You will study nine compulsory modules including a module which helps develop your professional and academic skills. In addition, you can choose to apply for an 8-month paid work placement or take a Dissertation or Client Project. If you choose to take the work placement the course last 17 months. If you choose not to take a work placement the course lasts 12 months.
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.
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.
A work placement is a great opportunity to gain eight months' work experience in the UK or abroad in an events markeing role. 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.
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.
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.