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BA (Hons) Events & Leisure Marketing

BA (Hons) Events & Leisure Marketing video
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    Sandwich (Thick) out of college.

The leisure sector is made up of many exciting industries including tourism, sports, media, hospitality, gaming, retail, music, art and many more, where the role of experience is the central motive for the customers. This dynamic and modern marketing management degree will help you to develop the specialist knowledge required for this varied and extensive industry.

During the course you'll not only explore conventional marketing, but also the new forms of experiential marketing, including the significant role of events as a marketing tool for engaging audiences. As well as your minimum 30-week work placement, you’ll plan and execute a live event for a real client with other students, giving you first-hand experience of the challenges and rewards of events management. What's more there are extensive options in your final year to allow you to shape your degree to match your interests.

Our final year students gave this course the highest possible satisfaction score (100%) and all of them also said that our staff have made the subject interesting. Why not come and meet us to find out for yourself what makes this course so good.

I cannot imagine graduating without all the knowledge, experience and friendships I acquired over the placement year at Lenovo. I’m very grateful to BU for the opportunity and support during those 12 months.” – Ruben Rocas, 2016

Watch Dr Debbie Sadd presenting 'Bachelor's degrees in Events & Leisure Management'. It will give you an excellent insight into each of these courses we offer.

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

Key information

Next start date:

September, 2017


Bournemouth University, Talbot Campus


4 years including a minimum 30-week placement


The Chartered Institute of Marketing, Institute of Travel and Tourism

Required subjects:

All subjects considered

Entry requirements:

For 2017 entry (we will use the new UCAS tariff): 96 to 112 tariff points, including 2 A-Levels or equivalent qualifications. BTEC Extended Diploma: MMM. For more information check out our 2017 entry requirements page

International entry requirements:

If English is not your first language, you will need IELTS (Academic) 6.0 with minimum 5.5 in each component or equivalent. For more information check out our international entry requirements page

Course details

On this course you will usually be taught by a range of staff with relevant expertise and knowledge appropriate to the content of the unit. This will include senior academic staff, qualified professional practitioners, demonstrators, technicians and research students. You will also benefit from regular guest lectures from industry. Previous guest lectures have included the Director of Ideas and Innovation from The Marketing is the Experience and the PR Director of the Britain for Events Campaign.

Year 1

Core units

  • Events & Leisure Context: Gain a sound underpinning of the events & leisure industry's organisation, significance and development in modern society. You'll learn about the principles and practicalities affecting the industry, as well as national and international developments.
  • Experiential Marketing: An introduction to experiential marketing and how to use it in leisure marketing. You'll learn how to design, execute and control an integrated marketing plan.
  • Economics for Marketing Professionals: How economic theories are relevant to a marketer's work, and how to use these theories. You'll learn how the economy works, how economists analyse and explain consumer and business behaviour and how Government actions affect business performances.
  • Social Psychology: Understand social, cultural and ethical parts of the human condition and how these shape our identity, values and motives, and our decision-making in the real or imagined presence of others. Learn how behaviour is influenced on a global scale.
  • Applied Events & Leisure Studies: Develop your enquiry, analytical, reflective and presentation skills. You'll learn to understand the perspectives, principles and practicalities in a leisure and events context through investigating leisure and events spaces and situations.
  • Events & Leisure Innovation: Product innovation and the role it plays in marketing leadership in a competitive events and leisure environment. You'll learn about the skills you'll need to develop a product, and the issues which face this.

Year 2

Core units

  • Business Finance & Budgeting: Learn how to effectively plan, monitor and analyse performances in this sector. You'll develop short and medium-term decision-making skills, which will help you prepare for management and accounting demands in the industry.
  • Marketing & Digital Communication: The theory and practices of integrated marketing communications and how this influences potential customers. Learn how to mix of communication techniques for a product, market and budget, and develop skills for working in a small organisation's marketing department.
  • Personal & Professional Development: Understand the relationships between an organisation's personnel and human resource management. You'll learn about the range of human resource practices to help you manage people in events, leisure and marketing organisations, and the legal frameworks which govern this.
  • Consumer Cultures for Leisure: Analyse the processes that influence human behaviour, and modern issues affecting consumption and society. You'll learn to understand consumer cultures and consumption practices in the leisure industry.
  • Event Planning & Implementation: Experience the real-life use of event management theories while working as part of a group. You'll develop a positive attitude to risk-taking and entrepreneurship through creative and innovative thinking, and put on an event using a broad marketing strategy.
  • Research Design & Analysis: This unit will teach you about research methods to help you prepare and interpret data for business and research projects, giving you sound basis for decision-taking. You'll evaluate the suitability and benefits of these methods.

