Events Management BSc (Hons)

Full-time undergraduate (3 years, 4 years with placement)

Cambridge

September 2017

Overview

Develop the skills, competence and confidence you need to thrive in the ever-changing events management environment. Our degree course gives you opportunities to help run local and regional events and festivals, including product launches, charity events, right through to major events such as the Olympic Games.

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Full description

Careers

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Throughout your studies, you’ll benefit from lectures and seminars in career-relevant issues such as CV preparation, job-hunting and using social media. This course also includes a high level of hands-on experience through your course assignments in planning and executing local or regional events.

Our dedicated placements and employability support team can help you access information that’s directly relevant to your studies. You’ll be encouraged to reflect on your strengths and areas for development, and to make plans to enhance your skills and experience in preparation for employment.

We host regular guest lecturers and industry experts to share up to date information and discuss work practices. It’s a chance to enhance your knowledge of the job market and network with employers.

Or you might choose to enhance your education and career prospects further still by taking a postgraduate degree, such as our MSc International Hospitality and Tourism Management or MSc Marketing.

Modules & assessment

Year one, core modules

  • Introduction to Tourism and Events
    This module introduces students to the main theoretical concepts underpinning tourism and events studies today, along with some of the issues that affect tourism destinations, industries (such as the events industry) and tourists themselves. Tourism is often claimed to be the biggest industry in the world, yet tourism is not really an industry, more a gathering together of disparate forms of production and consumptive activities. The module will cover historical changes in leisure and development of tourism in specific destination localities and the wider world through case studies. We will also focus on the development of mass package tourism, where it takes place and why; what are the social, economic, and environmental consequences of these developments in particular places. We will also examine the increasing globalization of the world economy and examine the role of tourism, and events, within this through case studies on particular topics such as the geographies of food, notions of mobilities that breakdown the separation of everyday travel and tourist travel. The module will also introduce students to the theory of tourism study which considers both the destination (tourism) and market (tourist) characteristics of the sector. By the end of the module, students should have a firm grounding in the tourism field, comprising a base of knowledge that they can build upon throughout their studies. The module will be assessed through group work and additionally coursework which applies the theories and models raised in the module in a real-life tourism context, based on a day trip. One of the main focuses for the design of this module has been the further development of relevant employability and professional skills. These will include team work and self-assessment and reflection.
  • Academic Skills
    On this module, you'll learn a range of skills required to function effectively as an independent self-learner. You'll develop both practical and academic skills that are essential for you to be successful in your chosen business undergraduate degree. The module will equip you with skills that can be used in modules throughout your chosen degree. The focus of the module includes: the use of information technology and associated software packages, presentation skills, problem-solving, both individually and in teams, critical analysis, critical writing and referencing.
  • Principles of Marketing
    This module will present you with a foundation in the core theories and models of marketing, from a bottom-up perspective. The module will instil in you an understanding of how marketing operates as a key functional area within business and how it critically interacts with other areas such as accountancy, human resource management and business management throughout all business sectors.
  • Introduction to Accounting and Finance
    This module aims to give you a sound grasp of the basics of financial reporting (context, purposes, and regulatory framework) through introducing the principal concepts of financial accounting. The preparation of principal financial statements will also be explored. This module is also designed to introduce you to key management accounting skills necessary to support decision-making.
  • Tourism and Events Business Management
    This module focuses on the management of tourism businesses. The module will provide you with an overview of the tourism industry and its specific characteristics, specifically looking at individual subsectors, such as travel retail, tour operators and transport. The role of the state in facilitating and constraining business development and management practices in tourism will be discussed. This module will also provide you with the opportunity to apply your management studies within the context of international tourism.
  • Introduction to Organisations and Management
    Management in practice is about supporting people to work effectively in different organisational contexts. Regardless of your technical area, type of organisation or job position, you will need to manage your relationships with colleagues, managers, subordinates and customers. This module will equip you with knowledge and skills to help you understand how people and organisations function at individual, group and organisational levels based on the latest academic evidence.

