MSc Events Marketing

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Delivery:
Full time according to Funding Council definitions, Part-Time, Sandwich (Thick) out of college.

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Please note that this course is not recruiting for January 2021.

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.

Key information

Next start date:

September 2021, January 2022

Location:

Bournemouth University, Talbot Campus

Duration:

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

Accreditations:

Association for Project Management (APM); Institute of Travel & Tourism Centre of Excellence and United Nations World Tourism Organisation (UNWTO)

Required subjects:

All subjects considered

Entry requirements:

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.

Course details

If you want to study part-time, you’ll study alongside full-time students over two years. You’ll be expected to study a minimum of three units per year, along with your dissertation towards the end of your second year.

The timetable for when units take place varies each year but the typical delivery for one unit is four hours a week, split between two sessions, so you will be required to be on campus at least two days a week. We can work with you to consider the timetable and make an appropriate individual plan in terms of which order to study which units.

Download the programme specification (pdf 440kb)

Core units

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.

Option units (choose one)

International Sport Event Management: A key aim of this unit is to encourage you to think critically about global contexts for sport events and how management practices may consequently vary according to particular international contexts. In doing so, the unit will focus on the management of sports organisations, the role and importance of stakeholders, collaborators and delivery organisations in the organisation, provision and outcomes of sports events.
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.
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.
Design for Tourism & Hospitality: This unit addresses the role and significance of design in and for the tourism and hospitality industries at the level of individual businesses and organisations or sites and events. It considers the design of tangible and intangible objects or ‘things’ such as buildings (exteriors and interiors), maps and guides, souvenirs, live events, corporate identities, business processes, and servicescapes.

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.

Optional work placement

The placement unit is intended to foster personal and professional development, and to help you to make a connection between academic learning and the working world. You should consider how a range of management theories can be used, and if management in industry could be improved. The transferable skills developed will improve your performance in your future career, both as employee and manager.

Optional study abroad

Studying abroad is an incredible opportunity to experience a new country and culture while continuing your degree. If you choose the study abroad option, you will complete a semester (around 3 months) overseas at one of our partner institutions.

If you start your course in September, you will complete semester one and two at BU then finish for the summer break. You will start the study abroad option in September of your second year, at the same time as completing your dissertation and complete the course in January of the second year.

If you start your course in January, you will complete semester one, break for summer and then complete semester two at BU. You will start the study abroad option in January of your second year, at the same time as completing your dissertation and complete the course in July of the second year.

You can choose to study abroad or take the optional work placement but not both.

Find out more about studying abroad.

Programme specification

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.

Placements

An exciting and valuable part of your studies with us is the opportunity to gain valuable experience through full-time paid industrial placements, for a minimum of 30 weeks. You will have the option to start your placement when the taught units of the course are finished, before you start your dissertation.

Find out more about placements for postgraduate students

What job roles can you expect?

What support is available?

We provide a lot of support for you to help you find work, including a block of seminars, covering topics such as writing a CV and a covering letter, completing an application form, performing well in interviews, and we also provide language support to assist you with the written elements of your applications.

However, it is ultimately your responsibility to find work. The university does not guarantee that you will find a place. As you all probably know, it is hard work finding a job, and for this reason, many students change their mind once they are here, and choose a taught unit instead of doing the placement.

During your time on placement you will be supported by a unit tutor and a Placement Development Adviser who will visit you on placement and keep in touch by phone and email.

International students

If you choose to do a placement as part of your course

If you have previously studied in the UK, we will consider any study limit that may apply. We will issue your CAS according to the length of time you are entitled to under UKVI regulations (if you do not have enough time left for a work placement year, we will issue your CAS to cover your course dates only).
If you decide after you have enrolled on your course that you do not want to do a placement, this will be reported to the UKVI when you have successfully completed your course.

If you choose not to do a placement as part of your course

We will note this on your CAS and your visa will only be granted long enough to cover your taught course, excluding placement.
If you change your mind while you are here and decide you want to do a placement, you will need to leave the UK to make a new Tier 4 visa application for the additional year of study. You would need to pay for your return travel back to your home country, as well as the cost of a new Tier 4 student visa application.

Your application

This course will be suited to applicants who:

Want to pursue a career in marketing with a specialist knowledge of events marketing
Have completed a degree (not necessarily in events or marketing)
Enjoy working with other people from a diverse range of cultural backgrounds
Are creative and enthusiastic
See their future in the field of events marketing.