Year 3

  • Placement: A minimum of 30-weeks supervised work placement in the UK or overseas which gives you the opportunity to turn theory into practice in a business environment.

Year 4

Core units

  • Dissertation: A piece of independent work that involves collecting, interpreting and analysing data. You'll share your key findings through a sustained and balanced argument. The dissertation will develop your analytical and problem solving skills. You'll develop a critical attitude to research methods, and the ethical issues associated with researching.
  • International Strategic Marketing: An overview of decision-making in all types and sizes of marketing organisations across the globe. You'll learn about where a marketing strategy fits in an organisation's corporate strategy.
  • Strategy & Change Management: Understand the structural and progressive processes organisations use to make brighter futures. You'll also learn about the conflicted role of change management.

Option units (choose two)

  • Arts Marketing: Develop your marketing skills within the context of the ‘arts’ in their widest meaning. You'll face questions about organisations and artists' marketing strategies, which will challenge some of your previous assumptions. You'll also develop an understanding of what an ‘experience’ is in an arts and marketing context. You'll use creativity to develop a marketing theory for solving a practical arts marketing problem.
  • e-Business: You'll analyse and evaluate the implications of changing information communication technology, in terms of how this might affect or has already affected the service sector. You'll explore the opportunities and threats technology presents to consumers, businesses and public sector organisations.
  • Fashion Marketing: The fashion industry is present in all areas of the service sector. You'll get the opportunity to explore how fashion can be used, through marketing, in this sector to appeal to fashion-conscious consumers. You should consider choosing this unit if you'd like a career involving fashion.
  • Languages: Language skills for social and professional contact at home and overseas. It builds on your previous learning by introducing you to a range of occupational situations and strategies for effective business communication.
  • Retail Place & Space: Places and spaces for retail and the types of consumer experiences, including leisure, recreational and tourist perspectives on service spaces. These theories come from intense studies of three key areas that have created philosophical and conceptual interests in recent decades, and cover more than the service and retail industries.
  • 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.
  • Sport Tourism: Understand sport tourism and demands for it. You'll explore supply structures and the impacts and responses of sport and tourism providers.
  • 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.
  • Creative Media & Events: The 21st Century is marked by the rise of computing, digital and social media technologies. This unit will interrogate these technologies and explore how they've changed the event industry's markets, policies, professional actions and products. You'll critically explore the positive and negative potentials of these rapidly evolving technologies in a social-cultural context, and create innovative product applications for the event industry.
  • 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.
  • Economics of Tourism & Events: Improve your understanding of tourism and events through applying economic principles. You'll gain skills and knowledge to help you analyse the economic choices facing tourism and events businesses, and explain how changes in the wider environment will affect the demand for a tourism product or an event.
  • 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.
  • Hospitality Management: The hospitality industry meets the needs and expectations of businesses and leisure users through a range of service providers. This unit will develop your understanding of the hospitality industry in economic and operational terms, and you'll learn about vital features for the day-to-day management of hospitality units.
  • Leisure, Tourism, Events & Climate Change: There's a two-way relationship between leisure, tourism, events and climate change. Leisure and tourism is weather dependent, and the industry has to adapt to the climate change while making a significant contribution to greenhouse gas emissions. This unit will explore these relationships, how the industry adapts to climate change and how it can reduce its contribution.
  • Media, Tourism & Leisure: Media practices in leisure and tourism. You'll learn about the transnational and transcultural circulation of meanings and the powers of narrative and imagery in leisure and tourism.
  • Sport, Leisure & Politics: How sport and politics are linked within wider political and leisure industries. Explore political contexts to make sense of sport as a representational human activity loaded with sensitive values and an alternative environment for interaction.
  • Sports Marketing: The sports sector is a significant part of international, national and local business. This unit will develop your understanding of this sector in economic and operational terms, and you'll learn about vital features for the day-to-day management of sport.