Year one, optional modules

  • Food and Drink Tourism, Events and Festivals: Principles and Practice
    Food and drink tourism, events and festivals has become a particular focus of academic and industry interest in the past 15 years. It is an area that is increasingly being recognised as a powerful vehicle for behaviour and attitudinal change, specifically in regard to sustaining rural businesses and communities (Everett and Aitchison 2008; Sims 2009) and is therefore becoming of interest to more entrepreneurial and business-focused courses. As part of the rise in new consumption patterns, food-motivated travel is also becoming a significant ‘pull’ factor in management and marketing strategies (Okumus et al. 2007) and we have witnessed a significant rise in food /drink tourism destinations, trails and festivals and the desire for ‘local’ authentic food experiences. The module will be highly interactive and draw on a wide and illuminating variety of illustrative food and drink case studies from around the world. Supported by research, critical theory, real-life case studies, student exercises, diary extracts, policy excerpts, and news items, this module will cover key aspects of the development of food and drink tourism, events and festivals but also ensure students can put these ideas and concepts into practice by developing an original and innovative new destination strategy using food and drink as its core focus. It will include a field trip to a food museum, trail or festival and is designed to meet a rising interest and demand for a module that cuts across the fields of hospitality, events management, food and beverage, gastronomy studies, cultural studies, business development and tourism. It provides an engaging and highly research-informed module focusing on the growing fields of food and drink tourism, special interest tourism, agricultural links with tourism, policy development, environmental sustainability, marketing and cultural heritage.

Year two, core modules

  • Project Management
    Project management is a key skill for any future professional to acquire, at some stage in your career you will be involved in delivering or working on a project. This module focuses on providing a sound basis for managing or working on projects. In essence, the concept of managing a project hinging on one quite basic principle, managing the triangle of: quality of the project outcomes, cost and time. In practice, this is a complex juggling act. The module covers: the major process groups of the Project Management Body of Knowledge; the importance of stakeholder and risk management; scheduling and costing; monitoring and controlling techniques, including cost control, time management and resource optimisation; improving the success of projects; and the principles of agile project management. Assessment is by two pieces of coursework: a project schedule and discussion of stakeholders and risks, and a limited time case study problem.
  • Sustainable Tourism and Events Management
    In this module we critically review the social and economic consequences of certain forms of tourism in examining differing practices and planning of sustainable tourism using case studies. We will focus on how specific variants of the sustainable tourism development such as ecotourism, nature and wildlife tourism, Events Tourism, and approaches such as pro-poor tourism are seeking to bring more widespread social, economic and environmental benefits to the contexts in which they are implemented, with a particular focus on the benefits to local people, including the poorest groups of people in Tourism Destinations. The module therefore examines the regional, national, and international frameworks in which the tourism industry operates. It identifies some of the main alternative options and strategies for tourism development examining the potential economic, cultural and environmental potentials, determinants, and constraints. The module uses in-depth case studies from around the world to focus on strategies of 'sustainable tourism' in mass tourism destinations, as well as market interventions such as 'pro-poor tourism'. The module examines the roles of differing agents in tourism development, for example how governments may be constrained by a range of international factors in seeking to develop tourism, such as a need for foreign revenue, and thus may have little negotiating influence with multinational tourism organisations. Case studies are used to evaluate current developments in supply side management and corporate responsibility policies and practices and planning focussed on sustainability goals - including adaptations to climate change. In essence, the module draws on and is strongly grounded in the notions of sustainability, ethics and responsibility and the extent to which these are variously integrated into the development, management and innovations in the tourism sector globally and locally. Assessment will be by project report and an open book examination with a focus on a critical comparison of management approaches in at least two contrasting tourism and events contexts.
