module specification

LT4016 - The Events Industry (2020/21)

Module specification Module approved to run in 2020/21
Module title The Events Industry
Module level Certificate (04)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
54 hours Assessment Preparation / Delivery
156 hours Guided independent study
81 hours Scheduled learning & teaching activities
9 hours Placement / study abroad
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 20%   Group presentation, 15 minutes.
Coursework 40%   Individual academic essay, 2000 words.
Coursework 40%   Individual blog portfolio, 2000 words.
Running in 2020/21 No instances running in the year

Module summary

This module aims to give to students an overview introduction and an initial and academic conceptual understanding of the events management industry, by providing and introduction to the main themes of the events sector. An element of a generic foundation to Higher Education studies could also be regarded as been embedded in this module.
Students are encouraged to acquire the necessary sound foundations (key theories and concepts) of the Events sector, grounded in solid academic underpinning. This will enable them in the following years to become critical, reflective learners who can communicate effectively and understand different types of information, as well as syntheses and evaluate it. Thus the module also partially provides a foundation for research, relevant to higher education studies. With an emphasis on a co-creation of knowledge, the module engages students in an exploration of themes and topics that are appropriate to their field of study, and to themselves as learners.

Aims of the module:
The over-arching aim of the module is to provide a comprehensive foundation of the principles and nature of the Events Industry in preparation for subsequent study and ultimately employment within the sector and other related industries (specifically Events, Leisure, Music, Tourism, Hospitality, Sport, Charity, etc.).

The module aims to:
1. To develop an understanding of the nature, significance and development of the Events industries as a phenomenon in modernity, with a particular focus on Events, as well as, to develop a solid base for acquiring further knowledge related with the sector.
2.  To introduce students to the basic events environment, key issues, key tools, key stakeholders and key sectors in the Events industries.
3. To introduce students to both the positive and negative impacts generated by activities and development in the Events sector.
4. To introduce core concepts and models useful in the interpretation of the dynamics of the Events industries.


• Introduction to the Events Industry
• Event studies, historical development/structure of the industry  LO1
• Employability/challenges of an events management related career
• Event typology and definitions
• Events management research   LO2
• Defining Event Management themes, concepts and issues
• Motivation/events, leisure and the experience economy
• Impacts of Events
• Environmental Factors
• Event Led Regeneration
• Cultural, social, economic, political and environmental impact of events
• Key analysis tools   LO3

Balance of independent study and scheduled teaching activity

The module will be delivered via a combination of lectures, seminars, tutorials, online activities, group work, peer learning, and the like. Sessions will consist of a mixture of theoretical input and problem based learning.  The aim is to support learning activities with the use of modern technology, such as videos, discussion boards, in-class student-centred discussions, peer collaboration, guest speakers, and so forth. The aspiration is to promote active and collaborative learning.

The underpinning strategy shall be inquiry-based learning, requiring students to cognitively engage in making sense of the problems, tasks and questions through collaboration with peers and through the consultation of a variety of resources in order to solve them. The academic shall facilitate the learning process, and will provide directed activities for self-managed learning in preparation of lectures and seminars/workshops. The teaching might also include guest lecturers and industry visits. The module will facilitate both the critical discussion required at this level of education and the development of information and digital literacies.

Learning and teaching on the module could be organised in the form of 2 hours lecture and 1 hour seminar every week.

Weekly teaching is supported with the online intranet (WebLearn), not only in terms of sharing of relevant materials, but also in terms of incorporating different online activities that students are required to complete, either in preparation for or in follow-up of the session. This could include both individual and collaborative exercises.

Students are expected to actively participate in all sessions and to come to sessions prepared, which will entail a certain amount of guided and self-guided independent study at home/library, both including hard copy and online resources. Indicative key reading material and guidance will be provided to help students plan their studies, but students are also expected to conduct additional research, to supplement their reading with relevant topics and material or their choice.

Learning outcomes

On successful completion of this module, students will be able to:

1. Demonstrate an understanding of (overview knowledge) the sector and be able to identify a range of possible career paths (and associated issues) of the Events and possibly other related industries [Assessed in A1].

2. Identify and describe various academic discourses and issues, characteristic of the events (and related) industries, drawing on relevant academic journals and appropriate academic and industry publications [Assessed in A2].

