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MSc International Events Marketing


Oxford Brookes Business School

The MSc International Events Marketing welcomes students new to marketing and events and those with some events and marketing experience who wish to specialise or broaden their expertise. Working closely with our Research Centre for International Tourism and Events Management, you will explore recent research and the challenges within the sector to help develop your potential to become a leader within the events sector.

You will gain a strong foundation in marketing theory and practice and its relevance and application within an events context. With live case-studies, simulations and skills workshops we encourage an innovative and creative approach to your learning. 


We place emphasis on theory and practice and the development of core employability skills. If you begin your course in September you have the choice to apply for a paid work placement in an events marketing role instead of completing either a dissertation or client project. The typical length of the placement is 6 to 8 months.

You will gain a wealth of knowledge in events marketing including:

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

Please come to our Postgraduate Open Day or Master's Online Information Session

Available start dates

September 2018

Teaching location

Headington Campus

Course length

  • Full time: 12 months or 17 months in sandwich mode (to include a full-time paid work placement and related project report)
  • 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)

UCAS Postgraduate code


For full application details, please see the 'How to apply / Entry requirements' section.

Employability: Develop academically and professionally through professional skills workshops held throughout the course. Enhance your future employment prospects through the development of a Continuous Professional Development portfolio, which shows that your skills are current. Our graduates are employed by large brands such as Johnson & Johnson, Hitachi, DK, Avis, Amazon and PWC, as well as media, digital, brand and communications agencies and exhibition and conference organisers. By focusing on the digital aspects of marketing you will be able to use the latest technology to deliver events marketing.

Research expertise: Our teaching builds on the research expertise within the Business School, Marketing Department and particularly the Research Centre for International Tourism and Events Management.

Responsible management: The Business School is a signatory of PRME (Principles of Responsible Management Education) so there is an emphasis on a sustainable events marketing and management ethos.

Work placement: You have the opportunity to apply for a paid work placement in an events marketing role, or you can complete a dissertation or client project. The typical length of the placement is  6 to 8 months.

Teaching and Learning: Oxford Brookes Business School offers a great environment for studying events marketing. We have a track record of excellence in teaching, learning and research and you will be supported in your studies with an integrated academic and professional development programme. Oxford Brookes Business School received the top award from the Higher Education Funding council for England to become a Centre of Excellence in Teaching and Learning.

Oxford Location: As one of the world’s great centres of learning, it is a bustling and stunning cosmopolitan city full of history and beautiful buildings. Located just over an hour from the hub of business life in London with easy access to international airports, you'll be at the heart of the UK's most successful economic region. Oxford will provide you with a host of learning and employment opportunities with a range of internships and graduate jobs available.

Student support: You will be assigned to an Academic Adviser who will provide both academic and personal support. Student Support Co-ordinators provide guidance for your course and university-wide administrative issues. They organise a range of events to help you adjust to postgraduate study and are able to help you get advice about any issues you may have during your studies.

Experiences: Our course is interactive and social. During your first week you will have the chance to bond with your classmates and get to know your new surroundings.

For more information about postgraduate study at the Business School, visit one of our Business School Open Days, or visit our web pages.


You will study nine compulsory modules including a module which helps develop your professional and academic skills.In addition, you will choose two optional modules and complete a final project. The final project is either a dissertation or client project, or, if you start in September, you can choose the sandwich mode, which gives you the opportunity to apply for a paid work placement in a marketing role. The typical length of the placement is  6 to 8 months.

If you start in September and take the work placement, the course lasts  17 months. If you do not take the work placement the course lasts 12 months.


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 Marketing and Analytics

You will explore the macro and micro impacts of digital technology on marketing management, before looking at the issues of implementing and executing a digital marketing campaign. In addition, you will examine ways in which digital information is used to make strategic marketing decisions and evaluate and improve marketing performance. You will develop skills in problem solving, critical reasoning, market research design, qualitative and quantitative data analysis, the use of technology in marketing management, and the analysis and interpretation of the marketing data.

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.

You must choose 1 of the following: 


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.

Placement Project

A work placement is a great opportunity to gain work experience in the UK or abroad in an events markeing role. The typical length of the placement is  6 to 8 months. You will be undertaking a major project in a commercial or non-profit organisation. Throughout this module, you will be applying practical concepts you have learned in 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. Based on your proposal developed in the Research Methods module, you will then be assigned a supervisor to aid you throughout this period.

