Course specification and structure
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UDEVMAMK - BA (Hons) Events Management and Marketing

Course Specification


Validation status Validated
Highest award Bachelor of Arts Level Honours
Possible interim awards Bachelor of Arts, Diploma of Higher Education, Certificate of Higher Education, Bachelor of Arts
Total credits for course 360
Awarding institution London Metropolitan University
Teaching institutions London Metropolitan University
School Guildhall School of Business and Law
Subject Area Business and Management
Attendance options
Option Minimum duration Maximum duration
Full-time 3 YEARS 6 YEARS
Part-time 4 YEARS 8 YEARS
Course leader  

About the course and its strategy towards teaching and learning and towards blended learning/e-learning

The teaching and learning strategies for the BA Events Management and Marketing aim to equip and develop students with knowledge and transferable skills required for employment in the modern business world. The course was designed to stimulate interest and be intellectually challenging by combining core elements of events management with the latest marketing techniques.
The events industry makes a significant contribution to the economic and cultural life of the UK and globally; event managers play pivotal roles in a diverse range of organisations and sectors, including government, corporations, non-profits, entertainment companies, exhibitions and shows, incentive travel, tourism, outdoor and sporting events.

This joint course aims to equip students with a complex skill set that will enable them to flourish in what is a creative, entrepreneurial and fast-moving career. It also provides a rigorous foundation for further study and lifelong learning. The interconnecting subjects of the course will be taught through a mixture of interactive workshops, lectures, seminars and group tutorials. The lecture programme will provide the theoretical foundations in both Marketing and Events Management, underpinning the seminars where students will engage with activities designed to respond to prepared tasks and elicit solutions from discussing and analyzing problems specific to event marketing.
Core skills and capabilities will be developed through those complementary activities. Seminars use a problem-based learning approach to foster student-centered learning and engagement. This enables the student to research, analyze, discuss and synthesize key principles and find ways of applying those to specific industry problems; this approach provides effective opportunities for obtaining formative feedback.

One of the key features of this course is the emphasis on practical experience from the outset and throughout. At each level students have opportunities to work together and contribute to the organization and management of live events of different kinds through dedicated modules. In putting on events students are encouraged to raise funds for charitable causes or student societies, and to explore ‘eventscapes’ within and outside the campus. The course has important relationships with event companies who provide formal and informal opportunities to gain first-hand experience of different roles in events management.

Technology-enhanced and blended learning techniques are utilised throughout the course to support the curriculum and complement class-based contact. The course uses online platforms such as WebLearn and where possible social media, both in terms of providing student access to module materials, but also in terms of facilitating student interaction, supporting reflection and delivering feedback on assignments promptly and efficiently.

All staff are periodically trained, their teaching is reviewed, and have regular reminders of the requirements for good practice in teaching and learning. Module architecture and assessment strategies are reviewed regularly for their robustness to ensure they fulfil the overarching strategy of the university for a supportive educational environment. The drive for independent learning is achieved via the process of introducing ideas in the contact periods (face-to-face and online), stimulating debates and the use of assessment instruments to encourage discovery.

Course aims

The aims of this course follow two sets of benchmarks, as outlined below. The first set of QAA benchmarks refers to Events, Leisure, Hospitality, Sports and Tourism (QAA, November 2019):
• To offer an intellectually demanding programme of study which enhances the understanding of the events industry and its role within a wider leisure, tourism and business context and how these relate to society.
• To provide students with the theory and application of key event management concepts, approaches and techniques to provide knowledge, understanding and skills suitable to the development of a professional career in events management.
• To foster an awareness of the social, cultural, economic and political environment in which the events industry operates, and the strategic implications and broader social responsibilities that this environment generates.
• To create graduates who possess the relevant specific and lifelong learning skills needed in the industry upon their successful completion of the course, including, but not limited to: time management, prioritisation, numeracy, communication and leadership and capable of driving their career forward.