  • Marketing Tourism and Events in an International Context
    Practical and dynamic, this module explores the vital role of marketing in the context of the tourism and events industry through a series of intellectually stimulating and challenging weekly lecture/seminars. We tackle some of the major issues related to tourism and events marketing. From tourist market segmentation, innovative events marketing practice from both a theoretical and a practical level, the marketing mix, and the concept of strategic tourism marketing through to the role of digital/social media strategies. This module has been designed to give our students cutting edge knowledge and comprehensive awareness of current, critical and innovative thinking in tourism and events marketing. You will have the opportunity to apply theoretical thinking to real-tourism and events practice as part of your assignment and gain experience consulting on a real-tourism and events scenario – thus providing a fantastic opportunity to develop your CV and professional experience.
  • Business Research Methods
    This core module introduces you to the various methods of undertaking business research - vital tools for anyone hoping to pursue a career in business. The module covers a range of qualitative and quantitative research methods. It’s a practical module informed by theory and real-life examples, which’ll help you to explore the philosophical debates underlying business and management research and consider how they relate to our understanding of knowledge and business practice. You’ll be encouraged to develop your ability to critically assess both the theory and practice of business and management research and to reflect on your own learning and development. This module will help you think about a final project and give you confidence in using research methods.
  • Live Events Management
    This module introduces you to events management in practice. You will build on knowledge gained in the introduction to Tourism and Events module to examine the specific characteristics of the Meetings, Incentive, Conference, and Events sector (MICE) and the sector’s impact on wider tourism agendas, and the development of leisure events and their socio economic role in tourism destination management. You will then go on to examine a number of key theoretical ideas and threshold concepts used in the management of events and will apply them to the planning and delivery of your own event. You will also have the chance to visit and critically observe an event as part of this module. Throughout the first 9 weeks of the module you will work in teams to plan and deliver a small scale event at the university. You will identify a charity that you would like to work with to raise awareness of their work and funds to support their activities. You will then work together to plan, market, and deliver an event such as a gig, bake sale, quiz, or a guest lecture, in week 10 of the semester. Each group will be given a small budget group to support the event. You will be assessed in two ways; firstly on the delivery of the event in week 10 (pass /fail) and on a written portfolio that will include your group’s proposal for the event with feedback from your tutor, your group’s mapping exercise showing how you applied key theoretical ideas and threshold concepts to your practical project, an individual reflection on the events management process, and an individual self and peer review. This piece of work will encourage you to reflect on your learning and experiences and link together theory and practice.
  • Field Study
    Sustainable development entails the realisation that uncontrolled growth and development is detrimental to the environment and society. Although many consider this to be a buzzword of the 1990s, as a particular way of thinking, it allows us to understand and evaluate all types of developments anew, regardless of the main goals and justifications that underpinned them in the past. For instance, mega industrial (including) tourism developments during the 20th century that assured humanity of economic growth, wealth generation and prosperity, have today, called for reflections on environmental and wider societal impacts, i.e. how have these affected our physical environment? How widely beneficial have these been to society? What about the question of degraded and polluted landscapes and atmosphere or displaced communities and cultures and the resultant conflicts that arise from such developments? These are the type of questions that you will address on this module, many of which will be part of in-class discussions. Observing events: principles and practice: This module will offer students the chance to participate in a field trip that will be funded by the department. Students must choose from either a four day trip to a European city or a day trip to London. The field trip will include a range of activities including a visit to an organised event. Students will be asked to carry out observations throughout this trip.

