Content
The optional modules listed are those that are most likely to be available, but they may be subject to change.
You will study the theories and practice of event management, which will be underpinned by marketing, project management, leadership and tourism modules. As part of the course, you will also study the various sectors of the event industry, develop knowledge of the significance of different types of events and festivals, and be given the opportunity to investigate particular events that interest you.
The Postgraduate Certificate is made up of the following four core modules.
Core modules
- Critical Issues in Tourism and Events Management introduces you to event studies, an interdisciplinary field that studies all kinds of planned events and considers the meanings attached to events and the event experience.
- Meeting Customer Needs introduces you to marketing and operations management knowledge, in the context of understanding customer needs and fulfilling those needs in ways that offer the greatest value to customers and organisations.
- Events and Festivals: Planning and Management equips you with knowledge and understanding of planning and managing events and festivals. This includes pitching, accessing funding and project management for events, along with regulatory frameworks and policy contexts.
- Staging and Evaluation of Events explores the various challenges and responsibilities of managing a range of resources to stage events and festivals, including their design and the evaluation and monitoring of them with regard to the customer experience.
The Postgraduate Diploma is made up of the above modules, along with the following three core modules and one optional module.
Core modules
- Marketing Events and Tourism Destinations: This module provides you with a grounding in the use of events for the promotion of the wider tourism and leisure economy, particularly in UK city destinations. The module is delivered as a partnership with a destination management organisation and explores the distinctiveness of regional events, and how they generate secondary markets outside their geographical location. This module incorporates five full days of fieldwork.
- Work-based Learning in Events and Tourism provides you with the opportunity to hone your practical skills by getting involved in real-world events and projects. You will undertake a short work placement, volunteering for an events or festival organisation.
- Leadership enables you to critically examine and evaluate leadership theory and practice. It also helps you to develop a capacity for self-awareness and reflective learning with regard to leading and managing within organisations.
Plus, one optional module from*:
- Project Management offers a theoretical and practical perspective on critical factors for the successful management of projects. It also provides you with a comprehensive insight into the realities of project management processes in a variety of contemporary organisational settings.
- Digital Marketing is integral to the marketing of contemporary events. This module focuses on the planning and execution of digital marketing campaigns, focusing on the practical skills that need to be developed to maximise the benefit derived from digital marketing channels.
- Customer Relationship Management this module explores the contribution of changes in marketing theory to a more relationship-based approach to dealing with customers in business-to-business and consumer contexts. There is a focus on the processes of strategy development and the design of customer relationship management programmes that reflect customer behaviour.
*subject to availability/change.
The Master of Science also involves writing a dissertation.
- Dissertation gives you the chance to research an issue of academic, management or policy relevance in the field of event management or, as an alternative, undertake a significant work-based project. You can focus on an issue of particular interest and/or relevance to your career or organisation.
