module specification

LT5093 - The Event Experience (2021/22)

Module specification Module approved to run in 2021/22
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
24 hours Assessment Preparation / Delivery
84 hours Guided independent study
36 hours Scheduled learning & teaching activities
6 hours Placement / study abroad
Assessment components
Type Weighting Qualifying mark Description
Coursework 100%   Individual (2000 words) Report
Running in 2021/22
Period Campus Day Time Module Leader
Autumn semester North Wednesday Morning

Module summary

This module seeks to equip students with theoretical knowledge and practical skills necessary to evaluate events in the exhibitions and corporate sector as well as in other business, leisure, cultural and tourism settings.

It introduces experiential marketing and consumer behaviour theory in the context of event management and provides and students with the opportunity to apply their knowledge in a real-world events context by conducting a small-scale consultancy/research project on a ‘live case study’ aimed at evaluating an event.

The overall aims of the module are:

  • To equip students with the knowledge and skills necessary to evaluate a wide range of event types
  • To enable students to apply a range of research and consultancy skills within the event industry context
  • To develop student ability to apply experiential marketing and other relevant theories and academic learning in real world contexts
  • To encourage student confidence in the use of appropriate research, analytical, discursive skills in business contexts.

Prior learning requirements



An overview of a variety of relevant event types is presented and the module syllabus also initially serves to familiarise the students with how to conduct a primary research as part of a consultancy project, covering the consultancy project phases and research skills. LO1

Experiential marketing management principles and practices and consumer behaviour theories and concept are other core areas of the syllabus. The module introduces the Experience Economy and then focuses on examining theories on event experience and meaning and event design. Event service quality is also discussed. LO2 & LO3

Balance of independent study and scheduled teaching activity

The delivery of the module will combine lectures, seminars and tutorials with online activities. Sessions will consist of a mixture of theoretical input and problem-based learning. Learning activities will be supported by multimedia, including videos, self-administered questionnaires, student-centred discussions, peer evaluation of set tasks, guest speakers and virtual lectures.

This module has a strong industry practitioner and student-centred focus and is based on the model of action and experiential learning. To support the work for the module assessment students will be expected to attend an event and the outset students are expected to work both individually and collaboratively with each other, their tutors and industry professionals both face to face and in a variety of online fora. Throughout the module students are asked to reflect on what they have learnt and how their learning relates to the theory and practice of event management.

Weblearn will be used for the distribution of module material and it will also be used as an interactive mechanism between students and tutors, for example, to direct students to select readings or to provide news about the module or the module content. It will also be used for the timely provision of personal feedback following formative and summative assessments.

Learning outcomes

On completion of this module students should be able to:

  1. Design, conduct and present the findings of a small-scale research or consultancy project aimed after evaluating an event (LO1)
  2. Investigate and critically assess the event experience for a wide range of event types (LO2)
  3. Apply experiential theories appropriately in an event management context (LO3)

Assessment strategy

The assessment strategy for this module will consist of an individual report in which students will apply relevant experiential marketing and other theories relevant to the assessment of event experiences to analyse the findings of their research project aimed at evaluating an event [LO1-3].

By way of formative assignment students will prepare a poster detailing how they intend to investigate their chosen event which they will present in an informal setting to their tutors and peers in order to receive feedback on their research plan.


Core texts:
Berridge G. (2015) Events Design & Experience, Oxford: Butterworth Heinemann.

Getz D. (2019) Event Studies, 2nd Edition, Oxford: Butterworth Heinemann.

Smilansky, S (2017) Experiential Marketing: A Practical guide to interactive brand experiences

Armstrong, G. & Kotler, P. (2020) Marketing an Introduction. 14th Ed. Upper Saddle River, N.J.: Pearson Prentice Hall.
Lunt, T and Nicotra, E (2019) Event Sponsorship and Fundraising: An Advanced Guide, Kogan Page, London.
Morgan, M., Lugosi, P. & Brent Ritchie, J. (eds.) (2010) The Tourism and Leisure Experience: Consumer and Managerial Perspectives, Bristol: Channel View Publications.
Nijs D (2003) Imagineering: Engineering for the Imagination in the Emotion Economy in Creating a Fascinating World. NHTV. Breda University
Pine J & Gilmore J (1999) The Experience Economy: Work is Theatre and Every Business is a Stage. HBS
Schiffman L. Kanuk L. Hansen L. (2011) Consumer Behaviour: A European Outlook. 2 Ed. Harlow. Pearson.
Van Der Wagen, (2010) Event Management for tourism, business and sporting events, Pearson.
Wirtz and Lovelock (2018) Essentials of Service Marketing, 3rd Ed. Harlow, Pearson.

Event Management
International Journal of Events and Festivals Management