ObjectivesThe philosophy of this curriculum is based upon the assertion that events marketing is events management. At senior level in the events industry, it is the event marketers who not only deliver marketing strategies, but also devise the event concepts. It is the events managers who deliver these concepts. Event management and production organisations need qualified marketing managers, whilst nationally, there has been a dramatic increase in the use of events as part of an organisation's marketing communications mix. The course seeks to develop various skills and attributes, including your employability, enterprise and internationalisation. The philosophy behind the curriculum hinges on the concept of 'imagineering' - a new marketing and product development practice that relies on dreams, emotion and fantasy, from 'the Disneyfication of business' to the 'Experience Economy'. The course is designed to provide you with a mix of marketing and management theory, whilst real-life case studies and industry guest lecturers demonstrate how theory relates to practice. The concept of imagineering is applied to industry cases through project-based assignments to demonstrate how the marketing function can be extended to achieve the 'Experience Economy'. Another unique element of the course is the study of the relationship between marketing and management accounting. The course is multidisciplinary and is taught by staff who have event industry backgrounds and extensive research skills. Industry links feature strongly throughout the course.
Entry requirementsThe MA is a unique course aimed at those working in, or preparing to work in event marketing, marketing events or event management.
Academic titleMA Events Marketing Management
Course descriptionCourse structure
The course consists of five core modules, one optional module and a dissertation of 15,000 words.
The core modules include:
-Event and Live Media Industries
-Events Marketing
-Managing the Service Sector
-Financing Events
-Research Methods for Leisure and Tourism
Assessment
A range of assessment methods are incorporated into the course, including case study reports, projects, presentations and examinations.
Career opportunities
The course will be of benefit to those working or aiming to work in events marketing, marketing events, event management, or related roles within corporate marketing departments. This includes commercial exhibition and event organisers, non-profit sector event organisers, public sector leisure and tourism services, event and exhibition venues, and live and special event production agencies. The course also prepares you for independent working, consultancy roles and for further study.
Attendance & duration
Full-time: one year, two days a week
Part-time (day): two years, one day a week