3. Demonstrate effective undertaking of key relevant analysis (e.g. SWOT, PESTEL and the rest) related with particular aspects of an industry/event, within the professional and generic socioeconomic context (e.g. taking in the social, cultural, economic, political and environmental context of their subject) [Assessed in A3].

Assessment strategy

Formative Assessment: in class/online, PISO II, weeks 4-7 (0% - compulsory) – in groups and in-class and/or online task on researching an industry topics related to assessment 1.

1. In groups students will be required to prepare a 15 minutes multimedia presentation involving a career pathway in the broader event industry to be presented in a multimedia form to other students [Assesses LO1].

2. A 2000 words individual academic essay, which will focused on a relevant topic (e.g. included in the curricular covered) and various academic discourses and issues. Student will be expected to demonstrate their familiarity with key academic journals and other publications related with the events and associated sectors, and their acquired critical knowledge of associated issues. [Assesses LO2].

3. Using the university online learning facilities (Weblearn) the individual 2000 words blog portfolio, will required students to demonstrate the knowledge and skills that they have acquired throughout the academic year. In addition to other elements, crucially the blog must also include the key relevant analysis (e.g. SWOT, PESTEL) for particular applicable aspects of an industry/event, within the professional and generic socioeconomic context (e.g. taking in the social, cultural, economic, political and environmental context of their subject) [Assesses LO3].



Core Texts:
• Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2012) Events Management, 3rd edition, Abingdon: Routledge
• Getz, D. (2012). Event studies: Theory, research and policy for planned events, London: Routledge
• Ferdinand, N. and Kitchin P. (2012) Events Management: An International Approach, London: Sage
• Page, S. J. and Connell, J. (2012) The Routledge Handbook of Events, Hoboken: Taylor and Francis

Other Texts:
• Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2010) Festival and Special Event Management, Fifth Edition, John Wiley & Sons
• Ali-Knight, J., Robertson, M., Fyall, A. and Ladkin, A. (2009). International Perspectives of Festivals and Events: Paradigms of Analysis, London: Elsevier
• Bladen, C. Kinnell, J. Abson, E. and Wilde, N. (2012) Events Management: An Introduction. Routledge: Oxon, UK
• Ferdinand, N. and Kitchin, P. (2012) Events management: an international approach, Los Angeles: SAGE
• Fox, D., Gouthro, M.B., Morakabati, Y. and Brackstone, J. (2014) Doing Events Research: From theory to practice. Routledge: Oxon, UK
• Goldblatt, J. (2011) Special events: a new generation and the next frontier, Hoboken: Wiley
• Jones, M. (2014) Sustainable Event Management: A Practical Guide, 2nd edition, Routledge: Abingdon
• Povey, G. and van Wyk, J.A. (2010) Culture and the event experience. In P. Robinson, G., Dickson & D. Wale (Eds.) Events Management (pp.1-18) Raj, R. et al (2009) Events management : an integrated and practical approach, London: Sage
• Shone, A. and Parry, B. (2010) Successful event management: a practical handbook, Andover: Cengage
• Smith, A. (2012) Events and Urban Regeneration, Routledge: UK
• Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S. and McMahon-Beattie, U. (2004) Festivals and Events Management, London: Elsevier Butterworth-Heinemann

• Event Management
• International Journal of Event and Festival Management
• Cultural Planning and Management
• International Journal of Hospitality and Event Management
• International Journal of Event Management Research
• Journal of Travel and Tourism Marketing
• Journal of Town and City Management
• City Marketing and Branding
• The London Journal: A Review of Metropolitan Society Past and Present
• Urban Design
• Urban Studies
• Journal of Convention and Event Tourism
• Annals of Tourism
• Journal of Policy Research in Tourism, Leisure and Events
• Managing Leisure
• Tourism Management

• Association of event organisers:
• The Association for Events Management Education (AEME):
• The Association of British Professional Conference Organisers Limited (ABPCO):
• The International Live Events Association:
• Association of Event Venues:
• The Association of British Professional Conference Organisers Limited (ABPCO):
• Chartered Institute of Marketing:
ESOMAR (The European Society for Opinion and Market Research):
• Project Management Today:
• Project Management Institute:                
• Association for PM:
• Association of Event Organisers:
• Eventia:
• Financial Times:
• The Guardian: