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International Events Marketing

MSc

Key facts


Start dates

September 2019 / September 2020

Location

Headington

Course length

Full time: 1 year or 2 years in sandwich mode which includes one year's full-time paid supervised work experience (a work placement).

Part time: 24 months for UK and EU students (teaching normally structured to provide one whole day or two half days each week in the semester)

Department

Oxford Brookes Business School

Overview


With our MSc International Events Marketing course you will gain a strong foundation in marketing theory and practice. As well as its relevance and application within an events context. 

We welcome students new to marketing and events as well as those who wish to specialise or broaden their expertise. 

We take an innovative and creative approach to your learning with live case-studies, simulations and skills workshops. You will gain a wealth of knowledge in events marketing including: 

  • the core principles of events marketing
  • contemporary issues, challenges and research in the sector
  • customer behaviours and expectations
  • how to take a customer-centric stance using a range of channels to interact with customers
  • analysis of marketing data
  • devising marketing strategy for global brands and organisations
  • developing decision-making skills and rationale to devise marketing plans and communications.

If you choose the sandwich mode, you can apply for a year's paid, supervised work experience in an events marketing role. View our work placement FAQs here.

students talking on the way to a lecture

How to apply


Entry requirements

Specific entry requirements

This programme is designed to attract students from a wide range of backgrounds, disciplines and nationalities. Applicants are welcome from any academic discipline. Admission is normally open to those with:

  • a minimum of a second-class honours degree
  • or equivalent overseas degree from a recognised institution
  • or equivalent professional or other qualification.

Those who do not meet any of the above criteria may be eligible for entry, provided they have compensatory work experience. This should include, in particular, further professional training and accreditation and the demonstration of appropriate career development. Please contact our Admissions team (admissions@brookes.ac.uk) for further information.

Entry will also be subject to two satisfactory references (one of these must be an academic reference).

Please also see the University's general entry requirements.

English language requirements

If English is not your first language you will need to satisfy the university's English language requirements:

  • IELTS minimum 6.0 (with a minimum of 6.0 in reading and writing and 5.5 in listening and speaking).
  • if you have completed your undergraduate degree in the UK (at least one full year of study) you will automatically meet our English language requirements

Please also see the University's standard English language requirements.

International qualifications and equivalences

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English requirements for visas

If you need a student visa to enter the UK you will need to meet the UK Visas and Immigration minimum language requirements as well as the University's requirements. Find out more about English language requirements.

Pathways courses for international and EU students

We offer a range of courses to help you meet the entry requirements for your postgraduate course and also familiarise you with university life in the UK.

Take a Pre-Master's course to develop your subject knowledge, study skills and academic language level in preparation for your master's course.

If you need to improve your English language, we offer pre-sessional English language courses to help you meet the English language requirements of your chosen master’s course.

Terms and Conditions of Enrolment

When you accept our offer, you agree to the Terms and Conditions of Enrolment. You should therefore read those conditions before accepting the offer.

Application process

Tuition fees


Please see the fees note
Home/EU full time
£8,490

Home/EU part time
£5,200

International full time
£14,880

Home/EU full time
£10,000

Home/EU part time
£5,000

Home/EU sandwich (placement)
£2,550

International full time
£15,400

International sandwich (placement)
£4,600

Questions about fees?

Contact Student Finance on:

Tuition fees


2019/20
Home/EU full time
£8,490

Home/EU part time
£5,200

International full time
£14,880

2020/21
Home/EU full time
£10,000

Home/EU part time
£5,000

Home/EU sandwich (placement)
£2,550

International full time
£15,400

International sandwich (placement)
£4,600

Questions about fees?

Contact Student Finance on:
+44 (0)1865 483088

Fees quoted are for the first year only. If you are studying a course that lasts longer than one year your fees will increase each year.

Please be aware that some courses will involve some additional costs that are not covered by your fees. Specific additional costs for this course, if any, are detailed below.

Financial support and scholarships

For general sources of financial support, see our Fees and funding pages.