We provide comprehensive support to help you find a paid work placement and gain connections with various organisations. Our placements team has a database of placement opportunities and runs numerous placement fairs to help you meet potential employers. You would need to cover your own living and travel costs throughout its duration. Securing a work placement is a competitive process which you are responsible for, providing you with valuable experience for future job applications. 

As our courses are reviewed regularly as part of our quality assurance framework, course content and module choices may change from those listed in the course entry.

Teaching and learning

Much of the teaching on the course takes the form of interactive workshops, but there are also lectures from staff and visiting speakers. Lectures, discussions, role-play exercises, simulations and seminars are linked with selected case studies and assessments to strengthen your practical analysis and decision-making skills. You will develop your skills in working as part of a team through structured group assignments and online group-based marketing simulation.

You will gain practical experience and put your knowledge of events marketing approaches and theory into practice during live research projects for an organisation. Teaching staff at the Business School are engaged in academic research and/or come from an industry background with in-depth practical experience of business and management issues. Researchers within the Centre for International Tourism and Events Management Research or investigating contemporary issues related to the sector, which are shared through our teaching. Visiting speakers from the world of business, consultancies and research bodies augment the programme through leading edge discussions and specialist events.

Specialist facilities

We're investing over £30m to create modern teaching and learning facilities and creating a new home at Headington for the Business School.

Set to be completed in 2017, you'll see:

• The Business School brought together in a modern, professional environment

• 30 teaching rooms and a collaborative lecture theatre

• A new Main Hall with soundproof wall, perfect for teaching and events like graduations

• Social learning spaces and a cafe

• A new gateway into the Headington Campus.

Our library provides specialist business resources (both hard copy and via online access) to UK and overseas companies' annual reports, statistics on all aspects of business and management, a wide range of constantly updated key texts, and postgraduate MA, MBA, MSc and PhD theses.



Approach to assessment

Assessment methods have been designed to support the teaching and learning process, and where possible provide a vehicle for learning rather than an assessment of learning. For example, participation within the design, planning, delivery and post-event evaluation of a real event provide opportunities to learn and apply theory and event management tools. The Dissertation and Client Project are self-managed activities organised by students, and supported by a tutor in the role of Supervisor who will provide regular feedback on progress.  For the Work Placement Project module, a Supervisor will similarly be allocated and provide a central point of academic support for you during the length of the project. The placement project itself is secured by you and organised jointly between the Faculty of Business and the supporting organisation. Initial information and guidance will be provided during Professional and Academic Development for Marketers and Event Managers.

Within the remaining modules you are assessed in a number of ways, including individual and group reports and presentations, portfolios, reflective statements, and open briefs that encourage individual creativity. While you are encouraged to work in teams to enhance your own and collective learning, group work is only summatively assessed in two compulsory modules. This means that you can develop your skills as much as possible prior to assessment, and are rewarded more frequently for their own contributions and individual performance. All assessment aligns with the University’s Assessment Compact. Students are provided with a draft assessment schedule at the beginning of their programme and a confirmed assessment schedule at the beginning of each semester.

The programme intentionally has a strong focus on coursework. This is for two main reasons:  

  • Because of the applied nature of the programme you learn to practice and become confident in creating common types of business communication methods and outputs.
  • To ensure you have a focussed and narrow range of assessment formats. This helps you improve upon your assessment technique and develop confidence as you become more skilled and learn from each assessment.

The programme team provides a learning environment where you feel supported, prepared and confident to readily participate in the learning process. You will be actively involved with, and contribute to, your own learning through structured and creative activities, and discussions led by tutors and fellow students. We will focus on an applied approach to resolving environmental, managerial and individual events marketing issues which are informed by theoretical models and acquired practiced. Assessment is central to learning and is seen as a fundamental and integral part of programme design, and one that is intended to shape and develop learning.  


Field trips

An optional Business in Practice Study Trip is offered to students in the form of a non-credit bearing module. The purpose of this study trip is to give postgraduate students a hands-on, intensive experience with the ideas and practices of global business. The programme will include presentations from local management executives and experts. Students will have direct interaction with management executives and practices through site visits to major corporations and agencies. 

This study trip is voluntary and all costs associated with the trip will need to be funded by you. It is not linked to university assessments in any way. If you successfully complete this module you will have the following non-credit bearing module recorded on your transcript: P58335 International Business in Practice: Study Trip.

Field trips are optional and will have additional costs associated with them.

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.