Year two, optional modules, please pick one of the following:

  • Enterprise and Entrepreneurial Management
    This module will develop your skills and knowledge surrounding entrepreneurship and business start-up. The core to this module involves developing an understanding of the key stages associated with a business start-up. You’ll explore the practical skills required to establish an entrepreneurial venture and the processes associated with: the management of the elements connected with business planning; for example, creativity, management and leadership, building key business relationships, financial planning, sustainability and understanding the importance of setting and achieving realistic goals.
  • Responsible Business
    On this module you will learn about the shift towards more environmentally, socially and economically responsible business practice and in particular focus on the drivers behind this shift. Furthermore, you will explore the concept of global responsibility and citizenship and growing business arguments for including a consideration of sustainability in all business practice. The module examines our increasing recognition that as individuals and businesses we have responsibilities as 'global citizens' in ensuring a more sustainable future. Assessment is an online referenced blog.

Year three, core modules

  • Career Management and Employability
    This innovative and exciting career-focused module will help you develop the employability skills and capabilities that are needed to compete successfully in the graduate labour market whilst seeking to provide you with knowledge, support and insight into the contemporary world of work and the business market. The module will also develop your skills and is therefore practical and engages you in case study exercise, real-life scenarios, audit and skills testing techniques and invites external guest speakers and employers to provide insight and input. The lectures and seminars will provide key inputs to help introduce you to fundamental employability concepts, insights and techniques, drawn from the world of business and management, but also from other disciplines such as sociology, social psychology and the humanities.
  • Contemporary Issues in Events
    The issues confronting the events management sector are rapidly changing, along with the wider socio-economic, political, management and also climatic contexts in which the industry operates. Ability to react to these changes requires an understanding of the current issues, trends and topics in events management, their causes and consequences. The aim of this module is to develop the theoretical basis for consideration of key issues, trends and challenges facing professionals working in the events sector today and in recent years. An ‘issue’ is a topic for discussion and debate – something which is viewed differently by different people. The module encourages critical debate and evaluation among students by providing examples of very recent issues in events management such as the impact of terrorism on large events, the fast growth of the music events industry, the impact of disasters at events, and niche events trends. You will be encouraged to consider the potentialities and problems in researching current issues in tourism, and how study of such issues can aid events management. The module is delivered through a series of lecture and seminar sessions. Lectures will serve to introduce issues and will be followed up by seminars, which will encourage students to open out the material and deepen their appreciation of it. The module will be assessed through a combination of group and individual assignments. You will present as a group on a particular current or recent issue affecting tourism and create a portfolio of reflective coursework. Group presentations include an individual element which you will be assessed individually on. One of the main focuses for the design of this module has been the further development of relevant employability and professional skills. These will include team work and self-assessment and reflection.
  • Events and Tourism Policy
    This module will offer a multi-disciplinary approach to tourism and events drawing on the fields of economics, political-economy, geography, tourism, events management, and policy. It acknowledges that this subject area cuts across (and is relevant to) numerous fields within social science and business education, thereby replicating recent calls for academic studies to move towards work that embraces tourist studies with tourism management, cultural studies with business, sociology with marketing in a truly trans/multidisciplinary perspective. It aims to provide a student-focused, research-informed, relevant and engaging module and its aims will be achieved by drawing ideas and theories from several subject fields, including case studies from different international contexts, and building on research and industry engagement by staff. This module will introduce students to complex issues facing policy makers of who often use tourism and events as a major tool for urban development, specifically the triple-bottom line effect up on: economic, social, and ecological grounds. The module will complement the existing practical focus of Level 4 and 5 modules. This will be a dynamic and challenging and research-informed and industry connected module; centred on a TBL approach to pedagogy and will be grounded in a range of regional events and festival case studies, right through to hallmark, major and even mega-event contexts. The module will specifically draw up on the module leader’s (Michael Duignan) published work around the strategic uses of mega-events for revitalising communities, regions, host cities and their respective nation, alongside the national award winning slow tourism work (ATHE/VisitEngland Award, 2015) currently underway within the business school and Marketing, Enterprise, and Tourism. The module will be assessed through team based learning exercises and the production of a strategic report.
  • Live Events Project
    This capstone module builds on everything you have learned on your course. Drawing on the theoretical knowledge and practical skills you have acquired on your course you will work in teams to put on a professional event that is external to the university. Your event can take any form but should conform to Jago and Shaw’s idea that a special event is “a one-time or infrequently occurring event of limited duration that provides the consumer with a leisure and social opportunity beyond everyday experience.” (1998: 29) Your event should have a positive impact and contribute to either local tourism, community building, urban renewal, cultural development, or fostering local identity (Getz 2007), it should not impact negatively on the environment or the people of Cambridge. Your event might raise funds for a local charity, highlight a particular issue, or celebrate a local person or historical event. You will be expected to work in partnership with a local organisation to plan, develop, and deliver your event. You will be given a small budget by the department to support your project. You will be assessed through a detailed project proposal (November), delivery of a safe and successful event (March), and a critically reflective log on the process of planning and delivery of the event (May).

Year three, optional modules

  • International Intercultural Management
    In an increasingly global business environment, those involved in international business and management must develop the insights and skills to interact with customers and stakeholders in a culturally sensitive way. The module introduces and examines the work of important researchers in the field such as Hofstede, Hall, Watson, Tayeb, Holden, Hampden-Turner and Trompenaars. It explores the application of these theories to decision making at an organisation level. Presenting cultural diversity as a central element in the phenomena of business change and organisational development through the use of case studies and interactive scenarios. It draws on the diversity of the student group as a resource and attempts to generate dynamic learning experiences.
  • Sustainable Transformation and Environmental Practice
    Climate change and sustainability offer both challenges and opportunities for economies and business across the world. This module is a “step” into addressing the requirements of private and public sector organisations looking for graduates with knowledge, skills and attributes related to environmental and sustainability issues. It develops a hands-on approach to sustainability by focusing on the development of an environmental management system (EMS) for the students’ households. It is expected that this module can contribute to the students’ wellbeing, while reducing their carbon footprint and creating sustainable transformations and pro-environmental behaviour. This module aims at developing creativity, responsibility and future-thinking amongst the participants: its ultimate goal is to enhance the students’ participation in a highly competitive job market and the opportunities for green and responsible entrepreneurship. The main pillars of this module are: a. Action Learning & Reflective Practice: This module encourages students to start working on their assessment from day 1, offering a wide variety of tools to record their progress in the implementation and monitoring of their environmental management system. b. Creativity and Use of Technology: This module relies on the students’ creative skills in the use of social media and use of digital learning platforms such as the VLE. c. Employability: At the end of this module students will be able to identify and provide evidence of a wide range of skills and attributes for future jobs and enterprises. Overall aims at encouraging the ability for self-reflection and a commitment to life-long learning becoming and acting as responsible citizens.