Additional costs

Please be aware that some courses will involve some additional costs that are not covered by your fees. Specific additional costs for this course, if any, are detailed below.

We offer an International Business in Practice Study Trip module. This study trip is voluntary and all costs associated with the trip will need to be funded by you. 

The destination varies from year to year, so it is not possible to give a precise cost. As an example, the fee for the Boston USA field trip in July 2019 was £1580 and included: accommodation for 7 nights in the Boston area insurance company visits (e.g. Facebook, Dunkin Brands, Trip Advisor, Microsoft, Bank of America) group transportation for all activities and some of the meals. This fee did not include international airfare, visa application fee (if relevant), dinners and activities during your free time.

Learning and assessment


You will study eight compulsory modules, including a module which helps develop your professional and academic skills. You will also choose either a dissertation or client project.

If you choose the sandwich mode you apply for one year of paid supervised work experience in an events marketing role. 

If you start in September and take the work placement, the course lasts two years. If you do not take the work placement the course lasts one year.

If you start in January there is no placement option so the course takes one year.

Lecturer presenting to class

Study modules

Taught modules

Compulsory modules

Principles of International Events Marketing

This module introduces you to the key principles, concepts and tools of marketing in the context of the international events sector. Critical evaluation of the macro and micro environments and the consequential impacts on events marketing are explored together with the impact of contemporary issues such as sustainability on events marketing decisions. Students examine the diversity of event stakeholders and use marketing techniques to critically analyse the impact of these groups on strategic marketing decisions. Ultimately students are enabled to research and develop a strategic events marketing plan.

Contemporary Issues in Events Management

This module contextualises the field of international events, helping you to understand the breadth and complexity of the events industry and the range of stakeholders involved in international event management. You will critically analyse a range of contemporary issues concerning the management of events on the international stage in multiple settings, scales, sectors and societies. Key concepts such as evaluating the impacts of events, their sustainable operation and management and important issues surrounding funding, sponsorship, human resources and marketing of events are explored more deeply through the lenses of contemporary research and debates.

Understanding Customer Behaviour

You will critically appraise the behaviours of customers and event participants and their interactions with marketing. Informed by behavioural science, you will analyse why customers and event participants behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practice. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example neuroscience, climate change and technology innovation. This is an analytical module that utilises research evidence to inform evaluation, behavioural and communications research.

Professional and Academic Development

This professional and academic skills development module helps you to become a lifelong learner and enhances your employability. Starting with a focus on how to achieve your best academically, you then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the university and externally.

Research Methods for Events and Marketing

This module delivers the skills that enable you to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. You will be exposed to a range of methodological issues, data collection techniques and study skills. In addition, this module is geared towards the preparation for, and successful completion of high-quality, rigorous and systematic research for business and management.

Digital and Social Media Marketing Strategy

This module builds on the work undertaken in Customer Insight and Engagement and takes a strategic perspective of the digital and social media environment. You will focus on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web based media, mobile platforms and social media will all be critically evaluated to identify successful performance and to create insight into contemporary digital marketing.

Global Marketing Strategy

You will build on the Principles of International Events Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues.

Customer Insight and Engagement

You explore how to acquire, retain and grow the share of wallet of good customers, as well as how to demote undesirable customers without triggering revenge behaviours. It is based on the premise that customers are the essence of the organisation as without customers, the organisation would fail. The module takes a customer-centric approach, and acknowledges the hyper-connected environment in which organisations operate today. Technologies and methodological approaches to obtain customer insight and to build detailed customer profiles are discussed. Moreover, the module considers how to engage with customers in ways that add value to both parties. It uses real case studies, as well as students' own experiences as customers.
 

Final project - choose one of:

Compulsory modules

Dissertation

This module gives you the opportunity to explore and develop expertise in an area of interest. You are encouraged to choose topics that are valuable in your future careers. This is a self-managed activity, driving your own research project while being guided and advised by a supervisor, based on the proposal developed in the Research Methods in Marketing module.

