BA (Hons) Events Management

During your studies on BA (Hons) Events Management degree, you will have the opportunity to achieve CIM professional qualifications. You can achieve the Level 4 Certificate in Professional Marketing or Professional in Digital Marketing  in the second or final year of your degree* and the CIM Diploma in Professional Marketing or Professional Digital Marketing or Sustainable Marketing in the final year of your degree if you complete 4 years of studies which involves a placement in the third year**. You can also obtain both qualifications after graduating.

Exemption

*You will be exempt from the Applied Marketing and the Marketing Campaigns modules and need to complete one elective module. Please note additional costs and work involved. 
** You will need to achieve a 2:2 or above degree classification and successfully pass the specified (non-exempt) modules at the chosen level of study to be awarded the CIM Diploma in Professional Marketing. You will be exempt from the Marketing and Digital Strategy module and need to complete one mandatory module and one elective module, currently from a choice of two electives. Please note additional costs and work involved.

If pursuing CIM qualification after graduating: you will need to start non-exempt modules within three years of graduation and complete within five years for exemptions to be valid. 

Benefits for you:

• Opportunity to graduate with two highly recognised qualifications, the CIM Foundation Certificate in Marketing and the IPA Foundation Certificate, alongside your academic degree
• Improved placement and employability prospects, due to achievement of academic and professional qualifications whilst in higher education
• Membership of CIM and associated benefits.

Benefits for employers:

• Graduates and placement students with proven practitioner and academic skills.

BU will provide all assessment guidance at no additional cost. 

We will ask you to pay the CIM Affiliate Studying Membership fee of £65 directly to the CIM on registering for the CIM programme. This covers the cost of CIM annual membership.
If studying on a Level 4 CIM Certificate, you will need to pay the CIM assessment fee for the one unit at a cost of £150. Again, you will need to pay this fee directly to the CIM. If studying on a CIM Diploma, you will need to pay the CIM assessment fee for two units (at a cost of £190 per unit, £380 in total).

In the event of a failed assessments: if you wish to submit for a later assessment session, you will need to pay the relevant CIM assessment fee and renew your annual CIM studying membership (cost £65).

Core Units:

• Fundamentals of Business & Management: This unit aims to develop your understanding of the business context across industry and sectors globally. You will cover the key issues and challenges facing businesses going forward and the essential role of people in dynamic, resilient and complex organisations. You will explore key functional business areas including marketing, finance, accounting, economics, people management, and organisational behaviour.  
• Academic & Professional Practice: You will build your confidence in both academic and professional skills. This unit will cover the academic skills which will be required at degree level study and you’ll practice them throughout the unit with support from key university services including the library and study skills team. There will also be opportunity for you to reflect on and develop your own professional skills through interactions with employers, careers services and online resources. 
• Fusion Business Project: You will undertake a business project based on a real issue or problem. The Fundamentals of Business & Management unit will support you in understanding key issues and challenges which could form the basis for your project.  Projects will be undertaken in workplaces, community settings or part of research processes related to your chosen field of study. You will be allocated an academic mentor who will support you in developing and undertaking the project.  

You'll be introduced to the key concepts of events management. The multi-disciplinary nature of the course will attract students from a range of subjects. You may have studied business or leisure, or a performing arts course. You may have experience of running events, or you may be new to events management altogether. The mix of students on this course creates interesting groups, and students make the most of each others' backgrounds in their individual and small group work.

Core units

• Events for Sustainable Futures: This unit introduces you to contemporary debates within event studies on the social and environmental impacts of the hosting of events and the alignment to principles of sustainability. You will gain a broad understanding of the events industry through case studies on the strategic use of events as tools for change, utilising international examples form a range of event contexts including business events, festivals, arts and cultural events and sport.  

• Marketing the Experience: This unit is designed to develop an understanding of why experience matters. This unit will equip you with the knowledge and skills needed to create and market memorable customer experiences in the fluid experience economy. A combination of theory, case studies, hands-on projects, and practical exercises, will allow you to gain a deep understanding of the principles and practices of experiential marketing.  