The purpose of the course also aligns with QAA benchmarks for Business and Management (QAA, 2019), which requires:
• Increasing understanding of organisations, their management, the economy and the business environment
• Preparation for, and development of, a career in the field of business and management, which includes marketing
• Enhancement of a wide range of skills and attributes which equip graduates to become effective global citizens

The underlying philosophy of this multidisciplinary course is to provide an education experience that gives a sound academic base focusing on the business environment and events management and that is designed to demonstrate coherence and progression within the different business management disciplines, specifically marketing.

The curriculum provides students with an understanding of the business environment and the techniques, concepts and principles that make businesses successful and efficient in the context of the events industry. Students will have the opportunity to study the events business, acquire real life and virtual business experience and explore the factors that influence the marketing of events. Students will also be able to develop an appreciation of the wider context of their studies in terms of social and ethical issues and a respect for cultural diversity.

Course learning outcomes

The University learning outcome that cuts across the entirety of the London Metropolitan University provision, and thus, the BA (Hons) Events Management and Marketing is:

On completion of this course, students will be able to: demonstrate confidence, resilience, ambition and creativity and will act as inclusive, collaborative and socially responsible professionals in their discipline (ULO)

The School has translated its mission statement into a set of learning objectives that translate into the lived experience of students and academics alike to produce the following transferable attributes differentiating GSBL graduates:
Have the confidence needed to take leadership decisions in challenging situations.
Possess the necessary communication skills that will help them adopt a global and multicultural perspective in their professional context.
Be cognisant of the effects of the social and environmental effects of their decisions and will remain active citizens of the places they live and work.
Demonstrate application of creative thinking skills to practical problems, and possess the analytical and organizational skills to translate creative ideas to operational solutions

Upon graduating with an Honours degree in Events Management and Marketing, students will typically:

Demonstrate a range of subject-specific practical marketing skills (LO1). This includes:
Effectively communicate information, arguments and analysis to different audiences in written, spoken, presentation formats and digital formats including written marketing reports, and other marketing and management inputs.
Proficient skills in multimedia, digital literacy and understanding of the nuances of mass communications.
Conduct general marketing and business analysis using a variety of tools; specifically, to use IT to access sources of information and to work with business/marketing-based software programmes.
Ability to collate assemble, analyse, evaluate and interpret qualitative and/or quantitative data including audience data, business data, sources of information in order to develop clear judgements and decision-making.

Demonstrate knowledge and understanding of business and marketing (LO2), notably through:
Referring to and utilising the concepts, theories, models, frameworks and principles of the management of marketing, consumer insights, marketing communications, marketing analytics and the organisational business context in which marketing strategies are delivered.
Explaining the structure and the changing nature of the global marketing, services marketing, not-for-profit marketing, innovation in marketing and the environment in which they operate and their management.
Apply knowledge and understanding of marketing tactics and tools and operational processes to effective decision-making against different influences.
Analysing business contextual and strategic intent to build marketing plans and implement tactics, including innovation and creativity, and how to deploy a mixture of marketing communications.
Articulating an understanding of the consumer in the management of service /product offering in planning targeted marketing.
Identifying, selecting relevant sources, uses and management of finance, budgets the use of accounting and other information systems for marketing planning, control, decision making and managing financials

Be able to critically analysis and evaluate theoretical perspectives of marketing, management and human resources (LO3). This requires cognitive skills that include:
Develop a capacity for critical reflection and judgement based on evidence and argument about marketing and business issues.
Develop critical thinking, problem-solving, within the context of circumstances to determine the cause of a problem, and solutions through research skills and identifying and selecting appropriate marketing outputs

Be able to critically analyse and evaluate the concepts and defining characteristics of events as an area of academic and applied study (LO4). This includes being able to:
explain, interpret and challenge theories and concepts which are used to understand the origin, purpose, meanings and development of events from a range of critical perspectives
display an insight into the structure of event providers and their sectors, and analyse the political, technological, social, environmental and economic factors which affect, or impact upon, the supply of, and demand for, events
analyse and reflect on the different cultural and business concepts, intercultural and international dimensions of events
demonstrate a critical awareness and understanding of how core values, for example, ethics, sustainability, creativity, strategy, and continuous improvement, relate to, and are reflected in, events.

