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

• Event Business: This unit aims will provide you with a thorough understanding of the organisational structures, stakeholder relationships and societal challenges within the events industry. It develops core business skills required for event operations including numeracy and financial management.
• Economics for Events Professionals: You will explore how event organisations use economic theories and concepts to make business decisions and how to analyse economic data so you can use these theories and concepts.
• Event & Experiential Marketing: An introduction to experiential marketing, where you'll learn how to apply its principles to events marketing. You will explore the steps that lead to the effective marketing of an event and how events themselves can become part of an effective marketing campaign. The unit covers all aspects of marketing theory and practices, taking into account the current societal, economic, environmental and political contexts and trends.
• Event Design: You will cover the theoretical and practical elements of event and experience design. It will develop your creative and management skills and equip you with the knowledge to identify key event design elements, stakeholders, tools and constraints. 
• Creativity & Innovation: You'll develop an appreciation for innovation in the business sector and specifically in the events sector and the role it plays for leadership in a competitive events environment.
• Critical Studies in Events: This unit will introduce you to the theoretical principles that provide frameworks to understand the events industry. It explores how secondary data and materials can be used to understand and evaluate contemporary societal and business challenges providing a sound basis for decision making.

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

Core units

• Consumer Psychology for Events: You'll learn about the individual and social processes underlying and influencing consumer behaviour in order to support the development of effective strategic and tactical marketing plans. You'll learn to evaluate and apply theories to a range of event purchase and consumption situations.
• Professional Development & Workplace Dynamics: You'll develop an understanding of personnel and human resources practices to effectively manage people in organisations related to events, leisure and marketing. You'll also learn to understand the legal frameworks which govern the management of people in UK organisations.
• Financial Appraisal for Business: The unit aims will give you the skills and knowledge to facilitate effective planning, monitoring and control mechanisms in the events industry. You'll develop short and medium term strategic decision-making skills that are defined by clear financial criteria as well as problem-solving, numeric and analytical skills.
• Live Event Development & Delivery: Working in groups, you will 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, cultural diversity, issues of sustainability for the event industry.
• Sustainable Project Management: Sustainable project and risk management are essential capabilities for event managers in the current, dynamic business environment. In this unit, students will develop core knowledge of sustainability, project and risk management, informed by current practice and research in the discipline. They will also develop analytical, problem solving and evaluative skills for efficient and effective Sustainable Project Management.
  Digital Marketing Communications: Digital communications are a central part of all event marketing activity and the knowledge of the theory and application of digital marketing communications strategies are an essential skill in today’s event marketing industry. This unit combines acquiring the knowledge and understanding of the digital and social media landscape with the theoretical understanding of digital brand presence.

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 management and functions of organisations.

Core units

• Strategy & Leadership: In this unit, you'll develop management 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.
• 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 three)

• 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.
• Small Business Management: Learn about the role of small businesses in the economy, along with their aims, strengths and weaknesses. You'll develop enterprise awareness and an entrepreneurial mindset, which will help you assess business opportunities.
• Future of Events & Technology: Explore the creative, transformational and dark potential of the rapidly evolving technological landscape within which events find themselves.
• Community, Events Sports & the Third Sector: You'll critically analyse how events and sport may approach and/or impact on contemporary societal challenges. The unit explores how organisations and communities address social policy agendas, including social justice, human rights, wellbeing and equity, while exploring how social policy campaigners can utilise events and sport in advocacy, activism, political lobbying and to further public understanding.
• Event Engagement: You'll explore audience and consumer engagement theories and practices to better understand engagement and participation.
• 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.
• 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.
• 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.
• Applied Sport Marketing: You will develop the ability to undertake marketing analysis, develop strategic marketing plans and understand the key issues in terms of strategic implementation relevant a wide range of international organisations using a broad range of strategic tools, including models and theories.
• International Event Management: Evaluate and apply management theories and techniques to the effective organisation of international events. This unit will help prepare you for careers operating in international events and markets.
• 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. 
• Tourism & Hospitality Design: This unit addresses the role and significance of design in and for the Tourism and Hospitality Industries. You will develop the skills necessary to appraise design in relevant real-world contexts, with an emphasis on creative thinking and practice.

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.

We will provide a great deal of help and support to ensure you achieve a rewarding and satisfying placement. We have strong links to outside agencies and organisations to best support you along your professional development, and dedicated placement officers to support you.

Our students perform very well on placement and a number of firms return to us year-on-year to source BU placement students.

• The Walt Disney Company Ltd
• UAB Hotel Neris
• Evenpro
• Allianz Insurance
• Diamond City Events.

Discover more about the international opportunities on this course by reading one of our students blogs about travelling through three countries in one week and about a residential field trip to Portugal.

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.

AccessBU gives you the chance to tell us more about you and your life experiences if you haven’t had the same educational opportunities as other applicants. If you are eligible for AccessBU, your offer could be up to 16 UCAS Tariff Points below the published tariff.

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 Lucy Sheppard-Marks is a Lecturer in the Sport and Events Management Department and the Programme Leader for BA (Hons) Events 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 Aravind Reghunathan is a Lecturer in Marketing at Bournemouth University. He completed his Ph.D. at the Indian Institute of Management Kozhikode, India.

Aravind is an emerging thought leader in the areas of consumer behaviour, brand management, and sports marketing. Specifically, his current research addresses (i) technology consumption and participation, including that in online retail and social media, (ii) the influence of social perceptions and identity dynamics on consumer-brand relationships, and (iii) interactions between sports fans and entities like governing bodies and brands. Aravind's research has featured in a variety of marketing and sports journals, including Advances in Consumer Research, International Journal of Sports Management and Marketing, and Society and Management Review. Several of these contributions have been presented at premier conferences, including the American Marketing Association and Society for Judgement & Decision Making, and to organisations such as the England & Wales Cricket Board.

Aravind brings a range of industry experience to the lectureship, with entrepreneurial experience from launching an infotainment start-up and managerial experience from retail banking.

Juliette joined the Bournemouth University in September 2012 and is a lecturer in Marketing and Digital Marketing. Juliette has enjoyed an extensive career working in the advertising and marketing industry and is currently completing her PhD at Bournemouth University

Ian Jones is a member of the Department of Sport and Event Management at Bournemouth University. His areas of interest are sporting identities, sport fan behaviour, and research methods for sport.

Ian is a managing editor of the journal 'Leisure Studies', and a member of the editorial advisory boards for The Journal of Sport & Tourism, the Journal of Hospitality, Leisure, Sport & Tourism Education, and the International Journal of Festival and Event Management, and has acted as reviewer for a number of journals including The Journal of Sport Management, Leisure Studies, Leisure Sciences, The International Journal of Sport Management, the International Review for the Sociology of Sport, Sociology of Sport, and The European Journal of Sport Science. He was previously Head of Department for Sport and Physical Activity (2007-2019) and deputy chair of the University Social Science & Humanities Research Ethics Panel. He is a Senior Fellow of the Higher Education Academy. He is keen to supervise research students in the sport sociology and related areas.