for marketing purposes. In a competitive marketing environment, organisations 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.
An Honours degree is normally required - 2:2 or above, or equivalent. Applicants are encouraged to provide details of relevant work experience
Year 1 / Level M
You will identify issues and appropriate measures relating to effective managerial performance in a complex operating environment. The unit seeks to develop competence in the areas of organisational management and behaviour appropriate to the development of a career in management within the leisure sector. The unit focuses on the ‘effective manager’ by investigating key roles and functions and how these may be affected by operational environment, organisational structure and culture, particularly within international and multinational organisations.
Business Strategy & Finance
You will develop an understanding of the foundations of strategic analysis, choice and the implementation strategies that usually tie into an organisation’s business decisions (Private, Public and Third Sector). This includes a study of Corporate Finance in terms of an organisation’s sources of finance, reporting and the interpretation of financial data that is fundamental to the broader understanding of the dynamics of the tourism, hospitality and leisure sectors.
Event Marketing Communication
Marketing communications is central to all marketing activity and represents the most visible aspect of the marketing plan – its implementation. This unit includes discussion on all aspects of the marketing communication mix and sets the subject within the context of events marketing; enabling you to prepare an integrated events marketing communications plan.
Events Principles and Practice
You will develop a critical awareness of the organisations and resources involved with the supply of events and the management functions required to implement them. It asks why events are organised and how we measure their impacts. It helps to identify the position of events as a major part of the experiential marketing concept.
Contemporary Events Marketing
In this unit you will be introduced to the concept of experiential marketing and apply its concepts and principles to events marketing. This includes the concept of idea generation and event design scenarios coupled with contemporary approaches to marketing. You will be introduced to a variety of new media including evolving approaches using social media. The unit will focus on developing a synthesis and analysis of experiential marketing principles and how its sits alongside traditional marketing.
The dissertation, which is underpinned by a research methods unit, provides you with the opportunity to study a subject in-depth. The resulting piece of work is a 15,000 word dissertation, showing your extensive understanding of the topic. The dissertation is the culmination of your learning experience on the programme, requiring the development of the intellectual capacity to plan and carry out an academically-sound research project, involving the use of an appropriate research methodology to collect and analyse data, a critical treatment of the relevant literature and well-presented findings.
Choose one unit from the following options:
This unit encompasses the key components of conference tourism. It will reflect on the growth of the conference sector, and will examine the conference sector in its present state, identifying the size, value, trends and growth of major conference destinations throughout the world, and will suggest ways for destinations and venues to develop a better conference product.
The aim of the unit is to understand the process of creating a new entrepreneurial venture along with sources of funding available to nascent and novice entrepreneurs when starting their new entrepreneurial ventures. Strong emphasis is placed upon the identification and evaluation of entrepreneurial opportunities. Entrepreneurial development may cover a single entity, a further investment by a portfolio entrepreneur, a management buy-out, a spin out or an entrepreneurial venture within an existing organisation.
By electing to study this option you have indicated a strong interest in embarking on a career that encompasses some element of fashion. This unit aims to develop and equip you with a broad awareness and appreciation of how the fashion industry is important to the retail sector. You have the opportunity to explore how fashion can be applied, through retail and marketing, to this sector in order to appeal to the fashion-conscious consumer.
Food & Drink
Food and drink is the basis of life: it provides sustenance, fulfils nutritional requirements, is enjoyable, forms the basis for many of life’s experiences and is central to the hospitality, tourism, retail and events industries. As such, an understanding of the nature of our relationship with food socially, economically, politically, environmentally and in terms of technology is a valuable adjunct to other strategic and operational areas of expertise.
Mobile Communication & Mobile Marketing
Design and critically evaluate innovative mobile applications that enhance the effectiveness of a marketing communication campaign. This unit aims at providing you with the necessary theory and tools for understanding, designing and evaluating mobile communication and mobile marketing initiatives in the experience-based industries. Mobile platforms, delivering effective highly localized and contextual content, are no longer an option but a requirement for successful marketing campaigns. The unit will help you to critically handle mobile marketing and mobile communication projects.
In this unit you will develop an understanding of the nature, diversity and features of sport tourism, while developing an understanding of the changing demands for sport tourism, the supply structures and an examination of its impacts and responses of both sport and tourism providers. It will critically explore the unique interaction of sport, tourism and events.
As this is a new course we do not yet have any graduates, however previous MSc Events Management students who are performing Events Marketing roles are working for:
Diageo (drinks business), Norway
Scholz & Friends, for Credit Suisse (communications agency, part of the WPP network), Switzerland.
Piagio (motorcycle manufacturer), Vietnam
St Christopher’s Hospice (Palliative care centre), United Kingdom
Royal Society of Medicine (educational organisation for those involved in medicine and health care), United Kingdom
Pernod Ricard SA (Drinks business), France
Beiao Convention & Exhibition, China
Precor (Fitness Equipment), United Kingdom
UNIBET (Betting), United Kingdom
Porto Montenegro (Marina and real estate development), Montenegro
Honeywell Analytics (Gas detection), United Kingdom
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