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Marketing and Events Management

BA (Hons)

Key facts


UCAS code

NN58

Start dates

September 2020

Location

Headington

Course length

Full time: 3 years or 4 years with work placement

Part time: up to 8 years

Department

Oxford Brookes Business School

UCAS Tariff Points

120

  • Chartered Institute of Marketing
  • Institute of Direct and Digital Marketing

Overview


Our Marketing and Events Management course will help you develop critical and analytical skills. As well as an understanding of the evolution and direction of theoretical thinking in both fields.

You will develop practical events experience in a range of contexts. And gain the necessary knowledge and skills to fit into any kind of organisation.

The course focuses on employability so you can consider, map and plan your personal development. And develop practical workplace experience.

Our teaching staff write leading textbooks on marketing and have considerable experience and links with industry. You'll hear from leading professionals at guest lectures, gaining insight into today’s dynamic global marketing and events environment.

You can opt to take a work placement year in a marketing and/or events management role. You can also take internships or volunteer. And you'll graduate with a sound awareness of your impact on the global marketing and events industries.

Students working

How to apply


Wherever possible we make our conditional offers using the UCAS Tariff. The combination of A-level grades listed here would be just one way of achieving the UCAS Tariff points for this course.

Standard offer

UCAS Tariff Points: 120

A Level: BBB

IB Points: 31

BTEC: DDM

Further offer details

Applications are also welcomed for consideration from applicants with European qualifications, international qualifications or recognised foundation courses. For advice on eligibility please contact Admissions: admissions@brookes.ac.uk

If you accept a Conditional offer to this course as your Firm choice through UCAS, and the offer does not include a requirement to pass an English language test or improve your English language, we may be able to make the offer Unconditional. Please check your offer carefully where this will be confirmed for each applicant.

If you don’t achieve the required tariff points you can apply to join a foundation course, like Foundation in Business or an international foundation course to help to reach the required level for entry onto this degree.

Entry requirements

Specific entry requirements

GCSE: Mathematics (grade C/4 or above), English (grade C/4 or above).

Please also see the University's general entry requirements.

English language requirements

Please 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.

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.

Credit transfer

Many of our courses consider applications for entry with credit for prior learning. Each application is individually assessed by our credit entry tutors. 

If you would like more information about whether or not you may be eligible for the award of credit, for example from an HND, partly-completed degree or foundation degree, please contact our Admissions team.

We operate the European Credit Transfer System (ECTS). All undergraduate single modules are equivalent to 7.5 ECTS credits and double modules to 15 ECTS credits. More about ECTS credits.

Application process

Full time Home / EU applicants

Apply through UCAS

Part time Home / EU applicants

Apply direct to the University

International applicants

Apply direct to the University

Full time applicants can also apply through UCAS

Tuition fees


Please see the fees note
2020 / 21
Home/EU full time
£9,250 (subject to agreement by Office for Students)

Home/EU part time
£1,155 per single module

Home/EU sandwich (placement)
£1,380 (subject to agreement by Office for Students)

International full time
£14,100

International sandwich (placement)
£4,000

Questions about fees?

Contact Student Finance on:

Tuition fees


2020 / 21
Home/EU full time
£9,250 (subject to agreement by Office for Students)

Home/EU part time
£1,155 per single module

Home/EU sandwich (placement)
£1,380 (subject to agreement by Office for Students)

International full time
£14,100

International sandwich (placement)
£4,000

Questions about fees?

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

Please note tuition fees for Home/EU students may increase in subsequent years both for new and continuing students in line with an inflationary amount determined by government. Tuition fees for International students may increase in subsequent years both for new and continuing students.

Oxford Brookes University intends to maintain its fees for new and returning home and EU students at the maximum permitted level.

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.

It's your responsibility to purchase core texts and cover print/binding costs where coursework submission is required. Please note that a lot of the coursework is now submitted online.

Learning and assessment


The compulsory modules build your understanding and knowledge of core marketing and event management disciplines. In your Final Year you can also choose from a range of elective modules, you are thus able to tailor your course to the direction you choose for your career.

In Year 1 Foundations of Academic Success will prepare you for study at undergraduate level. You will also learn about the global context of both marketing and events, investigate the social and economic impact of both areas and learn to plan your first event.

In Year 2 the core compulsory modules build on your first year and prepare you for your honours level final year. You will project manage an event and at the same time enhance your employability skills, this will help you plan your future career and prepare you for graduate employment opportunities.

In your Final Year you will get the chance to apply your learning. You will study a double compulsory module in Strategic Marketing and will explore contemporary issues related to leadership in events and engage with practitioners.