What we’re looking for

We are looking for applicants who are forward thinking, creative and keen on keeping up with the latest developments in events marketing. You will ideally need to have problem-solving skills and a proven ability to work well in groups and as an individual.

Strong candidates will have an on-going interest in how technology supports and guides the work of the event marketer as well as be willing to take risks through effectively adopting new events marketing principles and practices.

Given the multicultural nature of the course, you will be willing to work with students from different cultural backgrounds. Much of the events marketing work requires good communication skills and therefore we are looking for applicants that are good communicators and have a good grasp of the English language.

Selection methods

How and when to apply

There is no application deadline for this course. However, if you will need a visa to come to the UK to study, think carefully about the length of time it will take for your visa application to be processed and make sure your visa will be ready in time for the beginning of your course.

Click the green ‘Apply now’ button to submit your application free of charge online through myHub, our application portal. You will create your own myHub account so that you can track the progress of your application. Don’t forget to save your application as you go; you can return to it at as many times as you want before you submit it. For more information visit our How to apply section.

Entry requirements

General entry requirements

The normal requirements for embarking upon a postgraduate taught degree are:

A Bachelors Honours degree with 2:2 in any subject, or equivalent.

If you lack the formal academic qualifications needed to enter a postgraduate or post-experience degree, there are several alternative routes to follow - some based on experience. Contact the Future Students Enquiry Team for more information.

International entry requirements

You can find details of the international qualifications we accept, and what level of study they apply to, on our entry requirements for non-UK students' page.

Please see below some examples of the qualifications for entry:

China: 学士学位 (Bachelor degree) with a minimum of 65% overall
Nigeria: Bachelor's degree from a recognised institution in Nigeria
Thailand: Thai Bachelor's (Honours) degree from a recognised higher education institution.
Vietnam: Bachelor's degree/Bang tot nghiep dai hoc with an average score of at least 7.0, or a Master’s degree/Thac si.
Turkey: Bachelor’s Degree (Lisans Diplomasi -four years) to be considered for a postgraduate course at BU.

All applications will be subject to a minimum grade and your degree may need to be in a relevant subject area.

English language 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.

View further information about our English language requirements.

Bournemouth University International College offers a number of pre-sessional English and preparatory programmes to prepare international students for postgraduate study at BU. Admission to the degree is guaranteed on successful completion of your course to the required level.

Careers

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.

Typical starting job roles

Industries worked in

Further study

Costs and fees

You can find full information about the deposits required and how to pay your fees in our postgraduate fees and funding section, including details of the Postgraduate Loan (subject to fee status).

All fees are quoted in pounds sterling and are per annum. Fees quoted are for tuition only unless stated otherwise. Your tuition fees will be the same for each year of your course.

Find information on living costs for postgraduate students

No hidden extras

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:

Materials for laboratory and field-based teaching activity
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
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
Peer Assisted Learning (PAL) scheme
Disability and additional learning support
The BU Language Centre to help you develop/improve foreign or English language skills
24 hours a day, 365 days a year security team.

Costs of living and other expenses you need to consider

Additional cost

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
Accommodation and living costs. Our accommodation price guide can be found on our website
Travel costs, outdoor wear and footwear for optional field trips (where applicable)
Text books, general stationery and other supplies. Our award-winning library is stocked with a large range of text books and online resources, free of charge. The Students’ Union shops stock a wide range of stationery supplies on both campuses
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
SportBU membership.

Repeat units

Financial help available from BU

Deposits

January 2021 entry

International (non-EU) students need to pay a non-refundable £2,000 deposit to secure their place on a postgraduate course. You will need to pay your deposit by the date stated in your offer letter. The remainder of your fee will be payable on registration/enrolment. There are two exceptions to the non-refundable rule on the deposit:

You fail to meet the academic or English requirements of your offer
You are refused a visa to enter the UK, provided the reason for the refusal is not a fraudulent application.

September 2021 and January 2022 entry

International (not Rep. of Ireland) students need to pay a non-refundable £3,000 deposit to secure their place on a postgraduate course. You will need to pay your deposit by the date stated in your offer letter. The remainder of your fee will be payable on registration/enrolment. There are two exceptions to the non-refundable rule on the deposit:

You fail to meet the academic or English requirements of your offer
You are refused a visa to enter the UK, provided the reason for the refusal is not a fraudulent application.

Our staff

On this course you will be taught by staff with relevant expertise and knowledge appropriate to the content of the unit. This could include senior academic staff, qualified professional practitioners and research students, many of whom are actively engaged in research and/or professional practice which is integrated into the teaching of this course. Please note that teaching staff can change.

