Diverse, dynamic and full of fresh challenges, event management can take you all over the world, working on concerts, corporate events, sports fixtures and festivals. Marketing is an essential part of it, raising events’ profiles and selling those all-important tickets. We’ve created a powerful, practical degree which brings these subjects together to help you launch a successful career, and this course gives you an in-depth understanding of event management, hospitality, marketing, advertising, sales, communications and public relations. Working with industry leaders and professional bodies, we’ve combined rigorous academic theory with real-world scenarios to help you explore why some events succeed and others fail.
Partnerships and opportunities
As part of our enterprise and employability focus, we give you many options to gain work experience. You can undertake internships during the summer, engage in multiple work shadowing opportunities, and take on a year long placement between your second and third year. Our students have completed placements with a wide variety of businesses, such as Walt Disney, Bluehat Group, British Fashion Council, Givergy Events and charity organisations including Hope for Children.
Many students also choose to broaden their horizons through our study abroad programme in second year with one of our partner universities in Europe, North America or Australia. Some combine their language study options with a half-year of study in the language home country and then a further half-year work placement in the same country. Without a doubt, they come back with excellent skills in a second language in addition to fantastic memories, experiences and career skills.
Our partnership with Walt Disney World Resorts and the University of California Riverside gives our students the chance to study and work in the United States of America on this fantastic internationally renowned programme.
5 Reasons to Study BA (Hons) Event Management and Marketing
The University is a member of the Association for Event Management Education (AEME) and the course is also accredited by the Chartered Institute of Marketing (CIM).
Studying Event & Marketing gives you the best of both worlds! You will follow two subjects that closely relate in both theory and in practice increasing your options for your future career choice. You can even undertake the Chartered Institute of Marketing courses while you study.
The course gives you the opportunities to do a work placement in small or large corporations, developing key employability skills, both domestically and internationally.
All students have the option to study abroad to give you an edge in the job market.
You will develop key management and business skills at a leading international business facing University on a course ranked 5th in the UK for Tourism, Hospitality and Events Management.
Being an international student has been a challenge but it has also been the best four years of my life! Doing a placement enabled me to take my theoretical knowledge and put it into practice.
BA (Hons) Event Management
Graduates have found employment in fields such as events planning, hospitality management, marketing and within large travel companies, hospitality and airlines. Our graduates can leave with key employability, enterprise and strong interpersonal skills. The average salary six months after graduating is £20,000 rising to an average of £24,000 after 40 months. 100% of BA (Hons) Event Management and Marketing graduates are in work or full time study after 6 months.
What job can I get?
Our graduates go on to a whole range of exciting careers, including events planning, hospitality management and marketing communications. They often work for event management organisations, large travel companies, hospitality businesses and airlines. 100% of our graduates have gone on to work or further study within six months of finishing this course.
You will be studying 4 modules in each semester and your contact time varies between modules, but usually you will have two sessions per week for each module, a one-hour lecture following by a one-hour seminar/tutorial. Typically, a new topic or theory will be introduced in each lecture and will be followed up with class discussion and feedback in the subsequent seminar. In addition, as part of your study time, you will be collaborating with your peers on tasks and group assignments. Module leaders also offer weekly drop in and feedback sessions, usually 2x1 hours per module as well as revision sessions.
The University’s ‘online learning environment’ means you can access all your course resources, literature and timetables from anywhere in the world.
Usually, assessment is split between coursework and examinations. The style of coursework can vary from presentations to business reports, essays depending on the taught topics.
All students have the option to study abroad in more than 30 countries across 6 continents.
Study abroad opportunities are available worldwide and in Europe under the Erasmus+ Programme. Find out more about what Study Abroad can do for you.
As with all courses at Hertfordshire Business School, you can undertake a paid work placement in a UK or International business. During this time you will be employed by a business and will be subsequently paid. The Careers, Employment and Enterprise team based on the campus can help you find and tailor applications to maximise your chances of securing a relevant placement.
As part of our enterprise and employability focus, we give you many options to gain work experience. You can undertake internships during the summer, engage in multiple work shadowing opportunities, and take on a yearlong placement between your second and third year. Our students completed placements with a wide variety of businesses, such as Walt Disney, Bluehat Group, British Fashion Council, Thomson Cruises, Mundy Cruising, Wendy Wu Tour Operator, Givergy Events and charity organisations including Hope for Children.
Introduction to Marketing Communications - 15 Credits
The module will introduce students to the various aspects of marketing communications tools from initial analysis of the market through to developing an expanding range of promotional techniques. The module combines an understanding of relevant marketing theories, for instance consumer and organisational buyer behavioural models, buyer behaviour; market segmentation, targeting and positioning; and marketing research, exploring the use of all elements of the promotion mix. This module will cover the main areas of advertising, personal selling, sales promotion, public relations, sponsorship and direct marketing. Attention is also given to new areas of increasing relevance such as product placement and electronic media.