Student studying

Study modules

Year 1

Compulsory modules

Marketing in Context

This module introduces students to key marketing and business content in the context of micro- and macro-business environments. Students will learn about the connected relationships between marketing and business concepts and be able to build upon that knowledge in later modules.

Foundations for Academic Success

This module introduces students to vital skills, allowing them to flourish in our environment. The module addresses the fears and practicalities of the transition from school/college ways of studying to those of honours level undergraduate study. Through the lens of real business problems, students will acquire research, critical analysis and communication skills that seek to ensure academic and professional success. This module will develop students' digital literacy and team working skills and highlights the importance of intercultural exchange.

Marketing Research

This module explores the process of marketing research and how it helps achieve organisational objectives. Students are introduced to the academic concepts underlying marketing research and develop practical research skills.  Students will gain a sufficient grounding in marketing research techniques which will gain them confidence to conduct future marketing research projects in the programme.

Developing & Planning Events

Students will learn how to develop and plan a successful event and come to appreciate how being part of a community means working together. With this in mind, the module involves group tasks which are designed to encourage and develop collaboration, communication and coordination. In particular, students are given opportunities to develop both their creative and organisational skills.

The module provides students with the opportunity to plan and present an event. The event will help to build student participation in the social and academic community of the Faculty of Business, whilst raising funds for a specified charity. The module also introduces environmental, social and cultural sustainability issues and responsibilities and explores approaches to meeting these challenges in event planning.

Context of Global Hospitality, Tourism & Events

An introduction to the dynamic world of hospitality, tourism and events industries in a global context. Students are introduced to the composition, scale and scope of the sector.  The context of this industry is examined through an analysis of historic, current and anticipated global trends.  Global frameworks such as UN Global Compact are used to analyse the nature of business practice, the impact it has on the environment and the impact of the external environment on the changing nature of events.  This module begins the journey of becoming a responsible leader in events management.

Examples and case studies are drawn from a wide range of geographical situations - local, regional, national and international.

Accounting & Financial Information

This module equips students with core accounting and finance skills for a range of business situations. The module demonstrates the importance of accounting and finance in the context of new and small businesses. Students learn how to prepare and analyse simple financial statements as well as how to apply management accounting techniques in the areas of planning, budgeting and short term decision making. They develop confidence in their ability to deal with the internal and external financial information important to every business.

Year 2

Compulsory modules

Managing The Sustainable Event Project

This module develops skills required for planning, managing and co-ordinating all aspects of staging a live event at a professional level.  Students will learn by practical-based learning in the form of planning, staffing and delivering an event. It introduces the principles of sustainable project and performance management and develops skills in designing, planning, implementing and evaluating projects. Students learn how to produce events that respond to public policy, regulation and global industry standards such as ISO20121.

Students will learn how to engage key stakeholders, which effectively manages risk factors, meeting key targets and performance indicators. Managing the event makes students aware of the skills necessary to gain employment in the events management industry. In staffing the event, students develop new skills to enhance employability and plan for career development.

Principles of Event Marketing

This module provides an overview of the event marketing management and planning process. Students will revisit the concepts introduced in Foundations of Marketing but approach them from a more holistic event management perspective. There is more emphasis about how various elements of marketing connect together, and how they are implemented and managed to generate sustainable events in a global business environment. This learning is delivered within the framework of the development and construction of a marketing plan. This will not only involve the ‘mechanics’ of creating an event marketing plan but also consideration of the wider implications of the decisions that event marketers make in terms of corporate social responsibility, global corporate citizenship and the well-being of society.

Integrated Marketing Communications

This module builds upon the knowledge students will learn in their first year module Marketing in Context, developing the Promotions element of the 4 Ps. Students will come to appreciate the of the theory of communication, promoting an understanding of the customer as a receiver of decoded and encoded marketing messages. The full range of marketing communications tools that contemporary marketing practitioners use will be examined, focusing on integration. Students will also explore the ethical, legal and regulatory issues surrounding marketing communications.

Digital Marketing

This module builds on:

  • The knowledge and understanding of contemporary digital marketing tools
  • How to engage contemporary consumers in the digital era within a legal and ethical framework
  • Introduces and explores the principles of integrated digital marketing.

This module seeks to ensure that students become confident in developing marketing strategies. This includes a range of digital tools and media channels.

On completion of this module, students will be prepared and equipped to take the Institute of Direct Marketing examination and apply for the Institute of Direct Marketing Summer School. As students will have covered the principles, practice and strategic use of direct, digital and database marketing for customer acquisition and retention. This gives students the opportunity to graduate with an additional recognised qualification, and a competitive advantage in the job market.

Festival & Cultural Events Management

This module examines the significance of festivals and cultural events as an aspect of the contemporary tourist experience.  Students will evaluate global environmental influences that impact the development and performance of festivals and cultural events. This will be achieved through researching and examining national and international case studies. Students will undertake participant observation research during (at least) one festival or cultural event and analyse, evaluate and present their findings using theories taught in previous sessions. Through this approach, students will be able to demonstrate an appreciation of cultural issues that affect the ability of festivals and cultural events to deliver sustainable beneficial outcomes to both communities and tourists.

Research Methods

This module is designed to prepare students for the honours level research projects like the dissertation and supporting students' learning on other advanced modules. Students are encouraged to develop a wide range of evidence-based research skills and techniques including the critical evaluation of data, problem definition, and the ability to argue and present a case based on evidence and analysis.

Optional modules

Environmentally Sustainable Business

The module seeks to equip students to respond to the environmental sustainability challenges facing society and businesses. The module discusses key environmental issues such as global warming, pollution, biodiversity loss and freshwater depletion and the role of business in contributing and responding to such issues. The module includes macro (economic, policy, governance) as well as micro (organisational and individual) perspectives. Students are introduced to a variety of stakeholder perspectives and frameworks for evaluating business responses. Assessment on the module focuses on the evaluation of a company’s environmental sustainability impacts, strategy and performance.

Independent Study in Business

Customer Experience Management

Creativity and Innovation

This module provides students with practical and theoretical skills to do with creativity and innovation. Students will explore the subject from a variety of angles like an academic perspective, an organisational perspective, a management consultancy perspective, and an entrepreneurial perspective. It also offers students an opportunity to release and express more of their own creative potential, and to explore why creativity and innovation is increasingly being viewed as the key to competitive advantage in the New Economy.

Product and Brand Management

This module explores the theoretical and practical aspects of managing products and brands. The module extends students' existing marketing and business knowledge into the sphere of product (both physical goods and services) and corporate brand management.

We will explore academic and professional contemporary research in order to explore core themes relating to brand management. Students will learn the function of brand management within an organisation such as product development, implementation and evaluation. The module's approach includes a diverse range of brand examples from a variety of organisational types within regional, national and global environments.

Applied Financial Skills

This module builds on the first year accounting module, focusing on areas in accounting appropriate for future managers and marketing professionals: financial analysis and management, accounting decision-making and control. Students will be able to critically evaluate company financing decisions through analysing company annual reports. They will be able to understand management accounting information and identify appropriate managerial actions in the interests of the organisation. The overall aim is for students to develop the confidence to use financial information independently as well as being able to work effectively with financial specialists.

Business Strategy for Competitive Advantage

How should organisations compete to achieve sustainable, competitive advantage in today’s global business environment?

Students will develop knowledge and critical understanding of the classical principles of business strategy by exploring this question. In answering the question, students will see the potentials of organisations that seek to create value through effective exploitation. Students will also explore the development and capabilities of internal resources and the links between the organisation and the external environment.

Year 3 (Work Placement)

Optional modules

Work placements

You can spend your third year on a work placement. This is a great opportunity to enhance your CV; preparing you for future employment. You will gain commercial and practical experience and often students are offered graduate positions by their placement employer.

During the placement year itself students are supported by an assigned Placement Tutor who remains in regular contact with the student and their line manager. WAVES also supports students in identifying volunteering or internship opportunities. Voluntary work associated with local community events, for example, provide additional opportunity for the development of students’ employability skills.

Recently, students have enjoyed inspiring and intellectually challenging positions at Disney, Harley Davidson, BMW, Dyson, Sharky and George, GlaxoSmithKline, Nestlé and PayPal.

Year 4 (or year 3 if no placement)

Compulsory modules

Professional Practice for Events Managers

This final year module prepares students for the world of work and professional development. Students focus on developing professional contacts and preparing a range of media to present themselves to employers. This module draws upon a range of theoretical and professional perspectives relating to management, professional ethics and other areas relevant to careers in business, marketing, events and related areas.

Strategic Marketing Management

This is a double Honours module that combines the knowledge students have acquired into a strategic framework. Students will develop, implement and evaluate a marketing strategy in a mock real-life situation by participating in a simulation game running throughout the semester. The game will be taught alongside classroom-based sessions so students gain a first-hand understanding of marketing management theories and concepts. Within the simulation, students work in teams running companies that are competing with each other. Students will have to create and implement strategic marketing plans within a fast-changing competitive environment.