Demonstrate a range of professional event planning and management knowledge and skills (LO5). This includes being able to:
demonstrate a critical awareness and understanding of appropriate domains, including administration, design, operations, marketing and risk, and how they apply to the phases of events, such as initiation, planning, staging of the event and closure and legacy
operate and effectively manage resources, including human (paid or volunteer), financial, venue, and subcontracted and technical resources and the development of return on investment models
display critical knowledge, understanding and application of risk management and the legal, ethical and regulatory frameworks that affect event management, including health and safety considerations and crowd management
plan, project-manage, produce, stage, analyse and evaluate events, including the procurement of support service provision, the application of new technologies and logistics
design creative events, including the programming of spectacle, exhibition, ritual, and performance
engage with, contribute to, and produce events based on an acquisition and understanding of appropriate vocabularies, skills, working methods and professional business communications.

Be able to recognise and value the centrality of the attendee and/or client and meet and respond to their needs and expectations (LO6), including being able to:
analyse the nature, characteristics, needs and expectations of different consumers through applying consumer behaviour theories and concepts and socio-cultural theories
generate creative ideas/concepts, proposals, pitches and solutions to offer experiences that meet differing needs
analyse and evaluate the quality of the event experience and its impact on the event consumer and/or client and the wider organisation and the practices of coproduction and co-creation
evaluate the importance of cultural and other diversities in developing access to, and participation in, events by specific target groups
demonstrate an understanding of the ways in which attendees behave at events and within the venue and surrounding destination, in particular, crowd management.

Be able to use, and understand the impact of, rationales, sources and assumptions embedded in policy, planning and delivery mechanisms in an events context (LO7), including being able to:
evaluate the legacy and impacts of events in social, economic, environmental, political, cultural, technological and other terms
appreciate the complexities of future scenario planning and the ability to forecast and envisage the future for events through the impact of technological, social, environmental, political and economic changes
appreciate the ethical and sustainability issues associated with the financial support, operation and development of events
write and critique event plans, portfolios and event strategies, which recognise and meet the needs of specific stakeholders
critically reflect upon the role of those organisations and structures charged with a responsibility for the promotion or the training of practitioners in events
demonstrate a critical awareness and appreciation of existing and emerging standards, policies, initiatives, frameworks and contemporary issues.

Principle QAA benchmark statements

QAA Events, Hospitality, Leisure, Sports and Tourism Benchmark (Nov 2019)
https://www.qaa.ac.uk/docs/qaa/subject-benchmark-statements/subject-benchmark-statement-events-leisure-sport-tourism.pdf?sfvrsn=c339c881_11

Also: QAA Business and Management Benchmark (Nov 2019)
https://www.qaa.ac.uk/docs/qaa/subject-benchmark-statements/subject-benchmark-statement-business-and-management.pdf?sfvrsn=db39c881_5

Assessment strategy

The assessment strategy is based on the model of progressive and inclusive curriculum, QAA Subject Benchmark Standards and the University’s Learning, Teaching and Assessment Framework, with study skills being introduced, then practiced and finally assessed in one or consecutive modules.

Assessment methods intend to be appropriate to the aims and level of the module and its desired learning outcomes, with difficulty of the assessment increasing per level. At level 4, assessments intend to focus on assessing student’s knowledge and comprehension, then increase in difficulty to assess application and analysis skills, to finally in level 6 measure also ability to synthesise and evaluate information. Additionally, assessments in level 4 tend to employ forms that students are likely to be familiar with from earlier stages of education (e.g. essays, presentations and tests), while new forms of assessment, more advanced in digital literacy and linked to professional business environment (e.g. blogs, business pitch, report, audit, portfolio, consultancy, etc.) are introduced in levels 5 and 6. Variety of assessment forms considers diverse socio-cultural body of students and intends to provide forms of engagement suitable to different learning needs. Many assessments allow for personalisation, with students being given a choice of the object of study.

An effort has been made to ensure spread of assessments per level of study, with obvious limitations such as end of academic year. An annual assessment calendar is available to students at the beginning of the academic year, hence student’s practice of effective time management skills is essential in ensuring even workload.

