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MSc Events Marketing

MSc Events Marketing video
  • Delivery:
    Full time according to Funding Council definitions

This course is a conversion course, it is ideal for graduates who would like to change subjects or career direction.

This course focuses on events marketing, defined as the use of events for marketing purposes. 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; understand the strategic, finance 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.

Key information

Next start date:

September 2016, January 2017

Location:

Bournemouth University, Talbot Campus

Duration:

12 months full-time for September start, 16 months full-time for January start (including summer vacation) or 2 years with optional 30-week placement; 2 years part-time

Relevant subjects:

All subjects considered

Entry requirements:

A Bachelors Honours degree; 2:2 or above, or equivalent in any Arts based discipline. If English is not your first language you'll need IELTS 6.5 (Academic) or above. For more information check out our full entry requirements.

International entry requirements:

Course details

If you want to study part-time, the course will run for 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 they will always take place during daytime hours. You'll study with full-time and part-time students.

Core units

  • Business Strategy & Finance: The foundations of strategic analysis and choices that tie into an organisation’s business decisions. This includes private, public and third sector. You'll study the corporate finance sources of organisations, reporting and interpreting financial data. This will help you understand the dynamics of the tourism, hospitality and leisure sectors.
  • Event Marketing Communication: Marketing communications are central to all marketing activity and are the most visible part of the marketing plan. You'll discuss all areas of marketing communication in the context of events marketing to help you prepare an integrated events marketing communications plan.
  • Events Principles & Practice: Learn about the organisations and resources involved with the supply of events and the management functions needed to use them. This unit asks why events are organised and how we measure their impacts, and will help you to identify the position of events as a major part of experiential marketing.
  • Contemporary Events Marketing: You'll be introduced to experiential marketing and apply its principles to events marketing. This includes idea generation, event design scenarios and contemporary approaches to marketing. You'll also be introduced to a variety of new media, including evolving approaches using social media.
  • Research Methods: You'll 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)

  • Conference Tourism: Here, 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.

  • Creative Industries in Tourism & Events: This unit will provide an overview of the creative industries highlighting the relationship to tourism and the importance of events (such as think tanks, festivals, etc.) in the creative industries.

  • 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.
  • Fashion Retailing: You should consider choosing this unit if you want a career with some element of fashion. You'll learn how the fashion industry is important to the retail sector. You'll get the chance to explore how fashion can be used here to appeal to fashion-conscious consumers.
  • 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.
  • Mobile Communication and Mobile Marketing: Design and evaluate innovative mobile applications for an effective marketing communication campaign. You'll learn to understand, design and evaluate mobile communication and marketing initiatives in experience-based industries.
  • Sport Tourism: Learn about the features of sport tourism and the changing demands for it, along with its supply structures and impacts on and responses from sport and tourism providers. You'll explore how sport, tourism and events interact.

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.

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 MSc Events 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.

Placement opportunities

As part of your studies it is possible to do a minimum 30-week work placement. This industry placement takes place after the taught elements of the course are complete (before the dissertation), and forms an exciting and valuable part of your studies with us providing the opportunity to gain valuable experience and apply the learning that you have achieved through this course.

What job roles can you expect?

Students will be able to perform the following jobs in event management companies or corporate marketing departments include: marketing director, brand manager, campaign manager, event manager, events executive, account manager, marketing executive, internal communications executive or marketing events executive. The placement should be a paid job but voluntary work can be just as enjoyable.

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 advisor who will visit you on placement and keep in touch by phone and email.

If you chooose an optional work placement there are no additional fees.

*The above are taken from BU institutional data.

Selection criteria

Background and experience

For Events Marketing we are looking for 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.

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 multi-cultural 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

This course selects candidates by looking at their applications. There are no interviews or additional selection activities and therefore we suggest that you make your application stand out from the crowd.

Full entry requirements

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

  • Bachelors Honours degree, 2:2 or above or equivalent.
  • For post-experience and professional qualifications, there may be additional entry requirements set by the association or institute that ultimately administers the qualification in question. The qualification description on the course information pages should tell you what these are but please get in touch with the askBU Enquiry Service if you are in doubt.

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 askBU Enquiry Service for more information.

International entry 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) 6.5 with minimum 5.5 in each component or equivalent.

View further information about our English language requirements.

A number of pre-sessional English and preparatory programmes are offered through our partner institution, Bournemouth University International College, and will get you ready for study at BU at the appropriate level.

You can also find further details of the international qualifications we accept, and what level of study they apply to, on our postgraduate entry requirements page.

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.

As a Events Marketing graduate, you will be prepared to undertake roles such as:

  • Marketing executive
  • Market researcher
  • Media planner
  • Event organiser
  • Sales promotion account executive.

Industries worked in

  • Events
  • Hospitality
  • Marketing
  • Communications.

Further study

If you want to continue your studies after achieving your Master's, you can look into our range of doctoral programmes.

*The above are taken from Destination of Leavers from Higher Education (DLHE) and BU institutional data.

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, many of these are included on the Next Steps insert enclosed with your offer letter.

  • 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
  • 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 subsidised 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
  • 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 Students section of the website.

Repeat Units

If you need to repeat one or more units during the course of your studies, you may be required to pay additional fees equivalent to one ninth of the tuition fee 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.

Course changes

The table below indicates the latest changes to this course.

Date Changes to this course Where the change was made Previous text
02/03/2016

Elective unit change. Removal of the unit Managing Organisations and addition of the unit Research Methods

Course details

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.

04/03/2016

A new option unit: Creative Industries in Tourism & Events

Course details

N/A

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.

Additional information

Your career and development

Your career and development

Read about career and development opportunities and discover how gaining industry experience could help you.

International students

International students

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