Creativity, Technology and Innovation - 15 Credits
This module covers the main theoretical models of the discipline, and an understanding of the external environmental climate for products and services, and the main business processes and resources affected when businesses react to these new challenges. Appropriate international perspectives will be included.
Creativity, technology and innovation are three important interrelated drivers for internal and external marketing strategy. Marketers are increasingly being challenged to manage these assets, and driver changes in business processes and resource skills. How can marketers utilise these assets to create, develop and deliver customer valued products and services? How will this reconcile with the corporate imperative to make profits? Externally, how does the consumer and customer react to these new technologies? Will patterns of business and markets change as a consequence of these sometimes discontinuous innovations? Creativity in the products and marketplaces produce their own unique challenges, do they represent opportunities or threats to market leadership?
Economics for Business - 15 Credits
This module aims to enable students to understand the economic context of modern business by introducing and developing an appreciation of the utility of economic approaches in studying the business environment. The basic tools and approaches which economists use; demand and supply and industry analysis, among others; will be introduced and applied to help understand the economic issues involved and the public policy which can be derived. Economics, of course, provides one of the key pillars of a solid education in business and this module represents some first steps in this direction as well as highlighting some of the major contemporary issues in our society.
Principles of Marketing (CIM) - 15 Credits
The module aims to introduce students to some of the key ideas of marketing and is suitable for both marketing and non-marketing students. It examines the environment within which organisations operate and the role of marketing within the organisation so that students can understand the context within which marketing personnel work, and the different activities which are carried out under the umbrella term of 'marketing'. Concepts central to an understanding of marketing are considered - segmentation; targeting and positioning; the product life cycle; the 4Ps; buyer behaviour, etc.
The module provides insight into the practicalities of developing internal and external relationships, including consideration of networking, collaboration and co-operation in order to reduce the potential for conflict.
Data Analysis for Tourism & Event Management - 15 Credits
The module provides an introduction to some basic quantitative techniques used in the tourism and event management sector.
This module is intended to develop analytical skills necessary to understand and interpret data that is used in the travel, tourism and event management industry.
Case examples will be used so as illustrate to students the value and relevance of quantitative information; drawing from a range of tourism and event management related sectors, e.g. airlines, hotels and tour operators, tourism boards and attractions nationally and internationally.
The following techniques will be introduced and developed throughout the module: revision of basic numerical techniques including algebra; presentation of data; descriptive statistics; use of excel; correlation and linear regression; forecasting techniques and time series analysis; basic probability theory; project management; basic simulation; weighted averages and indices; investment.
The Global Event Industry - 15 Credits
The global Events Industry takes planned event examples from around the world to demonstrate similarities and differences, in management styles, sectors and cultures. Students will learn about planning different types of events in the public, private and voluntary sectors; and the management functions (HRM, Finance, Risk Management, Marketing, Logistics and staging, sustainability, event evaluation and legacies) which work together to create successful event experiences.
Study & Research Skills for the Event Industry - 15 Credits
The aims of this module are to enable students to develop their understanding of key topics relevant to research in the event industry and to enhance their academic and study skills in order to facilitate the transition to higher. The module is composed of several themes which will include communication, thinking, and methods of enquiry, IT-literacy and the nature of knowledge. These will allow students to effectively match problem-solving techniques to different scenarios. In doing so, students will be expected to operate in teams, reflect on practice and recognise aspects for self-development and improvement. The module selects a series of issues that are pertinent to event professionals and management issues within the event sector.
Media Design for Event Management - 15 Credits
It is important that professionals in Events Management are able to use contemporary media processes and make things such as posters, leaflets, web pages, short videos and sound recordings. This ensures that they can communicate effectively to their peers, colleagues and clients in presentations and in the development of ideas. It also means that when necessary they can work with and brief professional designers and other creative workers in an appropriate way.
This module establishes and develops basic process literacies in a range of media practices using contemporary design software. Centred in project work the module enables the student to develop their skills in design, in producing good visual communication and in using narrative media forms to present ideas and information and to influence views and opinions.
Lecture and workshop learning is extended through structured self-managed assignments which develop software skills and an understanding of visual and narrative communication.
Managing People - 15 Credits
Managing People aims at providing students with an introduction to the management of people in organisations. Content includes:
- The development of HRM, theory and practice, contextual factors, strategic approaches.
- Recruitment and selection - role of R&S, models of R&S and their application.
- Equality and diversity - the case for equality and diversity. Approaches to implementing equality and diversity policies and tackling discrimination in organisations.
- Flexibility - managing flexibility.
- Performance and reward management - managing people for performance, motivation and the link with reward management.