Tuition fees

Home/EU - full time fee: 2017/18: £8,160 2018/19: £8,320

Home/EU - part time fee: 2017/18: £5,000 2018/19: £5,100

Home/EU - sandwich fee: 2017/18: £8,160 (year 1) no fee to pay for placement in year 2. 2018/19: £8,320 (year 1) no fee to pay for placement in year 2

International - full time: 2017/18: £14,300 2018/19: £14,590

International - sandwich fee: 2017/18: £14,300 (year 1) no fee to pay for placement in year 2. 2018/19: £14,590 (year 1) no fee to pay for placement in year 2.

Where part time fees are quoted the same fee will apply in year 2 of study.

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 in the 'This course in detail' window above.

Questions about fees?
Contact Student Finance on:
+44 (0)1865 483088

Funding and scholarships

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

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.

International applications

Preparation courses for International and EU students

We offer a range of courses to help you to meet the entry requirements for this course and also familiarise you with university life. You may also be able to apply for one student visa to cover both courses.

  • If you need to take a pre-master's course to help you to meet both the English language and academic entry requirements for your master's course, you can take our two year master’s course. This course combine the pre-master's diploma and your master's in one application. You can apply for one visa for the two years of study.
  • If you need to improve your English language, we have pre-sessional English language courses available to help you to meet the English language requirements of your chosen master’s.

If you are studying outside the UK, for more details about your specific country entry requirements, translated information, local contacts and programmes within your country, please have a look at our country pages.

How to apply

You apply for this course through UCAS Postgraduate.

Through UCAS Postgraduate, you should use the UKPASS portal to make your application, which will then be forwarded directly to our Admissions Office. You should send supporting documentation to us directly using the email addresses on the UKPASS application form.

Please contact Business School enquiries if you need help with your application or require any further information.

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.

How this course helps you develop

The compulsory Professional and Academic Development module enhances your professional career opportunities through structured sessions on personal skills development. Early in the module you conduct a skills audit, assessing yourself in terms of your study skills and employability skills. From this audit you develop a personalised action plan and identify opportunities for continuous professional development, which you undertake by creating a portfolio of evidence of the currency of the professional competences. Furthermore, presentation skills workshops with an expert coach, including video feedback, is included on the programme to enhance your chances of making a good first impression. You also work with the university’s careers team to develop your understanding of the labour market. They will improve your chances of success in recruitment processes by developing your CV, application writing skills and interview skills.

The careers service at Oxford Brookes runs additional workshops and a series of events for graduate and international students with bookable appointments to enable one-to-one support for those seeking professional employment.

Class discussions, hands-on projects, consulting assignments and guest talks with professionals from a broad range of organisations create an intellectually stimulating environment. You will learn about marketing management in practice, about the latest research developments and about what it takes to succeed in a career in marketing. We provide personalised guidance and access to a large range of workshops and networking opportunities.



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, and 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 and 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. 



Free language courses for students - the Open Module

Free language courses are available to full-time undergraduate and postgraduate students on many of our courses, and can be taken as a credit on some courses.

Please note that the free language courses are not available if you are:

  • studying at a Brookes partner college
  • studying on any of our teacher education courses or postgraduate education courses.

How Brookes supports postgraduate students

We take great pride in the personal, academic and career development support provided to our postgraduate students. Our student support coordinators ensure that whatever problem you may have it is addressed rapidly.

Our dedicated careers centre provides advice and workshops to help develop the key skills needed to develop your career and get the right job. The programme lead and all academic staff provide open office hours so that you can walk in without an appointment to discuss academic or personal concerns. A dedicated team of postgraduate programme administrators ensures efficient and effective support of students, delivered in a friendly and approachable manner.

Supporting your learning

From academic advisers and support co-ordinators to specialist subject librarians and other learning support staff, we want to ensure that you get the best out of your studies.

Personal support services

We want your time at Brookes to be as enjoyable and successful as possible. That's why we provide all the facilities you need to be relaxed, happy and healthy throughout your studies.


Supporting your learning

From academic advisers and support co-ordinators to specialist subject librarians and other learning support staff, we want to ensure that you get the best out of your studies.

Personal support services

We want your time at Brookes to be as enjoyable and successful as possible. That's why we provide all the facilities you need to be relaxed, happy and healthy throughout your studies.

Research areas and clusters

The Department of Marketing hosts one major research cluster: ‘Marketing, Society & Technology’. Research in this cluster is wide-ranging in its appraisal of societal and technological impacts at the forefront of marketing theory and practice. Its major research strengths reside in behaviour change, digitalisation, sustainability & ethics, emerging & developed cultures, and customer-metrics. Furthermore, it has substantial expertise in qualitative and quantitative methodologies, including visual, textual and contextual analysis, multi-cultural surveys and interviewing, neural networks and neuroscience.

Research cluster