Optional modules available all years

  • Chinese (Mandarin)
    Perfect for complete beginners to the Chinese language, the module will focus on all four language skills (listening, speaking, reading and writing) in an integrated approach. It'll introduce key structures and vocabulary relevant topics whilst providing you with an insight into the Chinese society and culture.
  • French
    Foundation French is perfect for complete beginners to the language, the course focuses on all four language skills (listening, speaking, reading and writing) in an integrated approach. It’ll introduce key structures and vocabulary relevant topics whilst providing you with an insight into the French society and culture. Intermediate: If you’ve already studied French but would like to take it further, this module will develop your focus on all four language skills (listening, speaking, reading and writing) further in an integrated approach. It’ll expand upon the key structures and vocabulary relevant topics whilst providing you with an insight into the French society and culture.
  • Spanish
    Perfect for complete beginners to the language, the course will focus on all four language skills (listening, speaking, reading and writing) in an integrated approach. It will introduce key structures and vocabulary relevant topics whilst providing you with an insight into the Hispanic society and culture.

Assessment

You can expect an eclectic mix of coursework, essays, exams and activity-based assignments. This is reflected in two live project modules (year 2 and year 3), whereby the final major project will involve the delivery of a local/regional event external to the university, that draws upon intellectual knowledge gained, understanding of theory, policy and major practice, and a short report linking the project with course outcomes to consolidate all learning outcomes required as part of the successful completion of the degree.

All assessment is designed to allow you to demonstrate what you’ve learning from modules, and to make sure you’re developing the knowledge and skills you need to successfully complete the course.

Where you'll study

Your faculty

The Lord Ashcroft International Business School is one of the largest business schools in the East of England, with nearly 100 full-time teaching staff and approximately 6,000 students from more than 100 countries.

Our striking and award-winning business school building in Chelmsford, as well as new buildings in Cambridge, offer the most advanced learning technologies. We’re well-recognised for our centres of excellence by students, employers and professional bodies alike.

What makes us stand out is that our courses don't just give you sound academic knowledge – they’re at the cutting edge of current business practice and highly relevant to employers. This is owing to the close links we have with the business community and the partnerships we've developed with a wide variety of businesses and public service organisations. 

We're interested in people who are confident, ambitious and ready to take the challenge of making a difference in the world of business. If that's you, we'd love to hear from you.

Where can I study?

Cambridge
Lord Ashcroft Building on our Cambridge campus

Our campus is close to the centre of Cambridge, often described as the perfect student city.

Explore our Cambridge campus

We want to make sure that you’re fully prepared for an increasingly competitive job market, so we offer a four-year degree option which includes a work placement in the third year. It’s an opportunity to apply and enhance your skills while developing new ones. You’ll also build valuable professional networks.

It could be that you have one placement during Year 3, or you could have two or three, giving you the chance to experience different organisations and working practices. Many of our students find that their placement company hires them when they graduate. We have a specialist team to help you find a placement and support you during this year. You might work in the UK or go abroad: our students have worked at leading organisations such as PricewaterhouseCoopers, Bosch, BMW, Airbus, BskyB and KPMG. This period of work experience can help set your final-year studies in context and may well help with your dissertation topic. All in all, it’s a fantastic way to stay ahead of the competition!

Fees & funding

Course fees

UK & EU students, 2017/18 (per year)

£9,250

International students, 2017/18 (per year)

£11,700

Entry requirements

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