- Employee participation and involvement - definition of terms. Factors affecting the success of employee involvement (EI). Effective communication.
- Learning and development - contribution it can make to people performance and business success from identifying needs to evaluation of the outcomes.
Managing people activities will be introduced from both strategic and operational perspectives. The role of the HR function and the line manager will be introduced.
Enterprise - 15 Credits
In this module, students study the nature of enterprise and entrepreneurship, its importance to society and the individual personal opportunities that developing enterprise skills provides. Students will also work in a team to identify a new business opportunity and take this idea through the full business planning cycle, ending in a formal presentation of their proposed enterprise.
Topics covered will normally include:
- Concepts of enterprise and entrepreneurship
- The economic impacts of enterprise
- Insights into developing new ideas
- Construction of business plans
- Sources of advice and support schemes
- Net working
Strategic Marketing Planning - 15 Credits
This module will introduce students to the underlying philosophy of marketing planning and the significance of the planning phase in order to give an overall perspective of what planning aims to achieve. It will introduce a range of tools and techniques for use when developing marketing audits and plans and test students’ ability to synthesise and apply these.
Product Innovation (International) - 15 Credits
Developing new products and services on a continuous basis is essential for organisational survival and for organisations to sustain a competitive position. Innovation is also essential for the continued growth and success of economies throughout the world. In addition to allowing companies to say competitive, new product and service ideas are driven by creativity, human needs, and by opportunities that arise from other developments such as new technologies or changes in the macro environment. Entrepreneurs and social innovators have the knowledge and skills to act on these opportunities and to provide effective, useful and profitable products or services that fill needs and solve problems, however, a number of considerations must be taken into account to allow for successful commercialisation. Attention will be given to the NPD (new product development) process of large, medium and small businesses who are planning to enter international markets at the individual country, regional and/or global levels.
Career Planning in the Event Industry - 15 Credits
The aims of this module are to enable students to acquire knowledge and personal skills to enhance their employment prospects whilst continuing to develop their academic skills. It will enable students to research employment issues and opportunities in event management and to develop an action plan to help them secure eventual employment. It will also help students to continue to develop their employability skills. Throughout the module, use will be made of industry speakers, CASE guides and Careers and Placements service materials.
Impacts of Events & Festivals - 15 Credits
The module investigates the positive and negative impacts associated with the planning and staging of events and festivals on host communities, environments and economies alongside the wider international implications that the staging of events can bring. Students will examine initiatives that seek to minimise the negative and maximise the positive impacts of events. The module will use case studies to analyse impacts and investigate best practice for securing lasting, positive legacies for host destinations.
Case study analysis will include consideration of events and festivals that have been controversial in terms of their impacts on the host communities, and those perceived to have left significant legacies for host communities. It will also include case studies identified by students within the class.
Event Planning & Community Engagement - 15 Credits
You will work with a third sector organisation in Hertfordshire (or surrounding counties) to organise an event for the benefit of its members and communities. In organising the event and working with stakeholders you will gain an understanding of a specific communities needs in regards events and be able to fulfil these and evaluate them after undertaking a comprehensive event research and planning process.
Risk Management & Security for Events - 15 Credits
The module introduces students to the concept of the effective management of risks in respect of health, safety, and security to ensure visitor safety within venues (e.g. fire safety, food hygiene) and during transit to and from events. Students will learn about crowd dynamics (management, behaviour, and control) and how these factors react together within an event. We explore case studies on disasters that have occurred within planned events and dissect them to reveal what went wrong and why casualties might have occurred. Crowded places have the potential to be very dangerous so students will also learn about issues which are shaping risk in modern society such as the threat of terrorism.
Forecasting Methods for Managers - 15 Credits
The process of making decisions in organisations is based, in most cases, on future values of many variables. Therefore, it is vital that these future values are predicted in the most accurate possible ways. This module introduces students to a variety of forecasting techniques used to predict future values. Much of the module will be devoted to the use of software, especially spreadsheets, to calculate forecasts and their associated errors. A particular emphasis will be on the pitfalls associated with the application of different forecasting techniques.
The module includes the following: the purpose of business forecasting; data collection and review; measuring the accuracy of forecasts; a range of methods presented for dealing with stationary time series, trend, seasonality and multi-variate models; demographics; communication of results to a business audience.
Students use a calculator and computer to calculate forecasts and related error measures and statistics.
Strategic Brand Management - 15 Credits
This module explores in-depth the concepts of the strategic brand management process and underpinning theories. Content will include international perspectives where appropriate. Students may work in groups to critically analyse elements of brand building, positioning - designing and implementing brand strategies.
Students will be required to evaluate their choices and decisions. Students will be guided in workshops in groups throughout the module. They will acquire the necessary skills to research marketing data and to use this information to understand how the strategic brand management process is formulated, planned and executed.
