This course focuses on events marketing, defined as the use of events for marketing purposes – and, as a conversion course, it is ideal for graduates who would like to change subjects or career direction.
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.
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.
A Bachelors Honours degree with 2:2 in any subject, or equivalent.
International entry requirements
If English is not your first language, you will need to provide evidence that you understand English to a satisfactory level. English language requirements for this course are normally:
IELTS (Academic) 6.5 with minimum 5.5 in each component, or equivalent.
Contemporary Issues in Events Management: You’ll learn to develop an understanding of the contemporary issues affecting the events management industry. Students will be equipped with the skills and knowledge to critically evaluate a range of current management issues and how they affect the events industry.
Organisation, Strategy & Finance: You will learn about the foundations of strategic analysis and choices that tie into an organisation’s business decisions. This includes private, public and third sectors. You’ll study the corporate finance sources of organisations, reporting and interpreting financial data. This will help you understand the dynamics of the events and leisure sector.
Bidding for & Managing International Events: You will learn to critically evaluate and apply management theories and techniques to the effective organisation of and bidding for international events. In this way the unit facilitates preparation for and support careers operating in international events and markets.
Event Marketing & Digital Communication: Marketing and digital communications are central to all marketing activity and represents the most visible aspect of the marketing plan. You will explore the strategic application of traditional marketing activity through the context of event marketing. The combination of acquiring knowledge of traditional marketing methods and developing a deeper understanding of digital marketing will enable you to develop a fully integrated marketing plan.
Contemporary Events Marketing: You will be introduced to all forms of contemporary marketing focusing on the consumer experience and will include; experiential marketing, guerrilla and ambush marketing, sponsorship, co-creation and altered reality marketing, which all allow the brand to come alive for consumers through an experiential events context. The connection between brand and consumer should be formed by personally relevant experiences which are creative, memorable and interactive which evoke an emotional connection between the two.
Study skills will be taught as a non-assessed unit: You will learn how to collect, analyse, 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 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 analyse data and present your findings. Your dissertation will be 15,000 words, and you´ll be taught about research methods.
Community, Events, Sports and the Third Sector: You will learn how organisations and communities address social policy agendas, including social justice, human rights, wellbeing and equity, while exploring how social policy campaigners can utilize events and sport in advocacy, activism, political lobbying and to further public understanding. The unit will prepare you to analyse contemporary societal challenges from the local to the global and from Corporate Social Responsibility to bringing awareness to ‘taboo’ societal issues by allowing critical inquiry and independent research. It is aimed at equipping you with the knowledge to understand the process of managing events from a perspective of a growing third sector.
Carnival & Festivals: This unit seeks to provide you with an understanding of the rites and rituals of traditional Carnivals as well as facilitate reflection on contemporary festival practices.
Conference Tourism: 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.
Fashion Retailing: You will explore how fashion can be used to appeal to fashion-conscious consumers.
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.
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 organisation.
Global Food & Drink: The unit will provide an in-depth analysis of the role of food and drink in the international hospitality, tourism, retail and events business environment. An understanding of the nature of our relationship with food socially, economically, politically, environmentally and in terms of technology is a valuable addition to other strategic and operational areas of expertise.
Sport Tourism: You will learn about the features of sport tourism and the changing demands for it, along with its supply structures and impacts on and responses from sport and tourism providers.
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, Piagio in Vietnam and Scholz & Friends in Switzerland.
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