Formative feedback and feed-forward is embedded in the course at all levels, where students can discuss draft work and early research findings. Modules use varied feedback mechanisms, including oral feedback in taught sessions, written feedback on draft work (eg comments on blog posts), feedback sessions (in-class and online via Blackboard Collaborate), written and audio feedback on the final work and sometimes visual feedback (eg mind maps of feedback on draft work, eg dissertation). The timeline of feedback provision is in line with University policies and standards, and marking schemes for levels 4, 5 and 6 respectively are employed in all modules.
All assessments (apart from artefacts and written exams) are submitted online via Weblearn/Turnitin to ensure timely submission and monitoring of engagement. Online submission enables anonymous marking and guarantees equal access for all module tutors and external markers to assignments.

Organised work experience, work based learning, sandwich year or year abroad

Every student will undertake work-related learning either in the form of a work placement or ‘live’ project with a partner organisation or planning to set up small business.

Work-related learning provides students with:

  • the experience of a competitive recruitment process or pitching for an opportunity
  • a work-related experience or project which impacts a real organisation
  • assessment and feedback on their reflections on their experience of the work-related learning and planning for their future career.

In the first and second year of the course dedicated event practice modules provide students with opportunities to gain practical skills and experience in events management and apply what they are learning on the course by organising and working at events with fellow students within and outside of the University. The level 5 module Live Event Practice requires students to work on an event of their choice from conception to delivery and draws on partnerships with relevant companies, promoters and venues, to provide services and guidance to students on the module. The level 6 module Leading Innovation – in Events (Business Innovation through Events) is designed to enable students to explore the challenges facing events entrepreneurs and freelancers, where they will evaluate business models and articulate proposals based on current and advanced business innovation.

Students are also encouraged to participate in extra-curricular activities including involvement in peer coaching of students, receiving professional mentoring, volunteering in the not-for-profit sector, joining or setting up a student society and taking part in University wide and national competitions/activities.

The Careers and Employability Team assists students in obtaining placements tailored to students’ needs and/or circumstances. Its service is targeted to support students before, during and after their placement. Placement preparation workshops or one-to-one interviews run during the year prior to the placement to provide advice and support on aspects such as CVs, job applications, interview technique and job search strategies. Individual support is provided during the placement, complementing the role of academic placement supervisors, and reflection and debriefing workshops are organised in the year following placement. Staff have contacts with employers in many business sectors in the region and may also help arrange placements abroad.

Currently it is possible to undertake work placements or internships that are worth 15 credits during or outside term-time. Two modules are offered: ‘Learning Through Work’, which focuses on the learning experience in an employee position for a minimum of 5 weeks (or the equivalent of this part-time); and ‘Creating a Winning Business’ which applies to a taught learning experience where students develop a business plan. With respect to the latter the students who wish to pursue an entrepreneurial path may benefit from the university’s unique partnership with the Accelerator, a business incubator.

The course includes the option to take a paid 30-credit Work Placement module at level 6 or sandwich year, that is, between levels 5 and 6 (subject to approval by the Careers and Employability Team). As this extends the course to 4 years including the placement year, students must seek appropriate advice on funding implications.

Course specific regulations

There are no specified part-time structures for this course. Students on a part-time mode of study are required to take between 30 and 90 credits per academic year to complete the degree programme within the maximum time length allowed (6 years for a three-year course).
Programme planning is therefore agreed between the student and course team, in accordance with regulations on progression and completion.

Modules required for interim awards

CertHE Events Management and Marketing: 120 credits at Level 4
DipHE Events Management and Marketing: 240 credits at Level 5
BA (unclassified) Events Management and Marketing: 300 credits at Level 6 (excluding Project/Dissertation)
BA (Honours) Events Management and Marketing: 360 credits at Level 6 (including Project/Dissertation)

For CIM exemption:
MC4xxx Principles of Marketing
MC4xxx Practice of Marketing
MC5xxx Marketing Communications
MC4xxx Digital Marketing

Arrangements for promoting reflective learning and personal development

Developing reflective practice in students is built into the curriculum, and two specific activities to support this are the introduction of Enhancement Weeks and Personal Development Planning (PDP), which are now an established part of the undergraduate programmes.