Market and Social Research - 30 Credits
This module is designed to provide students with a good understanding of research theory and practice, from the perspective of marketing management.
We will look at the development, nature, scope and organisation of research. Identifying and refining problems, formulating objectives (organising hypothesis testing) and setting decision criteria will provide the key to integration in the learning experience process. We will explore the fundamentals of sampling and sample design. Survey, experimental design and methods of data collection (questionnaire design, face-to-face interviews, postal questionnaires, telephone interviewing, focus groups) will follow.
The principles and practice of qualitative and quantitative research are analysed in depth. This includes the selection of appropriate methodologies/methods, data collection instruments design, analysis and intepretation of qualitative and quantitative data. We also look at ethics in marketing and social research. Real and hypothetical cases are used to assess differences that exist between industries and types of behaviours.
Sporting Events & Sports Tourism - 15 Credits
The module will cover key topics within the area of sport tourism and sporting events.
Students will be introduced to the foundation on the subject and the core concepts and theories associated with it. Furthermore, they will investigate drivers, motivations and the tourist sporting event market alongside the bidding, planning and staging processes associated with large scale sporting events and the sport tourism industry.
Students will utilise case studies and examples of good practice to contextualise theories and concepts presented within the module.
Business Tourism & Events - 15 Credits
This module provides students with understanding of the diverse components (buyers, intermediaries, suppliers) of Business Tourism and Business Events Industries. Students will look in detail at the various sectors of the Business Events Industries and also investigate current issues and trends and the impact they have within the marketplace. Students will be introduced to the significance of the industry and techniques for leveraging additional spend from the business market in order to benefit host economies.
Policy, Politics & Events - 15 Credits
The module is designed to further develop student understanding of the event public policy, through critical examination of the reasons behind the organisation of events, decisions affecting the hosting of events, the nature of government involvement or non-involvement, the structure of agencies responsible for bidding, development, management, marketing and promotion; and the involvement of communities. Differences between policies and institutional arrangements on a national and local level will be addressed. The historic and contemporary use of events to promote political choices will also be examined.
Contemporary Research Themes in Event Studies - 15 Credits
This module deconstructs events and analyse them using different critical lenses such as sociology in order that we can investigate and better understand society (individuals and groups), cultures, and communities (Past, present, and future); and understand the role events might play in sociodemographic change. The module looks at existing, emerging trends, contemporary issues and areas of event research along with the creation of new knowledge in the field of event and festival management. The module investigates research areas such as; Defining Critical Event Studies (CES) #CritEvents, Events and Quality of Life (QOL), Community Festivals and Events, Events and mobility, Events as protests, Events and Urban Regeneration, Sustainability and events, Thanaevents, and thanaleisure, Events and Social Capital, Mass Media communication, globalisation and the Spectacle and Events.
HBS Placement - 0 Credits
This activity is self-directed by the student and carries no credits. Students will be supported by the Professional Experience Module Leader, Professional Experience Visit Co-ordinator, an Academic Mentor and the Centre for Academic Skills Enhancement (CASE). Successful completion of the Professional Experience Module leads to the appropriate suffix on students’ degree title stated on the programme specifications.
Industrial Placement Sem B only - 0 Credits
Industrial Placement Year - 0 Credits
Placement Study Abroad (South East Asia) - 0 Credits
The student will complete a period of study abroad at a partner institution following an appropriate programme of study, set out in a learning agreement, agreed by the student, the programme tutor at Hertfordshire and the international office at the partner institution.
The programme of study in a placement year is less prescribed and can both reflect the interests of the student in their discipline area or to broaden their education.
Placement Study Abroad (North America) - 0 Credits
Placement Study Abroad (Australia) - 0 Credits
Placement Study Abroad A (Europe) - 0 Credits
Placement Study Abroad B (Europe) - 0 Credits
Placement Study Abroad (Europe) - 0 Credits
Industrial Placement (Semester A) - 0 Credits
Fees & funding
£9250 for the 2019/2020 academic year
£1155 per 15 credits for the 2019/2020 academic year
£12350 for the 2019/2020 academic year
£1540 per 15 credits for the 2019/2020 academic year
*Tuition fees are charged annually. The fees quoted above are for the specified year(s) only. Fees may be higher in future years, for both new and continuing students. Please see the University’s
Fees and Finance Policy (and in particular the section headed “When tuition fees change”), for further information about when and by how much the University may increase its fees for future years.
The University of Hertfordshire is committed to welcoming students with a wide range of qualifications and levels of experience. The entry requirements listed on the course pages provide a guide to the minimum level of qualifications needed to study each course. However, we have a flexible approach to admissions and each application will be considered on an individual basis.