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.
You’ll start the course by developing a sound understanding of management principles and the events industry – to understand the strategic, financial and organisational context in which organisations operate. This will help you come up with events marketing solutions that satisfy the organisation’s marketing communication briefs.
A number of specialist knowledge areas are covered, including a comprehensive overview of marketing and the migration towards the integrated management of marketing communications. As an academically driven course, you’ll learn to evaluate a range of theories and models for events marketing.
The practical element of this course focuses on the application of theories and models to event examples. If you undertake the optional 30-week placement, you could enhance this further.
*All statistics shown throughout this page are taken from Destination of Leavers from Higher Education (DLHE) and BU institutional data, unless otherwise stated.
Next start date:
September 2020, January 2021, September 2021
Bournemouth University, Talbot Campus
September: 1 year full-time (16 months with optional study exchange). January: 16 months full-time (18 months with optional study exchange); 2 years with optional 30-week work placement or 2 years part-time
Association for Project Management (APM); Institute of Travel & Tourism Centre of Excellence and United Nations World Tourism Organisation (UNWTO)
All subjects considered
A Bachelors Honours degree with 2:2 or equivalent in any subject or equivalent
International entry requirements:
If English is not your first language you'll need IELTS (Academic) 6.5 with a minimum of 5.5 in each component of writing, speaking, listening and reading. For more information check out our full entry requirements.