• Global Business Environment: ​​This unit will introduce you to fundamental aspects of the external global business context, providing a strong grounding of theory and knowledge, and enabling you to understand business-related political, economic, social and technological news stories and developments. 

• Events and the Creative Cultural Industries: This Unit explores the role and impact of events within the Creative and Cultural Industries. It will enhance your understanding of the relationship between events and the arts; and will enable you to be an effective practitioner of events management in an arts and creative industry context.  

• Innovative Event Concepts: This unit explores the event innovation process and developing technologies. Throughout this unit, you will understand the nature of events innovation and will gain the necessary knowledge and skills to create innovative event concepts using technology.  

• Wellbeing through Events: The aim of this unit is to provide you with an understanding of the relationship between event management and the principles of wellbeing. This unit will explore the concepts of wellbeing and its relevance in planning, organising and executing events. As a team you will plan and run a live event.   

Your second year will build on your knowledge and equip you with the organisational skills to be an effective manager.

Core units

• Digital Marketing Communications: Digital communications are a central part of all marketing activity and the knowledge of digital marketing communications strategies are an essential skill in today’s event marketing industry. This unit explores the digital and social media landscape and digital brand presence.  

• Ethical and Safe Event Management: This unit aims to introduce you to the principles of ethical and safe event management within the context of event governance. Safe events refers to the promotion of an environment that prioritises the wellbeing, safety, and integrity of attendees, employees and other stakeholders. You will be encouraged to consider what is involved in designing inclusive and sustainable events in a safe and ethical manner.  

• Project Management: The aim of this unit is to introduce you to project management knowledge, together with an understanding of the role and responsibilities of different stakeholders. You will evaluate a range of techniques that are available for effective project management in the context of organisational change and complexity.   

• The Live Event: ​​The aim of this unit is to enable you to experience the practical implementation of setting up a live event, whilst exploring concepts and theories relevant to event management. To accomplish this, you will explore issues such as strategic planning, risk management, budgeting and finance, cultural diversity, issues of sustainability for the Event Industry. Using the skills introduced to you in Level 4, you will work as a team with an external client to run a live event that fully meets their objectives.   

Option units (choose two) 

• Consumer Behaviour and Contemporary Issues: This unit aims to extend your understanding of marketing, providing a critical understanding of the role and application of consumer behaviour within marketing and the wider organisation, as well as providing opportunities for critical analysis of contemporary issues in consumer behaviour.  

• Globally Responsible Business Practice: This unit aims to respond to calls from the UN Principles for Responsible Management Education (PRME) to develop “the capabilities of students to be future generators of sustainable value for business and society at large and to work for an inclusive and sustainable global economy.” It provides you with an awareness of issues that are affected by business practice in the context of globalisation and seeks to develop your values of responsible manager/ global citizen. 

• Business Events: Business Events are a dynamic and fast-changing sector of the events industry.  The aim of the unit is to develop your understanding of the complexities of the business events sector, and give you a sound underpinning of the nature, significance, scope, and opportunities that business events face.  

• Managing E-Sports: The aim of this unit is to provide you with an understanding of the principles, applications, and unique challenges associated with the management of Esports (players, teams, leagues, events). The unit is designed to help you interpret and critically analyse how key concepts can be applied to various levels of Esports. 

• The Tourist Experience: This unit explores in detail the nature of the contemporary tourist experiences with reference to underpinning psychological, social and cultural influences.  The dynamic nature of the experience is a central theme and the unit examines how wider global social and cultural changes are reshaping the experiences of tourists. 

• Financial Appraisal: This unit aims to provide you with the skills and knowledge to facilitate effective financial planning, monitoring and control mechanisms in industry. The unit will develop your confidence in handling quantitative data, as well as problem solving, numeric and analytical skills.

• Professional Development for Sport and Event Industries: The aim of this unit is to equip you with the knowledge, skills, and reflective practices necessary to enhance your personal and professional growth for a career in the sports or events industry. Through a combination of theoretical insights and practical application, you will develop critical competencies in self-assessment, career planning, leadership, and interpersonal communication.