Client Project

You have the opportunity to link theory to practice by analysing a real organisational issue. Having identified a project (with the approval of both the client company and the Module Leader) you investigate a particular issue, one that can be supported through the relevant literature and by conducting primary research with the client. This module is not an internship but can be taken in conjunction with an internship you have identified and are participating in. The 'issue' in question may be current management problem for the client organisation or related to future strategic choices. The client project provides you with a significant learning and personal development experience.

Work placement

Optional modules

Events Practice (sandwich mode)

This module is a great opportunity to gain one year’s supervised paid work experience in the UK or internationally in a marketing role. You will investigate an events marketing  challenge in a commercial or non-profit organisation. Throughout this module, you apply the practical concepts you are learning on the course. When you are working for the organisation, you will be responsible for managing a large proportion of your own learning, including tracking and recording your progress. 

We provide lots of support to help you find a paid work experience and gain connections with various organisations. Our placements team (WAVES) has a database which records work placement opportunities and they run numerous placements fairs where you could meet potential employers. Securing a work experience placement is your responsibility and does take a lot of effort, but this gives you valuable experience. You would need to cover your own living and travel costs throughout this duration.

Please note: As our courses are reviewed regularly as part of our quality assurance framework, the modules you can choose from may vary from that shown here. The structure of the course may also mean some modules are not available to you.

Learning and teaching

Most of the teaching takes the form of interactive workshops. You will strengthen your practical analysis and decision-making skills with:

  • lectures
  • discussions
  • role-play exercises.

These are linked with selected case studies and assessments.

Structured group assignments and an online group-based marketing simulation will develop your skills in working as part of a team.

Live research projects for an organisation allow you to gain practical experience. And to put your knowledge of events marketing approaches and theories into practice. 

You will benefit from the insight of teaching staff at the Business School. They are engaged in academic research or come from an industry background with in-depth practical experience of business and management issues. 

You’ll take part in leading edge discussions and specialist events with input from visiting speakers from the world of business, consultancies and research bodies. 

Field trips

The International Business in Practice Study Trip module allows you to experience ideas and practices of global business. During the trip you will have direct interaction with management executives and practices. You will: attend presentations from local management executives and experts go on site visits to major corporations and agencies. This study trip is voluntary and you will need to fund all costs associated with the trip. It is not linked to university assessments in any way.

We also run a study trip to Chengdu, China. If you choose the study trip (which runs in July), we will give you all the details by March so that you can make your decisions ahead of the trip in July.

If you successfully complete this non-credit bearing module, it will be recorded on your transcript as P58335 International Business in Practice: Study Trip.

Assessment

Assessment methods used on this course

You will be provided with a draft assessment schedule at the beginning of your programme. And you'll receive a confirmed assessment schedule at the beginning of each semester.

We use a range of assessment methods, including:

  • individual and group reports and presentations
  • portfolios 
  • reflective statements 
  • open briefs that encourage individual creativity.

You will improve your assessment technique and develop your confidence, through completing coursework.

Group work is assessed in two compulsory modules.

All assessment aligns with the University’s Assessment Compact.

After you graduate


Career prospects

Our graduates are employed in roles throughout the world, including jobs in media, digital, brand and communications agencies, and in-house marketing management positions in areas as diverse as fast moving consumer goods, retail, hospitality, travel, publishing and manufacturing. Current employers include:

  • Johnson & Johnson
  • Hitachi
  • DK
  • Avis
  • PWC.

As well as a number of small and medium sized ‘digital’ agencies. 

Our graduates typically secure positions as:

  • marketing managers
  • marketing planners
  • brand managers
  • corporate communication managers
  • social media community managers.

In addition, some of our students go on to start their own companies.

We have strong relationships with companies in a range of industries. These relationships inform the programme design and delivery, and provide opportunities for placements and employment. 

Programme Changes: On rare occasions we may need to make changes to our course programmes after they have been published on the website.

For more information, please visit our Changes to programmes page.