Dr Julie Whitfield – Senior Lecturer In Conference & Events Management

Julie is a Senior Lecturer in Conference and Events Management. Prior to joining Bournemouth University, Julie lectured at the Institute for Tourism Studies, Macau, China, IHTTI School of Hotel Management, Neuchâtel, Switzerland and at Mahidol University International College, Bangkok. Julie has also been a visiting lecturer at Ramat-Gan College, Israel and in Nicosia, Cyprus.

This has given her extensive experience of teaching to international students in a wide range of cultures. Julie’s field of study is the UK conference and events sector, and her research interests include examining the adoption of corporate social responsibility within both the UK and Chinese conference sectors.

View Dr Julie Whitfield’s staff profile

Dr Mary Beth Gouthro - Senior Lecturer

Mary is a Senior Academic in the 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).

View Dr Mary Beth Gouthro’s staff profile

Dr Katherine King - Senior Lecturer

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.

View Dr Katherine King’s staff profile

Course changes

Changes in 2020

Date	Changes to this course
28/01/2020	Where the change was made: Course details Change: Optional module,International Sport Event Management, added to the programme

Changes in 2018

Date	Changes to this course
25/06/2018	Where the change was made: Course details Change: Following a course review the unit content has been revised and updated for September 2019 onwards. The previous content can be found in the programme specification.
05/06/2018	Where the change was made: Course details Change: Amendment of Food & Drink option unit from 'Food & Drink' to ' Global Food & Drink' Previous text: Food & Drink: Food and drink gives us sustenance, meets our nutritional needs, and forms the basis for many of life’s experiences. It's also central to the hospitality, tourism, retail and events sectors. As such, understanding our relationship with food socially, economically, politically, environmentally and technologically is valuable for strategic and operational areas of expertise.

Date

Changes to this course

25/06/2018

Where the change was made: Course details
Change: Following a course review the unit content has been revised and updated for September 2019 onwards. The previous content can be found in the programme specification.

05/06/2018

Where the change was made: Course details
Change: Amendment of Food & Drink option unit from 'Food & Drink' to ' Global Food & Drink'
Previous text: Food & Drink: Food and drink gives us sustenance, meets our nutritional needs, and forms the basis for many of life’s experiences. It's also central to the hospitality, tourism, retail and events sectors. As such, understanding our relationship with food socially, economically, politically, environmentally and technologically is valuable for strategic and operational areas of expertise.

Changes in 2017

Date	Changes to this course
15/11/2017	Where the change was made: Fees Change: After an annual review of the placement year tuition fee, a price increase in line with current inflation, equating to 3% has been introduced for September 2018 entrants. Previous text: £790

Changes in 2016

Date	Changes to this course
04/03/2016	Where the change was made: Course details Change: A new option unit: Creative Industries in Tourism & Events Previous text: N/A
02/03/2016	Where the change was made: Course details Change: Elective unit change. Removal of the unit Managing Organisations and addition of the unit Research Methods Previous text: Managing Organisations: Develop competence in organisational management and behaviour for a management career in the leisure sector. You'll investigate key roles and how these may be affected by operational environments and organisational structures and cultures, particularly in international and multinational organisations.

Date

Changes to this course

04/03/2016

Where the change was made: Course details
Change: A new option unit: Creative Industries in Tourism & Events
Previous text: N/A

02/03/2016

Where the change was made: Course details
Change: Elective unit change. Removal of the unit Managing Organisations and addition of the unit Research Methods
Previous text: Managing Organisations: Develop competence in organisational management and behaviour for a management career in the leisure sector. You'll investigate key roles and how these may be affected by operational environments and organisational structures and cultures, particularly in international and multinational organisations.

What our students say

Chanunya Boontosang

I am gaining knowledge in areas such as social media, digital marketing, using events as a marketing tool and am using this with real clients for assignments!

Hear from our staff

Professor Dimitrios Buhalis

You’ll learn from people with first-hand knowledge, well respected in industry. We use our experience and insights to give in-depth understanding of the subject.

What our graduates think

Jihong Fu

I treasured my time at BU. I enjoyed the inspiring lectures, the group work with arguments and communication and all sorts of socialising such as volunteering.

All statistics shown throughout this page are taken from Unistats, Destination of Leavers from Higher Education (DLHE), BU institutional data and Ipsos MORI (National Student Survey) unless otherwise stated.