You’ll complete a (minimum) 30-week supervised work placement in the UK or overseas which gives you the opportunity to turn theory into practice in a business environment.

In your fourth year, you'll study events in their international context and gain an appreciation for the strategic leadership and functions of organisations.

Core units

• Strategy & Leadership: In this unit, you'll develop leadership skills for a service-based organisation in a complex and dynamic environment. You'll learn to apply and evaluate theories in an events context, and the material you present will be relevant for understanding and using strategies in other markets.

• International Events Management: An opportunity to apply management theories and techniques to global markets. This will equip you for careers in event organisations operating overseas. You'll develop events proposals that meet international clients' criteria and work for a complex variety of stakeholders

• Final Year Project: You will complete a piece of independent work that involves the collection, interpretation, analysis and appropriate presentation of data, and the ability to relate the key findings to existing knowledge and understanding within the subject area.  

Option units (choose two)

• Managing Sport and Events for Sustainable Development: The aim of this unit is to enable you to consider a range of issues relating to the strategy, policy, governance, leadership to plan, develop, manage, market and evaluate successful sport organisations, sport programmes and sport events that are used to address contemporary societal challenges. You will develop a critical understanding and awareness on how contemporary practices such as sustainability impact on sport and event management 

• Digital Marketing: This unit will provide you with practical and theoretical knowledge for using and evaluating digital marketing. You'll develop a sound understanding of digital marketing principles. 

• Visitor Attractions Management: A key component of the provision for both domestic and international visitors and includes historic, natural, man-made and contemporary attractions. This unit will explore the range of issues that influence both the development and management of visitor attractions both in the UK and other countries. This option unit aims to develop your awareness, understanding and appreciation of the principles and practices relating to the development and management of visitor attractions. 

• Fashion Business: This unit is particularly for students with a strong interest in embarking on a career that involved some element of fashion, equipping you with a broad awareness and appreciation of how the fashion industry is evident within all areas of the business. 

• Sport Tourism: On this unit you will develop a systematic understanding of the nature, diversity and features of sport tourism, while developing a detailed knowledge of the changing demands for sport tourism, the supply structures and an examination of its impacts and responses of both sport, event and tourism providers.  

• Entrepreneurship and Business Ventures: This unit aims to enable you to build on opportunities to create new businesses or transform existing ones by undertaking entrepreneurial activities. The unit will encourage you to be effective entrepreneurs by looking at business and personal skills needed to start a business and critical factors in the survival if start-ups and reasons for failure.  

• ​Marketing and Consumption of Music: ​​As a key sector of the creative and cultural industries and as a recording and performance-based product, music is a key element in the composition and delivery of events. This unit aims to provide a broad understanding and awareness of the music industry, the marketing and consumption of the music product, and its intersection with events. It explores music as an industry, a cultural phenomenon, and a consumption experience.  

• Financial Management: An opportunity to study financial management, building on your earlier studies in finance and accounting. You'll develop an appreciation for how organisations make financial decisions within the context of corporate strategy, and an understanding of financial management roles in organisations. 

• Managing Crises & Disasters: This unit develops your understanding of concepts and theories of crisis and disaster management and their relevance for the travel and tourism, hospitality and events sectors. You will participate in several disaster simulation exercises, providing insights into the conduct of disaster management. 

• Applied Sales and Marketing in Sport: You will be equipped with the knowledge and skills to apply advanced, data-driven sales and marketing principles and strategies within the dynamic and competitive sports industry. Students will explore the unique characteristics of sport as a product and service, analyse sports consumer behaviour and evaluate sales and marketing approaches tailored to diverse stakeholders; including, fans, sponsors, and organisations.
• Food, Culture & Travel: You will explore the complex relationships between food, culture and travel within an international context, and from commercial and social perspectives, reflecting on aspects of critical food studies and debating a wide range of relevant topics. 

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.

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.

Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.

A placement should be a highly rewarding experience for you and the employing company and we do our best to ensure that everyone involved feels that they have got the most that they can from the experience.