Professional Encounters

This final year module continues to develop event planning and delivery skills that students have gained throughout the programme. Students will focus on a range of issues in the events industry through the perspective of events practitioners. Students undertake comprehensive analysis of how industry trends are developing and what these changes mean for a range of key stakeholders and the wider events industry network.

This module focuses on the strategic organisation of event industries which will prepare final year students about how event industries are structured within the workplace.

Optional modules

Contemporary Issues in Marketing Management

This single Honours module enables students to develop their disciplinary knowledge and research skills within a contemporary global context.

Students will critically explore contemporary issues in marketing management through research papers, contemporary cases and other related sources. Students will engage with research being undertaken by staff in the Marketing department. The module also includes issues relating to retail and service management, and core marketing issues like segmentation, targeting and branding.

International Marketing

Students will examine the critical success factors within an international marketing context. International businesses need to understand and implement international marketing strategy in order to create sustainable competitive advantage.  Organisations are increasingly conscious of the importance of ethics, professionalism and social responsibility and this module will operate in this context at the international level.

Marketing Analytics

This module examines how information is used to make strategic decisions for marketing. It develops competency in the design of market audit exercises, applications of qualitative and quantitative methods for data collection, measurement, critical evaluation of market and internal data and the use of common market monitoring tools.

Contemporary Consumer Behaviour

Every day, consumers make complex choices about the products they choose, use and dispose of, and organisations need to know how consumers reach their decisions. This module builds on students’ marketing knowledge by exploring consumer behaviour. Students examine decision-making processes, consumption, product usage and consumption behaviours. The module is important because the actions of consumers lie at the heart of modern marketing theory and practice.

Contemporary Issues in Responsible Leadership

The challenges faced by society today are placing new demands upon a new generation of leaders for whom ‘global responsibility’ will be a central component for how they lead.

This module uses the traditional leadership theory to explore the leadership practices in multiple settings, sectors and societies. Students focus on the theme of responsible leadership, emphasising on collaborative relationships with stakeholders. Students emerge capable to critically analyse theories of leadership, understanding the limitations and strengths of various theoretical propositions. More importantly, they join a community of moral and ethical leaders.

Independent Study

Dissertation

You can choose to do either Dissertation in Business and Marketing Management or Dissertation in Events Management.

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.

Download course structure chart

Learning and teaching

We want you to engage with and apply marketing and event management theory in a critical and professional manner.

Our approach to teaching and learning blends critical enquiry with practical insight. The course has a strong vocational focus and includes:

  • practical event experience
  • live projects
  • practitioner involvement in the delivery and assessment of the modules.

Your contact hours include:

  • lectures (including guest speakers as well as more theory-based material)
  • seminars
  • workshops
  • tutorials.

Learning activities include:

  • in-class exercises
  • debates
  • discussions
  • case study analysis.

Industry professionals come and give guest lectures and input into assessment task design. They also assess and feedback on your problem-solving approaches and the practicality/viability of the solutions you devise.

Assessment

Assessment methods used on this course

Assessment tasks take a variety of forms. They reflect varying learning styles, the course learning outcomes and employer expectations. They include:

  • case studies
  • essays
  • reports
  • practical projects
  • presentations
  • examinations.

We include a balance of individual and group-based assessments at each level of study. This ensures that all course learning outcomes are fully assessed and that you are prepared for working in diverse teams after graduation.

We also include face to face feedback to supplement written feedback on at least one module at each level.

The majority of teaching and assessment activities take place between Mondays and Fridays, 9am to 7pm. There may be occasions when such activities may fall outside of these hours.

Study Abroad


You may be able to go on a European or international study exchange while you are at Brookes. Most exchanges take place in the second year. Although we will help as much as we can with your plans, ultimately you are responsible for organising and funding this study abroad.

After you graduate


Career prospects

This course will prepare you for a career in marketing and/or events management, either for an organisation or working in an agency. On completing this course you will understand marketing and events within a dynamic international context. You may choose to focus on careers in marketing, events management, events marketing or marketing in an events role.

You will be adaptable in recognising the differing needs of diverse organisations in terms of their nature, purpose, size, structure and culture. You will have developed functional knowledge and strategic thinking, along with a range of transferable skills that you need to be an effective, confident, reflective manager in the fields of marketing and events management. The types of roles that you might explore are event management and event marketing in a range of contexts, conference centre manager, marketing executive and charity fundraiser.

Free language courses


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.

Information from Discover Uni


Full-time study

Part-time study

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.