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Forecast to grow to over £48 billion by 2020 in this country alone, the event industry is one of the fastest growing service sectors in both the UK and internationally. Businesses are investing more in events to get closer to their customers, increasing the demand for well-qualified events managers.

Our Master’s degree aims to provide specialist training and an in-depth knowledge of the event industry and full event management cycle for those who currently or seeking to work in this dynamic and exciting industry.

As members of the Association of Event Management Education (AEME) and EuroCHRIE, the Tourism and Hospitality Educators, we follow industry trends closely. You will have the opportunity to examine actual business case studies, gain hands-on experience of managing real-life events and hear from industry speakers. You can further enhance your employability by undertaking a company internship, which led past students to work for various event venues and organisations such as Compass at the Ricoh Arena, Festival de Rocamadour.

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies:

Association of Event Management Education (AEME)

European Foundation for Management Development (EFMD)

Chartered Association of Business Schools (CABS)

Course information

Combining the study of events with management theory, a major feature of this degree is the chance to experience first-hand how events are run. You will not only work with experienced and reputable event managers and event venues, but also be assessed in planning and running your own events.

You’ll have the opportunity to examine the structure, operation and organisation of the event industry within private, public and not-for-profit sectors, learning how to apply business principles, such financial and strategic management to the solution of event management problems. You’ll also study the concepts, characteristics and operations of events and festivals, particularly from a commercial perspective.

As the course progresses, optional modules enable you to study specialist topics, such as events sustainability and events operations management. We will examine the ways in which human resource management can improve operational effectiveness and efficiency, as well as the specific issues arising from managing volunteers. We will introduce you to the latest theory and practice in the fields of leadership, flexibility and change management.

The culmination of your Master's course will be either a dissertation or management Consultancy Project that will provide you with the opportunity to undertake a workplace project on behalf of an organisation.

Why choose this course?

Events are an integral part of our 21st century society. They contribute significantly to tourism, creative enterprise, business development and information exchange, as well as customer, community or fan engagement.

This postgraduate events management programme blends theory and practice-oriented study to provide you with the advanced skills and knowledge to organise all manner of events successfully – from the initial planning stages right through to design, implementation and evaluation.

We aim to prepare you to produce and operate live events, familiarising you with a variety of events, including conferences, conventions, global summits, festivals, product launches, sporting spectacles and corporate hospitality. We will teach you how to overcome challenges and mitigate risks and issues that can arise.

We also examine how the external environment impacts on event organisers and organisations, particularly the economic, legal, ethical, political and sociological dimensions, looking at issues such as CSR, increased professionalisation and internationalisation.

We have excellent links with local employers, including the National Exhibition Centre (NEC) and National Indoor Arena (NIA) in Birmingham, as well as the Ricoh Arena in Coventry), which provide input to course management and development.

You’ll have the opportunity to showcase and run live events throughout the course and attend field trips to experience how events are run both in the UK and abroad (additional costs may apply).

Career prospects

Open to graduates of any discipline, our postgraduate degree offers a global perspective of managing events to help to prepare you for management roles in event planning, promotion, delivery and sales.

Careers in event management are diverse; you can work as an event organiser, conference centre manager or event marketing executive. You can also choose to specialist in certain types of events, such as exhibitions and festivals or sporting and cultural events.

The broad set of skills you should have developed, in the areas of business, management, marketing and finance, mean you should be ideally placed to move into more general management and marketing within the private, public and voluntary sector.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Employment Unit with an extensive network of employers with a wide range of internship possibilities. The employment unit also supports you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres.

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.


Visit the International Events Management - MSc page on the Coventry University website for more details!

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