Placements provide a great opportunity to make your first career steps and enhance your employability while you’re completing your studies. You’ll get the opportunity to:

• Put the theory learnt throughout the course into professional practice
• Enhance your study and help you decide on subject options (where appropriate)
• Learn a wide range of skills such as time management, problem solving and team work (all of these are important to succeed in any career)
• Make contacts, as it is not uncommon for our students to be offered permanent positions to return to after graduating
• Gain a real insight into how the industry operates in roles that would be almost impossible to achieve for an outsider
• Many of our students, during their placement, are given responsibilities normally associated with graduate trainees.

The faculty running your course will offer the support of a Placement Co-ordinator.  

Through timetabled sessions and one-to-one appointments, they’ll help support you in your placement search including advice on finding a placement, information and advice on all aspects of job searching and job applications, as well as ensuring your proposed placement meets the requirements of your course.  

Our CareersBU service is also available throughout your time at BU, offering services like CV checking and careers fairs to meet employers.  

Placement Development Advisors will support you once you have started your sandwich placement – so you will be able to maintain contact with the university throughout.  

• Farnborough International
• Incisive Media 
• GOTO Events
• Wentworth Golf Club
• Viva Esprit

AccessBU: AccessBU provides you with the opportunity to tell us about your circumstances that are not always evident in your UCAS application. This widening access initiative also considers relevant criteria such as being in care or if you live in an area with a low participation rate in Higher Education - if you are eligible, your offer could be up to 16 UCAS tariff points below the published tariff.

Apprenticeships: We recognise the transferable knowledge and skills gained through apprenticeships and welcome applications from students with a Level 3 Advanced Apprenticeship recognised by the Institute for Apprenticeships. Each application will be considered on a case-by-case basis.

Deferred entry: We are happy to consider eligible applicants for deferred entry. If you have already submitted your application, please submit your deferral request through our website.

Direct entry: We welcome applications from students who have previously studied at degree level at other institutions and wish to transfer onto a BU course. Our Recognition of Prior Learning (RPL) procedure enables credit awarded from one institution to contribute to a BU award, subject to an application process. Please visit our RPL webpage for more information.

Mature applicants: We recognise that mature applicants may have a wealth of experience rather than formal qualifications, so we’ll consider your application on these merits if included in your application. You’ll need to apply to BU in the usual way through UCAS and you may be invited to an interview to discuss your suitability for the course based on the experience you tell us about in your application.

Students on this course will typically have a passion for events and appreciation for their wide scope. Events occur in many aspects of our professional and personal lives, conferences, exhibitions, product launches, corporate functions, weddings, sport events, political events, community events, festivals and many more.

Students studying on this course will have a proven ability to work well with others and in varying situations and circumstances. The events field is one that can be fast paced, yet rewarding and satisfying.

Our course tends to suit people who are open to work with others to reach a common goal, or in this case a successful event. Students who study on our course bring a range of different experiences with them, from the school environment and sometimes outside activities, whether it is music, sport, drama or the arts.

We encourage applications from those individuals who are interested to try new things, have the ability to work well in groups and are prepared to commit to their studies in the field of events management.

We select candidates for this course by looking at your application; there are usually no interviews or selection activities needed. For that reason, make sure your application really stands out from the crowd, and leave us in no doubt as to why you should be joining BU. You can find some handy hints about filling in your UCAS form on our how to apply web pages.

We look at individual applications and make a tailored offer based on your potential to succeed on the course considering a range of factors, including your academic achievements, work and other experience, reference and personal statement, and in some cases, your performance at an interview or a portfolio review. Typically, we make an offer at the bottom of the tariff range.

If you are unable to meet the entry requirements, we may be able to make you an offer through AccessBU if you meet certain criteria e.g. you have been in care or live in an area where fewer people typically progress to Higher Education. If you don't meet our published tariff, we will accept you at least 8 points below if your personal circumstances match our AccessBU criteria. 

Our offer-making will typically be based on your most recent qualifications, including any required subjects where applicable. We'll consider all qualifications when assessing your application, although these may not be part of our offer.