Enhancement weeks are scheduled to enable students to engage in broader course-based activities. These include opportunities for reflective engagement with feedback, career preparation and employability development activities, conferences by and for students, and programme planning advice.

PDP is embedded in activities and assessments to encourage and emphasise reflection on learning goals and outcomes, to plan ways to address students’ learning development needs and to capture their learning achievements. PDP on the course involve a variety of processes and formats as appropriate to the discipline (e.g., learning journals, e-portfolios, annotated sketchbooks, case books, skills audits, reflective commentaries, graduation statements).

For example, with regard to reflective learning, most core modules include practice and assessment of students’ reflective skills both individually and in groups. A wide range of the course modules also assess the student reflective practice through learning journals or logs contributing to personal development planning and career management, thus encouraging the development of specific skills increasing student employability prospects.

Generic and transferable skills are integrated into the context of events marketing in a wide range of modules that are delivered centrally. Assessment is customised to focus on research and enterprise in sector-context, which enables the promotion of best practice, such as:

  • Incorporation of a formative assessment task for most modules at each level
  • Publication and communication of assessment criteria from the outset of module delivery
  • Provision of details on feedback, including timing and overall management at module and course levels

Career, employability and opportunities for continuing professional development

Upon successfully completing this course, graduates can embark on any of the careers within the events management sector (event planner, event marketing executive/co-ordinator, event operations executive/co-ordinator, manager, etc). Past graduates have gone on to have successful careers in some of the leading companies in the industry whilst others have launched their own enterprises. Graduates are also well equipped to enter other sectors, such as hospitality, tourism and marketing or public relations, either being employed at an organisation, or pursuing self-employment opportunities. The programme also prepares for further research or study at the university, eg through its MSc International Events, Leisure and Tourism Management.

Graduates who have pursued a stronger focus in Marketing have often found work in large organisations as part of a graduate training programme. Others prefer to work in smaller organisations where they gain a broad appreciation of marketing ahead of specialising a little later in their careers.

For students who study this degree there are career opportunities that can be developed by specialising in a marketing function such as research, communications, brand management; or in a type of marketing, such as product, service, consumer or business to business (B2B); or within a sector, such as financial services, public, not for profit or entertainment.

Career opportunities

We want our graduates to leave London Met in the best possible position, which is why this course is so hands-on and career-focused. Successful graduates will leave with practical experience and theory to embark on any career in the events management sector. Our graduates can go on to work as event planners, event marketing executives/coordinators, event operations executives/coordinators or event managers.

Previous graduates of the University have gone on to work in some of the leading events companies including Tripadvisor, Heart Productions and Chillisauce, while others have launched their own enterprises.

You’ll also have transferable skills that can be used in a range of roles and industries, or you can go on to further specialist study in events, leisure and tourism or marketing. This could be at university or alongside a role via sponsored professional development courses.

Entry requirements

In addition to the University's standard entry requirements, you should have:

  • a minimum of grades CCC in three A levels (or a minimum of 96 UCAS points from an equivalent Level 3 qualification)
  • English Language and Mathematics GCSE at grade C/4 or above (or equivalent)

These requirements may vary in individual cases.

If you don't have traditional qualifications or can't meet the entry requirements for this undergraduate degree, you may still be able to gain entry by completing our Business Management (including foundation year) BA (Hons).

To study a degree at London Met, you must be able to demonstrate proficiency in the English language. If you require a Tier 4 student visa you may need to provide the results of a Secure English Language Test (SELT) such as Academic IELTS. For more information about English qualifications please see our English language requirements.

If you need (or wish) to improve your English before starting your degree, the University offers a Pre-sessional Academic English course to help you build your confidence and reach the level of English you require.