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.

Scheduled learning and teaching activities

The emphasis of this course is in guided independent learning, which helps you develop into a self-motivated learner. When not attending lectures and seminars, you will be expected to read around the subject. Your typical week’s activities will include reading books and journal articles, working on group projects, preparing presentations, conducting library research and writing your assignments. The hours below give an indication of how you can expect to spend your time during each year of this course.

Year 1 – 22% of your time will be spent in timetabled learning & teaching activities

  • Learning and teaching: 225 hours
  • Independent learning: 975 hours
  • Non-assessed learning and teaching: 19 hours

Year 2 – 21% of your time will be spent in timetabled learning & teaching activities

  • Learning and teaching: 247 hours
  • Independent learning: 953 hours
  • Non-assessed learning and teaching: 4 hours

Year 3 (placement year)

Year 4 - 16% of your time will be spent in timetabled learning & teaching activities

  • Learning and teaching: 194 hours
  • Independent learning: 1006 hours
  • Non-assessed learning and teaching: 2 hours

58% of the course is assessed by coursework

  • Year 1: 72%
  • Year 2: 75%
  • Year 3: 0% (placement year)
  • Year 4: 83%

Throughout the course you will be assessed by coursework culminating in your final year research project, but you will also undertake group work and written exams.

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.

Download the programme specification for BA (Hons) Events & Leisure Marketing.

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.

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

Placement opportunities

At BU, we recognise that placements are extremely valuable and can give you a head start when it comes to your future career. We are proud that our students have played their part in the success of top firms. Why not read about some of our students’ experiences?

What’s more, you can also choose to undertake your placement abroad, giving you the opportunity to develop yourself personally, academically, and professionally and gain skills to help you stand out in the job market.

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.

Our students have previously worked for:

  • Mercedes
  • Samsung
  • Warner Brothers
  • Disney
  • Logicalis UK.

Why not read about some of our students’ experiences?

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

Your application

Background and experience

For this course we are looking for applicants who:

  • Communicate well
  • Demonstrate originality and creativity
  • Show enthusiasm, passion and commitment
  • Have the ability to think on their feet
  • Act as well as think.

Students on this course will typically have a creative or business focused background and be interested in a leisure focused angle to their degree or future employment. We look for creative and innovative thinkers, people who are happy to not only think of ideas but also put them into practise. We would encourage applicants who are interested to demonstrate new ideas, express themselves well in writing, show preparedness to work well in groups and to demonstrate a wide range of interests.

Successful applicants will be those that demonstrate an interest in hands-on organisation, people who can develop into the innovative, flexible, enthusiastic managers needed by an industry that exists to create something special for its customers.

Selection methods

We’ll be selecting the candidates for this course by looking at their UCAS applications; there are 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 webpages.

Our offer making process

Our offer making will typically be based on your three main graded qualifications, including any required subjects. Additional study may be valuable for breadth of study, and we will look at a range of qualifications and subjects, including the Extended Project Qualification and General Studies, 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) and the rest of the application to see if you have the academic potential to succeed on the course. If we feel the answer is yes, we will still confirm your place.

How we'll assess your application 

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, predicted grades, reference and personal statement, and in some cases, your performance at an interview/selection test.

If you meet one or more of our contextual data indicators for educational disadvantage (such as being in care, living in a low participation neighbourhood or in an area with less advantaged socio-economic characteristics), your offer could be between 6-20 points below the published tariff.

Unconditional offer scheme

Our Unconditional Offer Scheme seeks to reward exceptional applicants who are predicted to achieve top academic results. The scheme is offered to applicants on all courses who are predicted AAA at A-level/triple Distinction in BTEC Extended Diploma, or above, or equivalent, subject to any course selection measures and meeting other entry criteria (i.e. required qualifications). What’s more we’ll recognise your achievement if you meet these grades with an Academic Excellence Scholarship from £1,500 when you arrive*.