If you do not meet the criteria of your original offer, we may still offer you a place. We will review your whole application and consider all academic qualifications (including those not in the offer) to see if you have the academic potential to succeed on the course. If we feel the answer is yes, we will confirm your place.

As well as working at events management agencies, venues and conference and exhibition centres, you can find a role within a charity, a corporation or a sports organisation that regularly hosts large-scale events.

Our alumni have held roles in a number of high-profile organisations, including Sainsbury’s, Renault, Warner Bros., Sky, Merlin Entertainments, Financial Times, Royal Horticultural Society and ITV.

This course can open up a wide variety of career opportunities.

Graduates take up roles such as:

• Account Executive
• Business Development Manager
• Conference and Events Manager
• Digital Marketing Executive
• Events Consultant
• Events Manager
• Events and Marketing Assistant
• HR assistant
• Venue Marketing Co-ordinator
• Wedding Planner or Sponsorship
• Project Manager. 

The skills you learn stand you in good stead for your continuing professional development too – giving you more control over your career direction.

We are a member of several industry organisations, allowing you to share information and knowledge with other events professionals and to make contact with those already working in the sector. These organisations are; International Special Events Society (ISES), Event and Visual Communication Association (EVCOM), Meeting Professionals International (MPI) and National Outdoor Events Association (NOEA).

Once you have completed an undergraduate Honours degree, you can further develop your education by studying for a postgraduate degree. Please visit our postgraduate section for further details about our range of Master’s degrees.

Research degrees 

If you are a BU graduate you are eligible for a 20% ‘loyalty’ discount on the published fees for further programmes with us!  

Depending on your qualifications and experiences, you can choose to undertake a MRes or PhD level research degree. Bournemouth University has a strong events research foundation within our Department of Sport and Event Management through a number of research centres, which explores theory, education and professional practice. 

Visit our postgraduate research courses for further details about research degree options with the Bournemouth University Business School and the funding options available. 

What’s included in your tuition fee?

Your tuition fee covers expenses associated with your course including tuition materials, access to facilities, mandatory field trips and the following:

• Support for finding placements (UK or abroad) and fieldwork, and non-financial support whilst on placement
• A range of student services – advisors, help desks, counsellors, placement support and careers service
• Access to Brightspace, our virtual learning environment, which offers a responsive and personalised learning experience with powerful learning analytics capabilities, integrated social media and advanced video features
• The Library – access to a wide range of electronic resources (databases, e-journals and e-books), print and multimedia collections, subject librarians and study spaces
• IT labs (some open 24/7), wireless network, AV equipment to borrow
• Free software download to your personal device of Microsoft Office 365 ProPlus while you are studying, as well as access to applications provided on AppsAnywhere, subject to licensing and compatibility restrictions
• Peer Assisted Learning (PAL) scheme
• Disability and additional learning support, according to individual circumstances
• The BU Language Centre to help you develop/improve foreign or English language skills
• 24 hours a day, 365 days a year security team.

Additional costs

We are committed to offering you value for money and ensuring there are no hidden costs while you are studying with us, therefore we have listed below any additional costs you may incur that are not covered by your tuition fee:

• Laptops, tablets and mobile devices and any software used on personal devices. Access to a personal computer is strongly recommended for your study. If you are experiencing financial difficulty, visit our website for information regarding hardship funds.
• Textbooks, general stationery and other supplies. Our award-winning library is stocked with a large range of textbooks and online resources, free of charge. The Students’ Union shop stocks a wide range of stationery supplies.
• Accommodation and living costs. Our accommodation price guide can be found on our website. 
• Travel costs to and from the University campus. An annual bus pass is included in your rent if you are living in halls of residence/Unilet accommodation or may be purchased separately.
• Travel costs to and from your placement (both in the UK and overseas). Information about funding your placement year can be found on our website.
• You will need to meet the cost of any Enhanced Disclosure and Barring Service (DBS) check if required by your placement setting, including any Post Office verification changes. 
• Clothing or equipment costs required for your placement if this is part of your course of study.
• SportBU membership.

While all aspects of the programme, including required field trips, are included in the fee, additional, optional or extra curricula activities may be available for which a student contribution is required.

