LT5093 - The Event Experience (2026/27)
| Module specification | Module approved to run in 2026/27 | ||||||||
| Module title | The Event Experience | ||||||||
| Module level | Intermediate (05) | ||||||||
| Credit rating for module | 15 | ||||||||
| School | Guildhall School of Business and Law | ||||||||
| Total study hours | 150 | ||||||||
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| Assessment components |
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| Running in 2026/27(Please note that module timeslots are subject to change) | No instances running in the year |
Module summary
This module aims to equip students with the theoretical knowledge and practical skills necessary to evaluate events experiences across a range of settings, including entertainment, cultural, business, and tourism. It introduces key concepts from experiential marketing and consumer behaviour theory as they relate to event management and explores principles and frameworks of event design, with particular emphasis on understanding and enhancing the attendees’ experience. Students will have the opportunity to apply their knowledge in a real-world events context by conducting a small-scale observational research project on a ‘live case study’ aimed at evaluating an event. The module encourages critical reflection on the relationship between theory and practice, providing deeper insight into what it takes to design, evaluate, and manage meaningful and engaging event experiences.
Aims of the module:
1. You will be equipped with the knowledge and skills necessary to evaluate a wide range of event types.
2. You will apply concepts and theories of experience management and experiential marketing to real-world events.
3. You will understand the significance of interactive elements and experience design in staging memorable events and in shaping the attendees’ experience.
4. You will develop confidence in using appropriate research, analytical, and discursive skills to investigate various aspects of the event experience across a range of event types and industry contexts.
Prior learning requirements
No prerequisites. Available for Study Abroad? YES
Syllabus
The module begins by providing an overview of a variety of relevant event types and introduces students to the fundamentals of conducting observational research to evaluate key aspects of events and the visitor experience. Core areas of the syllabus include experiential marketing management principles, consumer behaviour theories, and key concepts related audience experience and engagement.
Building on this foundation, the module explores the Experience Economy and critically examines theories related to event experience, meaning making, and event design. Additional topics include the role of symbolic and interactive elements, as well as the importance of service in shaping the overall visitor experience.
Balance of independent study and scheduled teaching activity
The module is delivered through on-site weekly lectures and seminar sessions. Lectures will accommodate a range of learning styles by incorporating various multimedia formats such as audio, video, graphics, and hyperlinks. These sessions will introduce key theories related to event experience design and attendee experience management. Seminars will adopt a more practical and creative focus, encouraging the application of theoretical concepts through student-led discussions and interactive activities. Students are encouraged to contribute examples from their own personal or professional experiences and to reflect on the relevance of the material from their individual perspectives. Additional learning opportunities afforded in this module may also include guest lectures by academic and industry professionals, as well as field trips to relevant events, providing real-world insights that enhance the syllabus.
With a strong emphasis on industry engagement and student-centred learning, the module promotes action-based and experiential learning. As part of the assessment, students will be required to attend an event of their choice to conduct observational research on the attendees’ experience. By self-selecting the event and defining the focus of their evaluation, students are empowered as active partners in the learning process. Throughout the module, they are encouraged to reflect on what they have learned and how this connects to both the theoretical and practical dimensions of event management.
Weblearn will be used to distribute module materials, including lecture slides and audiovisual content such as session recordings. It will also serve as an interactive platform for communication between students and tutors, and for the timely delivery of personalised feedback following formative and summative assessments.
Students are expected to actively participate in all sessions and arrive prepared, which will involve both guided and independent study—such as reading academic articles and other relevant materials in advance.
Learning outcomes
On successful completion of this module, students will be able to:
1. Design, conduct, and present the findings of observational research focused on evaluating an event (LO1).
2. Investigate and critically assess the event experience across a wide range of event types (LO2).
3. Apply experience management and event design theories appropriately in a real-world event management context (LO3).