We believe that unconditional offers will reduce pressure on applicants who will continue to strive to achieve the best grades possible. Excellent grades will become a part of applicants’ CVs and are also required for BU’s scholarships. International qualifications are considered in the scheme; however applicants must satisfy the English language requirements. *Our scholarships are subject to terms, conditions and eligibility criteria, detailed on our scholarships pages.

2017 entry requirements

The new UCAS Tariff will be used for September 2017 entry.

The entry requirements for this course are 96 to 112 tariff points, including 2 A-Levels or equivalent qualifications. BTEC Extended Diploma: MMM. 

UCAS have created a helpful calculator so you can calculate points to use for courses starting from September 2017 onwards.

GCSEs: This course requires a minimum of 4 GCSEs grades A* - C (or grade 4 or above in the newly reformed GCSE grading) including Maths and English or equivalent qualifications.

Numeracy and literacy: We need to be sure that you can express yourself in written English and have basic numeracy skills. We look at Level 2 of the National Qualifications Framework, which includes, but is not limited to GCSEs, iGCSEs, Key Skills and Functional Skills Level 2. If you do not have formal qualifications to this level or have alternatives, we may still be able to consider your application – please contact the askBU Enquiry Service to find out more.

Other qualifications

We have outlined below other qualifications that we consider for this course. If you are studying a qualification that is not listed, please contact the askBU Enquiry Service – it may be that we can still consider it.

Access courses: BU welcomes Access to HE Diploma applicants. This course requires applicants to Pass the Access to HE Diploma (with 60 Credits - at least 45 at level 3, remainder at level 2 or equivalent). Any combination of grades to meet the overall tariff is acceptable

BTEC qualifications:

  • Extended Diploma: This course requires Merit, Merit, Merit.
  • Diploma: This course requires a Merit, Merit in addition to an A-Level to achieve the overall tariff.
  • 90-credit Diploma: The 90-credit Diploma will be accepted as part of your overall tariff but it must be accompanied by A-Levels or equivalent qualifications.
  • Subsidiary Diploma:This course requires a Merit in addition to two A-Levels to achieve the overall tariff.

A combination of BTEC qualifications to meet the overall course tariff is also acceptable.

Cambridge Pre-U Diploma: We welcome applicants studying the Cambridge Pre-U Diploma or a combination of Pre-U subjects and A-levels.

European Baccalaureate: Applicants are required to achieve a minimum score of 75% overall.

International Baccalaureate (Diploma): This course requires 26-30 IB points including 5 points from each of the 3 Higher Level subjects.

Scottish qualifications: Scottish Advanced Highers, Scottish Highers and other Scottish qualifications are all welcomed providing that your results meet the overall course tariff.

Welsh Baccalaureate Advanced Diploma: The Welsh Baccalaureate Advanced Diploma is welcomed alongside A-levels or equivalent, to meet the overall course tariff.

OCR Level 3 Cambridge Technical Qualification: The OCR Extended Diploma or a combination of one Diploma + one Introductory Diploma is acceptable for entry to this course.

Extended Diploma: This course requires from Merit, Merit, Merit.

Other combinations of OCR Level 3 Cambridge Technical qualifications to meet the overall course tariff may be acceptable.

Extended Project Qualification: The grade achieved for the Extended Project may be taken into account when considering whether or not to accept a candidate who has marginally failed to meet the conditions of their offer.

Deferred entry: We are happy to consider applicants for deferred entry.

International entry requirements

English language requirements

If English is not your first language, you will need to provide evidence that you can understand English to a satisfactory level. English language requirements for this course are normally:

  • IELTS (Academic) 6.0 with a minimum of 5.5 in each component of writing, speaking, listening and reading or equivalent.

View further information about our English language requirements.

If you do not meet the English language requirement for your degree then why not join our Pre-Sessional English course. Successful completion of our Pre-Sessional English course will meet your English language requirement, without the need to re-take IELTS.

Academic 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.

We offer a number of preparatory programmes through the Bournemouth University International College. These courses offer you progression from High School in your home country to a Bachelor’s degree at BU.