Official use and codes

Approved to run from 2020/21 Specification version 1 Specification status Validated
Original validation date 04 Jun 2020 Last validation date 04 Jun 2020  
Sources of funding HE FUNDING COUNCIL FOR ENGLAND
JACS codes N500 (Marketing): 50% , N820 (Event Management): 50%
Route code EVMAMK

Course Structure

Stage 1 Level 04 September start Offered

Code Module title Info Type Credits Location Period Day Time
FE4155 Understanding the Business and Economic Environ... Core 15 NORTH SPR MON AM
HR4052 Managing People in Organisations Core 15 NORTH SPR WED AM
          NORTH SPR FRI AM
          NORTH SPR THU PM
          NORTH SPR THU AM
          NORTH SPR FRI PM
          NORTH SPR TUE PM
          NORTH SPR TUE AM
          NORTH SPR MON PM
          NORTH SPR MON AM
          NORTH SPR WED PM
LT4056 London's Visitor Economy Core 15 NORTH AUT WED AM
LT4057 Event Planning and Management Core 15 NORTH AUT WED PM
MC4060 Practice of Marketing Core 15 NORTH AUT MON PM
MC4061 Principles of Marketing Core 15 NORTH SPR THU AM
          NORTH SPR THU PM
          NORTH SPR MON PM
MN4063 Understanding and Managing Data Core 15 NORTH AUT MON PM
          NORTH AUT FRI AM
          NORTH AUT THU PM
          NORTH AUT THU AM
          NORTH AUT WED PM
          NORTH AUT WED AM
          NORTH AUT TUE PM
          NORTH AUT TUE AM
          NORTH AUT MON PM
          NORTH AUT MON AM
          NORTH AUT FRI AM
          NORTH AUT THU PM
          NORTH AUT THU AM
          NORTH AUT WED PM
          NORTH AUT WED AM
          NORTH AUT TUE PM
          NORTH AUT TUE AM
          NORTH AUT FRI PM
          NORTH AUT MON AM
MN4W51 Learning Through Organisations (Professional Pr... Core 15 NORTH SPR TUE AM

Stage 1 Level 04 January start Offered

Code Module title Info Type Credits Location Period Day Time
FE4155 Understanding the Business and Economic Environ... Core 15 NORTH SPR MON AM
HR4052 Managing People in Organisations Core 15 NORTH SPR WED AM
          NORTH SPR FRI AM
          NORTH SPR THU PM
          NORTH SPR THU AM
          NORTH SPR WED PM
          NORTH SPR FRI PM
          NORTH SPR TUE PM
          NORTH SPR TUE AM
          NORTH SPR MON AM
          NORTH SPR MON PM
LT4056 London's Visitor Economy Core 15        
LT4057 Event Planning and Management Core 15        
MC4060 Practice of Marketing Core 15        
MC4061 Principles of Marketing Core 15 NORTH SPR THU AM
          NORTH SPR THU PM
          NORTH SPR MON PM
MN4063 Understanding and Managing Data Core 15        
MN4W51 Learning Through Organisations (Professional Pr... Core 15 NORTH SPR TUE AM

Stage 2 Level 05 Not currently offered

Code Module title Info Type Credits Location Period Day Time
LT5W51 Live Events Practice Core 15        
LT5W52 The Event Experience Core 15        
MC5055 Digital Marketing Core 15        
MC5077 Consumer Insights Core 15        
MC5081 Marketing Communications for Events Core 15        
MN5070 The Practice of Consultancy Core 15        
MN5W50 Creating a Winning Business 1 Alt Core 15        
MN5W55 Learning through Work Alt Core 15        
LT5089 Music Industry Contracts and Negotiation Option 15        
LT5090 Cities, Tourism and Eventfulness Option 15        
MN5073 Developing Inclusive Organisations Option 15        
MN5074 Sustainability, Business and Responsibility Option 15        
MN5076 Fundamentals of Project Management Option 15        
OL0000 Open Language Programme Module Option 15        

Stage 3 Level 06 Not currently offered

Code Module title Info Type Credits Location Period Day Time
LT6083 Event Sponsorship and Fundraising Core 15        
LT6089 Conference Management Core 15        
MC6070 Social Media Management Core 15        
MC6091 Brand Management Core 15        
MN6P05 Consultancy Project Core 30        
LT6091 Service Excellence for Creative industries Option 15        
LT6092 Creative Artists Rights and Legal Disputes (Opt... Option 15        
MC6093 Global Marketing and Sales in the Digital Age Option 15        
MN6076 Leading Innovation Option 15        
MN6W04 Professional Experience Year Placement Option 30        
OL0000 Open Language Programme Module Option 15