If you need to repeat one or more units during your studies (with or without attendance) the pricing will be pro-rata of the full-time fee.

Dr Payam Ansari is a Lecturer in the Sport and Events Management Department and the Programme Leader for BA (Hons) Events Management. With a diverse academic background that includes a bachelor’s in Industrial Engineering, an MBA, and a PhD in Sport Management specialising in Entrepreneurship, he brings both depth and versatility to his teaching. Payam has designed and delivered courses such as Event Design, Marketing the Experience, Organisational Behaviour, Sport Marketing, and Media and Communication. His research focuses on fan experience and engagement, particularly in women's football. In addition to his academic achievements, he has significant industry experience, including serving as Head of Marketing at the Football Federation of Iran and contributing to the organisation of high-profile sports events.

Dr Lucy Sheppard-Marks is a Lecturer in Sport and Event Management, and the Interim Deputy Head of Department for Sport and Event Management. Lucy currently teaches across the sports and event management programmes and specialises in leadership, organisational behaviour and professional development. Lucy previously served as an officer within the Royal Air Force and during her 12 years service specialised in counter intelligence, crime analysis and more latterly training and development. Her research focuses on sport and criminality, with a particular emphasis on the experiences of those athletes who commit crimes.

Dr Miguel Moital is a Principal Academic in Events Management in the Department of Events & Leisure, Business School. He had completed a BA in Tour Operating Management and PG Dip in Tourism Management in Portugal, where he also worked in higher education for ten years before he joined BU. Miguel currently lectures two undergraduate units (Consumer Experience & Behaviour [Events] and International Event Management) and one Masters unit (Event Principles and Practice). Miguel is the department’s Global Engagement Lead.  

Miguel has been published in several journals, including Tourism Management, the IJCHM, Journal of Service Management, The Service Industries Journal, Event Management and the International Journal of Festival & Event Management. He has also presented more than 20 papers in international conferences. 

Dr Mary Beth Gouthro is a Senior Academic in Business School (and previously School of Tourism). Some of her responsibilities in the course involve graduate and professional engagement with industry to enhance the learning opportunities to students. Outside of this, Mary’s primary research interests in the field span the event experience; event evaluation and qualitative methods of research in events & leisure.

Mary is originally from Canada, and her professional background draws from a cross-section of industry experience that spans working with charities, corporate organisations and government. This work experience also involves the planning and management of professional events in Canada, the US and UK. Mary is also active with professional networking associations, including the International Live Events Association (ILEA); Association for Event Management Educators (AEME) and Leisure Studies Association (LSA).

Dr Katherine King is a Senior Lecturer in Leisure Cultures in the Business School. Her research interests focus on the geographies of sport and leisure, in particular, the interconnections between identities, lifestyles and sport and leisure spaces She specialises in qualitative research and her recent work explores participation in cycling, lifestyle sports and youth leisure. 

Katherine completed her PhD research in the School of Environment at the University of Brighton in 2009. Her PhD research, supported by the Forestry Commission, explored young people’s participation in lifestyle sports in green spaces, explicitly focused on mountain biking. She has also worked as a youth researcher at Brunel University on an AHRC funded research project investigating youth people’s religious experiences and identities in multi-faith settings and as a researcher on several projects focused on participation in sport, leisure and events in both the UK and Australia. 

Katherine is a member of the Leisure Studies Association Executive Board and the Administrator for the journal Leisure Studies. 

Dr James Obiegbu joined Bournemouth University in 2020 as a Lecturer (Academic) in Experiential Marketing. Prior to this, James completed his PhD in Marketing from the University of Durham, as well as a Masters in Management.

James’ research lies at the intersection of consumption, markets and the arts, and he is particularly interested in how digital technology is shaping and transforming these relationships. His research interests also include consumption and consumer research, arts marketing and consumption, digital technology, community, and identity. His research features in a number of academic journals including Marketing Theory and European Journal of Marketing.

Dr Juliette Hecquet is an academic in the Department of Sport and Event Management.  Her teaching and research interests are concerned with wellbeing, yoga, and the interconnection of digital leisure and communities.