Options include:


By completing the Events and Leisure Marketing degree you will be preparing yourself for work in the interesting and evolving leisure sector, which covers a diverse range of areas, including tourism, sports, arts and music, recreation and computer games. This course has an excellent graduate employment record, with 95% of our students in work or further study, of which 70% are in professional or manargerial roles. Our graduates have gone on to work for organisations such as London 2012, House of Fraser, Tag Worldwide, Empire Cinemas, Fulham Football Club, Animal, Channel 5 Home Entertainment, Sony, Holiday Inn, Harrods, Garmin and many more.

Your  placement will give you an unrivalled opportunity to gain experience in the events and leisure marketing sector, and to make valuable contacts who may help you find employment when you graduate. Among the roles you can apply for are:

  • Account executive
  • Marketing executive
  • Trainee manager
  • Web operations marketing manager.

Our graduates have worked for companies such as Tag Worldwide, Empire Cinemas, Skyscanner, Holiday Inn, Fulham Football Club, Sony, Harrods and Garmin to name just a few.

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).

Industries worked in

  • Events
  • Sport
  • Hospitality
  • Tourism
  • Leisure.

Further study

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.

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

Our lecturers

Our staff are actively engaged in research and professional practice in the events and leisure sector which is integrated into the teaching of this course. Find out more about some of the staff and their research activities who will be teaching on this course below.

Professor Janet Dickinson

Programme leader for BA (Hons) Events and Leisure Marketing

Janet's research focuses on transport, mobile technology and collaborative communities, underpinned by a sustained interest in the social experience of time. Her funded research has been instrumental in developing the concept of slow travel and, more recently, analysed mobile enabled collaborative communities. She is currently exploring how the Internet of Things may transform reciprocal practices to bring about more sustainable travel, health and well-being benefits for a variety of communities.

No hidden extras

As a student at BU we will provide many things to support you and there will also be additional costs you may encounter whilst studying at BU. The information below will help you understand our provision and what you need to budget for.

What you can expect from us

All of your teaching and assessments are included in your tuition fees, including, lectures/guest lectures and tutorials, seminars, laboratory sessions and specialist teaching facilities. You will also have access to a wide range of support and services.

  • One set of study-related consumables such as a memory stick/ DVD
  • Materials for laboratory and field-based teaching activity
  • Support for 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

  • Accommodation and living costs: view our price guide
  • Text books: remember that our award-winning library is stocked with a large range of text books for all courses, as well as online resources such as industry journals, free of charge
  • General stationery and other supplies such as print and presentation materials: the Students’ Union shops stock a wide range of stationery supplies on both campuses
  • Travel to, from and between BU campuses: our bus service operates in the local areas offering a subsided travel rate; we also have a large number of secure bike storage compounds
  • SportBU membership: check out our student membership packages, sports events, varsity teams, information about our new facilities and more on the SportBU webpages
  • Optional fieldwork travel, outdoor wear and footwear (where applicable)
  • Telephone and travel costs incurred when undertaking interviews for coursework/securing placements.
  • A fee will be payable towards the cost of an Educational Psychology Assessment if this is required in connection with additional learning support. BU pays for approximately two-thirds of the cost of this assessment for UK students. For more details and current pricing please visit the student section of the website.

Repeat units

If you need to repeat one or more units during the course of your studies (with or without attendance), you may be required to pay an additional fee of £1,500 per 20 credit unit.

Financial help available from BU

We offer a range of scholarships and bursaries to students who are beginning their studies at BU. Our website also provides details on living costs, budgeting and paying your tuition fees.

What our graduates think

Courtney Lee

During my placement I worked for the Hong Kong Tourism Board's Trade Development Team. I designed a social media plan and worked on the launch of FestIM.

What our graduates think

Cathi Farrer

I’ve have had some great sporting events jobs since graduating, including the 2012 Olympics. I was involved in looking after media zones and managing volunteers.

Additional information

Fees and funding

Fees and funding

Find out about fees and funding, including scholarships and bursaries.

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International students

We have a strong international student community. Find all the practical advice and information you need here.